Living in very dynamic and uncertain times, we can witness the power and the necessity of utilizing creativity and innovation as they can provide solutions to complex problems. However, how we see and define creativity is influenced by many factors, and culture is one of them. The purpose of this study was to investigate the effect of culture on creativity conceptualization. Specifically, the objective was to find out whether the working professionals of Croatia and the working professionals of the United Arab Emirates view creativity differently. In order to investigate this, a cross-sectional study involving 109 participants from Croatia and 98 participants from the UAE was designed. The results confirmed that there are differences in how they view creativity, and this could also be influenced by their culture. This is in line with the findings of other research studies: there are no universal recipes as to how people view what is creative, and therefore no generalization can be made about what constitutes creativity for an individual. Using tailored approach to particular cultures’ view of creativity is important when developing creative solutions and fostering creativity skills in employees of that culture.

Library of Congress Subject Headings

Creative ability in business--Croatia--Public opinion; Creative ability in business--United Arab Emirates--Public opinion; Creative ability--Croatia--Public opinion; Creative ability--United Arab Emirates--Public opinion

Publication Date


Document Type


Student Type


Degree Name

Service Leadership and Innovation (MS)

Department, Program, or Center

Hospitality and Tourism Management (SCB)


Jennifer Matic


RIT Croatia

Plan Codes