Creativity and Innovation

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The importance of creativity and innovation
Businesses are facing changes like never before .Today, companies must be attentive to the needs of consumers as market their goods or services. The diversity of products offered by the company must satisfy all consumer needs and exceed customer expectations in terms of quality, since it represents a business opportunity for the company. Creativity and innovation are often the key to the success of a business, particularly when strategizing during strategic planning, and when designing new products and services. Creative thinking and innovation are particularly useful during Strategic Planning and in Product and Service Management.
These thesis are supported with facts that reveal importance to the business in today. The importance of innovation in general, is perceived as essential for survival in a setting increasingly competitive and globalized, but few companies do have some kind of initiative to put it into practice. On the text “Bright Ideas” (page 66 Business Matters course book) there are some examples which demonstrate that simple ideas, generally are good ideas for business. The secret is to think of them in first place. As someone once remarked, “if you can’t write your idea on the back of your business card, you don’t have an idea.”
Although, innovation begins with creativity. Creativity is the mental and social process of generating ideas, concepts, and associations. Innovation is the successful exploitation of new ideas: it is a profitable outcome of the creative process, which involves generating and applying in a specific context products, services, procedures, and processes that are desirable and viable. Naturally, people who create and people who innovate can have different attributes and perspectives. Another example is marked by solving business problems with creativity. Indeed, reformulating and redefining a problem is just one of the ways in which we can create a climate for

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