Creativity and innovation management for the optimization of competitive performance in the baking industry
Introduction: This article is derived from the research project entitled “Creativity as a Competitive Advantage in the Baking Industry of Pamplona, Norte de Santander,” conducted at the University of Pamplona in 2025.
Problem: Despite the importance of the baking sector to the local and regional economy, these organizations face limitations in the use of technological resources and the implementation of innovative strategies. This situation restricts their ability to compete effectively in an increasingly dynamic and demanding market.
Objective: To analyze creativity as a driver of competitiveness in the food manufacturing industry.
Methodology: The study was conducted using a quantitative approach and a descriptive, non-experimental design. The population consisted of a census of 70 participants, including owners, managers, and employees from the 10 registered bakeries in the city. Data were collected using the self-developed CA-COM questionnaire, which was validated through a pilot study. The instrument employed a Likert-type scale to assess creativity and competitiveness factors. Data were analyzed using descriptive statistical techniques.
Results: The findings revealed that creativity is developed at a high level within the baking industry, while competitiveness reached a very high level of performance. However, the technology-related factor showed a moderate level, highlighting a gap in the sector’s innovation capacity.
Conclusion: Organizations within the baking industry perceive creativity as a key resource for enhancing competitiveness, increasing revenues, and strengthening their strategic position in the local market.
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