Research Handbook of Innovation and Creativity for Marketing Management
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Research Handbook of Innovation and Creativity for Marketing Management

Edited by Eric Shiu

This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.
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Chapter 4: Organizing for creativity

Farida Rasulzada

Abstract

One main reason why Homo sapiens rule the world is because they are being more creative than other tribes. By the same token, organizations that are more creative can survive longer and better than their less creative counterparts. In this study, the author provides her insights into the meaning of creativity, the myths of creativity, and the recipe for creativity.

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