In a highly competitive industrial environment, enterprises are facing a crisis of non-innovation or collapse. Thus, innovation has become one of the industry trends. Innovation is the necessary capacity for industry competitive advantage; however, creativity is the source of innovation. This study attempts to explore the development of creativity issues in the field of business and management and realize how employee creativity and organization innovation can be improved. Ultimately, to help the industry solve the crisis they may face. This study presents a clear development trend of creativity in business and management. The contribution of the paper is to provide a means (i.e., keyword index) to conceptualize and operationalize the coverage of creativity. It also provides a conceptual framework to organize how creativity and innovation can be developed.