This paper covers a comprehensive study of creativity as a means of enhancing the competitiveness of enterprises in a global economy. The article is intended to describe globalization issues and opportunities faced by enterprises today. The era of services and innovation has replaced traditional production, marking the transition of society to the knowledge-based economy, where creativity plays a crucial role. Correspondingly, this research is aimed at determining the importance of creativity for enterprises by justifying a wide range of aspects covered by it. Significance of creativity for entrepreneurship is demonstrated with help of analysis of creativity through intensive processes of McDonaldization and Disneyization as well as one of top skills, which helps businesses to increase efficiency and take advantage over competitors. The article presents the way how an enterprise can acquire a competitive advantage through creativity. The research concludes with conceptualization of the study of entrepreneurial creativity to nurture the competitiveness of companies and firms.