ABSTRACT
Although the concepts of creativity and innovation are, to some extent, interlinked a distinction should be made between them. Creativity (see Chapter 4) involves the generation of ideas which are original. Innovation involves the development and implementation of the ideas which are considered to be of value. These ideas can relate to an organisation’s product, process or service and enable it to deliver distinct customer-perceived value. Innovation involves action, strategy and convergent thinking. It takes a linear and logical path, as it involves taking decisions about the future goals and destiny of an organisation. Organisations need to take innovation seriously if ideas that are considered to add value are to be implemented. Creative ideas feed the innovation process.
