Currently, multidisciplinary research of innovative processes places more weight on the psychological component and pays attention to the idea generation process. In psychological studies of productive mental activity the tendency to analyze not only idea generation but idea finalisation and implementation stages alike is getting more pronounced. This article focuses on the problems of creativity in the context of subjects’ participation in the innovation process.

One of the major problems of studying creative activity at various stages of the innovation life cycle is the identification and analysis of the cognitive factors influencing the processes of production, modification, and search for ways to introduce new ideas. The author analyzes the most important determinants of the success of the innovation process at its different stages, as well as the relationship between them. In this case, creativity and innovation are considered as different, not intrinsically related factors. Creativity of a person mainly manifests itself in their ability to create something new, not necessarily taking into account opportunities, prospects and conditions for further practical use of such a product. A person’s innovativeness is realised in their ability to “embed” existing creative products into given economic, financial, technological and other conditions. Often these steps are separated in time and take place in different contexts. However, in the group creative activity these steps can be performed simultaneously. Particular attention is paid to the analysis of the process and outcome characteristics of group creative activity. Empirical research of productive mental activity of the subject at different stages of the innovation process conducted by the author and his colleagues is also briefly described.