The Fuzzy Front-End? How Creativity Drives Organizational Innovation Introduction – Change and Uncertainty (original) (raw)
2018, Individual Creativity in the Workplace
Organizations respond to change by engaging in innovation. The new problems that arise from change – climate, health, financial, demographic – require new solutions, and innovation is an organizational process that connects new problems to new solutions. This chapter describes innovation, both what it is and why it is important to organizations, and sets out examples of how change drives this process. The chapter then explains the key stages of innovation, showing how creativity acts as the so-called fuzzy front-end of innovation. The chapter then goes on to communicate the key elements of creativity and how these drive organizational innovation, culminating in a discussion of how creativity is managed for successful organizational innovation, and dispelling the notion that creativity is an ill-defined and unstructured precursor to innovation.
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