n Journal of Contemporary Management - Creating creativity




Creativity, creative problem solving and innovation are fast becoming important competitive weapons in business. Creativity should be a part of everyday life in the personal as well as the corporate environment and not simply a set of management tools. Creativity leads to a pervading sense of optimism. By embracing creativity people learn to welcome stimuli and recognise and pre-empt opportunities. In an environment where information is freely available and resources are becoming homogenous one of the few ways an organisation can truly differentiate is through the intangible wealth produced by its creative talent. This research shows that management can lead employees through creative techniques and be amazed at the innovations they produce.


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