CREATIVITY & INNOVATION STRATEGY
Definition of innovation found in the literature vary, some are general and broad, while others focus on specific innovations like the implementation of an idea for a new product or service. In an organizational environment, examples of innovation are the implementation of ideas for restructuring, or saving of costs, improved communication, new technology for production processes,
new organizational structure and new personnel plans or programmes.
According to West and Farr (1990), innovation is regarded as something new which leads to change. It is also the intentional introduction and application within a role, group or organization of ideas, processes, products or procedures, new to the relevant unit of adoption, designed to significantly benefit the individual, the group, organization or wider society.
Some definitions of creativity focus on the nature of thought processes and intellectual activity used to generate new insights or solution to problems. Other definitions focus on the personal characteristics and intellectual abilities of individuals, and still others focus on the product with regard to the different qualities and outcomes of creative attempts (Arad et al., 1997).
Ford (1995) explained creativity as a context-specific evaluation can vary from one group, one organization and one culture to another and it can also change over time. Evaluating creativity should therefore be considered at the level of a person, organization, industry, profession, and wider.
a. Link between organizational culture, creativity and innovation According to Martins and Terblanche (2003), organizational culture seems to be a critical factor in the success of any organization. Successful organizations have the capacity to absorb innovation into the organizational culture and management processes. The basic elements of...
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