Abstract

"Great things in business are never done by one person; they're done by a team of people." By Steve Jobs, 2003. As define by Linda Naiam - Creativity is the act of turning new and imaginative ideas into reality. Creativity involves two processes: thinking, then producing. Innovation is the production or implementation of an idea. If you have ideas, but don't act on them, you are imaginative but not creative. So in order to maintain the pace with the changing business scenario and coping with the competition Innovation and Creativity is considered a mandatory tool for a business to exist and grow in market. Whether a company is Employee centric or Business centric Innovation and creativity has to have its space in order to keep a business ahead of others in the Market. Also it's not just the competition which has led to the Innovation and Creativity in Business practices it's also the demanding chunk of consumers and customers who are aware and prefer maximum choices before making a final deal. Another reason as to why there is a change in business practices is the globalization of businesses where you need to rope in the Innovative ideas to launch and sustain in new market. There had been tremendous shift in business practices but to give a room to innovative ideas and implement that creativity need ample to space and vision along with an attitude where in you can resist for getting an immediate results from innovative business practices. Corporate Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Generating fresh solutions to problems, and the ability to create new products, processes or services for a changing market, are part of the intellectual capital that give a company its competitive edge. Creativity is a crucial part of the innovation equation. The innovation and creativity is not limited to any area of business, it can start from your waiting lounge to your board room meeting depending upon how the things are perceived and implemented for the betterment of people and business. The purpose of this research is to understand the latest creative business approaches and practices that organizations are following to be different from their competitors. Also this shift from generic business practices to the Innovative and Creative approach seems to take the business into new world. This approaches means starting from the bottom of the Pyramid and finally touching the pinnacles in Innovation and creativity. The paper will discuss on the various areas of business where in innovative approaches can be roped in and sets new bench mark altogether in the business arena.