7/30/2019 Vishal Goswami
1/41
1
A
Project Study Report
On
Contemporary Issues
Titled
Management of creativity and innovation in contemporary
organization
Master of Business Administration
Submitted By: - SubmitteTo:-
Vishal Goswami Miss Bharti Rupani
MBA IInd sem. 2008-2009
7/30/2019 Vishal Goswami
2/41
2
Acknowledgement
I express my sincere thanks to my project guide, Miss. Bharti Rupani Deptt. Master of
Business Administration, for guiding me right from the inception till the successful
completion of the project. I sincerely acknowledge him/her/them for extending their
valuable guidance, support for literature, critical reviews of project and the report and
above all the moral support he/she/they had provided to me with all stages of this project.
I would also like to thank the supporting staff Master of Business Administration
Department, for their help and cooperation throughout our project.
(Signature of Student)
Vishal goswami
7/30/2019 Vishal Goswami
3/41
3
Contents:-
1. ABSTRACT
2. EXECUTIVE SUMMARY
3. Research methodology
3.1. Title of study
3.2. Duration of study
3.3. Objective of study
3.4. Type of study
3.5. Scope of research
3.6. Limitation of study
4. Core study
5. Swot
6. Conclusation
7. Bibliography
7/30/2019 Vishal Goswami
4/41
4
1.ABSTRACT
My seminar topic is management of creativity and innovation in contemporaryorganization
If we want to develop or growth in any field and organization then creativity and innovation
have important role. In organization creativity and innovation have a role to develop moreprograms that have a great social impact like- Empowerment, Total Quality Management,
Customer Service Excellence and other. A recent survey of Fortune 500 CEOs asked ,what
they looked for when hiring employees and promoting managers. A whopping 100 percent
of the CEOs mentioned creativity as one of the primary characteristics . In fact, almost 60
percent of the CEOs surveyed ranked creativity higher than intelligence
The purpose of mine to choose this topic is in todays context the need to study these kinds
creativity and innovation in organization very relevant because if we look at the corporate
sector where any organization really want to go top they have these creativity and innovation
firms are fully exploiting the business ideas of their employees and are not making the most
of their skills, so I have interest in this and I just want to give the description about that.It has a wide scope because it is not only India level but also global level. Organizations,
many industries, many training department need management of creativity and innovation.
So that we can say.Today, successful operations must it with the ability to anticipate future
opportunities. Therefore, a cultural focus and inspiring leadership are as crucial to anorganization's success, as efficient structural arrangements and support facilities.
There are some limitations for me for explain this topic it have wide scope deliberate
development of creative and innovative skills including the use of a variety of tools such asTRIZ,CPS etc. So it is hard to find it all for me.
7/30/2019 Vishal Goswami
5/41
5
2. Executive Summary
The project research about management of creativity and innovation in
contemporary organization. The management of creativity and innovation in contemporary
organization is a tool or process of change and development in business world. it really
help to do something new and specific which help to achieve the goal creativity is an
activity leading to anything heaving both newness and usefulness simultaneously.
Creativity is associated with change, diversity, complexity, competition, evolution and
development. Innovation is a process of implementation and inculcation converting both
the potential newness and usefulness which reside in the solution into real once to be
accepted stably It is a wide area of organization for business.
The purpose of research study is that the use in organization of
management of creativity and innovation how much it effective, is it really help to achieve
the goal, what is the future of this, present time how many organization use it for
development, why big companies are adopt it, current situation of management of
creativity and innovation in contemporary organization.
The scope of creativity and innovation is not only India level but also global level.
Organization, many industries, many training department need management of creativity
innovation so that we can say that. today. Successful operations must it with the ability to
anticipate future opportunities. Therefore a cultural focus and inspiring leadership are as
crucial to an organizations success, as efficient structure arrangements and support
facilities. In the second half of 19th century research studies on the psychology of scientific
and technological creativity began to appear. The status was pointed frequently to the
presidential address givento the American psychological association by j.p. Guilford in
1950. This segment is providing big profit to corporate world.
Limitations in this project research are shortage of time and lack of primary data, lack of
resource of data.
The methodology of research will be I go through with my topic and find the
contents which I am going to cover. I will collect the data from secondary source and
Ianalysis and adjust the data according to my study requirement and make a report on thisproject. I will give PPT presentation about research project.
7/30/2019 Vishal Goswami
6/41
6
3. Research Methodology:-
The study of research has taken 6 weeks duration. In this duration it
complete in different phases. The phases are:
1. Group formation and identify topic 18.04.2009
2. Submission of Blue print for study 20.04.2009
3. Submission of Abstract 24.04.2009
4. Finalization of Abstract 28.04.2009
5. Collection of secondary data (primarily assessment) 11.05.2009
6. Collection of secondary data (second phase) 15.05.2009
7. Final compilation of secondary data 19.05.2009
8. Primarily preparation of report 22.05.2009
9. Finalization of report 25.05.2009
10. Three power point presentation 03 june,09 (29may to)
1. Title of study:-
The title of study is management of creativity and innovation in
contemporary organization. Here in this research study to identifying the topic and
features of topic. Creativity and innovation is aprocess which uses by most of the
organization for development, effency, time consuming, and for growth, or for achieving
there objective.
Creativity and innovation is a important part of an organization in
usiness world. As part of planned economic development, the government is mbaking
continuous efforts towards creativity and innovation. In this age of liberalization,
privatization and globalization, creativity and innovation offers a big attraction to the
organization to explore organizations that are untapped.
Organizational climate, organizational culture, leadership style, resource
and skill, and structure and systems are five factors that affect organizational creativity
Innovation friendly strategy, structure, top management style, middle management support
and effective modes of managing innovation are five factors that affect organizational
innovation Knowledge and learning play critical roles in quality creation and value
innovation.
7/30/2019 Vishal Goswami
7/41
7
Duration of project:-
The project study of Contemporary issues has duration near about 6 weeks. In
this duration the research divided into many parts first two week activity like identify topic,
submission of blue print, submission of abstract and finalization of abstract took place. In
next two week it has activities of collect and arrange secondary data and compilation it
and in next two week preparation and finalization of report and power point presentation of
the research project.
Objective of study:-
The objective of this chapter is to understand:
Type of research:-
This is descriptive research of study of project.
Descriptive research is includes survey and fact-finding enquiries of different kinds.
The major purpose of descriptive research is description of the state of affairs as it exists
at present. In social science and business research we quite often use the term Expost
facto research for descriptive research studies. The main characteristics of this method
are that researcher has no control over the variables: he can only report what has
happened and what is happening. Most export facto research projects are used for
descriptive study in which the researcher seek to measure such items as for example;
frequency of shopping, preference of people or similar data. Ex post facto also include
attempts by a researcher to discover causes even they cannot control the variables.
7/30/2019 Vishal Goswami
8/41
8
As per above mentioned that in this type research person who
conduct research dont have control over variables same as happen in this type research.
in this method we are collecting data and finding what happened and what is going to
happen. Even no facts consider of variable change. So the project research is the
descriptive research.
Scope of study:-
.Creativity and Innovation Management bridges the gap between the theory and practice
of organizing imagination and innovation. The journal's central consideration is how to
challenge and facilitate creative potential, and how then to imbed this into result oriented
innovative business development. The creativity of individuals, coupled with structured
and well-managed innovation projects, create a sound base from which organizations may
operate effectively within their inter-organizational and societal environment. Today,
successful operations must go hand in hand with the ability to anticipate future
opportunities. Therefore, a cultural focus and inspiring leadership are as crucial to an
organization's success, as efficient structural arrangements and support facilities. This is
reflected in the Journal's contents:
Leadership for creativity and innovation; the behavioral side of innovation management.
Organizational structures and processes to support creativity and innovation;
interconnecting creative and innovative processes.
Limitation of study:-
The research study has some limitations during it conducted. These are following;
1. time for research was very short.
2. Lack of primary data.
3. Few ideas about management of creativity and innovation in an organization.
4. Geographically difficulties to know
7/30/2019 Vishal Goswami
9/41
9
4.Core study
Introduction of topic
creativity and innovation:- the means of creativity and innovation is improvingperformance is becoming an essential part of every training program. It is interesting to
study the implications of training program on creativity and innovation. business is in a
permanent state of flux where constant innovation strategy is the key to survival
of the organization. Competitive and successful companies are those that create new
knowledge and discriminate it widely throughout the organization argues that for creating
a learning organization, individual and groups should be encouraged to learn five
disciplines, namely personal mastery, mental models of personal learning and growth,shared vision for organization, commitment to learning and system thinking.
The process of stimulating creativity and innovation is fundamentally based on building
the intellectual capital within the organization that will yield the competencies and
capabilities for improved performance. In this respect the notion of a learning organization
and training itself has a major role in making a company innovative
If we want to develop or growth in any field and organization then creativity and
innovation have important role. In organization creativity and innovation have a role to
develop more programs that have a great social impact like- Empowerment, Total Quality
Management, Customer Service Excellence and other A recent survey of Fortune 500
CEOs asked what they looked for when hiring employees and promoting managers. A
whopping 100 percent of the CEOs mentioned creativity as one of the primary
characteristics. In fact, almost 60 percent of the CEOs surveyed ranked creativity higher
than intelligence.
In todays context the need to study these kinds creativity and innovation in organization
very relevant because if we look at the corporate sector where any organization really
want to go top they have these creativity and innovation firms are fully exploiting the
business ideas of their employees and are not making the most of their skills. While firms
may be encouraging creativity, the implementation and management of the ideas
generated is lacking. Consequently, many companies in the UK are deemed to be falling
short of their potential, creating an innovation gap.
The topic is management of creativity and innovation in contemporary organization -such
as continuous improvement, empowerment, total quality management, customer service
excellence and others.
7/30/2019 Vishal Goswami
10/41
10
Example of creativity
Vicari defines creativity as:
"the result of the conditions the whole organization
is in" (Vicari, 1998)
It is not determined by the single individual creativities
It is not the sum of individual creativities
It is the context, that exalts synergies
Binnig defines creativity as:
"...the evaluative aptitude of a system"(Binnig, 1991
This definition includes 3 fundamental concepts:
Aptitude; it is strictly connected with the idea that creativity is not just a condition, butit is a capability of modifying, changing, innovating. Every system has this aptitude for
changing.
System;it is concerned with the subject of creativity, that is to say a system. Not just
individuals can be defined as creative, but also social systems, organizations, enterprises,
as they all require the capability of changing.
Evolution; change is a necessary, but not sufficient condition in order to define
creativity.
Creativity means that systems are able to self-evolve without any external intervention.
Then we could define a system as creative in case it is able to evolve in a not known, not
predetermined and not definable way. In other words it is not possible to foresee systems
behaviour just considering its input.
(When we talk about the subjects of creativity, that is to say individuals, organizations and
systems in general, now we will try to define organizational creativity and its relationship
with the individual one. Vicari [1] a teacher at Bocconi University in Milan, says that
organizational creativity doesnt correspond to the individual one. In particular it is not
http://www.diegm.uniud.it/create/Handbook/management/1_2OrganizationalCreativity2.htm#Vicari#Vicarihttp://www.diegm.uniud.it/create/Handbook/management/1_2OrganizationalCreativity2.htm#Vicari#Vicari7/30/2019 Vishal Goswami
11/41
11
determined and it is not the sum of individual creativities, but it is the result of the
conditions organizations are in.)
For example a painter or a philosopher, who work at artistic academies or at universities,
are creative individuals, but they dont make those institutions creative. What is important
is not the quantity of creativity in an organization, but the relational and social context
where individuals work.
Tab. 2.1 - Kinds of creativity
Individual creativity
Low High
Organizational
creativity
high
Organizations
based on
continuous
development, on
systematic research
of efficiency
Successful
organizations
High rate of
innovations
low
Few innovations,just imitations
Not effective
organizations.
Low rate ofinnovations,
sometimes
radical, based on
entrepreneurial
spirit of
individuals
DEFINITIONS OF "CREATIVITY", "PROBLEM", "CREATIVE THINKING",
"INNOVATION" AND "COMPLETE INNOVATION"
1. CREATIVITY: is an activity leading to any thing (in the broadest meaning) having both
newness and usefulness simultaneously.
The thing having both newness and usefulness simultaneously is called the "improved
object"
Newness is any thing different from any previously known object of called a "prototype"
7/30/2019 Vishal Goswami
12/41
12
Any newness brings about usefulness only inside its certain "region of application". So the
given newness being applied outside its region of application can bring about harm. In this
meaning, any creation can be a double-edged sword. Creativity is associated with change,
diversity, complexity, competition, evolution and development.
2. A PROBLEM is a situation where a solver knows aim (in the widest meaning) but
a) does not know any way to reach it, or
b) does not know the optimum way to reach it among several known ways to reach it (i.e.
decision making process).
1. Problems can be personal, collective, national and global.
2. Problems can occur anywhere, at any time with anybody.
3. Problems can be seen by everyone or hidden.
4. Human being's life is a chain of problems to solve and decisions to make.
3. CREATIVE THINKING is the thought process leading the solver from not knowing to
a) knowing the way to reach his/her aim, or
b) knowing the optimum way to reach his/her aim among several known ways.
We called this process creative thinking because there are both "newness" : from "not
knowing" to "knowing" and "usefulness" : at last the desired aim is reached (at least for the
given solver).
INNOVATION
improvement will build a culture of innovation beyond the culture of continuous
improvement to achieve increased competitiveness. Continuous Improvement (CI) may be
defined as an
evolutionary incremental process which leads to a better way to compete and that adds
value to the existing processes and encompasses the entire work force of the organization
(Wilkinson and see innovative companies as characterized by creative people developing
new products andservices under continuously changing environment. defines a concept
called Total Innovation which concerns itself not only with product development but with
Implementing creativity across all aspects of an organization. Radical innovation refers to
products and processes that result from advances in knowledge whereas incremental
innovation refers to the continual process of improvement of techniques For stronger
competitive position, cost and quality, Continuous improvement and innovation are
7/30/2019 Vishal Goswami
13/41
13
actually integrated in an evolutionary process that can turn innovation into successful
innovation and business excellence Although CI can simplify or streamline a process, it
never asks whether the path selected was the right one. Hence it is necessary to progress
from CI to effective business innovation The model developed and tested by that
businesses with a culture of CI could more readily adopt an innovation culture.
PROCESS OF INNOVATION AND CREATIVITY is a process of implementation and
inculcation converting both the potential newness and usefulness which reside in the solution
into real ones to be accepted stably and fully by the given system. in our opinion, the
problem can be considered as successfully solved only when its solution has been accepted
fully by the system "practice" (COMPLETE INNOVATION), i.e. when all acceptors (or neraly
all ones), potentially needing to use the given solution in reality have used it as usual. In
other words, what we need is not creativity for the sake of creativity but for the sake of the
problem being solved successfully in practice, that is, for the sake of "complete innovation"..
The local communities and individual innovators who share an eco-compatible world view
developed ethical norms and corresponding technological and institutional arrangements
which help in achieving sustainable use of resources. However, with passage of time, the
erosion of knowledge of such practices took place at faster pace than the erosion of resource
itself. There were many other pressures which disrupted the search for sustainable solutions
Only in such case we will have a genuine development in reality.
1.Institutional Innovations
Historical evolution of indigenous ecological institutions for managing natural resources
Ecological economic aspects of resource alloction and conflict resolution in local
institutions ,Institution building for self renewal; theories of collective action and conflict
resolution in peoples' institutions Linkages between formal and informal institutions Policy
support for augmenting indigenous institutions at regional, national and international level
Scaling up local solutions: the threats and opportunities Indicators of institutional
sustainability.
2. Technological Innovations
Experimentation and innovation in managing resources at grassroots Sustainable pest
and disease management Soil and water conservation/management Animal husbandry
and veterinary care and grazing land management Processing of arious farm and non-
7/30/2019 Vishal Goswami
14/41
14
farm produce including leather, wool, fish, crop residues, grasses, dyes etc. Farm
implements Seed straw and food storage Collection and processing of forest produce
Selection and conservation of Germless Inland and off-shore fisheries, gears, boats etc.
Heuristics of farmers innovations for sustainable and non-sustainable resource
management. Linkages between technological and institutional innovation. Innovations
for survival under stress (droughts, floods, cyclones etc Traditional ecological knowledge
and its contemporary relevance
3. Socio-cultural Aspects of knowledge system and innovations
Religious basis of institutional and technological innovations for resource management
Ethical dilemma and value conflicts in doing research on peoples knowledge system
Conflicts between corporate cultures and social values in biodiversity rich, economically
poor regions Linguistic basis for understanding local categories of sense making Cultural
erosion and its influence on traditional institutions for resource management
4. Educational Innovations for Conservation and Resource Management
Theories of indigenous learning Space for local innovations and traditional knowledge in
curriculum of school and college education Formal scientific research on indigenous
innovation/knowledge system Politics of dominant discourse and and dominated
knowledge systems Shaping ethical and ecological values of future leaders: cross cultural
analysis of curriculum in primary education Linkage between formal and informal
knowledge systems Establishing global knowledge centers through networks of
decentralized knowledge nodes
5. Rewarding Creativity
Value Addition in indigenous innovation Compensating/rewarding creativity: farmers'
rights, Piers in national and international contexts Incentives for in-situ conservation of
germless by the people Database development for documentation, dissemination and
recognition of indigenous innovation Establishing community based trust funds managed
by individual innovators and/or locally evolved institutions Intellectual property right
regimes in defense of small inventors of sustainable technologies: myth and reality
6. Market based Incentives for Commercialization of sustainable technologies
Commercialization of value added products based on local knowledge system: challenges
7/30/2019 Vishal Goswami
15/41
15
and opportunities Market research for generating demand and tailoring supply of green
products Venture Capital Funds and other supports for augmenting for small scale
indigenous innovations. Linking Innovation and enterprise: Designing innovative
interfaces. Certification of organic products: experience in developing and developed
countries. Generating consumer awareness for biodiversity and organic products:
successful strategies
CREATIVE THINKING BASED ON THE OBJECTIVE LAWS OF SYSTEMS
DEVELOPMENT
1. TRIZ is the Russian acronym for Theory of Inventive Problem Solving (TIPS in
English). TRIZ was created by Genrik Saulovich Altshuller in the former Soviet Union (now
CIS), starting in 1946. Now the term TRIZ has become an international term for
professionals working in the field of creativity and innovation. More and more americans,
western europeans are interested in TRIZ.
2. As we have known from part three of this paper, the sixth disadvantage of the trial and
error method is fundamental one, i.e. the lacking of a directing mechanism in problem
solving thinking processes.
3. Imagine what happens if we have a such directing mechanism. Thanks to it the solver
can eliminate a considerable number of barren trials, not coinciding with the solution's
direction. See fig.5.
7/30/2019 Vishal Goswami
16/41
16
Figure 5
4. In the ideal case, if the directing mechanism can be built very exactly, the solver can
use only one trial leading to the neccessary solution. See fig.6.
Figure 6
5. Thus the solver can transfer problems having a great number of possible variants to
problems having several variants, where the usual principle of considering variants is
suitable. In fact, this is the heart of the whole problem : one must be able to swiftly reducethe field of inquiry and turn difficult problems into easy ones.
6. TRIZ mainly differs from the methods of activating creative thinking mentioned above
in finding this directing mechanism.
7. The analogous example
8. What is the directing mechanism ?
7/30/2019 Vishal Goswami
17/41
17
6.1. It is widely believed that creativity has roots in a subjective human psychology. That is
true but not enough, see fig.7.
Figure 7
Mentioning to creative thinking, we usually and immediately think of the psychological
process happening inside the solver's brain and reason that looking for the laws of
creative thinking means looking for the laws of subjective psychology. In fact, What is the
matter? Imagine the following situation (see fig.8):
Figure 8
A car was on a winding, up and down road. There were a driver and a researcher in the
car. The researcher's duty was observing, and describing the driver's psychological
7/30/2019 Vishal Goswami
18/41
18
behaviours and drawing necessary conclusions. The following is the researcher's report
after the trip.
"I sat by the driver during the trip from B to C, never failed keeping my eyes on him.
Thus, what I saw was absolutely enough. Obviously, this driver was more active than
those drivers I had met, at least more than the one driving me from A to B, because he
frequently makes the steering wheel left and right. Moreover, he usually changed the gear
and speed. The sun was shining his left and then right face. The speed ventilating the car
was changed as well. This allowed me to suppose that he was keen not only on activity
but also sunbathing his face. The change of wind velocity into the car is the reflection of
the driver's inspiration. In one word, through the study of several drivers on lots of
journeys, I could see a great variety of them. However, there were some considerable
same points: they loved sunbathing and had their own tastes of enjoying ventilation. No
doubt, that conclusion is an affirmation with clear demonstration. From that we can reason
that: in order to let him work well we have to make up the conditions that meet their own
tastes."
Obstacles to Creativity: - development of the creative potential of both organizational
and individuals and there are methods to overcome these obstacles. Recent popular
developments for developing creativity are brain skill management program, use of fisher
association lists, game playing in small groups and establishing a reward for creativity. It is
equally important to implement proposed so
Determinants of Creativity: - Five factors, namely organizational climate, leadership
style, organizational culture, resources and skills, and structure and systems of an
organization affect organizational creativity While demonstrated the relationship between
individual creativity and organizational innovation, Woodman, Sawyer &demonstrated the
relationship between individual, team and organizational
aspects of creativity.
Leadership and creativity: - The 21st century is how to profit from individual potential
and then leverage it so that it produces organizational innovation and excellence. Creative
organizations should attract, develop and retain creative talents if they want to remain
competitive. Leadership styles conducive to creativity are participative leadership, leaders
vision for creativity and ability to develop effective groups. Cook proposes that leaders
must effectively communicate a vision conducive to creativity through any available formal
7/30/2019 Vishal Goswami
19/41
19
or informal channel of communication and constantly encourage employees. Leaders
should also be in a position to balance employees freedom. Individuals with strong
leadership will consider themselves to have more potential for innovation than individuals
with weak leadership potential and individuals with strong potential for innovation and
creativity will be more likely to practice them when they perceive strong support from work
place than weak support among organizational members while building organizational
environment to support innovation and create
Climate, Context, and Culture for Creativity: - Organizational climate could be
determined by measuring the level of participation, freedom of expression, performance
standards, interaction with small brriers, large number of stimuli, freedom to experiment
and building on earlier ideas. Creativity is a key element to competitive advantage. When
the context is right, creativity techniques can play their role in raising the level and type of
creativity within organization structural flexibility, innovative power, international
orientation, human resources, growth markets and quality of management. Creative
strategy can be explained by a three legged stool analogy taking creative strategy
on the top, and culture, leadership and values, structure and systems and skills and
resources being the three legs of the stool. Organizational culture should be developed to
encourage open flow of communication, risk taking, self initiated activity and teamwork.
Moreover, management should trust and respect its employees.
Determinants of Structure for creativity: - The structure and systems required for
creativity include long term employment of employees, a flat structure, fair supportive
evaluation of employees and rewarding of creative performance.
Time, Money and Politics: - creativity is time and money. She stresses explicitly the
importance of the quantity of time and money that should be given to employees, since
they can either support or constrain creativity p ticularly damaging to creativity because it
can distract workers from work and force them to protect their employment.
Determinants of climate for innovation: - innovation is the engine of change and in
todays competitive environment, resisting change is dangerous because change
while it brings uncertainty and risks also creates opportunity. Culture is a primary
determinant of innovation and the culture of innovation need to be matched against
appropriate organizational context. The feel of the organization reflects both its culture and
7/30/2019 Vishal Goswami
20/41
20
climate. The climate of the organization is inferred by its members through the
organizational practices, procedures and a rewards system deployed and is indicative of
the way the business runs itself on daily and routine basis the nature of the interpersonal
relationship, nature of hierarchy, nature of work and focus of support and rewards. Closely
adhered to the concept of climate is the culture, a reflection of climate but operates at a
deeper level. Culture has implicit and explicit levels. By training, it is
possible to change the explicit culture but rarely the implicit one. The strength of the
culture depends on the match between the implicit and explicit aspects of culture. Another
way of looking at the culture is in terms of cultural norms along two dimensions f intensity
and crystallization (consensus) that strong culture exists. More over strong culture work at
the implicit level. This is why it is very difficult to develop or change culture. Again an
innovative culture can help senior management to implement innovation strategies and
plans. Individual factors such as personality traits, cognitive factors and motivational
factors affect innovation while organizational factors such as structure cultural norms
including challenge and belief in action, freedom and risk taking, dynamism and future
orientation, external orientation, trusts and openness, debates, cross functional interaction
and freedom, myths and stories, leadership commitment and involvement, awards and
rewards, time and training, corporate identity and unity, and organizational autonomy and
flexibility affect innovation. Corporate mission and philosophy statements, leadership,
empowerment including action boundary, risk tolerance, structure involvement,
accountability, action orientation rather than bureaucracy orientation also support
innovation. Balanced autonomy, personalized recognition, integrated socio technical
system and continuity of slack are required climate for innovation. Companies need to
focus on culture and climate for innovation rather than only concentrating on new products
and services.
7/30/2019 Vishal Goswami
21/41
21
THE CREATIVITY AND INNOVATION IN AN ORGANIZATION
It is based on the size of an organization and managementor firm. Before going into more aspects of creativity and innovation, let us know to
understand how creativity and innovation is defined.
The Census defines creativity and innovation as-Creativity and
innovation are often used as keys to the success of a business. Creativity is a process of
producing new ideas or combining old ideas in such a way that it produces something
unique. In todays ever changing and dynamic business environment, creativity and
creative problem solving have become the thrust areas. For the betterment of the
company, managers are now trying to build the culture of creativity within the organization.
In order to bring innovation, stay at the top and gain competitive advantage, companies
are now searching for new talents and new skills relentlessly. But the biggest challenge for
a company lies in integrating the need for short-term results with the vision for long-term
futuristic growth. The creativity of individuals coupled with structured and well-managed
innovation projects create a sound base from which organizations may operate effectively
within their inter-organizational and societal environment. The changing business scenario
and the infallibility of some basic truths about marketing in general and brand in particular
have prompted the creation of this book. The book emphasizes the significance of
creativity and innovation in management. It throws light on the need for creativity in
modern-day organization. The objective of the book is to explain the importance of
creativity in the contemporary dynamic business environment. Further, this book
7/30/2019 Vishal Goswami
22/41
22
demonstrates how to harness this creative energy and institutionalize innovation thus
attain competitive advantage
Training for creativity and innovation:- Keeping up with the means of improving
performance is becoming an essential part of every training program. It is interesting to
study the implications of training program on creativity and innovation. business is in a
permanent state of flux where constant innovation strategy is the key to survival
of the organization. Competitive and successful companies are those that create new
knowledge and discriminate it widely throughout the organization argues that for creating
a learning organization, individual and groups should be encouraged to learn five
disciplines, namely personal mastery, mental models of personal learning and growth,
shared vision for organization, commitment to learning and system thinking.
The process of stimulating creativity and innovation is fundamentally based on building the
intellectual capital within the organization that will yield the competencies and capabilities
for improved performance. In this respect the notion of a learning organization and training
itself has a major role in making a company innovative
Knowledge and learning: - Innovation and creativity are often used interchangeably
But creativity is knowledge based and innovation is value added work. Innovation is not
Just creativity but also about implementation Innovation is a social phenomenon. It Occurs
when people think about new ideas, accept these and work together to realize these
ideas. Technological growth is evident when brain or knowledge based work increases,
stress and strain eliminated, quality of work life is enhanced and tangible savings are
evident innovation mindset is important. A right brain mind set produces enquiries. What
and why questions triggers are used to challenge current paradigms and this forms the
basis to look at the accepted logic and seek changes. These changes become innovative
when the solutions are win win for the customers, organization and team members.
examine the role of knowledge and learning in the quality and Innovation process. For
creating quality and value innovation there are three levels of organizational learning
called single loop, double loop and triple loop learning. For incremental innovation single
loop and double loop learning is enough whereas for radical innovation triple loop learning
is advised. .
7/30/2019 Vishal Goswami
23/41
23
CI, BPR and innovation:- both continuous innovation and radical innovation are
important. While continuous innovation becomes possible by continuous improvement, for
radical innovation business process reengineering becomes nieces. In order to succeed in
BPR the organization must change the structure from hierarchical to flat, management
goal to change from functional to global, and individual work needs change to team work.
There are contradicting variations between be done by functional improvement, process
redesign or by business rethinking.
Determinants of Innovation:- In order to survive and prosper in the immense pressure
of globalization, organizations in the third world need to redesign themselves for corporate
creativity, i.e. for high rate of sustained and successful innovation For this, the
organization needs innovation friendly business strategy, organizational
Structure, top management style, middle management practices and effective modes of
managing innovation.
Organizational Excellence: - During the last 20 years, both definition and sustainability
of excellence have undergone repeated changes , assessment of excellence is the
process of evaluating an organization against a model for continuous improvement in
order to highlight what has been achieved and what needs improving. Self assessment=
Model + Measurement + Management. There are five enablers and four result criterion
and percentages of importance attached with each criterion in competitiveness
emphasized the need for choosing innovation friendly business strategies, organizational
structure, top management style, middle management practices and effective models of
managing innovations.
The Gap Analysis: - Existing literature is abundant in explaining creativity, innovation
and excellence as separate constructs. It identifies the determinants of creativity and
innovation. But literature seldom sheds light on the relationship between the three. The
definition for excellence according to include measures of creativity or innovation. This
model includes leadership, people management, policy and strategy, resources and
partnership and process as the enablers and people satisfaction, customer satisfaction,
impact on society and business results as the result criterion. Moreover, existing
7/30/2019 Vishal Goswami
24/41
24
excellence measurement instrument needs to be validated using statistical methodology
by academic experts before it can be used by third world industries, as these models are
developed for developed countries.
The Model: - Any model to measure organizational competitive excellence will remain
incomplete without including measures of creativity and innovation in this era of
globalization and competition. in the early nineties and other models for excellence
measurement are based on nine criterion including enablers and results measures of
creativity and innovation. Hence it is suggested to modify the models with measures
of creativity and innovation for measuring competitive excellence. Performance indicators
are also to be shifted toward considering creativity and innovation, qualitative and
quantitative goals, learning and group process and individual and interpersonal levels
A case study done in a company which was selected for Rajeev Gandhi National Quality
award for excellence reveals the need for including the measures of creativity and
innovation to the award models to measure competitive excellence.
Case Study on Popy Umbrella Mart
Venice of the east) in Kerala is a national leader in umbrella and a success story for
creativity and innovation. The mission of Popy is to continually improve its products and
services to meet the customers needs. Its daily production varies from only half the
demand expected in and outside Kerala. Popy removed its website from the internet
on account of inability to meet the additional demand created through the internet
Proposed Model
Popy was the first company to be awarded the coveted, for its excellence in the process of
umbrella manufacturing. Popy bagged the prestigious Rajeev Gandhi National
Quality Award in the for its continuous innovation for bringing variety of products
and its excellent process of umbrella manufacturing. Popy has exhibited exceptional
brilliance in bringing quality products, product innovation, marketing of its products,
meeting competition and understanding and dealing with culture of customers and
employees in Kerala. The long years of
experience of Davis, an MBA holder, has helped Popy to build up a culture of innovation in
their organization.They have diagnosed areas where improvement was necessary,
7/30/2019 Vishal Goswami
25/41
25
identified parts manufacturers in India and abroad, understood the empowerment
requirement of their employees for creativity and innovation, as well as understood the
culture of employees. Regular interactions with kids and children along with inputs from
cartoon films have enabled them to design innovative umbrellas for kids and children.
Popys creative advertisements have enabled them to capture 50% market share of Indian
market for umbrellas. Popys product specifications was selected by ISI as a benchmark
for Indian umbrellas; as other umbrella manufacturers could not satisfy these
specifications, competitors of Popy gradually disappeared from the market. Popy
gave full freedom for its employees for nurturing their creativity and innovation. But at the
same time each product is given a serial number and a register is maintained on who
assembled the product and made the stitching etc. This appears to match Peters and
Watermans suggestion of freedom with accountability. Popy has its Research and
Development department under the guidance of the managing director
and general administrator. They collect information about latest cartoon films and cartoon
story heroes from children who visit their showrooms. This resulted in an umbrella with
cartoon pictures, which has been hugely popular among kids. Some other innovative ideas
include the AC umbrella with ultra vibrant coating, water proof umbrella with WPWR
coating, light house umbrella which lights up when opened, godfather umbrella which can
double up as walking stick, gems umbrella made out of a single piece of cloth without any
stitching, Teflon waterproof umbrella, torch umbrella which can be used as a torch light in
the night, comic umbrella with cartoon pictures, fivefold which look like a cellular phone
etc. Umbrella manufacturing in Popy is highly labor intensive. Popy has gone for
automation under the leadership of Davis but the product quality is yet to reach the level
obtained by manual processing. Popys outsourcing to family units satisfies the self-
leadership and prestige need of the people of Kerala. The strategy is to provide rawmaterials and to get back the finished products form these family units. This year Popy
has been declared the best liked product The presence of a competitor, Johns Umbrella
Mart, near Popy keeps them vigilant in terms of innovation and quality. Davis has been
given full freedom by his father for experimenting and exploration. Davis introduced the
use of computers in designing innovative umbrellas, as well as introduced automation in
umbrella manufacturing. Popy is planning to start a factory in Chennai for umbrella
manufacturing and intend to increase the number of family production units in Kerala to
increase production to meet the demand. selling in India to an industry of repute. Earlier,
7/30/2019 Vishal Goswami
26/41
26
the umbrella industry was not considered for recognition and reward. Popy takes good
care of its employees, through welfare programs for its employees, financial support at the
time of employees house construction, marriage of employees daughters, childrens
education etc. Popy is also involved in a social welfare society for mentally retarded
children. For Popy, the manner in which they accomplish their mission is as
1. TRIZ is a large theory with a great number of "tools" : 8 objective laws on systems
development; 40 principles; 11 transformers; 76 standard rules based on substance-field
(energy) - information - analysis (Vepol Analysis in Russian); the full program for problem
solving (ARIZ in Russian) consisting of 40 steps; a knowledge-base containing many
strong scientific effects (in the meaning of usefulness for creativity at higher levels)
2. It requires 200 to 300 teaching hours including a lot of diverse exercises to master
TRIZ. To become a TRIZ-specialist, someone should study for several years. But TRIZ
structure is flexible and permits:
7/30/2019 Vishal Goswami
27/41
27
a) teaching and learning parts of TRIZ
b) using parts of TRIZ according to the type and level of difficulty of the problem.
3. In July 1989 an International TRIZ Association was formed in the former Soviet Union
with its president - Mr. G.S.Altshuller, and the Journal of TRIZ had been issued since
1990.
In recent years, there have been some new studies aiming at constructing greater theories
based on TRIZ such as the theory of development of technological systems (Russian
acronym TRTS); a general theory of strong thinking (OTSM) and a theory of development
of creative personalities (TRTL
Creativity and Innovation for Competitive Excellence in
Organizations
The purpose of this paper is to develop a model linking creativity and Innovation to
Organizational competitive excellence. Drawing upon existing theoretical and empirical
evidence the paper develops and presents a conceptual model of the relationship between
creativity,innovation and competitive excellence. The paper also presents a case study to
support the conceptual model and proposes research propositions based on the
relationships suggested by the model. The term creativity and innovation are often used
however, there is a clear distinction between creativity and innovation, the former being
the generation of ideas and the latter its implementation. In this era of globalization and
competition, creativity and innovation are considered to be key factors for survival,
success and excellence of organizations and organizational creativity, this study focuses
only on organizational creativity. Likewise, innovation is also classified as incremental
innovation and radicalinnovation. Organizational climate, organizational culture, leadership
style, resource and skill, and structure and systems are five factors that affect
organizational creativity Innovation friendly strategy, structure, top management style,
middle management support and effective modes of managing innovation are five factors
that affect organizational innovation Knowledge and learning play critical roles in quality
creation and value innovation. While single loop and double loop learning are useful for
incremental innovation, triple loop learning is important for radical innovation It is
postulated that organizational creativity will enhance creative excellence and rganizational
innovation will enhance innovational excellence. And creativity and innovation together willenhance competitive excellence of the organization.
7/30/2019 Vishal Goswami
28/41
28
Companies Who Have Sent Participants to the Creativity and
Innovation Seminar:
1. ABS-CBN GLOBAL LTD.
2. ASIAPRO MULTIPURPOSE COOPERATIVE
3. CWC GROUP OF COMPANIES
4. DEPT. OF SOCIAL WELFARE AND DEVELOPMENT
5. DIGITEL TELECOMMUNICATION PHILS. INC.
6. FILSTAR DISTRIBUTORS CORP
Visions:
In the full program of teaching TRIZ there is one important part: Development of Creative
Imagination. Additionally, in Nine-Systems Thinking Display there are three systems in the
future: super system, system and subsystem. According to TRIZ tradition, this paper
would be insufficient if we did not give some thoughts about the future which can be
influenced by TRIZ.
1. Mankind's history has shown that civilization has been created not because of
enhancing (amplifying) human psychological and/or physiological abilities. Instead,
civilization has been created mainly by people working with more and more perfect tools
(in the largest meaning) which have been built on the basis of discovered objective laws
and are appropriate for the great masses Among three areas: nature, society and thinking
which should be understood and transformed by humankind, thinking had been receiving
the least attention until recently.
2. In the thinking process for solving problems and making decisions, the trial and error
method is a natural tool which has a great amount of disadvantages. In contrast, TRIZ with
its system of artificial thinking tools is created on the basis of discovered objective laws of
systems development. In this relation, the TRIZ approach is significantly stronger than an
approach based only on human psychology and has much larger prospects.
3. Imagine how great humankind's civilization will be when ordinary people work with the
perfect tools in thinking as they do in the other two areas: nature and society? To realize
this point, TRIZ needs to be developed towards becoming tools for the great masses, not
for engineers only.
7/30/2019 Vishal Goswami
29/41
29
5. Human life is a succession of problems. Because of many contemporary
challenges, with time, the amount of problems increases at all difficulty levels. To convert
the challenges into opportunities, everyone should be a good solver in the meaning that
he/she is able to solve all problems he/she is faced with in a scientific way without errors
during all of his/her life. In this regard, we believe that beside traditional professions which
are different for different people there is a common profession for all: the profession of
solving problems and making decisions. In other words, a need for inventing the general
theory of creative problem solving has emerged.
.
1.Institutional Innovations
Historical evolution of indigenous ecological institutions for managing natural resources
Ecological economic aspects of resource alloction and conflict resolution in local
institutions ,Institution building for self renewal; theories of collective action and conflict
resolution in peoples' institutions Linkages between formal and informal institutions Policy
support for augmenting indigenous institutions at regional, national and international level
Scaling up local solutions: the threats and opportunities Indicators of institutional
sustainability.
2. Technological Innovations
Experimentation and innovation in managing resources at grassroots Sustainable pest
and disease management Soil and water conservation/management Animal husbandry
and veterinary care and grazing land management Processing of arious farm and non-
farm produce including leather, wool, fish, crop residues, grasses, dyes etc. Farm
implements Seed straw and food storage Collection and processing of forest produce
Selection and conservation of Germless Inland and off-shore fisheries, gears, boats etc.
3. Socio-cultural Aspects of knowledge system and innovations
Religious basis of institutional and technological innovations for resource management
Ethical dilemma and value conflicts in doing research on peoples knowledge system
Conflicts between corporate cultures and social values in biodiversity rich, economically
poor regions Linguistic basis for understanding local categories of sense making Cultural
erosion and its influence on traditional institutions for resource management
7/30/2019 Vishal Goswami
30/41
30
4. Educational Innovations for Conservation and Resource Management
Theories of indigenous learning Space for local innovations and traditional knowledge in
curriculum of school and college education Formal scientific research on indigenous
innovation/knowledge system Politics of dominant discourse and and dominated
knowledge systems Shaping ethical and ecological values of future leaders: cross cultural
analysis of curriculum in primary education Linkage between formal and informal
knowledge systems Establishing global knowledge centers through networks of
decentralized knowledge nodes
5. Rewarding Creativity
Value Addition in indigenous innovation Compensating/rewarding creativity: farmers'
rights, Piers in national and international contexts Incentives for in-situ conservation of
germless by the people Database development for documentation, dissemination and
recognition of indigenous innovation Establishing community based trust funds managed
by individual innovators and/or locally evolved institutions Intellectual property right
regimes in defense of small inventors of sustainable technologies: myth and reality
6. Market based Incentives for Commercialization of sustainable technologies
Commercialization of value added products based on local nowledge system: challenges
and opportunities Market research for generating demand and tailoring supply of green
products Venture Capital Funds and other supports for augmenting for small scale
indigenous innovations. Linking Innovation and enterprise: Designing innovative
interfaces. Certification of organic products: experience in developing and developed
countries. Generating consumer awareness for biodiversity and organic products:
successful strategies
Determinants of Innovation:- In order to survive and prosper in the immense pressure
of globalization, organizations in the third world need to redesign themselves for corporate
creativity, i.e. for high rate of sustained and successful innovation For this, the
organization needs innovation friendly business strategy, organizational Structure, top
management style, middle management practices and effective modes of
managingInnovate ton.
7/30/2019 Vishal Goswami
31/41
31
How to evaluate ideas
Organizational innovation is not just about
generating creative business ideas. It is also
about reviewing ideas in order to identify those
which are most likely to become successful
innovations. Unfortunately, many
organizations make mistakes in their idea
review processes that result in rejecting the
most potentially innovative ideas in favor of
less innovative ones.
In some instances, the idea review process is a simple matter of a manager reading
through a batch of ideas and selecting those she believes will work best for her firm. This
is most often the case in smaller firms run by a single owner and manager. In most
medium to large businesses, however, a structured evaluation process is necessary in
order to:
Identify the ideas that are most likely to succeed as innovations for the company.
Ensure that complex ideas are reviewed by people with the appropriate expertise
necessary to understand what would be necessary to implement the idea - and what might
go wrong.
Enable a middle manager to defend the idea to senior management, stakeholders,
and financial officers who may need to grant budgetary approval of the idea.
Make it possible to review a large number of ideas in a resource efficient manner.
Improve the idea by identifying potential implementation problems and preparingsuitable actions to overcome those problems. Sadly, this last aspect is often lost in formal
idea review procedures.
Idea development
Once an idea passes these initial hurdles, it may be ready for implementation or it may
require more detailed testing. We call this phase of idea review: "idea development" as it
is no longer a process of evaluating an idea so much as a method to develop it for
implementation.
7/30/2019 Vishal Goswami
32/41
32
Idea development may include business case preparation, prototype development, project
management initiation or test marketing. There is not room enough in this issue of Report
103 to go into idea development in detail - so we'll save it for another issue. Moreover,
how a firm develops an idea depends on the nature of the idea, the nature of the firm and
existing processes for implementing ideas.
Criticism versus improvement
Over the years, I have noticed that business analysts tend to be overly critical of new
ideas. This is understandable, they are tasked with managing and minimising risk. And
creative ideas tend to be the riskiest. As a result, many evaluators stress weaknesses and
threats. On one hand, this is understandable. Your company should not be implementing
ideas that will prove to be costly failures. But, many weaknesses can readily be improved.
An idea that would be very expensive to implement may, with minor changes, be
implemented at far lower cost. And by improving a creative idea's weaknesses, you may
be turning a costly failure into a profitable success!
Effectiveness and Performance: - Numerous studies have produced evidence which
highlights the importance of organizational performance and effectiveness. Divided
culture in to market culture, adhocracy culture, clan culture and hierarchical
Culture and they further opined that market culture and adhocracy culture help
innovativeness and high performance. identify four cultural traits and values that are
associated with effectiveness as involvement, consistency, adaptability and sense of
mission or long term vision.
Organizational Excellence: - During the last 20 years, both definition and sustainability of
excellence have undergone repeated changes assessment of excellence is the process of
evaluating an organization against a model for
Continuous improvement in order to highlight what has been achieved and what needsimproving. Self assessment= Model + Measurement + Management.
There are five enablers and four result criterion and percentages of importance attached
with each criterion. The model proposed and tested by for Competitiveness emphasized
the need for choosing innovation friendly business strategies, organizational structure, top
management style, middle management practices and effective
7/30/2019 Vishal Goswami
33/41
33
THE ROAD TO CREATOLOGY
In Volume 7 of his "Mathematical Anthology" the Greek mathematician Pappos who lived
around 300 A.D. first coined the term "heuristics". And although Pappos cited Euclid,
Appolonius of Pergamos and Aristos the Elder as his precursors, the origin of heuristics -
the science of making discoveries and inventions - is associated with his name. From the
first the terms "discovery" and "invention" were given the broadest interpretation in
heuristics. Discovers and inventors were taken to include artists, poets, politicians, military
leaders, philosophers and others. Later many mathematicians including Descartes,
Leinbniz and Poincare applied themselves to the problem of creating heuristics. Evidently,
since it was denied the possibility of experimental development, mathematics felt the need
for an instrument for solving creative problems earlier and more strongly than other
sciences.
In the second half of the 19th century research studies on the psychology of scientific and
technological creativity began to appear. The status of deliberate and explicit research on
the topic of creativity within the United States was pointed frequently to the presidential
address given to the American Psychological Association by J.P. Guilford in 1950.
In 1950s and 1960s the field of creativity received a stimulus for the new development
stage thanks to created practical methods or methodologies which allowed really to
improve personal and collective creative abilities and these methods or methodologies
could be taught and learned. (For example, brainstorming was created by Alex F. Osborn
in the USA, algorithm of invention - by G.S. Altshuller in the former Soviet Union, lateral
thinking - by Edward de Bono in the UK).
In 1954, Osborn founded the creative Education Foundation (CEF). A year later the first
Creative Problem Solving Institute (CPSI) was held at the State University of New York at
Buffalo. CPSI (pronounced sip-see) has been an annual event ever since.
Through the work of Osborn the Center for Studies in Creativity (CSC) was formed at the
Buffalo State College. An undergraduate curriculum was approved in 1974 and the
graduate program - in 1975, and in November of 1994 the 100th student earned a Masters
of Science in Creativity and Innovation from Buffalo State College.
In the former Soviet Union (now the Community of the Independent States - CIS)
Altshuller founded the Laboratory for Invention Methodology (LIM) in 1969, andcollaborated with others to form the academic and research Institute of Inventive Creativity
7/30/2019 Vishal Goswami
34/41
34
(IIC) which belonged to the All-Union Association of Soviet Inventors in 1971. Luckily, the
current author was one of its first students.
In Cambridge, UK, Dr. de Bono founded the Cognitive Research Trust in 1969, and then
the Center for the Study of Thinking.
Now it is very difficult to enumerate fully all centers or units working in the field of creativity
and innovation in the world. But most of them are located in the Europe and Northern
America. This statement is also true for creativity and innovation networks, associations,
national, international conferences, professional journals and teaching programs on
creativity and innovation.
There has been tremendous growth in the number and nature of national, regional,
continental and international forms of networking, for example: the American Association
of Managers of Innovation, the American Creativity Association, the Canadian Creativity
Network, the Danish Creativity Network, the Nordic Creativity Network, the PERISCOPE
Group in the Western Europe (from which the European Association for Creativity and
Innovation was formally established by notarial act on 27th , October 1993), the PRISM
Group in the Northern America, TRIZ Association was formed in the former Soviet Union
in July 1989, the International Creativity Network connecting individuals on an international
level.
Not only has the level of networking expanded, but also the number and kind of
international conferences. The trend to have more than one or two main conferences a
year continues.
Another very promising trend is the increase in number and quality of resources available
in the literature. From 1967 to today, the creativity field has grown from one to four
dedicated journals : 1) The Journal of Creative Behavior was issued in 1967, 2) Creativity
Research journal - 1988, 3) TRIZ Journal - 1989 and 4) Creativity and InnovationManagement journal - 1992. Except for that, highly respected journals within a variety of
disciplines are now publishing articles and research on creativity and innovation. Only the
Creativity - Based Information Resources created by the Center for Studies in Creativity
contains over 5,600 annotations of periodicals, journals, assessment instruments, books,
edited collections, software, theses and dissertations.
TRIAL AND ERROR METHOD
Many studies have shown that the most popular method for problem solving is the trial and
7/30/2019 Vishal Goswami
35/41
35
error method. That is, problems have been solved by reviewing widely differing variants
and most of them failed. See fig.2.
Figure 2
There are many sayings about making trials after trials:
Try all the keys in the bunch If at first you don't succeed try and try again
An oak is not felled at one stroke
Do you undo, the day is long enough
At the end of the 19th century Edison was using the trial and error method. His workshop
employed up to a thousand men, and this made it possible to break down one problem
into several sub problems, and for each to simultaneously test many variants. When
Edison was intent upon creating incandescent light, he went through more than 9,000experiments in an attempt to produce a bulb. His often phrase: "I'll try anything. I'll even try
Limburger cheese".
Disadvantages of the trial and error method:
1. The trial and error method wastes much time, thinking energy, material means and
even human lives.
2. The number of ideas achieved per unit of time is few, so the problem solving process
lasts for a long period of time. In other words, productivity of generating ideas is low.
7/30/2019 Vishal Goswami
36/41
36
3. The existing vector of psychological inertia prevents the solver from the right solution
because it drives the mind to what is previously known.
4. There is not a mechanism to reveal all possible variants, as a result, the right solution
can reside beyond the trial variants.
5. Criteria for "right" or "wrong" variants are subjective so a solver can miss appropriate
solutions.
6. The trial and error method has no mechanism for directing the solver's thinking
towards the solution: the solver is unable to define the direction in which the necessary
solution might be found. This is the fundamental disadvantage of the trial and error
method.
METHODS OF ACTIVATING CREATIVE THINKING
1. The methods of activating creative thinking include forced-relationship; morphological
analysis; check-listing; brainstorming; synectics; lateral thinking; mind-mapping... and their
modifications and combinations.
2. These methods have a common postulate like the following opinion said by Linus
Pauling : "The best way to have a good idea is to have lots of ideas".
3. Depending on a specific object to be improved some of these methods can permit to
get billions ideas within several dozen minutes. In other words, the methods of activating
creative thinking increase a productivity of idea generation.
4. The main merit of these methods is their simplicity and accessibility. They can be easy
taught, learned, digested, mastered and used.
These methods are very appropriate for the kind of problems having a great number of possibletrials and at the same time a great number of diverse solutions such as problems concerning the
diversifying of items, goods, models etc. See fig.3
7/30/2019 Vishal Goswami
37/41
37
Figure 3
Culture Of Creativity And Innovation - Concepts, Applications And Cases
. Creativity and innovation are often used as keys to the success of a business. Creativity
is a process of producing new ideas or combining old ideas in such a way that it produces
something unique. In todays ever changing and dynamic business environment, creativity
and creative problem solving have become the thrust areas. For the betterment of the
company, managers are now trying to build the culture of creativity within the organization.
In order to bring innovation, stay at the top and gain competitive advantage, companies
are now searching for new talents and new skills relentlessly. But the biggest challenge for
a company lies in integrating the need for short-term results with the vision for long-term
futuristic growth. The creativity of individuals coupled with structured and well-managed
innovation projects create a sound base from which organizations may operate effectively
within their inter-organizational and societal environment. The changing business scenario
and the infallibility of some basic truths about marketing in general and brand in particular
have prompted the creation of this book. The book emphasizes the significance of
creativity and innovation in management. It throws light on the need for creativity inmodern-day organization. The objective of the book is to explain the importance of
7/30/2019 Vishal Goswami
38/41
38
creativity in the contemporary dynamic business environment. Further, this book
demonstrates how to harness this creative energy and institutionalize innovation thus
attain competitive advantage.
Gian's genesis came about when the Honey Bee Network felt that rewarding the
grassroots people for their creativity should look beyond the mere recognition and
documentation of their knowledge. It should also aim towards the commercialization of
viable innovations, so that their benefits are disseminated over a broader spectrum of the
society and the motivation to innovate further is sustained. To achieve this, it was felt that
a nodal agency should be created that would not only upscale these innovations but would
also act as a clearing house of ideas by facilitating interaction among innovators,
entrepreneurs and investors.
7/30/2019 Vishal Goswami
39/41
39
5.SWOT
Strengths
Leader in the marketplace
Openness to creativity and
innovation
1. Income level is rising.
2. Consumption increasing
Weakness
High staff turnover.
Low minority faculty representation.
Limited classroom space.
1. Communication barriers.
.
Opportunity
Web based instruction
Potential faculty diversity through
use of adjunct, instructors, & gradassts.
Off campus programs.
1. Development of
infrastructure.
Threats
New undergraduate & graduate
programs entering the local market.
Alternative systems of instructions.1. Diminishing state & federal
support.
2. People are not ready to
accept change easily.
7/30/2019 Vishal Goswami
40/41
40
6.CONCLUSION
1. the purpose to prepare creativity methodologies users on a daily basis. We believe
that learners will actually apply creativity methodologies in all aspects of their lives only
when the program can induce inside learners the needed emotions promoting them to do
that. So our program involves many examples, stories, cases taken from different areas of
human activity, graphic depictions, cartoons and exercises that may inspire such
emotions. In spite of the achieved results, there are many points we would like to make
better, for example, teaching and training works at our Center are often overloaded so we
lack the time for processing all obtained results, doing research and writing new textbooks
the composition of our classes which are mixed in ages, levels of education, professions
and positions Technological multipartner alliances are gaining popularity in recent years,
due to their great potential for attaining innovation. The complex functioning of this type of
collaborative forms usually relies on the creation of multiple MA teams. These teams are
temporary project teams composed of members from different partners and are
responsible for innovation achievements within the alliance. Understanding the innovation
dynamics in the particular case of MA teams may have important implications for research
and for alliance and team management.
7/30/2019 Vishal Goswami
41/41
7.Bibliography:-
1. www.yahoo.com
2. www.google.com
3. www.wikipedia.com
http://www.yahoo.com/http://www.google.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.google.com/http://www.yahoo.com/Top Related