ABSTRACT
This chapter explores business creativity and strategic innovation. A realistic understanding of context should stimulate a fresh approach to response and a redefinition of management that is energised by committed and sustained leadership. Creative thinking and the empowerment of employees to generate new ideas is the first major step toward strategically managing innovation. The second concerns the development of an appropriate organisational strategy, structure and a determined and sustained intent to develop a climate and culture that is conducive to successful innovation.
