THE ROLE OF CREATIVE THINKING IN ENTREPRENEURIAL SUCCESS: A META-ANALYSIS COMPARING INNOVATORS AND TRADITIONAL ENTREPRENEURS

Abstract

Entrepreneurs need creative thinking because it serves as their primary tool for achieving business growth. The recent research shows that creative thinking boosts innovation capacities which enable businesses to recognize new market opportunities while improving their overall performance. The research gap exists because there has been insufficient study about how creative thinking affects two distinct entrepreneurial types which are innovative entrepreneurs and traditional incremental entrepreneurs. The study used a meta-analysis method to combine research results from studies published between 2015 and 2025 which examined how creative thinking affects entrepreneurial success. The meta-analysis included 15 studies which used different research methods including cross-sectional surveys and quasi-experimental designs and structural equation modeling (SEM) methods. The studies examined various entrepreneurial results which included business performance and entrepreneurial intention and innovation outcomes. The researchers calculated effect sizes through Cohen's d measurement while they used random-effects models to address variability across different studies. The researchers evaluated heterogeneity through two methods which included Cochran's Q test and I² statistics while they assessed publication bias through funnel plots and Egger's test. The meta-analysis discovered that creative thinking provides entrepreneurs with a medium-to-large beneficial impact which leads them to achieve business success through their work (average Cohen's d = 0.55). Innovation-oriented entrepreneurs showed a stronger effect (Cohen's d = 0.70) compared to traditional entrepreneurs (Cohen's d = 0.45). The study identified substantial variability among the results (Q = 27.34, p < 0.001; I² = 65%) while researchers found minimal publication bias through their work (Egger's p = 0.06) but their findings remained accurate after they performed sensitivity analyses. Creative thinking directly influences entrepreneurial success because it serves as a key factor which helps innovation-oriented entrepreneurs succeed. The results demonstrate that organizations need to create environments which support creativity development because these spaces help people create new things and discover business opportunities. Future research should explore creative thinking within specific industries to further understand its impact.