From Creativity to Innovation in Organizations

Creativity
 is
 generally
 associated
 with
 the
 innovation
 and
 change.
 The
 most
 creative
 companies
 have
 also
 been
 the
 first
 to
 innovate
 in
 marketing
 and
 advertising,
 indiscriminately.
The
 creativity 
that
 took 
form
 depends 
on
 the 
things
to
 which 
people
 and
 businesses
 give
 value,
 in
 what
 they
 believe.
 We
 discussed
 also
 the
 nature
 of
 the
 creative
 process 
and
 ways 
to
 encourage 
and
 give
 it practical 
nature. 
We 
base d
on
t premise 
that
 the
 nature
 of
 the
 creative
 process
 is
 immutable,
 whatever
 the
 area
 in
 which
 it
 is
 applied.
 Understanding
 this
 nature,
 we
 can
 stimulate
 our
 creative
 thinking
 in
 order
 to
 obtain
 innovation,
 even
 on 
issues 
where 
the 
so‐called 
"creative" 
solutions 
are 
little 
valued.