Summary
Contents
Subject index
Creativity in organizations has become an issue of great importance, but how does a company encourage personnel to find creative solutions to budgeting, product development, marketing and training? With engaging contributions from leading academics and professionals, this book explores the key factors that are critical to the development and promotion of creativity in any organization.
Shifting the Focus from Individual to Organizational Creativity
Shifting the Focus from Individual to Organizational Creativity
An organization may be internally creative, through the implementation of cost-saving technologies or new accounting procedures or the development of new technology in R&D. However, the biggest impact on profitability and market share most often derives from external creativity; novel responses to new legislation or radical market shifts. Creativity at the internal level is no guarantee of business success at the external level, but it is a prerequisite. The danger is that internal creativity can become isolated, feeding on itself in an incestuous fashion.
Attempts to increase innovation in organizations have been based largely on the belief that by increasing individual ...
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