What Is Known About The Relevance Of Creativity And Its Promotion To Successful Product Innovation?
1.0 INTRODUCTION
One major question that often arises in the study of innovation is:
What is known about the relevance of creativity and its promotion to successful product innovation?
In order to answer this question, it is necessary to break this question down into the three main sections.
Firstly, it is found necessary to understand the concept of innovation – essentially what is it? According to Thomson (2001:467), ‘Innovation takes place where an organisation makes a technical change e.g. produces a product or service that is new to it, or uses a method that is new or original'. From this it can be gathered that innovation is not always something that is invented but can be anything that ‘adds value' to an existing product as perceived by the market. There is also a relationship between process and product innovation, which vary along with the industry life cycle. For example Utterback (1994: vii), states that ‘innovation in an industry is a process that......
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