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Creative and Innovative Management

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Submitted By AamirAziz
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Corporate Partners Research Programme
Harnessing creativity and innovation
Kelly Drewery

H A R N E S S I N G C R E AT I V I T Y A N D I N N O VAT I O N

Contents

1. Harnessing ‘creativity and innovation’: why the interest? 2. Harnessing creativity: sharing and generating ideas 2.1 Creativity in the organisation 2.2 Looking outside the organisation for creative ideas 2.3 Supportive and obstructive features for harnessing creativity 2.4 Work processes 2.5 Assessing creativity ‘wealth’ 3. Harnessing innovation: options for implementation 3.1 Innovation in the organisation 3.2 Strategic partnerships or outsourcing 3.3 Takeover of another company for their product/service 4. What can organisations do now? Bibliography 2 3 3 4 5 11 11

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H A R N E S S I N G C R E AT I V I T Y A N D I N N O VAT I O N

1. Harnessing ‘creativity and innovation’: why the interest?

The premise heard repeatedly through CEO rhetoric is that creativity and innovation are critical for an organisation’s success in maintaining its competitive advantage and in surviving. In a recent Bain & Co survey, four in five senior executives have identified creativity and innovation as a ‘top three’ priority for business strategy.1 And this view of creativity is supported by a

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