Chapter 7

Innovation incontext

Creativity cannot exist in isolation. It fits within a family of business tools and techniques which are increasingly accepted as the requirement for managers as we move into the third millennium. This chapter examines some of the other disciplines, looking at how creativity fits alongside them, and considers the way that new developments might change creativity.

Fitting into the business armoury

‘I believe that innovation is everybody’s business in both senses of the phrase.’ Keith Oates, Deputy Chairman, Marks 8 Spencer

Business creativity sits alongside a range of other business tools and techniques. Inevitably there is some overlap, but there is nothing else that can replace creativity. The need for innovation ...

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