Importance of Innovation and Creativity : Report

Added on - 15 Jan 2020

  • 10

    Pages

  • 3027

    Words

  • 102

    Views

  • 0

    Downloads

Trusted by +2 million users,
1000+ happy students everyday
Showing pages 1 to 3 of 10 pages
ENTERPRENEURSHIPCREATIVITY ANDMARKETING1
TABLE OF CONTENTSINTRODUCTION...............................................................................................................................3PART 2..................................................................................................................................................3Critical review of literature on importance of innovation and creativity in an SME.....................3CONCLUSION...................................................................................................................................8REFERENCES.....................................................................................................................................92
INTRODUCTIONMarketing is no longer concerned with use of traditional and old channels, but now it aboutregularly innovating and using creative solutions which will maximise results. Creativity is crucialin differentiating one's message, attract people and reach to large masses which are being targeted inan effective manner. Decisions regarding marketing has to be changed because firms are forced toshift their attention and reach people where they are. For instance, use of email for personalcommunication is has been less by the consumers and instead they prefer text messages, posts onFacebook, tweets, Instagram uploads etc. (Slater Hult and Olson, 2010). This means that thepromotion mix has to move from being mainly or even solely traditional advertising and now it hasto promote increased interactive and digital media, increasing use of mobile marketing, digitalmarketing, growing use of new media marketing strategies. The present report is made oninnovation and creativity in Burberry, a clothing brand of United Kingdom. It is a British luxuryfashion house, headquartered in London. The major fashion houses pay attention on and distributesready to wear outerwear, fashion accessories, fragrances, sunglasses and cosmetics. Further, thereport will also throw light on critical evaluation of importance of innovation and creativity in ansmall size business firm with reference to Gemini People.PART 2Critical review of literature on importance of innovation and creativity in an SMEIn earlier days concept of creativity was only related to writers, painters, musicians andpeople in artistic professions. But with the passage of time, necessity of introducing a unique brandpersonality, the need for creativity and innovation has changes from the arts into routine business.This has resulted in adoption of policies which foster creativity and thereby encourage innovation inlarge as well as small companies. asper view of Manning, (2016)innovation and creativity havebecome critical skills to achieve success in business, and the need for solving problems in acreative manner has grown more and therefore more management issues needs creative ideas to findout appropriate solutions. Creativity is an ability to find out new ideas and sometimes unique ones.Innovation is the application of that creativity, whether it is a new idea, solution, process or product.The driving force behind innovation is creativity and it has a different perspective to look at things.Creativity consists of breaking down and reconstructing knowledge of a subject for gaining newinsights. It keeps the business alive and thriving. It is a thinking skills which all workers have, butvery few are provided the ways and chances to utilise it. Creativity and innovation in a smallenterprise such as Gemini People of UK, is a sure way to success. Boosting these in the cited3
desklib-logo
You’re reading a preview
Preview Documents

To View Complete Document

Click the button to download
Subscribe to our plans

Download This Document