Abstract
'Creativity and innovation' is not a new phenomenon. The evolution of human kind itself has been a journey of path-breaking innovation. Since the time the man created fire and the time man repeated the big-bang theory in a reactor to understand the evolution of the human kind – the history of the world has been marked by zillions of such life transforming innovations. Such innovations have changed the working of the contemporary corporate world. A new class of companies with great product line-up and continuous drive for innovation and creativity is emerging. These companies made it clear to their counterparts that it is not easy to be in the business. One has to learn the tricks of the game and has to choose new innovative moves to be in the game.
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