Amity School of Business: Bba+Mba (Dual), Semester Viii

Amity School of Business

BBA+MBA(DUAL) , SEMESTER VIII
MANAGING CREATIVITY AND INNOVATION (UMB 808)
Divya Goel
Module 1: Creativity in management

Nature of creative thinking, Importance, Creative problem solving & idea for problem solving
Critical Thinking Analytic Convergent Vertical Probability Judgment Focused Objective Left brain Verbal Linear Reasoning Yes but
Creative Thinking Generative Divergent Lateral Possibility Suspended judgment Diffuse Subjective Right brain Visual Associative Richness, novelty Yes and
Torrance (1965) dened creativity as: The process of becoming sensitive to problems, deciencies, gaps in knowledge, missing elements, disharmonies, and so on; identifying the difculty; searching for solutions, making guesses or formulating hypotheses about the deciencies; testing and retesting them; and nally communicating the results.
How to Rate Creative Thoughts

Fluency Flexibility Originality Divergent Thinking
Tests of Creativity
1. Unusual Uses Test: Find as many uses for an object as possible (Tell me all the things you can do with this pencil.) 2. Consequences Test: List all the consequences that would follow if a basic change were made in the world (What would happen if we were able to read everyones thoughts?) 3. Anagrams Test: Make as many new words as possible from the letters in a given word.
The Creative Individual/Person

The elitist view: Special and gifted people are born creative (The gifted and talented school) The developmental view: Everyone has the potential to fulfil their creative abilities (Carl Rogers)
Forms of individual creativity in business

Creative leadership Creative strategy Design, discovery and innovation Problem-solving Organizational change and transformation Entrepreneurship
The Creative Person

How are they different?
1.Personality Traits 2.Cognitive Creativity Skills 3.Domain-specific Knowledge 4.Intrinsic Motivation
Characteristics of Creative People
Components of creativity
Componential theories of creativity have been proposed by Amabile (1996) and Urban (2002, 1991). Amabile s (1996) theory identifies three components or aspects necessary for creativity, while Urbans (1991) componential model of creativity identifies six components of human activity necessary for creativity.
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Amabile (1996) has given three components of creativity that combine to form the basis for new ideas: 1.Creative-thinking skills 2.Expertise 3.Intrinsic task motivation.
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SIX COMPONENTS OF CREATIVITY BY URBAN (1991)
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HOW TO BOOST CREATIVITY IN MANAGEMENT
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Creativity Boosting techniques

Focus on intrinsic motivation Creativity goals Developmental feedback Supportive supervision Healthy competition Participative decision making Autonomy Workforce diversity Internal and external interaction Organizational culture the promotes innovation Flexible, flat structures Close interaction and relationships with customers Hire creative people Enriched, complex jobs Provide resources Clear organizational goals Instructions to be creative Recognize and reward creativity Encourage risk taking No punishment for failure Diverse teams skilled at working together Supportive climate
Factors to enhance business creativity (Amabile 1998)

Business creativity-requires both originality and appropriateness. Six set of factors foster business creativity 1. Challenge 2. Freedom 3. Resources 4. Work group features 5. Supervisory support 6. Organisational support
How to Enhance Creativity

Break mental sets and challenge assumptions Define problems broadly Restate the problem in different ways Allow time for incubation Seek varied input Delay evaluation
Creative problem solving & idea for problem solving

Where does creativity fit in the problem solving process? Most of us use a basic five-step process to solve problems.
1. Goal 2. Creative Thinking 3. Prioritization 4. Plan/Take Action 5. Evaluation
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The Creative Problem Solving Process (CPS), also known as the Osborn-Parnes CPS process, was developed by Alex Osborn and Dr. Sidney J. Parnes in the 1950s.
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Process Stage Explore the Challenge
Steps Objective Finding (identify the goal, wish or challenge)
Fact Finding (gather the relevant data)

Problem Finding (clarify the problems that need to be solved in order to achieve the goal) Generate Ideas Idea Finding (generate ideas to solve the identified problem)
Prepare for Action
Solution Finding (move from idea to implementable solution)

Acceptance Finding (plan for action)
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OF
FF
PF
IF
SF
AF
Objective Finding Identify Goal, Wish, Challenge What is the goal, wish, or challenge upon which you want to work?
Fact Finding Gather Data
Problem Finding Clarify the Problem
Idea Finding Generate Ideas
Solution Finding
Acceptanc e Finding Plan for Action
Select & Strengthen Solutions
What's the What is the What are all How can situation or problem the possible you background that really solutions for strengthen ? What are needs to be how to the all the facts, focuses on? solve the solution? questions, What is the problem? How can data, concern you select feelings that that really the are involved needs to be solutions to addressed? know which one will work best?
What are all the action steps that need to take place in order to implement your solution?
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Barriers to Problem Solving

Fixations Functional Fixedness Emotional Barriers Cultural Barriers Learned Barriers Perceptual Barriers

Amity School of Business: Bba+Mba (Dual), Semester Viii

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