Logit Model of Computer-Based Data-Driven Creative Idea Generation in the Industry and Service Sectors

  • S. N. Hojjati Department of Information Technology, Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
  • A. R. Ghatari Department of Management, Tarbiat Modares University, Tehran, Iran
  • M. Alborzi Information Technology Management Department, Science and Research Branch, Islamic Azad University, Tehran, Iran
  • G. Hassanzadeh Department of Anatomy, School of Medicine, Tehran University of Medical Sciences, Tehran, Iran
Keywords: idea, generation, computer-based, data-driven, creativity, competitive, environment, business


Organizational creativity and employee idea generation have become important and essential elements of an organization’s success, as creativity results to increased performance. The need of increased creativity is evident in industrial and service companies. The main idea behind this paper is to analyze and demonstrate if accessing various types of data in certain ways and/or situations affects creative idea generation by the people involved in different industrial/service sectors, considering that now most of the employees use digital data. The current paper discusses how seven different factors are related to digital data affect creativity.


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