" Creative and Innovative Practices of ‘Google’ and ‘Innocent’ 1 IntroductionIncrease of competitive pressure is driving the need in organisations, to place greaterfocus on enhancing their creativity and innovation capabilities (Taylor & Littleton, 2012).Success and survival of the organisations increasingly depend on the workplace culture,fostering creativity and innovative abilities of the employees. Thus, inculcating creative andinnovative practices are necessary for the organisations, to achieve a sustainable competitiveadvantage in the global market place (Taylor & Littleton, 2012). In this context, the presentreport aims to analyse and examine the creative and innovative practices of two organisations,that is, Google and Innocent, in the UK. The report seeks to evaluate innovative products andservices of the two organisations, for comparing and contrasting the creativity and innovationof Google and Innocent. The report also incorporates a personal reflection section, fordemonstrating the personal learning gained from the assignment. Organisational OutlinesGoogle is a multinational corporation, headquartered in the United States, whichspecialises in providing internet related products and services to the people (Burkus, 2013).The company has been established in 1998, and since then has been recognised to provideinnovative internet-based products and services to the people around the world. The mainproducts and services provided by Google are online advertising, cloud computing, webbrowsing, instant messaging, email services, social networking services and many others(Burkus, 2013).On the other hand, Innocent is an UK-based company, which specialises in makinginnovative healthy products, such as fruit juices and smoothies, to be sold in supermarketsand various other outlets, in the UK (Innocent Drinks from the inside out, 2013).In this context, the roadmap of each of the above mentioned organisation is illustrated,for developing an in-depth understanding of the creative practices followed in the above two 2 organisations. Roadmap can be defined as a framework, which consists of four steps, fordescribing in detail the creative and innovative strategies followed by Google and Innocent,in the UK.Roadmap of GoogleDefinition and scope: The first step of the roadmap architecture seeks to provide ananswer for the ‘why’ question, that is, the reason for implementing and adopting creative andinnovative practices by Google (Hardy, 2011). Google fosters innovation and creativity, forachieving customer satisfaction and staying ahead from its competitors (Hardy, 2011).Direction: The second step of roadmap architecture develops an answer for ‘what’question, that is, the type of creative and innovative practices implemented and adopted byGoogle, in the present time, and the strategies adopted by Google to innovate its products andservices (Burkus, 2013). 10 Google provides innovative products and services to thecustomers such as Google News, Google Suggest, Google Map, Google Ads and many others.Google hires competent and skilled employees for developing innovative and creativeproducts and services for achieving customer satisfaction (Burkus, 2013).Technology Required: The next step of roadmap architecture seeks developing ananswer for ‘how’ question, that is, the technology required for implementing and adoptingcreative and innovative practices in the organisation. Google is implementing and adoptinglatest technologies, such as W3Techs and Pigeon Rank search technology (Hardy, 2011). Action plan: The last step of roadmap architecture defines the key developmentactions and resources required to be adopted by Google, for maintaining creativity andinnovation of the workplace (Burkus, 2013).The main resources required by Google forsustaining its competitive advantage of creativity and innovation are- skilled employees andfinancial resources, for incorporating the use of latest technological tools and devices, to 3 "