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