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Innovation at GlaxoSmithKline: is it the safest way?: How to ensure creativity enhances your business without threatening the bottom line

Innovation at GlaxoSmithKline: is it the safest way?: How to ensure creativity enhances your... Creativity, so business theorists say, is a firm’s most valuable asset. We’ve all heard the mantras: “ideas are the future!” “innovate or die!” Getting the message is easy enough but for a lot of firms developing and harnessing creative ideas is easier said than done. Creativity is a particularly difficult notion for managers to have to deal with and, more importantly, account for. How do we decide we can afford to change the way we do things and invest in developing new ideas without the proof they are going to pay off? http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Innovation at GlaxoSmithKline: is it the safest way?: How to ensure creativity enhances your business without threatening the bottom line

Strategic Direction , Volume 20 (7): 3 – Jul 1, 2004
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References (5)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580540410540787
Publisher site
See Article on Publisher Site

Abstract

Creativity, so business theorists say, is a firm’s most valuable asset. We’ve all heard the mantras: “ideas are the future!” “innovate or die!” Getting the message is easy enough but for a lot of firms developing and harnessing creative ideas is easier said than done. Creativity is a particularly difficult notion for managers to have to deal with and, more importantly, account for. How do we decide we can afford to change the way we do things and invest in developing new ideas without the proof they are going to pay off?

Journal

Strategic Direction – Emerald Publishing

Published: Jul 1, 2004

Keywords: Creativity; Organizational design; Innovation; Employees

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