Assessing the Creativity & Innovation level of IT companies - The case of Denmark

Increasingly, the creativity and innovation potentials are becoming key factors for IT companies on an ever growing market. The Danish IT companies appear to have a strong base for competing with the rest of the world however it is clear that the companies have difficulties in managing their innovative potentials. This paper presents results of a research study made of 6 Danish IT companies with differing size. The study has focused on providing a first attempt in evaluating the companies' creative and innovative potentials. The paper illustrates how this problem has been approached using a combination of transparent and qualitative techniques. The paper concludes that creative and innovative potentials can be qualitatively evaluated and that this can be the starting point for the development of a strategy concerning the development of creativity and innovation in a company.