Role of Knowledge Management in Innovation and Creativity: A Case Study

Samenvatting

This article seeks to identify ways of how a leader in an advertising team can use knowledge management principles to drive the team towards an innovative and creative idea in advertising. It details the nature of innovation and creativity as well as their value proposition. It also seeks to clarify the role of knowledge management in innovation and creativity. Given the rapid change in the contemporary business world, innovation and creativity has become the core of organizations. Competitive advantage today is gained by the appropriate use and application of knowledge that resides in a team or organization as a whole. The complexity of innovation has been increased by growth in the amount of knowledge available to organizations