EFFECTS OF INNOVATION AND CREATIVITY ON GROWTH OF THE REAL ESTATE INDUSTRY IN KENYA A CASE STUDY OF RUBY REAL ESTATE, WESTLANDS, NAIROBI

Abstract

Innovation and creativity are crucial elements that determine an organization's long-term viability and potential for expansion. Many firms place a high value on innovation and creativity, and doing so is essential to gaining a competitive edge. According to studies, businesses with certain advantages can employ innovative tactics to increase their market share and profitability. The main objective of this study was to determine the impact of innovation and creativity on growth of the real estate industry in Kenya, a case study of ruby real estate, Westland, Nairobi. The specific objectives are to find out the impact motivation on growth of ruby real estate, to establish the influence of organizational support on growth of ruby real estate and to determine the impact of resources allocation on growth of ruby real estate. This study's target population was 40 workers, and census was chosen as the best sample strategy since it properly reflects the population being examined. Frequencies and percentages were analyzed using descriptive statistics. Data was analyzed using the Statistical Package for Social Sciences (SPSS) version 24. Figures and tables were used to present the findings. Regarding organizational support, the study discovered that employees are frequently acknowledged for their creativity and given prizes for it. These awards also provide people the motivation to continue doing innovative work in the future. A productive person is one who feels inspired by the work they perform, according to the study, and motivated people are also more likely to be persistent and innovative. The study indicated that resource allocation affects an organization's capacity to meet goals, complete tasks, and respond to demand. It also revealed the need of allocating enough resources to each new project in order to accurately support the innovation process. According to the study, real estate company management should make sure that their human resources division is thriving in order to identify employees who need to be motivated and to act in the best interests of the business and other stakeholders by providing organizational support to the chosen areas for improved business performance. According to the study, real estate company management should devise strategies for inspiring staff motivation. These strategies should include both intrinsic and extrinsic motivation. In a business setting, management needs continuously motivate its personnel. In order to guarantee that all departments receive what is allotted for them and improve performance, the research advises that the management of real estate firms should ensure that the company's resources are divided throughout the organization according to the defined preferences.