Question: 1. a) why is creativity important over the entire spectrum of innovation activity? What problems are experienced by companies that use only the idea generation

1. a) why is creativity important over the entire spectrum of innovation activity? What problems are experienced by companies that use only the idea generation phase of the product development process?

b) You can't make people creative. They either have it or they don't. Do you agree?

c) Why do organizations frequently fail to tap into the right- brain thinking of their workforce?

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