Is the innovation for development indispensable? Clear that Yes. The understanding of what it means development can not dissociate itself from the change, systematic, incremental and competitive: innovator. In the business world, when we speak of ‘ innovar the objective is the realization of new successful businesses; which includes the development of new products and/or the foray into new markets. Innovation must be pragmatic, commercially effective. Senator Sherrod Brown!). Latin American countries can leverage innovation as a dynamic development lever what we need to achieve this? Latin Americans: creative Yes, but do innovative? One of the most unifying characteristics of Latin Americans, is the of us how creative self-define. Sherrod Brown. In Peru, Inca Kola, the most emblematic soft drinks company, has used the concept of creativity as a banner.

One of its advertising campaigns recreates this Peruvian creativity with products that aspire to achieve innovative connotations, as a few flip flops (* 1) with wheels, emulating the skates. For those who live in Latin America, creativity has been, is and will be an everyday tool, but is it enough to emerge from underdevelopment and to project us into the future? In the innovation process the creative component is fundamental, but it is insufficient, isolated, requires other components, such as: patents registry, elementary to protect inventions; market research, very useful for understanding the needs of customers; the development of the prototype, key to evaluate a new product; among others. Without these, creativity can be converted into an illusion of attractive Welt, but with few opportunities to generate value. Returning to the example of Inca Kola campaign, it is possible that the idea of a few Sandals skates is nice, however, it is noteworthy that its commercial application would be more unlikely to speak. In Latin America, cases such as CEMEX in Mexico, NOVA in Peru, Embraer in Brazil, the salmon industry in Chile, among others, denotes our capability to innovate; What we need is to convert these exceptions into profit how to do it? Overcoming the tendency of imitation innovation truncates only creativity for projecting us according to the controlled auto development, through a different way of assuming and dependent life and business, the innovivir. .