Chitosan Loaded Mucoadhesive Microspheres of Gliclazide - Journal

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industries. The first element is alignment that involves ensuring that the interests and actions of all employees are directed toward a company's key goals. Companies can function with relatively poor alignment, but they cannot be consistently creative unless they are strongly aligned. The effects of alignment on corporate creativity are apparent when a company is either well aligned or misaligned. The second element of corporate creativity is self-initiated activity that allows employees to pick a problem they are interested in and feel able to solve it. The previous examples of integrating creativity into Pharma worksites are indicative of someone realizing that knowledge of the psychological and personality needs of customers are as important as the medicinal chemistry expertise, and resulting in focus on design in packaging and marketing. The third element of corporate creativity is unofficial activity that occurs in the absence of direct official support, and with the intent of doing something new and useful. When an idea is new to a company, it is often resisted and opposed. This is analogous to Sternberg and Lubart's Investment Theory of 8 Creativity : Investment Theory asserts that creative thinkers are like good investors: They buy low and sell high. Whereas investors do so in the world of finance, creative people do so in the world of ideas. Creative people generate ideas that are like undervalued stocks (stocks with a low price-to-earnings ratio), and the public generally rejects both the stocks and the ideas. When creative ideas are proposed, they often are viewed as bizarre, useless, and even foolish, and summarily are rejected. The person proposing them often is regarded with suspicion and perhaps even with disdain and derision. Unofficial activity gives ideas a safe haven where they have the chance to develop until they are strong enough to overcome that resistance. The introduction of packaging design in ® placing Crestor in transparent packs was a creative approach to offset the problem of drug counterfeiting. The fourth element is serendipity. A serendipitous discovery is one made by fortunate accident in the presence of wisdom or insight. Creativity often involves recombining or making connections between things that may seem unconnected. The ® Arimidex packaging came about from connecting a woman's emotional state as a cancer survivor and her aesthetic nature and sense of fashion. Serendipity has played a significant role throughout the history of drug discovery, especially in 9 cardiovascular medicine . The anticoagulant properties of dicoumarol were discovered after farmers observed that their cattle were dying of internal hemorrhaging after feeding on 10 rotting sweet clover and digitoxin was identified when the condition of a patient suffering from congestive heart failure dramatically improved after being given an herbal remedy Fredricka Reisman - Creative, Critical Thinking and Logic in Research 100 11 containing extracts of the foxglove plant . In fact, many of the most effective pharmacological agents in use today arose through serendipity. The fifth element of corporate creativity is diverse stimuli. A stimulus may provide fresh insight into something a person has already set out to do, or it may change their course of action. It is important for an organization to provide opportunities for its employees to tell others about the stimuli they have received and the possibilities these stimuli suggest to them. It is here that the real leverage lies as in the cases where design and creativity became important industry changers in how they packaged and marketed their Pharma products. The sixth and final element of corporate creativity is withincompany communication; especially, unanticipated communication. Every organization carries out planned activities and establishes lines of communication to support them. But these official channels are of limited usefulness for corporate creativity. Corporations need to promote unanticipated exchanges of information. A company's creative potential needs systems in place to promote unanticipated exchanges of information for these illuminate creative and serendipitous connections. Critical Thinking and Logic as Essentials of Creative Thinking Usually, creative thinking is associated with brainstorming (generating many ideas), novelty, and uniqueness of ideas. Critical thinking is analytical, judgmental and involves evaluating choices before making a decision. When you are thinking critically, you are using logic, reason and convergent- 1 type thinking. As I point out in another publication : “…creativity involves creative thinking as a process of sequential interaction of two types of thinking – divergence and convergence as depicted in Figure 1. Divergent thinking is the ability to elaborate and think of diverse and original ideas with fluency and speed (e.g., brainstorming). Convergent thinking involves narrowing ideas by evaluating the previously generated ideas that emerged in the divergent portion of the sequence (e.g., settling upon an idea from a selection of 1 ideas).” F. K. Reissman, 2010 Creative Ideas Versus Innovative Ideas First, let's distinguish between creativity and innovation. Creativity involves generating unique, original and novel ideas. Innovation is the implementation of these ideas. Merely generating ideas without bringing them to fruition in the form of a product or service is uneconomical and a waste of talent. These two parameters play important roles in choosing a research project, identifying a thesis topic, or improving RJPS, Jul - Sep, 2011/ Vol 1/ Issue 2
Figure 1. Creative thinking process Divergent customer service in a clinical or retail Pharma setting. One of the most difficult things in research as in any other endeavour is identifying a research question, a real problem (as opposed to a superficial or incorrect problem), or the cause of an organizational dilemma. Key is having in-depth knowledge related to the problem - often the salient issue arises from a knowledge-base developed in writing a review of the relevant literature. Thus, how many have said they "invented" the latest new gadget or fad, only they never found the time to actually develop the product. They had the idea, but never took the idea to fruition. That's the difference between creativity and innovation. Elements of Creativity 12 Strong and Davis list four creativity elements; namely, valuable (perceived as having worth and genuinely contributing to society), intentional (result of a deliberate effort), novel (new or has at least some element of originality), excellent (significant effort expended to make it the best it can be). Thus, the creative product or service must be new and judged to be valuable according to designated criteria. Further, creative products are the result of purposive behaviour and to become 13 excellent, creative effort takes time . It is noted that creativity usually is not purely original, but rather that it stems from some prior knowledge and something is considered creative through implementation (innovation) and enhancement, although not necessarily a completely new idea. For example, the Romans improved upon Greek culture, and the Greeks in 12 turn built upon Mesopotamian and Egyptian cultures . Elements of Innovation A broadly accepted definition for innovation is: To turn a creative idea into products and services of value and profit. The basic goal of all innovation is positive change, to make someone or something better. There are two basic types of innovation. Incremental Innovation: Also called continuous innovation, this Fredricka Reisman - Creative, Critical Thinking and Logic in Research Convergent Divergent Convergent Divergent Convergent type improves upon existing products/services. From a result standpoint, incremental innovations can range from very small to huge increases in productivity, revenues and profits. Breakthrough (Radical, Disruptive) Innovation: This type of innovation develops new products/services that do not exist. Many times this type of innovation emerges from scientific discoveries or R&D organizations. But, while a breakthrough innovation might mean getting a patent, it does not guarantee huge profits. Out of many hundreds of creative ideas, only a few may ever be implemented. For those precious few, we know them as innovation - or simply, applied creativity. So creativity is the idea, and innovation is the idea applied or implemented. Future for Creative, Critical Thinking and Logic in India's Pharmaceutical Industries In September 2004, a global innovation survey by the 14 Economist Intelligence Unit identified India “as an R&D hotspot, defined as a place where (1) companies are able to tap into existing scientific and technical expertise networks, (2) there are good links to academic research facilities, (3) the environment supports innovation and (4) it is easy to commercialize.” The Economist further states: Costs of pharmaceutical innovation in India are estimated as low as oneseventh of their levels in Europe, and the country's clinical research industry is currently worth $100 million growing around 40 to 50 percent annually, although some forecasts say it could be worth as much as $1 billion to Indian firms in 2008. The research enterprise in India is exemplified by numerous 15 R & D investments including the following : Ÿ AstraZeneca is conducting research into tuberculosis (TB) at the AstraZeneca Research Foundation India in Bengaluru. India's estimated 8.5 million TB patients mean clinical trials can be conducted easily and economically. 101 RJPS, Jul - Sep, 2011/ Vol 1/ Issue 2
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