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.

The Changing Face of Creativity

The changing face of creativity
F. BenJones, Former Vice President, Research and Development, Phillips Petroleum Company

Creativity in the context of business is inseparable from the concept of value. The basis chosen for assessing value (i.e., commercial, humanitarian, societal, artistic, etc.), defines the focus and objectives of creative effort. The idea of invention as the critical goal of the technical knowledge worker is being replaced by the realization that innovation (i.e., the useful application of invention in practice) is the ultimate value-related objective.

My convictions about creativity, how it might be defined, stimulated, and valued, have been formed during four decades in industry. During that time, I have been an industrial researcher, technology manager, and business executive. I offer my comments about creativity ...

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