Corporate creativity: how innovation and improvement actually happen

Abstract

This is an examination of corporate creativity. It profiles creative acts in companies around the world and introduces six essential elements of corporate creativity that companies can use to turn their creativity from a hit-or-miss proposition into a strategy they can rely on. These six elements include alignment, self-initiated activity, unofficial activity, serendipity, diverse stimuli and within company communication. Real-life examples are used to explore how creative acts occur, from the tiniest improvement to major breakthroughs such as the development of the inkjet printer, the bar code or a new way of making cheese.