One in four managers will spend more of their time on innovation rather than on the day-to-day operations of their firm, according to a new report.
Organisations are increasingly wanting to develop staff with innovative ideas, according to research by the Chartered Management Institute (CMI).
A poll of 850 private, public and third sector businesses revealed one in four believes executives will now spend more of their time on innovation.
CMI's chief executive, Ruth Spellman, said: "As we emerge from one of the deepest recessions in British economic history, it is clear that employers have recognised the value of finding and developing staff with a capacity to innovate.
"It is, after all, a skill that should be cherished because the ability to find and try something new or different is critical for businesses in what is an increasingly competitive marketplace."
Jonathan Kestenbaum, Chief Executive of the National Endowment for Science, Technology and the Arts, which helped with the study, said: "Employers need to create an environment where no idea is a bad idea and where employees with a flair for ideas have the freedom to put them into action."