Evaluation of Creativity and Innovation as a Strategy for Sustaining Organizational Performance

Abstract

Creativity and Innovation in any organization are vital to its successful performance. The paper reviewed the rapidly growing body of research in this area with particular
attention to organizational participation in terms of employees and management. Conceiving of both creativity and innovation as being integral parts of essentially the same process, a new integrative definition was put in place. Notably, creativity has
typically examined the stage of idea generation (Creative Thinking) whereas innovation studies have commonly included the latter phase of idea implementation. After discussions on the concepts, the components of creativity are identified, several ways of overcoming the myths about creativity and innovation are analysed, an application of a comprehensive levels-ofanalysis framework to review extant research into individual
and workplace creativity and innovation highlighted. In conclusion, the paper proposed a guiding framework for management participation and establishment of creativity and
innovation as a key strategy for organizational performance and improvement.