Chapter Five: creativity
1 Definition of creativity
2 Dimensions of creativity
3 Principles of creativity
4 Types of creativity
5 Categories of creativity
The Creative Process:
The 4-step Creative Process
The quality of thinking new ideas and putting them into reality
Individual creativity can be defined as “a person’s ability to think beyond the obvious and produce
something novel and appropriate” (Nayak, 2008: p.421)
1) novelty notion; it is a phenomenon in everyday life and therefore anyone can be creative as an
essential aspect of his/her
2) usefulness notion: which refers to material or practical methods of assessing the usefulness of novel
ideas
1) ‘problem finding’, and
2) ‘problem solving’,
1) creating something new,
2) combining things together, and
3) improving or changing things
Kaufman and Beghetto (2009, p. 6) developed four categories of creativity which help to reveal the
nuances between different levels and types of creativity.
1) Big-C creativity (sometimes called ‘high’ creativity):
It is to describe the work of an elite few who have transformed their discipline with their inventions.
2) Pro-c creativity:
This type of creativity has involved time (usually at least 10 years) and effort to develop.
3) Little-c creativity:
It is about ‘acting with flexibility, intelligence and novelty in the everyday’ (Craft, 2005, p. 43).
This results in creating something new that has ‘originality and meaningfulness’ (Richards, 2007, p. 5).
4) Mini-c creativity:
Mini-c is defined as the ‘novel and personally meaningful interpretation of experiences, actions, and
events’ (Beghetto & Kaufman, 2007, p. 73).
This is the kind of creativity that can be nurtured by teachers and parents. ‘Mini-c happens when a person
demonstrates “flexibility, intelligence and novelty” in their thinking’ (Craft, 2005, p. 19).
Creativity involves thinking, then producing.
• Preparation
• Incubation
• Inspiration
• Verification
Requirement of creativity
Role of motivation in
creativity
Creative problem solving in
research
Characteristic of Creativity
personality
model of creativity
Numerous studies have been conducted for requirement of creativity from these studies we can extract:
a. Introducing something new (a product, a solution, a work of art etc.) that has some kind of
value for society.
b. Creativity required for turning new and imaginative ideas into reality.
c. Creativity generate excitement and commitment, it brings to our awareness what was
previously hidden and points to new life. Etc.
Three reasons why people are motivated to be creative:
1. Need for novel, varied, and complex stimulation.
2. Need to communicate ideas and values.
3. Need to solve problems.
There are two types of motivation: intrinsic and extrinsic
The following formalized and well-known methods and processes combine various creativity and creative-
problem-solving techniques:
1. TRIZ, which is also known as Theory of Inventive Problem Solving (TIPS).
2. Mind Mapping
3. Brainstorming
a. Creative individuals have a great deal of energy, but they are also often quiet and at rest.
b. Creative individuals tend to be smart, yet also naive at the same time.
c. Creative individuals have a combination of playfulness and discipline, or responsibility and
irresponsibility.
d. Creative individuals alternate between imagination and fantasy at one end, and rooted sense of reality
at the other.
e. Creative individuals are also remarkable humble and proud at the same time.
f. The openness and sensitivity of creative individuals often exposes them to suffering pain yet also a great
deal of enjoyment. Etc.
1.Creative Person
2.Creative Process
3.Creative Product
4.The creative press (environment)
Creative Person It is is the result of three integrative psychological variables: Intelligence, cognitive style and personality.

traits of the creative person includes:

• A desire to achieve a goal or winning attitude
• A high level of motivation, dedication and commitment
• A high level of self-confidence, not risk aversive and accepting of failure
• The ability to link different (unrelated) elements or entities
• The assimilation of negativities regarding failed projects or attempts
• An ability to shift existing paradigms and assess different perspectives
• Problem and opportunity conceptualisation in a different or new frame of mind
• A “single minded” vision or road map
• A working style that induces hard work and relaxation in order to enhance incubation
• The ability to determine whether individual or group creativity should take place.

Creative Process • Davis (1986:60) distinguishes the different meanings of the creative process by means of the
three different views.
• The first meaning involves the successive steps from identifying a problem up and till the novel
solution thereof. Secondly it shows the expeditious “perceptual” changes that take place when
new idea creation occurs in a short time frame.
• The third meaning encompasses all the techniques that are used
The stage creativity process includes:
• Awareness and interest
• Preparation (problem assessment)
• Incubation (conscious and unconscious mental dynamic)
• Illumination (new idea conception)
• Verification (evaluation of idea/s).

Creative Product • The result of creative thinking is defined as the novel outcome or product of creativity.
• The product can be seen as anything new that results from thinking creatively or applying creative
techniques that encompasses creative thinking.
• The result of creative thinking in an entrepreneurial context is seen as an innovation.
The influence of creativity in the creation of new products includes:
1) Idea generation
 2) Idea development
3) Discovery
4) Invention
5) Innovation

• The context, within which creativity takes place, or the creative environment, has attracted a
multitude of research interventions.
• The main focus in defining creativity in an environmental context or the creative systems
approach focused on the educational environment.
Barriers within the creative environment includes:
• The social environment
A lack of understanding and support for new ideas in communities, among peers and parents.
Many families have an autocratic decision-making structure, and therefore do not allow children to think
independently.
Risk taking is not allowed.
Culture and certain customs or beliefs within a sub-culture might form barriers to creative behaviour (e.g.
women in particular African cultural structures are not allowed to own or run entrepreneurial ventures.
Their sole purpose is to raise children.
• The economic environment
Broadly speaking, the macro economy does not support the development of new ideas and products (e.g.
an enabling environment that advances entrepreneurial performance).
• The physical environment
There are continuous or once-off distractions in the thinking process (e.g. disruptive sounds, climate and
energy)
Cultural barriers
• Individuals have to go to school, after that study at a university or college, then find a job with a
governmental institution (cultural mind-set).
• Entrepreneurial endeavour is not a feature of such a cultural group.
• The unknown is unsafe and therefore risk averseness is the rule.
• Although calculated, entrepreneurship entails a certain level of risk-taking.
• An expectation is created in certain cultures, which prescribes that one has to be practical and
think economically before your ideas can be generated
• To ask a question, or to question an issue, is impertinent and unacceptable.
• Stereotyping implies making assumptions about certain issues without proper knowledge of the
 background or particulars of the matter, with specific reference to cultural characteristics.
• The policy of a company is to follow strict orders and procedures, and also stay in line with the
organisational structure.
Perceptual barriers
• Perceptual blocks are barriers in the way of perceiving things (objects and/or abstract figures)
clearly and correctly.

2.Trait creativity and the • Cognitive variables

environment • Intelligence
• - Knowledge
• Technical skills
• Special talents
• Environmental variable
• Politico-religious factors
• - Cultural factors
• Socioeconomic factors
• Educational factors
• Personality variables
• Internal motivation
• Confidence
• Non-conformity
• Creativity

• The three- • Expertise

component model of • Creative thinking
creativity • Motivation
Chapter Six: Innovation
Definitions of Innovation • Innovation is a process that turns new ideas into opportunities and puts these into widely used
practices (Tidd et al, 1997).

Types of Innovation 1. Product and Service Innovation

2. Process and Procedure Innovation
3. Management Innovation
4. Marketing and Distribution Innovation
Product and Service • The following features are characteristic of an organization that is involved in developing new
Innovation products and services.
A. Scanning for Ideas:
• Ideas are the starting point for innovation.
• An innovative organization encourages its employees to scan for ideas for new products and
services, both inside and outside.
B. Strategy Formulation:
• The innovative organization will be prepared to devote energy and time to formulating strategy.
C. Effective Resourcing:
• The innovative organization will involve itself in correctly resourcing changes to products and
services.
• Research and development is seen to be an important part of the future of the organization.
D. Managing Product Innovation:
• Managing product innovation involves managing the structure and culture of the organization as
well as managing external linkages and the innovation process itself.
E. Implementation:
• The implementation of a new service or product is accompanied by organizational acclaim in an
innovative company.

Process and Procedure The processes and procedures of an organization are the support systems that enable the products and
Innovation services to be developed, produced and delivered to the customer.

Management Innovation They have to assist and facilitate the change that is happening within the innovation process.
Managers have to create and maintain an environment that is both open and motivational.
• Successful managers of innovation are good leaders with a persistent nature and a willingness to
take risks.
 • Managers take time to develop their subordinates and they also seek opportunities for personal
development.

Marketing and Distribution • In its simplest terms, marketing and distribution concerns bringing the product or service to the
Innovation attention of the buyer.

Rational Behind Innovation Competitive Pressure and the Need to Survive

The Impact of Innovation on the Organization
Outcomes from the Innovation Process

Driving and Forces of Driving force is problem or opportunities that provide motivation for change (Guotie Chen, 2017).
Innovation
It internal and external driving forces.
• Internal driving force includes entrepreneurship, business objectives and the nature of enterprise
innovation.
• External driving force includes market competition, demand pull, technology development and
government intervention.

Restraining Forces of • Economic: excessive perceived risks; cost too high; lack of appropriate sources of finance; and pay-off
Innovation period of innovation too long.
• Business: insufficient innovation potential (R&D, design); shortage of skilled staff; lack of
information on technology and on markets; innovation expenditure hard to control; resistance to
change in the firm; deficiencies in the availability of external services; and lack of opportunities for co-
operation.
• Other reasons: lack of technological opportunity; lack of infrastructure; no need to innovate due to
earlier innovations; weakness of property rights; legislation, norms, regulations, standards, taxation;
and customers unresponsive to new technology.