Inspiration: Capturing the Creative Potential of Your Organization

Ind, N.; Watt, C.

This book is about how organizations can best develop and manage a creative environment and creative potential. The authors argue that organizations consist of people who have creative potential to think in new ways and yet are often denied the opportunity to do so. The goal of the organization should be to create a structure and culture that encourages the conditions in which creativity can flourish. This will generate significant competitive advantages for the organization by offering clear differentiation, by communicating postive brand attributes to stakeholders that will strengthen the organization's intangible assets and by providing a creative and challenging environment that will attract and retain the best staff.

Details

Published by: Palgrave Macmillan

Publication Date: 2004-06-14

Format: Hardcover

ISBN-13: 9781403920584

DOI: 10.1057/9780230510883

Dimensions: 229cm x152cm

Pages: 173