MANUAL CREATIVITY AND BUSINESS INNOVATION

MANUAL CREATIVIDAD, INNOVACIÓN Y EMPRENDIMIENTO

In all contexts, it did find a number of concepts that were repeated, if not in all, then in the vast majority of cases:

• Start, found or create. .

• New business, enterprise or initiative.

• Innovation, new products or markets

• Search for opportunities.

• Assumption and management of risk and uncertainty

• Pursuit of profit and personal gain

Entrepreneurship being a process of change, creation and innovation, organisations have the obligation to generate new ideas if they do not want to be subjected to the yoke of competitors or new competitors. Today, the concept of "organisational entrepreneurship" is applied to the behaviour of different companies and organisations that have as their praxis the culture of change. That said, we can conclude that organisational entrepreneurship materialises from 3 possible perspectives (Stopford and Baden-Fuller, 1994) • Corporate Venturing or entrepreneurship. It involves the creation of a new line of business within an established organisation. • Corporate Renewal. It is the way in which companies seek to change the way in which the existing organisation operates and how it competes in the marketplace.

• Corporate Leadership. The organisation wants to change the rules that govern the way different players compete in the industry

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European Open Business School