Creativity techniques applied to business innovation in Ecuadorian start-ups: a systematic review of their impact on the generation of disruptive business models (2020–2025)

Abstract

Between 2020 and 2025, creativity assumed a central role in the innovation, competitiveness, and sustainability of Ecuadorian SMEs and emerging ventures, within a context shaped by rapid technological change and the need to diversify business models. This study aimed to analyze in depth the scope, applicability, and effects of creative techniques implemented in these environments, as well as to identify recurring patterns, sectoral contrasts, and research gaps. To achieve this, a systematic literature review was conducted following PRISMA guidelines, drawing on indexed databases, institutional repositories, and national technical documents. Eighteen studies met the inclusion criteria and formed the basis for the analysis. The results showed that methodologies such as Design Thinking, collaborative laboratories, and Brainstorming supported the creation of value propositions, the adaptation of organizational processes, and the strengthening of competitive advantages, with more visible impacts in the technology, education, and services sectors. The studies also revealed that the adoption of these techniques was uneven, particularly in traditional industries and peripheral regions, where structural barriers related to limited financing, conservative organizational cultures, and insufficient managerial training persisted. Public policies such as InnovaCIT and the Digital Transformation Agenda partially encouraged the incorporation of creative practices, although their effects remained concentrated in urban areas. Overall, the findings allowed for the generalization that applied creativity functioned as a key mechanism for business transformation, even though its impact depended on organizational capabilities and available institutional support. The review further identified significant gaps in national literature and suggested that strengthening university–industry–government collaboration, expanding creativity training, and developing standardized evaluation systems proved essential for consolidating sustainable and inclusive innovation processes in the country.