The literature of creativity research recognizes that the ability to produce outcomes that are novel, high quality and appropriate to the task (e.g., Sternberg, Kaufman and Pretz, 2002) is key to defining the creativity of products. Cropley and Cropley (2010) writing from the perspective of engineering and technology, expressed this as the generation of effective novelty. These outcomes are defined very broadly to include products, services, ideas, processes, or procedures (Woodman, Sawyer, and Griffin, 1993). Creativity is seen as a driver of the broader innovation process of modern economies (Florida, 2002). Christensen (1999, p. 1), for example, stresses the key role that creativity plays in the innovation process: it is “. . .about how to find ideas for new products and services that will be unique and valued in their markets”.
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