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

  • R.S. Dickson Department of Business Administration, Faculty of Management Sciences, Niger Delta University, Wilberforce Island Amassoma Bayelsa State, Nigeria
  • E.J. Edet Department of Business Administration, College of Management Sciences, Michael Okpara University of Agriculture, Umudike, Abia State, Nigeria
  • G.A. Emerole Department of Business Administration, College of Management Sciences, Michael Okpara University of Agriculture, Umudike, Abia State, Nigeria
Keywords: Creativity, Innovation, Strategy, Organisational performance


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 attentionto 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. Afterdiscussions 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-of-analysis 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.



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