"creativity of employees. Employees are motivated to develop innovative and creativeproducts by acknowledging them for the innovative products designed by them. The world- wide success of Google is largely on account of the creative and innovative managementpractices used by the company. The company has achieved customer satisfaction throughmeeting the web browsing needs and requirements of people around the world in aninnovative way. On the other hand, Innocent is a mall company in comparison to Google, butis well-recognised in the UK due to its innovate and creative practices, The company hasdeveloped innovative marketing practices for interacting with customers and developingawareness in them regarding their products and services. Innovative and creative marketingpractices used by Innocent have enabled it to achieve customer loyalty. Thus, the overalldiscussion held in the assignment had helped in obtaining proper knowledge regarding theneed of implementing and adopting innovative and creative practices by businessorganisations. ConclusionThus, it can be summarised from the overall discussion held in the report that successand survival of organisations increasingly depend on the workplace culture fosteringcreativity and innovative abilities of employees. The increasing competitive pressure istriggering the need in organisations to imbibe ad cultivate creative and innovative practicesfor sustaining in the global market place. Google and Innocent are well-recognised in the UKdue to the innovative and creative practices implemented by both these organisations. Googlehas implemented innovative practices for developed innovative and creative products toachieve customer satisfaction. On the other hand, Innocent emphasises on the implementationand adoption of innovative marketing practices for developing good relations with thecustomers.10 ReferencesAbbing, E. R. (2010). Brand driven innovation: Strategies for development and designrequired reading range module reader. London: AVA Publishing.Blundel, R. & Lockett, N. (2011). Exploring Entrepreneurship. New York; OxfordUniversity Press.Burkus, D. (2013). 10 practices from the most innovative organizations.Retrieved 05February, 2013, fromhttp://www.creativitypost.com/business/10_practices_from_the_most_innovative_org anizationsGrant, J. (2011). Brand innovation manifesto: How to build brands, redefine markets anddefy conventions. USA: John Wiley & Sons.Hardy, Q. (2011). Google's innovation -and everyone's. Retrieved 05 February, 2013, fromhttp://www.forbes.com/sites/quentinhardy/2011/07/16/googles-innovation-and- everyones/He, Laura. (2013). Google's secrets of innovation: empowering its employees. Retrieved 05February, 2013, from http://www.forbes.com/sites/laurahe/2013/03/29/googles- secrets-of-innovation-empowering-its-employees/Innocent Drinks from the inside out. (2013). Retrieved 05 February, 2013, fromhttp://www.thinkbiggrowfast.net/2013/05/24/innocent-drinks-fruit-towers-from-the- inside-out/Proctor, B. (2008). Group supervision: A guide to creative practice. California: SAGE.Taylor, S. & Littleton, K. (2012). Contemporary identities of creativity and creative work.England: Ashgate Publishing, Ltd.Turner, C. (2008). The marketing secrets behind Innocent Drinks. Retrieved 05 February,2013, fromhttp://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=4113&Title=The_mar keting_secrets_behind_Innocent_Drinks 1112 "