This article analyses how the intrapreneur’s demographic characteristics and personal values influence innovation performance in small creative firms. We demonstrate that the intrapreneur’s previous experience in developing and commercializing creative products and services, together with an entrepreneurial value system (EVS), constitute characteristics that positively affect a firm’s innovation performance. This article makes two main contributions. First, research on factors that stimulate innovation in small creative firms is scarce. Second, the article applies a cognitive approach integrating demographic characteristics and personal values, aspects that are rarely jointly explored in entrepreneurship research.
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