创新一直是理想的竞争优势，各公司在任何行业（baregheh et al，2011）。许多大的行业巨头已经非常致力于创新事业。他们有一个核心理念，把钱和资源投入到研究和发展中，不断鼓励创新，做更好的生意。这些公司认识到世界各地的通用电气、3M、苹果、本田、等洲际集团也可以把自己的名字刻在同一联赛。
InterContinental Hotels group is one of the world’s companies in the hospitality business. From its humble beginning in 1771, it has grown exponentially today to be among the leaders with more than 4700 hotels in nearly 100 countries and territories and a portfolio of nine brands with history and heritage. Being the market leader in the hospitality business, the group has also been a pioneer in bringing innovation and creativity to the business of leisure and hospitality. The hotel brands it owns have achieved many milestones and awards for ideating and executing new and better products and processes to serve customers better.
Innovation and creativity have long been the desired competitive strengths of every company in any industry (Baregheh et al, 2011). Many big players of industries have been very committed to the cause of innovation. They have a core philosophy of devoting money and resources towards their research and development and always encouraging innovation to do better business. Such companies are recognised the world over like GE, 3M, Apple, Honda, etc. InterContinental group has also been able to get its name etched out in the same league.
Innovation is the art of putting ideas into action. Many new inventions keep happening the world over, but they cannot be categorized into innovation because their either lack usability or commercial use. Innovation is the outcome of creative visualization by the organization. Creativity is the ability to think in a completely new way and bring about newness in the current offering or bring out totally new products in this world (Guerteen, 1998). Both creativity and innovation are key knowledge areas to be successful today in any sector. One such group which is doing a very commendable work in this regard is InterContinental group.