Your current assignment is to advise a large publicly listed, traditional manufacturing firm whose products are facing obsolescence. Your initial study of the company highlighted to you a failure by the company to innovate for many years. You have also discovered that the firm has difficulties retaining creative employees. You have been asked to construct and deliver a presentation to the manufacturing companys senior management recommending ways in which the company could become more innovative and be able to retain creative staff. Provide a report which explains the points that you would cover in your presentation.

Analyse with relevant theories or diagrams and examples of how the firm can be able to retain creative staff. (30 marks)