Moving from creativity to innovation

The generation of creative ideas and insights is commonly thought to be an important precondition for innovation. However, the relation between these constructs is far from straightforward. In this chapter, we present an overview of research on the evaluation and selection of creative ideas. In doing so, we show that both the evaluation and (especially) the selection of creative ideas can be quite problematic, depending on several individual and contextual factors. Having summarized the literature, we use these findings and insights to give some practical recommendations for successfully moving from creativity to innovation