CREATIVITY AND INTUITION IN INNOVATION: A PHILOSOPHICAL APPROACH TO DRIVE GROWTH: A CASE STUDY OF THE TOKOPEDIA STARTUP

Abstract

This article discusses the role of creativity and intuition in innovation and its impact on organizational growth, focusing on a case study of Tokopedia, one of the leading startups in Indonesia. Innovation is key to the sustainability and growth of a company, especially in a dynamic business environment. Using a philosophy of management approach, this study explores how Tokopedia leverages creativity and intuition to generate new ideas and make effective decisions. This study proposes several hypotheses, including that creativity and intuition have a positive influence on innovation, which in turn contributes to organizational growth. In addition, organizational size is also identified as a control variable that moderates the relationship between creativity, intuition, and innovation. The research methods used include qualitative and quantitative analysis to collect data from various sources, including interviews with managers and employee surveys. The results show that the integration of creativity and intuition not only improves Tokopedia's ability to innovate but also strengthens its position in the e-commerce market. These findings provide valuable insights for other startups in developing effective innovation strategies. This article is expected to contribute to the literature on innovation management and provide practical guidance for business leaders in facing challenges in the digital era.