**5. Discussion and implications**

The main intention of this study was to develop a model that was expected to provide insight into the distinct factors (i.e., employee creativity and innovative behaviour) significantly influenced organisational innovation that could be used as a guide for encouraging employee creativity and innovative behaviour among employees of telecommunications industries in Malaysia, with a view to discussing the potential benefits of using employee creativity and innovative behaviour for increasing organisational innovation at telecommunications industries in Malaysia that are a major contributor to the innovation of a country and also a determinant of its citizens' ability to compete both nationally and globally. The need to tackle this negative performance of employees is beyond any doubt. Creativity and innovative behaviour among employees have been identified as a platform towards handling emerging issues to improve the knowledge, skill, ability, quality and performance. As a result, this study sought the view of telecommunications industries in Malaysia on its employees willingness to be creative and innovative in their coaching, training and learning activities through quantitative research strategy.

### **5.1 Theoretical implications**

The study increased to the literature in the fields of creativity, innovative behaviour and organisational innovation through the formulation, development and analysis of theoretical models, as well as the evaluation of mediating effects derived from the structural model. In addition, building and examining a theoretical model that empirically tests and validates the mediating effect of innovative behaviour on the relationship between employee creativity and organisational innovation.

To begin with, as a result of this research, the four hypotheses that state that employee creativity has a positive and significant effect on innovative behaviour and organisational innovation at telecommunications industries in Malaysia were confirmed. Likewise, innovative behaviour significantly mediates the relationship between employee creativity and organisational innovation. As a result of its novelty, the present research investigated the statistically significant and positively related indirect effects of employee creativity on organisational innovation via innovative behaviour. Additionally, the research indicates that employee creativity may create an atmosphere and working circumstances that can assist his workers in improving their innovative behaviour by including as an outcome variable (i.e., organisational innovation and the body of knowledge is also enhanced by providing fresh and significant insights to academics.
