LITERATURE REVIEW Innovation is simply the process of generating ideas and using them to replace what is already in the

marketplace with something that works better, lasts longer is more appealing to a wider spectrum of consumers or a targeted niche, so as to increase market share. In other words, innovation strengthens the capacity to compete. An innovative company is naturally one that is dynamic. It will have a responsive management system that is constantly in touch with shifting market trends. It has built-in flexibility that allows it to consistently stay ahead of the competition. DRIVING CREATIVITY AND INNOVATION (about the products) The company will become synonymous with quality, and enjoy the most positive image in the minds of people. INNOVATION AS THE DRIVER OF QUALITY (The company must acquire the capacity to produce higher quality work. They must be prepared to upgrade their staff, bring in people with new skills, new technology, new fluency in the use of technology. (this can be used with staffing). CREATIVITY AS A STRATEGIC INVESTMENT (Companies succeed when they dont see creativity as an expenditure but as an investment. Even if a new design presented to them is better and it costs more than what they already have, they will go for it. They will opt for what they believe can sustain them and ensure growth and not only quick profits.) DISCIPLINE IN INNOVATION (All innovative companies are disciplined companies. It must start with a clear purpose. P n G is doing well, servicing well, selling well are designed well; designed to perform well. Their business is designed on the kind logic they know inspire a lot of people. They know that is there is no vision there can be no passion. Without passion there can be no innovation.) GLOBALISATION CHALLENGE (have to figure by ourself) ADAPTING TO INNOVATION (have to figure by myself) CHARACTERISITCS OF CREATIVE PEOPLE - STEVE JOBS (Highly creative people like Steve Jobs and very successful people share common characteristics. One is purpose. They know what they want and are sharply focused on achieving the outcome. With purpose comes passion, perseverance and persistence. Above all, they have the patience to ensure all the preparations that must be made to pursue their purpose are in place. R - PROCESS OF INNOVATION (The journey to innovation starts at the very top. The influence of "innovation" as part of the research and development portfolio is therefore a very good move that the company must make.) (this can be used with R&D)

Both - INGREDIENT FOR QUALITY (The lack of a quality culture is apparent in practically every industry: expensive hotels that have poorly trained staff; smartly designed buildings that have dirty toilets; great-looking bread toasters that don't work after just days.) T - TARGETING THE HIGH-YIELD CONSUMERS CREATIVELY (Innovative products should be placed and targeted to high-yield consumers. These will include people seeking healthcare products......) T - RIDING ON THE POWER OF INNOVATION (In the US, they have already moved from knowledge economy to innovation economy, a move designed to stay ahead of global competition. Therefore in-order to compete well P n G must become one of the most innovative companies to enjoy growth and sustainability. IMPROVING INNOVATIVE CAPABILITIES (Ultimately the goal must in research and development must be to enhance the companies innovation system. The innovative capabilities of the individual component parts of the system - the staff, the design, the creative mindset, etc must be improved.) R - LIMITLESS POSSIBILITIES OF THE CREATIVE MIND (Owing to the amazing advances brought on by the creative mind, the world is nothing like the one into which our parents were born. The creative minds that came before us did a lot of things that effectively changed the world we live in.)

Limkokwing University of Creative Technology (2009-11), Innovation Enabling Transformation, p.28, 89, 109, 119, 121, 123, 124, 129, 137, 155, 156, 179. [Accessed on 03 September, 2011],