A systematic literature review of organizational culture, creativity, and innovation: a bibliometric and theory development, context, characteristics, and methodology framework analysis

In the last three decades, organizational culture, creativity, innovation, and their relation have taken the interest of scholars; a growing body of knowledge is gathering around organizational creativity and innovation performance. The purpose of this paper is to present the main findings from a systematic review of 140 papers directly related to organizational culture, creativity, and innovation performance, conducted through a bibliometric approach using VOSviewer. Additionally, a theory–context–characteristics–methodology approach was used to identify potential research gaps and suggest future research in these areas. This work highlights the scope for future directions, which could be very important to deepen further the research work by offering multidisciplinary research, combined research methodology and eventually raising the need to explore new theories arising from the further understanding of the mentioned fields. A comprehensive literature search was performed from reputable databases and publishers, such as Emerald Group Publishing, Elsevier, Taylor 2) innovation; and 3) creativity. This research contributes to management discipline by providing theoretical, contextual, and methodological insights into the disciplines of organizational culture, creativity, and innovation by using theory–context–characteristics–methodology framework. No prior studies in these areas have utilized theory–context–characteristics–methodology; existing publications primarily feature bibliometric analyses. Moreover, research on organizational culture, creativity, and innovation in the Western Balkans is still limited, pointing to a clear need for further studies. Expanding research in these areas will provide valuable insights into regional challenges and opportunities and add to the existing literature.