Master of International Tourism and Hospitality Management -
Ish
Topic2-CreativityandInnovation.pptx
Entrepreneurship
Topic 2
Creativity and innovation
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Module Objectives
discuss the nature of creativity and innovation and their role in entrepreneurship
discuss the process of creativity
enhancing creativity
barriers to creativity
discuss the role innovation
the four major types of innovation
the innovation process
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Creativity and Innovation
Creativity – the ability to develop new ideas and to discover new ways of looking at problems and opportunities; thinking new things
Innovation – the ability to apply creative solutions to problems or opportunities to enhance or to enrich people’s lives; doing new things.
Entrepreneurship
Entrepreneurship – the result of a disciplined, systematic process of applying creativity and innovation to the needs and opportunities in the marketplace.
Entrepreneurs connect their creative ideas with the purposeful action and structure of a business.
Creativity The creative process
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Can We Learn to Be Creative?
Can We Learn to Be Creative?
By overcoming paradigms and by suspending
conventional thinking long enough to
consider new and different alternatives!
Yes!
Left-Brained or Right-Brained?
Entrepreneurship requires both left-and right-brained thinking.
Right-brained thinking draws on divergent reasoning, the ability to create a multitude of original, diverse ideas.
Left-brained thinking counts on convergent reasoning, the ability to evaluate multiple ideas and to choose the best solution to a problem.
Right-Brained, Creative Thinkers
Always ask: “Is there a better way?”
Challenge custom, routine, and tradition.
Are reflective.
Are prolific thinkers.
Play mental games.
What do you see?
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The Creative Process
Preparation
Investigation
Transformation
Incubation
Illumination
Verification
Implementation
Failure: Part of the Creative Process!
For every 3,000 new product ideas:
Four make it to the development stage
Two are actually launched
One becomes a success in the market
On average, new products account for 40% of companies’ sales!!
Creativity is an important source of building a competitive advantage.
Techniques for Improving the Creative Process
Brainstorming
The goal is to create a large quantity of novel and imaginative ideas.
Mind-mapping
A graphical technique that encourages thinking on both sides of the brain, visually displays relationships among ideas, and improves the ability to see a problem from many sides.
Creativity Enhancing creativity
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Questions to Spur the Imagination
Is there a new way to do it?
Can you borrow or adapt it?
Can you give it a new twist?
Do you merely need more of the same?
Do you need less of the same?
Thinking outside the box
Thinking outside the box
Tips for Enhancing Organizational Creativity
Include creativity as a core company value
Embrace diversity
Expect creativity
Create an organizational structure that nourishes creativity
Encourage curiosity
Tips for Enhancing Organizational Creativity
Expect and tolerate failure
Create a change of scenery periodically
View problems as opportunities
Provide creativity training
Provide support
Develop a procedure for capturing ideas
Allow yourself to be creative
Give your mind fresh input every day
Observe the products and services of other companies, especially those in completely different markets
Recognize the creative power of mistakes
Tips for Enhancing
Individual Creativity
Creativity Barriers to creativity
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Barriers to Creativity
Searching for the one “right” answer
Focusing on “being logical”
Blindly following the rules
Constantly being practical
Viewing play as frivolous
Barriers to Creativity
Becoming overly specialized
Avoiding ambiguity
Fearing looking foolish
Fearing mistakes and failure
Believing that “I’m not creative”
Innovation The four types of innovation
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Innovation
Four types:
Invention
Extension
Duplication
Synthesis
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Module Conclusion
The creative process is a tenant of the entrepreneurial experience.
Success, and even survival itself, requires entrepreneurs to tap their creativity.
Innovation is the transformation of creativity into real life problems.
Innovation is function of entrepreneurship and is manageable.
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