MANUAL CREATIVITY AND BUSINESS INNOVATION

MANUAL CREATIVIDAD, INNOVACIÓN Y EMPRENDIMIENTO

At the heart of this human capital are creativity, innovation and organisational entrepreneurship. The importance of these elements derives from the development of new processes, products and services that they entail and which, in turn, will ensure the survival and success of companies in the industry. The importance of these for companies is widely recognised worldwide, in fact, large companies such as Apple, Google, 3M and P&G (among others), companies that already have innovation and creativity embedded in their DNA, continue to strive and search for the best way to leverage and make the most of this great advantage (Kuratko, Hornsby, & Covin, 2014). However, when managers and organisational leaders come face to face with the challenge of managing these capabilities or resources internally, they face two major problems;

• What are the internal factors that affect innovation, creativity and organisational entrepreneurship within a company?

• How can we diagnose the current situation of the company based on these factors?

The environment that people and organisations are currently experiencing is one of extraordinary complexity and uncertainty, described by some authors as a VUCA environment: volatility, uncertainty, complexity and ambiguity. In this environment we are seeing the profound transformation and even disappearance of very traditional companies and business models. Think for example of what happened to Kodak and the traditional photography industry, then to the publishing and media industry and recently to the music industry with the emergence of new business models based not on the "purchase" of songs but on their "use" through "music streaming" models such as the Swedish startup Spotify founded at the end of 2008.

In addition to the traditional uncertainties stemming from economic cycles, financial and recently geopolitical instabilities, the "cross-cutting force" that is transforming all businesses is digital transformation.

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European Open Business School