The document discusses the crucial role of creativity and innovation as competitive advantages in technology-driven industries. It emphasizes the relationship between effective technology management and organizational success, and outlines processes for fostering innovation, such as idea generation and economic justification of technology projects. Additionally, it highlights case studies of top companies like Google and Amazon that successfully implement innovation strategies.

1. CREATIVITY AND
INNOVATION: THE
COMPETITIVE
ADVANTAGE FOR
TECHNOLOGY-DRIVEN
INDUSTRIES
Source: Science Direct
Research Paper
By E. Douglas Harris,
Department of Operations
Research and Engineering
Management,
School of Engineering and
Applied Science,
Southern Methodist University,
Dallas, TX 75275 (U.S.A.)
Presented to:
Sir Zeeshan Khan
MG223-Fundamentals of
Management

2. Team Members
2
Huzaifah Punjani (K16-3924)
Taban Shaukat(K16-3937)
Fareeha Sattar Shaikh(K16-3934)
Abeer Zehra (K16-4068)
Maria Ahmed (K16-4054)

3. 3Presentation Overview
● Introduction
● Importance of Technology in organizations
● Process Of Innovation
● Precursory Technology Knowledge
● Rising Demand for Creativity at Top Technological Businesses
today
● Conclusion

4. Introduction

5. “
" ... technology has always been a factor in
business, any business. The key question is the
degree of benefit inherent in any given
technological change vs the alternative choices
available in running the business."
~S. Russell Craig
5

6. Creativity
Creativity is the ability to produce new, interesting,
and useful results.
What is
Creativity ?
6

7. Levels of
Creativity
7

8. What is
Innovation ?
8
Innovation
Innovation deals with the implementation of creative
ideas, basically, innovation is the commercialization of a
creative idea.

9. Levels of
Innovation
9
Source: Oslo Manual

10. Link between
creativity
and
Innovation
10
Source: 1. Creativity and innovation. Pg 235.CREATIVITY AND INNOVATION: THE ELUSIVE
COMPETITIVE ADVANTAGE FOR TECHNOLOGY-DRIVEN INDUSTRIES by E. Douglas Harris

11. What is
technology
Driven
industry?
● It is an industry in which companies uses scientific and
technological knowledge systematically and
continuously.
● They mainly operate in top-level strategic sectors.
● They perform R & D in-house or in close cooperation
with universities and research centers.
11

12. Importance of
technology in
organizations

13. ● Creative and innovative use of technology has direct
correlation to where a company ranks.
■ If they do well, they rank high.
■ if they do not do well, they rank low.
● productivity improvements
13

14. 14
Top 3 reasons
Importance of technology in organizations

15. Factors
Average annual percentage rate of
increase
1948-66 1966-76
Advances in knowledge 1.4 1.1
Changes in quality of
labour 0.6 .5
Changes in quality of
land - -0.1
Resources reallocations 0.3 0.1
Volume-related factors 0.6 -0.2
Net government impact - -0.1
Residual factors - 0.1
Total factor productivity 2.9 1.4
Total factor
productivity
(TFP)
15
Source: John W. Kendrick and Elliot S. Grossman, Productivity in the United States, (The Johns
Hopkins University Press, Baltimore, MD, 1980b, p. 16, Table 2-1.

16. Idea screening
Strategic
developmentIdea generation
Process of
innovation
16
Implementation

17. Idea generation

18. Idea screening

19. Strategic
technology
knowledge
development

20. Implementing
technology

21. Three primary factors related to implementing technology:
a. "Initiation" of the technical project
a. "Economic justification" of the technical project
a. Requisite "management champion level" for the
technical project
21

22. Initiated by the
user group
needing the
technology.
22
(1)
"Initiation" of
the technical
project
Initiated by the
technologist or
the technology
group which
perceives a
solution to a
corporate
problem using
the technology.
Initiated by the
strategic
planning group
to capture a
technology
advantage that
circumvents a
competitive
threat.

23. Quantitative
economic
justification
methods.
23
(2)
"Economic
justification"
of the
technical
project
Quasi-quantitative
and/or qualitative
economic
justification
methods.
Qualitative
economic
justification
methods,
strategically
defensible.

24. Middle
"management
champion level"
24
(3)
Requisite
"management
champion level"
for the technical
project
Upper
"management
champion level"
possibly V.P.
Sr. Corporate V.P.
"management
champion level".

25. Precursory
Technology
Knowledge

26. Understanding
technology,
customers and
competitors
Develop an understanding of:
● Current technology
● Replacement technology
● Threat technology
● Customers needs
● Competitors capabilities
26

27. Proposed
methods for
developing a
working
knowledge of
technologies
Develop a working knowledge of current,
replacement, and threat technologies
Proposed development methods are:
● Attend seminars and conferences
● Read reputable technical journals and papers
● Visit institutions doing leading edge research
● Determine threat technologies
27

28. Proposed
methods for
developing a
working
knowledge of
technologies
● Take advanced university courses in business
and technology
● Examine competitors new products thoroughly
and study their technical literature in great
detail .
● Develop an in-house program to share new
technology information.
28

29. The Rising Demand
for Creativity at Top
Technological
Businesses Today

30. Practical
Approach
● Change is inevitable
● Organizational cultural issues
● Creativity & Innovation accepted as basic
cultural norm
● Companies move ahead of competition
30

31. Google
● Google’s innovation process
● Encouraging their employees to spend part of
their time on side projects
● Google reaches out to the global community for
help making an innovation the best it can be
● Company wants feedback from their customer
31

32. Gmail
● The creation of Gmail at Google
● Generated during built in innovation time
● Started working on intuitive interface
● Revolutionary way of communicating with each
other.
32

33. Amazon
Amazon sets innovation objectives.
● Individuals at the executive level look at where
technology and consumer needs are heading.
● Sourcing ideas, Amazon sources ideas from
anyone in the company.
● Innovation are executed and results are
measured
● e.g; the development of Amazon’s Kindle
33

34. Conclusion
34
● First, creativity and innovation are "elusive".
● Second, management methods and practices
must be developed to enhance technology
planning.
● Third, creative ideas must be expected.
● Fourth, good precursory knowledge of
technologies should make the company more
competitive.

35. “
“Without change there is no innovation,
creativity, or incentive for improvement. Those
who initiate change will have a better
opportunity to manage the change that is
inevitable.”
~William Pollard
35

36. ● https://www.slideshare.net/GeorgianaAlexandraBa/creativit
y-and-innovation-63331273?qid=82cd308d-d658-4afe-
93c6-989736c69834&v=&b=&from_search=33
● https://philmckinney.com/3-companies-got-innovation-
process-right/
● https://www.emotivebrand.com/creativity-competitive-
advantage/
● https://www.slideshare.net/BabasabPatil/creativity-and-
innovation-ppt-mba?next_slideshow=1
● D.D. Roman, 1980. Science, Technology and Innovation: A
Systems Approach. Grid Publishing Inc., Columbus,OH.
● https://www.cloudave.com/8416/model-for-employee-
innovation-amazon-prime-case-study/
● https://sajip.co.za/index.php/sajip/article/download/71/69
● https://www.kth.se/student/kurser/kurs/ME2092?l=en
● http://www.blackwellpublishing.com/content/GrantContemp
oraryStrategyAnalysis/6th_Edition/CSAC11.pdfve-
advantage/
● http://store.ectap.ro/articole/1055.pdf
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REFERENCES

37. Any Questions?
37

38. Thank you!
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