ANALYSIS AND DIAGNOSIS FOR THE USE OF CREATIVITY AS A STRATEGIC MANAGEMENT TOOL IN SERVICE PROVIDER COMPANIES

Abstract

This article explores the applicability of creativity tools within the scope of strategic management in service companies in Fortaleza - Ceará. Based on consolidated techniques such as Brainstorming, Design Thinking, Lateral Thinking, Gamification and Mind Maps, the research analyzes how these methodologies foster innovation and problem solving. The study is based on a mixed methodological approach, using questionnaires to collect qualitative and quantitative data from managers of service providing companies. The results, obtained from a sample of 45 companies, reveal that, although the majority detect the importance of creativity as a strategic tool, its practical application is inconsistent. Surprisingly, a significant number of companies still do not make effective use of these techniques. The study points to a growing awareness of the value of creativity in strategic management, but also highlights a gap between recognition of its importance and effective implementation in business practices.