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Prof.

Murali Murti Feb – Jun 2013 Module 4

CREATIVITY & INNOVATION

3/1/13

LAUNCH OF A NEW PRODUCT

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3/1/13 LAUNCH OF A NEW PRODUCT 3 .

3/1/13 LAUNCH OF A NEW PRODUCT USING NEW TOOLS 4 .

LEARNING OBJECTIVES •Meaning and Definition •Creativity in organizations •Three Component Model of Creativity •Creativity Process •Organizational Constraints •Organizational Environment for creativity and innovation .

MEANING AND DEFINITIONS •Creativity :: a talent for unique combination or unique association of ideas •Managerial Perspective :: Creativity is the conceiving of original and unique alternatives to the solution of existing problems. •Innovation :: (dictionary) something new or different introduced. Also – the act of innovating .

about 10% Somewhat creative .about 60% Most of us have creativity. we just need to learn how to unleash it.CREATIVITY IN ORGANIZATIONS Study of lifetime creativity in 461 individuals: Exceptionally creative . .less than 1% Highly creative .

THREE COMPONENT MODEL OF CREATIVITY Creative Thinking Expertise Intrinsic Task Components Of Creativity .

THREE COMPONENT MODEL Expertise : potential for creativity enhanced when individuals have abilities. independence. risk taking and internal locus of control. tolerance of ambiguity and perseverance. knowledge. self confidence. proficiencies and similar expertise in their fields of endeavour Creative Thinking skills : Personality Characteristics : intelligence. see things from a different perspective . Lateral Thinking aptitudes : ability to use analogies.

exciting. satisfying or personally challenging Motivational component turns creative ptential into actual creative ideas. sufficient financial. material and information resources. freedom to decide what has to be done and how to .THREE COMPONENT MODEL Intrinsic Task Motivation: Desire to work on something because it is interesting. reward that recognizes creative work. fair and constructive judgment of ideas.n Creative people often love their work to the point of being obsessed with it Work environment has a significant effect on intrinsic motivation WE stimulants : Culture that encourages the flow of ideas. involving.

Building relationships and patterns 3.CREATIVITY PROCESS Saturation 1. Analysis 2. Seeking useful rearrangements or combinations Verificatio n Preparatio n Illumination Incubation .

cause and event thinking •Rejection of ideas without adequate valuation processes •Competition inhibiting behaviour •Fear of being perceived as unoriginal •Fear of being perceived as unintelligent •Problems have an illusion of difficulty •Waiting for inspiration •Lack of tangible progression of good ideas . scientific.ORGANIZATIONAL CONSTRAINTS •Conformity and risk aversion •Culture dictating behaviour •A sense of inappropriate behaviour •Negatively assessing new ideas •Logical thinking.

ORGANIZATIONAL ENVIRONMENT FOR CREATIVITY AND INNOVATION Organizational Climate Style of leadership: Encourages experimentation Avoids punishments for failure Encourages collaboration Encourages “surprise the organization” approach Gives to different people responsibility for strategic inputs Allocation of time to offsite analysis of new opportunities and environmental changes .

reduction in formalization Innovation – encouraged by diffusion of conditions that are a necessary premise for innovation. .ORGANIZATIONAL ENVIRONMENT FOR CREATIVITY AND INNOVATION Selection processes and criteria Training processes Career Planning Responsibility for a business Organizational culture Constructive restructuring – reduction in levels.

SUSTAINING INNOVATIONS Industry Firm Resources / Processes / Values Sustaining Innovation .

DISRUPTIVE INNOVATIONS I Industry Firm Resources / Processes / Values Disruptive Innovation .

TRANSFORMATIVE INNOVATIONS Industry Firm Resources / Processes / Values Transformative Innovation / new ecosystem .

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INNOVATION – MICRO LEVEL EXAMPLES .

CATEGPRIZE THIS INNOVATION ! .