Chapter 3A

Creativity Definition
Amabile (1995) Creativity evokes the desire to
produce products or processes that
can bring benefits, appropriateness
And value to any tasks whicha re
more heuristic than algorithm

Dollinger (1995) Creativity has close connections with

revolutions, evolutions and dynamism

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 Entrepreneurial Concept

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 Types of Creative Behaviour
By
Dollinger
 Creation
 Synthesis
 Adaptations

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 How To Develop Creativity
 Always ask the question ‘Is there a
better way’
 Challenge the ordinary
 See form a different perspective
 There a more than one precise and best
answer

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 Sources of Innovation
Unexpected occurrences
Incongruities (the fact that smthg is strange)
Process needs
Industry and market changes
Demographic changes
Perceptual changes
Knowledge-based concepts

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 Types Of Invention
(Added
Knowledge)
Type Description Examples
Invention Totally new product, Wright brothers—airplane
service, or process Thomas Edison—light bulb
Alexander Graham Bell—telephone

Extension New use or different Ray Kroc—McDonald’s

application of an already Mark Zuckerberg—Facebook
existing product, service, Barry Sternlicht—Starwood Hotels &
Resorts
or process

Duplication Creative replication of an Wal-Mart—department stores

existing concept Gateway—personal computers
Pizza Hut—pizza parlor

Synthesis Combination of existing Fred Smith—Fed Ex

concepts and factors into Howard Schultz—Starbucks
a new formulation or use
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 Innovation and the
Entrepreneur (Added Knowledge)
 Innovation:
Is the process by which entrepreneurs convert
opportunities into marketable ideas.
Is a combination of the vision to create a good idea
and the perseverance and dedication to remain with
the concept through implementation.
Is a key function in the entrepreneurial process.

Is the specific function of entrepreneurship.

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 Principles of Innovation
(Added Knowledge)
 Be action oriented.
 Make the product, process, or service simple and
understandable.
 Make the product, process, or service customer-based.
 Start small
 Aim high.
 Try/test/revise.
 Learn from failures
 Follow a milestone schedule.
 Reward heroic activity.
 Work, work, work.
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 Strategies to Encourage
Creativity and Innovation
(Added Knowledge)
1. Recognize personal abilities.
2. Change your perception.
3. Change the organizational culture.
4. Dare to fail.
5. Create an organization conducive to
creativity and innovation.

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