CREATIVE ORIENTATION AND INDIVIDUAL INNOVATIVENESS – AN EMPIRICAL STUDY

Innovation and creativity are the life support systems for an organization. The creation of new processes, products and systems as well as the need for continuous improvement is recognized by most of the organizations and they continuously engage themselves in this ongoing struggle to gain the required competitive advantage over others. The contribution of the employees in this continued struggle is of utmost importance to the organization. Various personal inventories of an employee such as, personality traits, creativity style, attitude and behavior help in fostering an innovative climate in the organization. This paper makes an attempt to assess certain aspects of an individual's creative orientation and understand what leads to individual innovativeness