e book for sales -Creativity and innovation in organisational context,Apple Computer and Google
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What are the benefits of encouraging creativity and innovation in an organizational context and in what ways this be fostered?
Case studies: Apple Computer and Google
Abstract
Purpose – This study aims to identify the benefits of creativity and innovation and to explore ways to foster such a capability.
Approach – Literature is reviewed from both theoretical and empirical perspectives. The case studies of two companies, Apple computer and google aid the practicality of such a conceptualized approach.
Findings – Firms must develop a bundle of internally consistent strategies aligning around creativity and innovation. However, the main point to ponder is the courage of CEO to have an innovative mindset and backing such an initiative.
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