In this groundbreaking textbook approach to the study of entrepreneurship, Robert Mellor brings to the non-specialist not only the crucial issues of the field that they will need to know, but also bridges the gap between business knowledge and expert knowledge from other disciplines. The textbook provides relevant and targeted specialist chapters aimed towards a variety of fields - from sustainable industries, information technology; healthcare, biotechnology, as well as the musical and creative industries. Key entrepreneurship concepts that are covered include:- the theories and tools of creative thinking- market research - intellectual property protection- relevant economics

Promoting Creativity

Promoting creativity
Robert B.Mellor


New and entrepreneurial companies are formed on the basis of someone having an innovative, novel or creative idea. This chapter explores what creativity is, starting with some of the more accepted thoughts on the subject.

Defining Creativity

‘Creative’ refers to novel products of value, as in ‘The airplane was a creative invention.’ ‘Creative’ also refers to the person who produces the work, as in, ‘Picasso was creative.’ ‘Creativity,’ then refers both to the capacity to produce such works, as in ‘How can we foster our employees’ creativity?' and to the activity of generating such products, as in ‘Creativity requires hard work …’.

(Weisberg, 1993: 4)

‘Creativity is defined as the tendency to generate or recognize ideas, alternatives, or possibilities that may be useful in solving ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles