IIM Kozhikode

Creativity for Competitive Advantage
Program Director: Prof. S. Jeyavelu
March 3-5, 2008
At IIM Kozhikode
Fee: Rs. 20,000/- (Only Residential)

Objectives: Organizations that are competitive and sustain their competitiveness have the unique ability to continuously differentiate themselves and their products and services from that of their competitors over a long period. The pillars of sustainable creativity are creative managers,
creative teams and a creativity enabling context.

Creativity has the potential to enable managers to cope with these extreme situations by tapping their own as well as their team's inherent creative abilities. Managers need to think beyond the obvious, inculcate a creative attitude and integrate creative problem solving techniques in their decision making. Creativity is not only the purview of the artists, designers and innovators, it is also available to every human being through the systematic use of idea generation techniques.

Creative individuals and teams are most effective in an enabling context. Designing the organizational structure, systems and processes along with creative culture is a must for ensuring a sustainable competitive advantage. For effective new product development there are multiple structural and strategic options. Corporate new ventures, skunk works, etc are most sought design choices and are effective only if properly designed and implemented. Creative products and services are wasted in the absence of a well designed strategy based on the environment and competition. Creative managers, creative teams, creativity enabling structure and creativity leveraging strategy complement each other for sustainable competitive advantage.

The program would provide inputs on creativity at three levels - individual, team and organization.

For: Middle and Senior Level Managers.

Contents:

Individual