"provide innovative products and services to its customers (Burkus, 2013).The roadmapframework for Google can be illustrated as:Definition & ScopeKnow-whyGoogle implements innovative & creative practicesfor achieving customer satisfaction Direction Know-what Innovation products & services of Google, such asGoogle News, Googlt Suggest, etc Technology roadmapKnow-howTechnologies used for developing creativeproducts, such as W3Techs Action PlanTo-doResources & investment required by Google forproducing innovative products & services Roadmap for GoogleRoadmap of InnocentDefinition and scope: Innocent adopts and implements innovative and creativepractices, to sustain in the highly competitive food market of the UK (Grant, 2011).Direction: Innocent has implemented and adopted innovative and creative marketingpractices, for developing good and trustworthy relations with the customers (Blundel &Lockett, 2011). 4 Technology Required: Innocent had adopted latest technological tools and devices formarketing its products and services, to gain wider recognition from the audiences, such asdigital marketing tools and eCRM (Blundel & Lockett, 2011).Action plan: The main resources required by the company for implementing andadopting creative and innovative practices are- the skilled employees, who possess expertisein the use of digital marketing channels, for marketing the products and services of thecompany to a large number of audiences Grant, 2011). The roadmap framework for Innocentcan be illustrated as:Definition & ScopeInnocent adopts innovative practises for sustainingin food market of the UKDirection Innocent has adopted innovative marketingpractices for achieving customer recognition Technology roadmapInnocent has adopted technological marketingtools, such as eCRM & digital media channels forreaching target customers Action PlanResources & investment required by Innocent forimplementing creative practices at work Roadmap for Innocent 5 Analysis, comparison and contrast of the organisational approaches to creativity andinnovationCreative environments and practices of GoogleThe wide popularity and success of Google is attributed to its continuous innovationand creative management practices. Google has only small group of employees, but hasfostered a lot of creativity in its employees, through developing a workplace culture thatsupports creativity and innovation (He, 2013). The company has implemented and adoptedvarious channels for encouraging creativity and innovation among the employees, such asGoogle Cafes, Google Moderator, Google and conversations and Google Universal TicketingSystems (GUTS) (He, 2013).Google cafes are specifically developed for enhancing communication and interactionbetween the employees, while working in a team. Google cafes help to support the creativityof the employees working in a team so that the team members are encouraged for developingnew and innovative products and services for attracting the customers. Google engineers havealso designed an innovation management tool called Google Moderator for encouragingcreativity of the employees at the workplace (Hardy, 2011). The main concept behindimplementing and adopting Google Moderator is to facilitate communication between theemployees at the company meetings. Moderator helps the employees to discover existingideas, questions or suggestions in the company meetings, and also provides them a platformto share their creative ideas among other members in the company meetings. Google andconversation channels are specifically developed for handling weekly meetings, and alsoprovide a communication platform to the employees, to interact directly with the top leadersof the company for discussion on a specific issue (Hardy, 2011). Google Universal Ticketing System (GUTS) is a measure adopted by Google, forresolving the problems faced by the employees at the workplace (He, 2013). Employees can 6 "