Innovation is concerned with change, of making something new of lasting value. This requires creative behaviour. Actually, creativity is a prerequisite for innovation. The importance of it has been expressed by Gardner (1968) with these words: “The word creativity has achieved a dizzying popularity: it is more than a word, it is an incantation. It is a kind of psychic wonder-drug; powerful and presumably painless, and everyone wants the prescription”.
KeywordsProduct Innovation Creative Thinking Organizational Climate Free Association Divergent Thinking
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