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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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© The Work Foundation Registered as a charity no: 290003 First printed July 2003 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording and/or otherwise without the prior written permission of the publishers. This publication may not be lent, resold, hired out or otherwise disposed of by way of trade in any form, binding or cover other than that in which is is published, without the prior consent of the publishers.

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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