| Creativity can be defined as problem | | | | fire route to commercial success, these |
| identification and idea generation whilst | | | | processes improve the probability that good |
| innovation can be defined as idea selection, | | | | ideas will be generated and selected and that |
| development and commercialisation.There are | | | | investment in developing and commercialising |
| other useful definitions in this field, for | | | | those ideas will not be wasted. Creativity, |
| example, creativity can be defined as | | | | Innovation and Market Performance In the |
| consisting of a number of ideas, a number of | | | | broadest terms, strategy is about growth. |
| diverse ideas and a number of novel | | | | Decision makers are constantly looking for |
| ideas.There are distinct processes that | | | | growth, in fact, in listed firms, |
| enhance problem identification and idea | | | | shareholders demand it and at ever increasing |
| generation and, similarly, distinct processes | | | | rates.Decision makers have therefore to |
| that enhance idea selection, development and | | | | decide how to grow. |
| commercialisation. Whilst there is no sure | | | | |