Elements of Creativity

Running head: ELEMENTS OF CREATIVITY
ELEMENTS OF CREATIVITY
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1ELEMENTS OF CREATIVITY
Creativity and innovation are key factors in a business that have a huge role in
developing and shaping a business. There has been a demand for creative and efficient
problem solving skills in organizations as organizations are a dynamic place that is constantly
evolving and new problems are rising thus creative insights are needed to find effective and
suitable solutions. Creativity and innovation go hand in hand as innovative ideas are a result
of creative thinking (AliTaha, Sirkova and Ferencova 2016). Creativity helps thinking and
generating ideas from a new perspective that helps an organization solve problems and issues
in a better manner. Big organizations are focusing on creative and innovative ideas that pave
way for the success of a company (Amabile and Pratt 2016). This paper is going to shed a
light on the new forms of creativity ideas that are going to be beneficial for the company
Amazon.com, Inc.
Amazon.com, Inc is an American multinational technology company. The company is
the largest e-commerce company. The company was founded in the year 1994 in Bellevue,
Washington by Jeff Bezos who is currently the CEO of the company. The headquarters of the
company is situated in Seattle, Washington, United States of America. Amazon.com, Inc is
the largest internet company in terms of generating revenues in the world (CNBC 2019).
Amazon.com, Inc. is has implemented many creative ideas that has helped the
company to gain a competitive advantage in the market that has resulted in the success of the
company by becoming the largest e-commerce company in the world. Many ideas have been
implemented that has helped the company cater to the target audience for their primary goal
that is customer satisfaction. The strategies taken by the company has been continuously
evolving with time and the change in society that has allowed the company or the
organization to experiment in other countries and adjacent areas. Initially the website sold
books and now the website sells everything that a customer needs from electronics to
groceries (Kristensen et al. 2017). The company has always made proper research and has
introduced products that have a huge demand in the market in their website for sale. The
innovative pricing scheme has attracted the target audience in order to make a purchase from
the site rather than any other medium. However, Amazon is not only the only e-commerce
site available and known to people. There are many other websites that are growing and
emerging and is giving a tough competition to Amazon. However, Amazon has not taken any
such measures to curb the competition in the market and needs to come up with creative and
innovative ideas that will help the company to retain their position in the market. The
company is a multinational company that has established themselves in other countries and

2ELEMENTS OF CREATIVITY
has presented themselves in a localized way in order to resonate with the target audience of
those countries and has helped developing countries their economy.
Amazon.com, Inc. is a company that has taken many creative measures that has been
fruitful for the company. However, there are many other creative measures that the company
can take that can add as an advantage for the company. The country being a multinational
company should market and provide services to the customers as per the demand and in a
country. There are certain measures that the company should consider like environment and
political factors while doing business. There have been many new websites emerging that has
been coming up and has been garnering appreciation in the market. Amazon does not pay
heed to small companies that are growing rather has their main focus on the big companies in
the market. It is necessary for the company to consider small companies as a threat in the
market. Eminent American scholar Clayton Christen has introduced the disruptive theory that
states that the small companies and organizations have the potential to disrupt the market of
big companies by introducing new and beneficial offerings that may appeal and attract the
customers and the existing customers of big companies and many small companies have
become successful as big companies did not consider the small enterprises as competition
(Christensen, Raynor and McDonald 2015).
Big companies like Amazon should research and keep a track on all the potential
threats big or small to retain the business of the company. The company can try the lean
innovation management that is basically a theory that usually start ups implement and try.
However, it can be beneficial and fruitful for big companies as well. The lean innovation
management is a theory that states that managers and other employees of the company should
and can be provided with a budget to do experiments and see whether the products introduced
in the market are well received and if they provide any benefits to the organization rather than
creating ideas for the long term goals of the organizations (Michaelis and Markham 2017).
Amazon needs to generate new creative and innovative ideas for the better service. Amazon
needs to make their website better that will help the customers to access the website in an
easier and faster ways. Creative ideas need to be put in order to make better the website more
attractive. Amazon should introduce more merchandizes that are innovative and creative that
will help in the growth of the company. Amazon needs to implement design thinking that will
help the company become more solution focused rather than being complex problem focused
that will help in benefitting the future (Kleinsmann, Valkenburg and Sluijs 2017).