In today's economic world, innovation and creativity are considered essential prerequisites for the survival and growth of organizations. This research examines the endless role of innovation and creativity in strategic management. In this article, the importance and necessity of innovation in strategic management is discussed first. Then, the innovation models and processes in strategic management are identified and reviewed, and the challenges and opportunities in this field are discussed and analyzed. The purpose of presenting this article is to increase readers' knowledge and awareness about the importance of innovation and creativity in strategic management. We hope that this article will help the readers interested in this field in their decisions in the direction of improvement and development of organizations. In addition, the article examines practical cases and real examples of organizations that have achieved significant success by using innovation and creativity. These examples, as practical models, show how to achieve desired results by using innovative and creative strategies. Finally, the article examines the solutions that organizations can use to promote and promote the culture of innovation and creativity in their organization. We hope that by reading this article, managers and decision makers of organizations can find effective solutions to strengthen innovation and creativity in their organizations and thus make the path of growth and progress smoother.