Discuss the statement “There are myths surrounding creativity.  The intangible nature of creativity does not lend itself to easy definition.” Use examples to illustrate your discussion.

Your assignment should not be more than 2500 words and not less than 2000 words. You should be able to demonstrate your understanding of appropriate models and theories on creativity, innovation and change. Your essay should draw upon a wide range of sources – companies’ websites and other relevant websites, academic journal articles and business magazines (such as Business Week, Wall Street Journal, Financial Times and Management Today).

Coursework must be submitted online by 12pm UK time, (midday, lunchtime) December, 10, 2014.

Some useful guidelines:
•    Specify your sources clearly in the assignment. Refer to the Students’ Handbook for information about proper referencing. Any tables in appendices should be properly referenced in the main body of the assignment.
•    We recommend that you segment your assignment by using meaningful headings and sub-headings.
•    Be as specific and clear as possible in explaining and supporting your claims.
•    Use concrete examples, well-chosen quotes and data as appropriate.
•    Your assignment should include both a description and an analysis/interpretation, with emphasis on the latter. The linkage to course concepts should be explicit. Although you need not explain or describe the course concepts in great depth, you should describe them briefly and provide references/citations to their sources. Explicitly mention (and reference) course materials that are directly relevant to your analysis. The best way for you to demonstrate your mastery of course concepts is to apply them appropriately in your analysis, explaining their relevance.

Criteria for assessing the Individual Assignment include:

Your assignment will be marked on both description and analysis:
•    Good demonstration of your understanding of the concepts of creativity/innovation in a business context.  Good demonstration of the fact that adapting to the ever-changing external environment is necessary for the success of the organization. Evidence of an appropriate application of the conceptual frameworks, academic studies, tools, and specific lessons learnt in your analysis of the company.
•    Logical structure.
•    Writing quality (clarity, conciseness, and organization of the writing).

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