ABSTRACT
During 1994 and 1995, I undertook research into creativity and innovation in UK companies. In the course of the research I discovered a significant gap between what senior executives said about maintaining a creative and innovative culture in their organization and what they actually did. The results indicated that, whilst 20% of respondents said they had a highly creative and innovative organization, only about 2% appeared to actively foster such a culture. However, over 95% of the respondents considered creativity and innovation to be critical for future success.
