In today's highly competitive world, the goal of any organization is to compete and to gain new customers / users. Individuals who possess knowledge are at the same time the main resources and the main tool for achieving innovation. Combining several extremely important elements - creativity, knowledge, skills and abilities of an individual, it is possible to create new innovative ideas that will help the organization create a comparative advantage. Modern theories of organization management consider knowledge a resource that determines the level of innovation and competitiveness of the company. Knowledge is defined as an ability, readiness, experience, intellectual capital which affects the management of an organization and its economic results. Creative thinking should be recognized as the first step towards innovation due to the fact that innovation is the successful implementation of creative ideas. In today’s highly competitive world creativity and innovation are extremely important for any enterprise at the micro level as well as for society at the macro level. Organizational culture is a key factor in innovation management. It affects all other factors (management and leadership style, resources, organizational structure, technology, knowledge management, corporate strategy, employees and innovation process), and changes in these same factors affect the innovation. Human resource management is crucial in the implementation of knowledge management in order to achieve organizational success and human resource management practices have a significant impact on organizational performance.