Creativity, traditionally associated with culture and the arts, is also a source of innovation that allows companies to adapt, in a sustainable way, to an increasingly dynamic and competitive environment. In essence, creativity is a fountain of ideas that, when implemented through innovative processes, generates added value for the client and positions the company in a market full of competitors so that it attracts the attention of the consumer.
Globalisation has reduced the physical, cultural and technological barriers between markets, which means new opportunities for growth for companies. This reduction in barriers means greater competition which in turn forces companies to adapt to changes in the environment, to innovate in relation to costs and efficiency as well as in the added value of goods and services, so that they stand out from the competition.
Knowledge generation has traditionally been seen as the main source of business innovation. This position assumes that investment in human capital will automatically contribute to innovation. However, the leap from knowledge to innovation requires certain personal skills and abilities to catalyse the process. In some ways, these can be identified with creative development itself.
The capacity for creativity is inherent to humanity and so developing this capacity influences all aspects of business activity. It therefore becomes essential that management, in order to develop creativity, promote a management model that will allow for the adoption of highly-flexible working methodologies to encourage change at all levels. An innovative focus increases employee motivation and encourages the development and application of new ideas. Creativity should become one more value of the business culture of any innovative company so that innovative processes are encouraged along all parts of the value chain.
Creativity and innovation in business have traditionally been associated with the design, development and marketing of new goods and services. In fact, for many companies, innovation is synonymous with launching new products on the market. However, innovation in business can be extended to include any change that in one way or another has a positive impact on value generation, from developing more efficient processes to implementing new distribution chains, or using new channels of communication with the market.
The processes of business innovation include not only better investment and development of infrastructure but also changes in the management of any area of business; from production, buying and marketing to finance and HR. However, the common denominator in any innovation process stems from more efficient management, which improves competitiveness, sets a company apart from the competition and, ultimately, provides the company with returns in the form of added value for the client and the market.