World Review of Business Research Vol. 5. No. 3. September 2015 Issue. Pp. 30 – 41 Innovation & Creativity: The Case of Women Entrepreneurs in Khyber Pukhtoonkhwa Ghazala Khan* The purpose of this research paper is to shed light on the sense of deprivation and the steps needed to bring in creativi- ty among women entrepreneurs who own small and medium size businesses in KP. Group discussions were conducted with 200 women entrepreneurs over a period of 4 weeks and data was compiled using questionnaires based on both quali- tative and quantitative approach. The study proposes that women entrepreneurs of KP are in dire need of counseling and capacity building measures. Workshops, seminars& train- ings should be arranged to bring out creativity and innovation among those living in these challenging situations. Keywords: Women Entrepreneurship, Innovation and Creativity, Khyber Pu khtoonkhwa. 1. Introduction Khyber Pukhtoonkhwa (KP) is a war-stricken and tormented province of Pakistan. To add to these woes, entrepreneurship is considered to be a male dominated field in a patriar- chal Pakistan. This is problematic because the process of development and economic prosperity requires equal participation from all citizens regardless of gender. Overall, fe- males comprise of 55 percent of the country‟s population and most of them are conven- tionally involved in work related to household chores. If given the appropriate opportunities and social mobility, they can play a tremendous role in the development of the economic growth of the country. According to statistics only 16 % out of 55 % are involved in the economic activities while 3% of this 16% belong to KP. At the grass root level, innovations can benefit women simply by improving well-being in terms of health, nutrition, income and even increase their life span. Beyond vital improvements, innovations can also lead to women empowerment, securing freedom and resources for women to make important de- cisions and enabling them to act in their own interests. Innovation and creativity is an imperative driving force behind economic growth. Fresh en- trepreneurs pose a challenge to the existing ones by questioning and evolving the status quo. The urge to improve products and services should always be given priority in a com- petitive market. In the economic cycle of economic natural selection, only the fittest can survive. Although the government of Pakistan and NGOs are working on various projects to em- power the women entrepreneurs, the work being done is not adequate for the province of KP. The major fault in these projects is that they are not keeping the record of women en- trepreneurs nor are they tracking their successes or failures. Most women are not able to pursue their ambitions because of the pressures of a competitive market. Women in large numbers are exercising their rights and duties but within the zone of their limits sketched by society. *Ghazala Khan. Women Chamber Of Commerce & Industry. Peshawar, KP, Pakistan. Email: ghazalkhan75@gmail.com