Personnel professionalism requires directors and managers to keep fully abreast of current business strategy; this series provides the tools for them to make a full contribution to organisational success. Companies can only keep ahead of the competition by securing and motivating people who can deliver continuous innovation. Human resource management, as this book demonstrates, has a key role to play in developing such a culture of creativity. The book draws on the experiences of a wide range of organizations - from 3M to Motorola, from Rank Xerox to Whitbread, from ICL to the Imagination design consultancy - to demonstrate what this means in practice. Separate chapters examine in depth: sustaining innovation in times of constant change; establishing creativity competencies, for use in recruitment, selection, development and reward; forging strategic plans for new products and services (and preventing corporate stagnation); auditing a company for creativity, innovation and entrepreneurial skills; using the techniques of human resource management to achieve strategic change; and facing up to the challenges of the future.