Innovation and creativity evaluation of Apple Corporation

Topics: Creativity, Innovation, Invention Pages: 6 (2149 words) Published: April 5, 2014
Content
Executive Summary...................................................................................................................3 Introduction...............................................................................................................................4 Creative and developing opportunities of Apple Corporation ..................................................4 Apple Corporation’s process of managing innovation ..............................................................5 Apple Corporation’s behaviour and principles as an entrepreneurial organisation ..................7 Conclusion .................................................................................................................................7 Reference list .............................................................................................................................9

Executive summary
The process of creativity and innovation is difficult to describe by one definition as it is the way of mental work and thinking in particular ways different from that most of people have experienced to imagine. There are many theoretical approaches were developed since the processes of creativity and innovation have become an essential part of businesses. In particular, Graham Wallas theoretical framework was applied in synthesis with the bright example from the experience of Apple Corporation to deeper evaluate and understand the process. The process of innovation and the way of it managing was described by 3 phases innovation process with clear evaluation and presentation of the main steps the process of innovation comes through. The example of Apple Corporation innovation process showed the most appropriate experience described by theoretical framework. Being an entrepreneurial organisation Apple Corporation has developed a number of behavioural rules and general philosophy to operate and keep the top position in the global market. The company has great opportunities to develop in future prospects and stay the world’s leader of production personal computers, softwares and electronic devices.

Introduction
Apple Corporation has been globally best-known company by its own highly innovative products that almost does not have any analogues by its technological, creative and innovative basis (Tyrangiel, 2012). The Corporation successfully operates in personal computers industry and according to the latest industrial analysis Apple is not just a cyclical company but a sector unto itself as extremely developed through innovative strategies and creative processes (Schramm, 2012). Such a bright example as Apple Corporation was chosen for this report to critically and in-details evaluate the performance in innovation, creativity and entrepreneurship. Applying the appropriate theoretical basis in synthesis with the examples from Apple Corporation’s experience, this report aims to analyse creating and developing opportunities for Apple Corporation, evaluate effective managing innovation process and gain deeper understanding of Apple Performance as an entrepreneurial organisation. Creating and developing opportunities of Apple Corporation

The process of creativity is viewed in different ways and described as the tendency of generating new ideas, alternative approaches and presentations or even possibilities that might be useful to implement into reality (Reid and Petocz, 2004). According to Saap (1992) one of the earliest models of creativity was developed in the beginning of 20th century by Graham Wallas and can be explained in five stages such as: Preparation. This stages describes preparatory work that mainly focused on exploring the problem’s dimension; Incubation. The stage when the problem is internalised into the unconscious mind and nothing appears externally to be happening; Intimation. In this stage a creator already “feels” that the solution is very close;...
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