Source:Textile Review

Innovation& creativity are the valuableintangible assets which play a vital role in the transformation of business,society and organization. The emergence of globalization & increasingcompetition created a threat for the organizations to survive in market andinnovation & differentiation became necessity to sustain economicdevelopment and competitiveness. Recessions and times of uncertainty presentunusual opportunities. Therefore every organization wants to be more and moreinnovative. Innovation comes in many forms like product innovation, processinnovation, service innovation, business model innovation etc. butit is not so easy to become innovative. Many barriers exist in the way ofinnovation and one of the biggest & powerful hurdles to becoming moreinnovative is changing the corporate culture to accept and embrace innovation.This paper takes a brief look on the dimension of innovation and differentforces & strategies that can help in shaping the culture to drive innovation.The focus is on the idea that how the people of an organization may become moreinnovative. The majority of the literature on creativity has focused on theindividual, yet the social environment can influence both the level andfrequency of creative behavior. This article reviews the literature for factorsrelated to organizational culture that act as supports and impediments toorganizational creativity and innovation.

Thepurpose of this paper is to develop a model linking creativity and Innovation toorganizational competitive excellence. Drawing upon existing theoretical andempirical evidence the paper develops and presents a conceptual model of therelationship between creativity, innovation and competitive excellence. Theterm creativity and innovation are often used interchangeably; however, thereis a clear distinction between creativity and innovation, the former being thegeneration of ideas and the latter its implementation. In this era ofglobalization and competition, creativity and innovation are considered to bekey factors for survival, success and excellence of organizations.

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Originally Published in Textile Review, November-2011

Dr.N. Shani is a Research Supervisor & P.Divyapriya is Ph.D Research Scholar withDepartment of Management Studies & Research, Karpagam University,Coimbatore.