<![CDATA[Business success in the era of globalization and digital transformation is highly influenced by entrepreneurs' ability to develop innovation and creativity. Increasingly intense business competition requires companies to continuously create products, services, and business strategies that provide added value and meet the evolving needs of consumers. This study aims to analyze the role of innovation and creativity in improving business success and to identify the factors supporting their implementation in business practices. The study employed a qualitative approach using a library research method. Data were collected from scientific books, national and international journal articles, and other relevant academic publications related to innovation, creativity, entrepreneurship, and business success. The data were analyzed using content analysis by comparing theories and findings from previous studies. The findings indicate that innovation and creativity play a significant role in enhancing business competitiveness, creating product differentiation, improving service quality, expanding market share, increasing customer satisfaction, and ensuring business sustainability. Furthermore, the integration of digital technology with creative thinking enhances operational efficiency and enables businesses to adapt more effectively to changes in the business environment. Therefore, innovation and creativity should be integrated into business development strategies to achieve sustainable competitive advantage and long-term economic growth.]]>
