Kreativitet som ett första steg för innovation

Sammanfattning: This paper examines factors affecting creativity in terms of ideation efforts. From a holistic view point, creativity is to be perceived as the first step in an innovation process. The ideas generated during this first critical step will naturally come to set the tone for all subsequent work conducted in the following parts of the process which may last for weeks, months, or even years. Consequently, ensuring that those ideas fully exhaust the creative spectrum to make sure that the most adequate course of action (if there truly is such a thing) is taken into consideration. A strategy, product, service, or etc. all originate from a set of ideas and in a way, creativity becomes a source of competitive advantage as the firm capable of generating the best ideas will also be in a position to later implement those. The research presented in this paper is based on a series of qualitative interviews conducted at three marketing agencies in Stockholm and has been centered around ideation without concern to the later stages in the innovation process.