Creativity, Innovation & Sustainability Essay Example | Topics and Well Written Essays - 500 words - 1

Creativity, Innovation & Sustainability - Essay Example Unless creativity is encouraged on universal level, the world’s resources will continue to decline causing a danger to the sustainable development and increasing miseries and challenges for the generations to come. Past research has shown that there exists a link between personal creativity and an ability to gain the competitive advantage in business. In a study conducted by (Quporsi, 2010), competitive advantage was considered as the dependent variable whereas the marketing innovation and creativity was chosen as independent variable. The latter was found to have a significant impact on the former when varied in the selected sample of workers in Jordanian banks. Economic strength is fundamental to the flourishment of business. Economic strength can only be enhanced by devising new and creative ways of doing business that ensure a continuous and uninterrupted supply of services to the consumers like online banking and shopping. Some of the key management issues that are encountered in the way of fostering creativity and innovation process are the fundamental characteristics and the structure of the strategy designed to achieve innovation, management of the ever existing uncertainty, and above all, the human resources. Introducing innovation and creativity in the culture of an organization requires the managers to earn the confidence of all personnel involved in the process that assume responsible positions in the core structure of the organizational hierarchy. The concept of innovation and creativity is intrinsically opposite to the conventional rules, principles and norms prevalent in the culture of the organization and therefore, is likely to be criticized by those who are indeed, required to be active players of implementation of the measures taken for achieving creativity. An organization is dependent upon its staff for achieving its short and long term objectives. Its culture is influenced by the way