As war for innovation defines today’s business
world, organization’s victory lies with those
who create, recognize and organize creativity
management successfully. Creativity
management systems are in increasing spree
with the passage of time and as such are
required by organizations in order to sustain
leadership position in the face of emerging
global competitions of tomorrow. The present
paper highlights creativity and innovation as
the essential tool in today’s emerging LPG
scenario. And no doubt creativity
management is driving the organization’s
strategy so far as the sustainable competitive
advantage is concerned in 21st century. The
scope of the present study extends to
creativity management through which novel
ideas are ultimately transformed into things
tangible and useful.
Managers can be effectively involved in the
creative management process at least in
three ways: as an architect / social engineer,
as a network builder/ politician and as a
juggler/ artist, These multiple roles and
responsibilities along with associated
managerial competencies are the essential
ingredients of better creative management.
Better management of creativity may evolve
a truly innovative company where creativity
doesn’t just survive, but actually thrives to
offer sustainable competitive advantage in
21st century.

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