Understanding the Preferences of Creative & Non-Creative Employees‪.‬

Organizational Creativity Organizations always look for better ways of conducting business in order to cope with the competitors. Industrial organizations are knowledge-based and their success and survival depend on creativity, innovation, discovery and inventiveness. An effective reaction to these demands leads to ensuring their existence. The rate of change is fast as new knowledge, idea generation and global diffusion increase. Creativity and innovation have a role to play in this change process for survival and these have to be the key to market success and improved operating efficiencies. Organizational creativity is an important element of organizational innovation and change (Woodman et al. 1993). Creativity can lead to new and better solutions to business and customer problems. Creativity can be the key ingredient for success in area such as product development, product marketing and sales.