The final paper defines and analyzes creativity as a foundation that must have an entrepreneur/ innovator / employee in an entrepreneurial organization. Creativity and innovation are not the same concepts, because creativity is the source from which ideas will emerge, and ideas become innovative products. Based on the creative potential, an innovation process was started, which resulted in the creation of new products, services, processes or business models. The paper studies the theoretical framework of new products that correspond to the characteristics of an innovative product. The development of a new product is characterized by the transformation of production ideas into a product prototype, which needs to be tested, if necessary refined, accepted and manufactured as the final new product. The aim of the paper is to explore the innovative process and the stages of locating a new product, which lead to a new product. The purpose of this paper is to concisely articulate the methods by which creative and innovative products are brought to a new product. In the empirical part, the theory of new product development is analyzed through practical examples based on primary data collected through three Osijek companies, and there is an assumption how to use methods to generate ideas, which develop into a new (innovative) product through the innovation process. Observed companies from Greenland, Vega lege and Speise. All three companies belong to the service industry, more precisely to the catering industry - food. All three companies have their own market offer in which they are in their innovative offer and throughout the market. These companies were chosen because there are prerequisites for an innovative business model and products, which are recognizable in the Osijek market.