Purpose – The paper examines how the art based practices driven from improvisational theatre could help in conceptualizing and shaping creative organization. Design/methodology/approach – The paper draws from literature and practice of improvisational theatre to form a framework to enhance creative organization, which is also understood as organizing for creativity. They study illustrates through two cases the framework, and explore how the practices of improvisational theatre (collective improvisation) could enhance it. Originality/value – This methodology puts in evidence conceptualization of creative organization from novel point of view i.e. from point of view of organizing for creativity. Practical implications – The outcomes of the application provide a framework for management to understand and enhance creative organization, and to utilize the art based practices, specifically from improvisational theatre, to foster it. Hence, organizing for creativity is basically key for creative organization, and it means ability of swiftly organize for emerging needs.