Business organizations aim to deal in a way that guarantees innovation and adaptation in the fight against technology and fierce competition in order to secure their survival in the market. In order to respond quickly to all data and ensure that business innovation is compatible with the ever-changing business environment, strategic improvisation evolved as a means of handling obstacles and events. Thus, the purpose of the current study is to examine, from a theoretical standpoint, the relationship between strategic improvisation and creativity. By methodically going over prior pertinent literature, the descriptive approach used to accomplish the study’s goals. It takes into account various situations and data sets, reflecting theories and contributions made in the field. The complete review study came to conclusion that innovation and strategic improvisation go hand in hand. In order for businesses that depend on strategic improvisation to be more creative overall. The research suggests that Jordanian businesses, which have encountered many obstacles since the COVID, employ strategic improvisation techniques in line with innovation in business in order to create value and endure in the country’s business environment, which is beset by political and economic obstacles.