Seminar paper from the year 2005 in the subject Leadership and Human Resource Management - Miscellaneous, grade: A- (1,7), University of Auckland (Faculty of Computing), course: Seminar am Unitec Institute of Technology Auckland New Zealand, language: English, abstract: The movie industry is one of the industries with the highest demands on innovation and creativity. Hence, creativity and innovation are vital for long term business success. Innovate or die, as Gary Hamel (2000) says. The case study How Disney Keeps Ideas Coming describes how Disney - one of the most successful American movie companies achieves a high amount of creativity and innovation. The following case report discusses Disneys approaches for achieving creativity and innovation. During the following case study report, I will first start with definitions of innovation and creativity. After that, I will compare Disneys approaches with the identified approaches in the literature concerning creativity and innovation in organisations. At the end of the report, I will give a conclusion and summarise the main findings. I will not include a separate chapter about how I would encourage creativity in my organisation. This would depend mainly on the employees, the industry, the organisation, the company size and the business model of my organisation. Nevertheless, I will analyse and assess suitable methods for encouraging creativity and innovation in the text.