This paper presents an overview of the professional field of conservation within the framework established by recent academic research on creativity and innovation in business organization. The paper is organized in four distinct sections. In the first, the general academic concepts and theories of creativity held by individuals and organizations are surveyed. The second part of the paper analyzes how these concepts and theories can be applied to the field of conservation. Two individual case studies of development of breakthrough technologies and innovation in conservatio treatment are presented in part three. In conclusion. this research attempts