The Management Report
Value of Creativity and its link to
Innovation
Prepared by:
Riya Mittal (w1393199)
Table Of Content
1. Introduction 3
1.1What is Creativity? 3
1.2 Who we are 3
1.3 Scope of the report 3
2. Evaluation of Creativity Theories 3
2.1 The Systems Theory 4
2.2 Theory of Construction 5
2.3 Theory of Intellectual Networks 5
3. Value of Creativity 6
3.1 Individual Creativity 6
3.2 Organizational Creativity 7
4. Creativity and its link to Innovation 7
4.3 Relationship between Creativity and Innovation 8
5. Creativity at Fancy Pants 9
References 10
1. Introduction
1.1What is Creativity?
Being a complex concept, creativity can have different meanings and perceptions in
various fields such as artistic and managerial. Creativity can be defined as the ‘the use
of imagination or original ideas to create something” (Oxford Dictionary, 2015). In
other words, creativity is doing the existing jobs in a different and exciting way. From
managerial perspective, in today’s dynamic business environment, creativity plays a
vital role as it gives organizations’ a competitive edge in this throat cutting
competitive environment (Henry; 2001; Majora, 1991; Rickards, 1999). Creative
problem solving and decision-making strategies help companies stand out in the
crowd. Creativity plays a vital role in enhancing an individual’s personality, both
personally and professionally. Creativity means having a distinct vision, being able to
think out of the box, which makes every creative individual different from the others.
Creativity is often believed to be an inherent and inherited trait that some lucky
people are born with.
1.2 Who we are
Fancy Pants is a firm dealing in beauty equipment and salon furniture worldwide,
headquartered in the United States – responsible for worldwide production and
product, European Headquarters in the UK; responsibility for worldwide production is
from the US and all products are then exported either directly or indirectly. A large
number of products (10,000+) products are offered worldwide.
1.3 Scope of the report
The purpose of this report is:
The Marketing Manager of Fancy Pants requires a management report evaluating
value of creativity through the use of creativity theories. The purpose of this report is
to evaluate the value of creativity and different levels such as individual (personal and
professional) and organizational; and its theoretical background and how it is linked
to innovation. Relevant theories must be used in order to express support or
