creativity and design process to raise new business models: analysis of a co-creative framework

The current frantic changes in the technological and social scope require that skills such as creativity has beenresearched, since it acquires great importance in a context in which the market differentiation will depend oncreative minds. thus, this research aimed to analyze the creativity as a design and innovation tool, seeking to maximizeits use through a creative framework to understand, script and evaluate the creative process, enhancing new ideas andstimulating creativity in different companies. understanding the important role that creativity plays in business models,promoting innovative decisions in a competitive market. a descriptive scientific methodological process was performedthrough a bibliographic research. after that, a creative framework was developed and carried out with 48 differentstartups, in order to test and analyze the developed framework, allowing suggestions to improve future updates of theframework. finally, the results point out how the creative framework, as a systemic process, is important to generatenew and significant ideas. in this sense, the creative framework collaborates both with the design process by a ideationphase script and boosting different business models, delivering possible operational improvements and new approachsfor the evolution of products and/or services addressed in startup's projects.