"lodge their complaints about a specific issue through the help of GUTS system, for findingthe solution for the problems. In addition to this, formal meetings are conducted where theexecutives of the company present their innovative product ideas to the lower levelemployees of the organisations, and motivate them for developing creative and innovativeproducts and services. Internal survey method is also used by Google, for recognising the bestleader in the organisation, and for acknowledging the creative and innovative practices of theemployees of the organisation. The company has created an environment where theemployees are motivated for asking the questions, and sharing their views and opinion incompleting a specific task, in a better and improved way. Thus, Google has developed acreative and passionate workforce that is the major key for the innovative and creativeproducts made by the Google (Hardy, 2011).Google has developed an organisational culture that emphasises on the creative andinnovative practices, by implementing the main ideas originating from the HumanisticTheory of Creativity (Proctor, 2008). Humanistic theory of creativity states that self- actualisation is the main motivating factor that increases the creative and innovative skills inthe human beings. In addition to this, continuous learning also acts as a powerful medium forincreasing the creative and innovative skills and expertise in the human beings. Google hasincorporated all the main ideas of the humanistic theory of creativity, for developing acreative environment at the workplace that aids in the development of the innovative andcreative products and services, for achieving customer satisfaction (Proctor, 2008).Creative environments and practices of InnocentInnocent is recognised as an innovative company in the UK due to its organisationalculture that emphasises on adopting and implementing innovative marketing practices forbuilding good relations with the customers (Innocent Drinks from the inside out, 2013). Itincorporates the use of digital media channels such as online marketing and social media 7 websites to develop brand recognition in the mind of customers. The company had developedeffective marketing tools for interacting with customers and gaining their feedbacks on itsproducts and services. In this context, the company has also hired an advertising agencyknown as ‘Lowe’ for advertising the products and services of the company to large number ofaudiences (Innocent Drinks from the inside out, 2013).Innocent emphasises on developing innovative and creative relationship marketingtactics as it focuses on achieving customer loyalty to sustain in highly competitive foodindustry of the UK (Turner, 2008). The company incorporates the use of marketingcampaigns for providing detailed description about its products and services to achievecustomer recognition. Innocent has recently launched a TV campaign ‘Carlos Cockerel’ forproviding detailed description to the customers regarding the contents of the products as wellas agricultural resources used by the company for making its products. Innocent also providesdigital marketing training to the employees for fostering their creativity and innovation inusing digital marketing channel for promoting the company product’s and services to itstarget customers in the UK (Turner, 2008).In this context, Diffusion of Innovation (DOI) theory states that a product gainsmomentum and recognition in the mind of customers through its unique features andcharacteristics (Abbing, 2010). Unique marketing practices of a firm are essential forspeeding awareness to the customers regarding its products and services. Innocent hassuccessfully implemented and adopted the key concepts and principles of the theory ofDiffusion of Innovation for sustaining and maintaining creative practices at work (Abbing,2010).Thus, the creative practices used by Google and Innocent are entirely different fromeach other. Google has implemented innovative practices for developed innovative andcreative products to achieve customer satisfaction. On the other hand, Innocent emphasises 8 on the implementation and adoption of innovative marketing practices for developing goodrelations with the customers. Personal ReflectionThe assignment provides me an in-depth knowledge and significance of implementingand adopting creative and innovative practices at workplace. It helped me to develop agreater understanding regarding the different creative and innovative practices adopted bybusiness organisations to stay competitive. I have learned that creativity and innovation arecentral in organisations to gain a sustainable competitive advantage in the global marketplace and to remain ahead of the competitors. Creative practices are necessary for increasingthe organisational performance and also for achieving customer satisfaction. I have gained aproper insight into different types of creative practices used by Goggle and Innocent forenhancing their organisational performance. In addition to this, I have also developed theapplication of theoretical concepts of innovation and creativity by the business organisationsat workplaces for achieving organisational success. Google and Innocent both have utilised and adopted theoretical concepts of creativityand innovation to foster creative and innovative workplace environment. The assignmentillustrates the importance of creativity and innovation for empowering employees andenhancing their productivity. I have learned through carrying out the present assignment thatorganisations supporting innovation and creativity at workplaces are able to gain a distinctivecompetitive advantage in the global market place. Moreover, the increase of competition inthe external market place is driving the need for organisations of all types and sizes to staycustomer focused through fostering innovation in their daily operations. The assignment depicted that success and survival of organisations today is highlydependent on the creative and innovative practices used by them. For example, Google hasdeveloped a creative environment through creation of a workplace culture that supports 9 "