Creativity and Innovation: The Key to Business Growth

Creativity and innovation are essential for the growth of businesses. This article explores the concepts of creativity and innovation, their interconnectivity, and their role in business growth. It discusses the model and framework of creativity and innovation, the role of entrepreneurship, and real-life examples of companies that prioritize creativity and innovation.

Running head: Creativity and innovation 1
Creativity and Innovation

Creativity and innovation 2
Executive summary
Creativity and innovation are the concept that plays a major role in the growth of the business.
The discussion on creativity and innovation has been made in order to bring better understanding
regarding each concept of them. This kind of thinking allows exploring the meaning of the
creativity and innovation in various perspectives in the form of improving the new ideas.
Creativity and innovation are the concepts which cannot be separated from each other because
they are incomplete without each other. Moreover, there is various thinking process on which
employee or people can start to think of and it has been found that the way of creative ideas are
made and developed in the form of the innovation.

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Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Model of creativity and innovation..................................................................................................6
Framework of creativity and innovation..........................................................................................8
Role of entrepreneurship in creativity and innovation..................................................................10
conclusion......................................................................................................................................10
References......................................................................................................................................12

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Introduction
Innovation is the major spark that creates good companies and it is not just the component of the
invention but also a style of the behavior of the corporate with new ideas and risks. The
companies that have an idea how to innovate, they do not require investment in R&D. Instead,
they promote the latest way of corporate behavior that is easy with new ideas, risk and even
failure (Windrum & Koch, 2008). Creativity and innovation are the major concept of the
growing companies as they have helped them to get growth in the industry for a long term. It has
been found that many companies have focused towards creative problem-solving technique
because of the conflicts in the management which need creative insights for developing effective
solutions (Tschmuck, 2012). In such a phase, creativity gets involved in the innovation because
the existence of innovation is not completed without creativity. Creativity has the ability to
develop the new ideas and view for the purpose of bringing the amendments within the
organization.
Figure 1: Creativity & Innovation
Creativity and innovation both are internal words but the meaning of them are entirely different
where innovation can be measured but the with respect to creativity, it refers subjective. The
development of the production can be uncompleted in case of absence of one of them (Yusuf,
2009). There is a model of the creativity and innovation that motivate the worker of the business
to go for creative at the time of working.

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Figure 2: ideation and execution
Creativity has the capability to bring new ideas and referred to as the major concepts as well as
innovation that help to execute the concepts in the services of the business (Yar Hamidi,
Wennberg & Berglund, 2008). Creativity is considered as the ideation which gives the approach
to execute within the organization. The role of the technologies is expanded day by day and it is
enhanced by a creative person who thinks about the world with creativeness. Innovators and
adaptors are that person in which the nature of the innovator is to complete the project in a
diverse way while adaptors concentrate in tasks in a better manner.
Model of creativity and innovation
Domain relevant skills are considered as the major aspect of the creativity and innovation model
that refer for innate skills. It is an aspect that entails the principles as well as opinions along with
technical skills for the specific domain. The role of the innate skills is liable to develop the
domain effective skills for certain domain. It is the responsibility of the innate skills to develop
the domain of relevant skills in the personnel and this strategy can be accomplished with the help
of the education. On the other hand, the creative relevant procedure includes the qualities of
personality as freedom, interruption of fulfilment and self-discipline. On the other hand,
cognitive style in the context of the innovation is the characteristics which can understand the
complexities. It is the activity that helps the business to think forward by taking thought of the
innovation and in order to present the relevant solutions for unproductive solutions.

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Figure 3: three components of creativity and innovation
Source: (Inno Work, (2014).
It is the vital part of the model that is classified into two terms such as extrinsic and intrinsic. By
considering the individual level, inherent motivation is considered as the leading driver for
creativity. There is no need to complete the task in confrontation to innate and extrinsic
motivation, particularly in the relation of the creativity of manufacturing. Creativity and
innovation are needed the satisfying motivation that entails both intrinsic as well as extrinsic
motivation. The main aim of the creativity and innovation model is to elaborate each aspect
because it is vital for the organization to keep the focus on the connection of each aspect despite
paying attention to individual aspects of the creativity.
Many companies have belief in the process of the creativity and innovation and begin plenty of
products and services to develop more income in contrast to similar company. There are a variety
of companies that have belief in creative and innovation and make the environment of the
company in an effective manner (Anderson, Potočnik & Zhou, 2014). Southwest is an example
of the company that believes in creative and innovative, they communicate their aims and
objectives along with the corporate vision to their employees in order that they feel an important
asset of the company. This strategy of the company allows each employee to make extra efforts,
which they believe as required to make clients pleasant. Along with that Zappos, Square space,
Adobe and Mind valley are companies which maintain the corporate culture within the company.

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These companies are established as the more modern companies because of their efforts and it
can be possible because of their outstanding performance and services towards their employee
(ICAEW, 2012).
YETI is the brand that is provided outdoors lifestyle; this is the company that provides a high
quality of the products from innovated and necessity out of the experience. It is the company that
provide different innovation as it produced innovative cooler which can be taken by anyone at
any place. The product of YETI Hopper is a soft-sided alternative that offers more versatility and
it is lighter and portable. Etsy is the company that believes in creativity and innovation and
makes an alternative commerce experience for creative entrepreneurs. The company is connected
with people from around the globe in a marketplace to buy and sell antique gifts which is quiet
good idea that connect people with antique gifts (Baucus, Norton, Baucus & Human, 2008).
There is another example of the company of digital creative namely Fresh Digital Group that
develops the unique solution of the marketing and strategies to develop the digital life of the
products of their clients. It is the company that believes in making an environment where people
are free to speak what they want and can share their opinions. The main focus of this company is
to hire that person who is in good in creativity, and they endeavour to allow those creative vibes
to increase (Elmansy, 2018).
Framework of creativity and innovation
The development of the company can be done with the help of the innovation. I have found that
there are various companies which are lesser known in comparison of well known company but
they are moving forward by taking idea of creativity and innovation. Spotify is one of them that
was successful in marking a gap in the market and discouraged it with the help of the creative
thinking. It offers the facility to the music lover in which they provide the facilities to the music
lover to download music on their phones as well as computers at the time of high level of piracy.
This is shown that the company is adopted the innovative thinking in order to provide the
services to the user so that the trust of the customers can be attained even they are not interested
to pay more than the odds to download the music. Innovation is not limited up to products or
services but also in processes and management.

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it has been found with the above mentioned framework that there are various looms which would
be helped to encourage imaginative thinking. These approaches are facilitated me to make for
brainstorming, execution of techniques to produce new things, confronts the way staff work,
vigorously request ideas, supportive, reward activity, tolerate mistakes and act on ideas.
Brainstorming is the necessary procedure of the industry because it is necessary to bring the new
ideas from the team in the stage of starting a project in the organization (Inno Work, 2014). It is
required for the company to give proper importance to the staff of the company because they are
valuable assets for the company and their ideas are being heard by another team as well as staff.
It has been analyzed that the challenges have the ability to bring the situation where one can
think different to attain the objectives or to resolve the issues. However, creative thinking has the
ability to make changes in the environment of working. Tolerate mistake is considered as the
approach of the business that gives a lesson to team members to learn from their mistakes. The
role of the training in learning of creativity and innovation is huge as it helps in developing the
skills of thinking. It has been analyzed that there are a number of companies that provide
authority to their employees to involve in the decision making process such as Toyota, Google,
Apple and many more.
According to me the aspects of creativity and innovation are entirely different as the aspect of
creativity entails the expertise, motivation and creative thinking skills; on the other hand, the

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innovation encompasses the elements such as challenge, culture, completion, customer focus,
and contemplation. The malfunction because of the creative thinking does not stop the
advantages from innovation (Fillis & Rentschler, 2010). There is an approach of reward
creativity that is able to engage employees towards the accomplishment of the task with
encouragement.
Role of entrepreneurship in creativity and innovation
Entrepreneurship has the ability to innovate things in the different manner in which the role of
the entrepreneurship is the chief element to innovate not only at the level of business but also in
motivating complete business sector growth (Davila, Foster & Oyon, 2009). The involvement of
the strategic business practice in the innovation process is wider that is why it is required for the
entrepreneur to keep the focus on the creativity as well (Baron & Tang, 2011). The entrepreneur
has the capability to recognize and follow opportunities no matter it is large or small. The
expansion of the strategic business can be possible with the help of the creative and innovative
thinking of the entrepreneur. It is essential for the entrepreneur to implement the boundaries of
movements with the help of newest loom connected to the ideas and creativeness before
initiating the new platform of social media (Pieterse, Van Knippenberg, Schippers & Stam,
2010). The training regarding amendments can be given within the organization with the help of
the creative person.
conclusion
It has been concluded from the above discussion that creativity and innovation have the ability to
bring change the entire organization. It was apparent that the interconnectivity is required
between creativity and innovation for the growth of the business. The model of creativity and
innovation has been presented under this assignment in which three elements of that model has
been described. The discussion has been made on various companies for the purpose to elaborate
the role of the creativity and innovation in the growth of the business. However, there are many
reasons which may impact the decision making process of the entrepreneur but it is required for
the entrepreneur to focus on the strategic planning and involve maximum people at the time of

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implement new things in the market. This approach would be helpful for the business to bring
something different.

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References
Anderson, N., Potočnik, K., & Zhou, J. (2014). Innovation and creativity in organizations: A
state-of-the-science review, prospective commentary, and guiding framework. Journal of
Management, 40(5), 1297-1333.
Baron, R. A., & Tang, J. (2011). The role of entrepreneurs in firm-level innovation: Joint effects
of positive affect, creativity, and environmental dynamism. Journal of Business
Venturing, 26(1), 49-60.
Baucus, M. S., Norton, W. I., Baucus, D. A., & Human, S. E. (2008). Fostering creativity and
innovation without encouraging unethical behavior. Journal of Business Ethics, 81(1),
97-115.
Davila, A., Foster, G., & Oyon, D. (2009). Accounting and control, entrepreneurship and
innovation: Venturing into new research opportunities. European Accounting
Review, 18(2), 281-311.
Elmansy, R. (2018). 5 Successful Open Innovation Examples. Retrieved from:
https://www.designorate.com/successful-open-innovation-examples/.
Fillis, I., & Rentschler, R. (2010). The role of creativity in entrepreneurship. Journal of
Enterprising Culture, 18(01), 49-81.
ICAEW, (2012). 10 ways to Encourage creative thinking. Retrieved from:
http://www.icaew.com/archive/library/subject-gateways/business-management/strategy-
and-planning/innovation/small-business-update/10-ways-to-encourage-creative-thinking.
Inno Work, (2014). the concepts of creativity and innovation. Retrieved from:
http://www.innowork-project.eu/documents/Module_1_The_concepts_of_creativity_and
_innovation_889.pdf.
Pieterse, A. N., Van Knippenberg, D., Schippers, M., & Stam, D. (2010). Transformational and
transactional leadership and innovative behavior: The moderating role of psychological
empowerment. Journal of organizational behavior, 31(4), 609-623.

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Tschmuck, P. (2012). Creativity and innovation in the music industry. In Creativity and
Innovation in the Music Industry (pp. 225-251). Springer Berlin Heidelberg.
Windrum, P., & Koch, P. M. (Eds.). (2008). Innovation in public sector services:
entrepreneurship, creativity and management. Edward Elgar Publishing.
Yar Hamidi, D., Wennberg, K., & Berglund, H. (2008). Creativity in entrepreneurship
education. Journal of Small Business and Enterprise Development, 15(2), 304-320.
Yusuf, S. (2009). From creativity to innovation. Technology in Society, 31(1), 1-8.