BA7411

CREATIVITY
&
INNOVATION
 UNIT I INTRODUCTION

Need for Creative and innovative thinking for

quality Essential theory about directed
creativity.
Components of Creativity, Methodologies and
approaches, individual and group creativity.
Organizational role in creativity, types of
innovation, barriers to innovation, innovation
process.
Assessment of creativity & innovation.
 WHAT IS Creativity
Creativity is a mental process involving the
generation of new ideas or concepts, or new
associations of the creative mind between
existing ideas or concepts.
An alternative conception of creativity is that
it is simply the act of making something new.
 Need of Creativity for Quality

Creativity can be used when confronted with

a decision making problem.
People differ in their inherent creativity.
To over come from routine.
 Essential Theory of
Creativity
Intrinsic Motivation
Intrinsic motivation refers to motivation that
comes from inside an individual rather than from
any external or outside rewards, such as money or
grades.
Skills in task
A developed talent or ability .
Skill in Creative thinking
refers to the ability to form new combinations of
ideas to fulfill a need.
Components of Creativity

Intrinsic
task motivation

Creative thinking skill

Expertise is the foundation for all

creative work
 Methodology and

Approach
Integrative Thinking
Business Design
Prototyping
Out of Box
Laddering approach
Invincibility

Evitable and evasiveness

Propaganda method
Functional collusion
Pervasiveness
Brainstorms
 Individual and Group Creativity
in Organization
Leadership Style
Organizational Climate

Organisation

Resources & Skills

Organisational Culture

Structure & Systems

 Creativity In
Organisation
Building
Trusting
Relationships

Creating
Increasing the Future
Energy &
Effectiveness Innovation &
Under Pressure Unique Potential
How innovative are you?
Remove three sticks to leave four
 What is innovation
Innovation is about creating value and
increasing efficiency, and therefore growing
your business.
"Without innovation, new products, new
services, and new ways of doing business
would never emerge, and most organizations
would be forever stuck doing the same old
things the same old way.
 Characteristics of
INNOVATION
Innovation leads to changes
Result of a thoughtful plan
Can bring complete revolution or an extension to
existing products
Provide unique identity to a business
Innovation are action oriented and result oriented
Help in making products and processes simple to
understand
Innovation involve continuous experimentation
and testing.
 Types of Innovation
Incremental innovation
Process innovation
Red ocean innovation
Service innovation
Business model innovation
Sustainable innovation
Frugal innovation
Blue ocean innovation

Radical innovation
Open source innovation/ Crowdsourcing
Experience innovation
(Im)possible innovation
Disruptive innovation
User led innovations
Supply chain innovation
 Barriers to Innovation
Structural Barriers
Social Barriers
Political Barriers
Procedural Barriers
Resource Barriers
Individual Barriers
Attitudinal Barriers
Terminology Barriers
Innovation Process
 Assessment of Creativity &
Innovation
Design Projects to Bring Out Creativity
Create a Culture that Promotes Creativity and
Innovation
Scaffold for Creativity and Innovation
Define the Creative Challenge
Identify Sources of Information
Generate and Select Ideas
Present Work to Users/Target Audience
 Distinguishing between
creativity and innovation
Creativity is typically used to refer to the act
of producing new ideas, approaches or actions.
Innovation is the process of both generating
and applying such creative ideas in some
specific context.
 Innovation within the
organization depends upon
Organizational Motivation the basic orientation of the
organization toward innovation; shared vision; providing
rewards and recognition; lack of internal politics, and lack of
overemphasis on the status quo.
Resources everything the organization has available to aid
in the area targeted for innovation, including time, funding,
information and materials.
 Innovation within the
organization depends upon
Management Practices allowing freedom and
autonomy in the practice of work; providing
challenge; specifying clear strategic goals and
forming work teams comprised of individuals with
diverse skills and perspectives.
Thinking provides knowledge,
Knowledge makes you great.