出版社：Foundation for Organisational Research & Education
摘要：Introduction The need for creativity and innovation in an organizations have been recognized since long in every department. Marketing professionals have often struggled with expensive creative decision made especially for creative work in advertising and packaging, where making largely subjective decisions require skills in creative judgement. Creativity is indeed required in every element of the marketing mix besides 'promotions', be it place, product, price, process, people management or the 'physical evidence' of service industries. Innovation has been much spoken about in today's competitive market place, in terms of new products or the rise of entrepreneurship. Creativity can be defined as the ability to produce original ideas and new items. Kotler links creativity to advertising message, the research process and idea generation for new product development. He describes innovation as the process of translating an idea or invention into a good or service that creates value for which customers will pay. Theodore Levitt has given a simple definition: "Creativity is thinking up new things. Innovation is doing new things." Innovation is often looked at in terms of the Research and Development conducted in a country. Gross expenditure in Research & Development (R&D) in India is the lowest amongst all the BRIC nations, and stands at over Rs. 1 trillion. This is accounted largely by the expenditure at the Central Government (45.1 percent), State Governments (7.4 percent), Educational Institutes (3.9 percent) and Public Enterprises (5.5 percent).
