The actual competitive environment demands that firm innovate continuously due to the market life of a product becoming shorter. New products or processes arise from knowledge in action. Creativity is becoming a key intangible competitive factor for firms because it is necessarily part of the development of ideas, results, products or solutions, as well as a useful tool to solve problems or tasks. It is a human activity, a capability that becomes an organizational intangible capability through innovation which should be adequately managed. In this paper we analyze the influence of several organizational factors that enhance creativity and, therefore, innovativeness and productivity. The factors taken into consideration are communication, team working, leadership, technologies available, cooperative agreements, motivation and HRM training and development. Through a survey sample of 121 Spanish industrial firms in the creative high-tech and medium-tech sector with a minimum of 50 employees in 2009, we analyze how the interaction of the previously mentioned organizational factors has a positive incidence on business results and innovative activity, measured through both patented and non-patented innovations. This sample represents 8.5 percent of the total population.