Understanding Creativity and Innovation

This assignment delves into the definitions and characteristics of creativity and innovation. It examines the individual factors contributing to these traits, including cognitive processes and personality characteristics. The text further analyzes the organizational context, highlighting practices that foster a culture of innovation and the challenges that can hinder creative endeavors.

Running head: CREATIVITY AND INNOVATION
Creativity and Innovation
Name of the Student
Name of the University
Author Note

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Introduction
Creativity means something that is being created by people who are creative.The types of
creativity is
 Traditional wisdom: creativity is done by creative people
 New wisdom: all humans are capable of being creative
 Creativity: the production of various novel which has some useful ideas in the particular
domain should be fairly different from what has been done before (Armstrong et al 2015)
Innovation is ne by great people; it is the implementation of creative ideas within an organization
Creativity is NOT always:
1. The eccentric personality of
2. The implementation of arts
3. The Intelligence of the people
4. Good or not
Entrepreneurial Creativity
Entrepreneurship: innovation
Entrepreneurial creativity: it is the proper implementation of novel with useful ideas which helps
to establish a new business or program (Berthon et al 2012)
Primary novel, useful ideas =
● Product or services
● Identifying markets

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● Ways of producing or delivering the products
● Ways by which resources are obtained to produce the products
Thus, entrepreneurial creativity can be seen throughout all aspects of the business, not
just the idea of the product (Blowfield and Murray 2014).
Where does creativity reside
1. It is only by reference to their products that makes a person creative and it is only by the
examination of the products that helps to label those processes as creative
Recognizing Creativity
Experts use their own subjective view of creativity on a set of products, produce judgments
This is consensual assessment which is derived from operational definition of creativity: the
products are creative to the extent that appropriate observers agree that they are creative
Appropriate observers: experts in the field (Czinkota and Ronkainen 2013).
No assessment is useful for breakthrough work, only time will tell
The Components of Creativity are as follows:
 Expertise,
 Creative Thinking,
 Task Motivation
Expertise
● It has a memory of factual and technical proficiency or some special talents

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● Cognitive pathways to solve problems “network of possible wanderings”
Creative Thinking
● Taking new perspectives, application of new techniques, energetic pursuit of work
● Personality characteristics: the independence or the self-discipline, tolerance for
ambiguity, perseverance, unconcern for social approval (De Mooij 2013).
Intrinsic Task Motivation
● Motivation has two forms:
a) Intrinsic - deep interest in the work
b) Extrinsic - desire to attain some goal, reward, and deadline
● These two may coexist, intrinsic is better for creativity
● The high degree of intrinsic motivation which can make up for lack of skills to an
extent
● Creativity is most likely to occur when the people’s skills are overlapping with
the strong intrinsic interest
Organizational Influences on Creativity and Innovation
The important elements of innovation
● Elements of work environment will impact individuals’ creativity (Kapferer and
Bastien 2012).
● Creativity of an individual is the primary source for creativity in an organization

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Organizational Motivation to Innovate
Important elements of innovation:
● A value placed on creativity
● Orientation towards risk
● Sense of pride and enthusiasm
Need:
● The mechanisms for developing the new ideas
● It is the need for open communication
● Fair evaluation of work (including failure)
Things that undermine creativity:
● Political problems (turf battles)
● Destructive criticism
● Destructive competition
● Strict control by management
● Excess of formal structure and procedures
Resources
● Time, people, funds, materials, systems and processes, information, and training
is needed to do creative work
Management Practices
● Creativity is fostered by allowing autonomy

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● Appropriately match individuals to certain projects
● Proper project supervision is also likely to foster creativity when it has:
a) Clear planning
b) Feedback
c) Communication
d) Enthusiastic support
● Skill set of group should be diverse; people should be able to trust with each
other, they will be able to challenge each other’s ideas in constructive ways so that they
are committed to the work (Lasserre 2012).
Enhancing Creativity
● Creative Problem Solving (CPS):It involves the use of the checklists and the
forced relationships in addition to the judgment and quantity of ideas
● Synetics: It relies on the use of metaphor and analogy in the generation of novel
ideas
 “Make the familiar strange and the strange familiar”

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References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Berthon, P.R., Pitt, L.F., Plangger, K. aand Shapiro, D., 2012. Marketing meets Web 2.0,
social media, and creative consumers: Implications for international marketing
strategy. Business horizons, 55(3), pp.261-271
Blowfield, M., and Murray, A. (2014). Corporate responsibility. Oxford University Press.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes.
Sage Publications
Kapferer, J.N. and Bastien, V., 2012. The luxury strategy: break the rules of marketing to build
luxury brands. Kogan page publishers.
Lasserre, P., 2012. Global strategic management. Palgrave Macmillan.

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