Organizational Success through Creativity and Innovation Management

The term creativity and innovation are often used interchangeably (Man, 2001); however, there is a clear distinction between creativity and innovation, the former being the generation of ideas and the latter its implementation. In this era of globalization and competition, creativity and innovation are considered to be key factors for survival, success and excellence of organizations (Peter Cook, 1998). While creativity is generally of three types, viz. individual creativity, group/team creativity and organizational creativity, this study focuses only on organizational creativity. Likewise, innovation is also classified as incremental innovation and radical innovation. The purpose of this paper is to develop a model linking creativity and Innovation to a dynamic tool to organizational success. Drawing upon existing theoretical and empirical evidence the paper develops and presents a conceptual model of the relationship between creativity, innovation and dynamic tool to organizational success. The paper also presents a case study to support the conceptual model and proposes research propositions based on the relationships suggested by the model.