In an interview, SMU Provost, Deputy President (Academic Affairs) and Professor of Marketing, Rajendra K Srivastava commented that the word “creativity” is being misused and misunderstood in today’s society. He thinks that “creativity” is often confused with “invention”; and clarified that “invention” points to a new scientific discovery while “creativity” refers to the increase in value brought about by a more efficient product, flow of procedure, new technological uses or a new market.