“Creativity” is today not only associated with artistic and aesthetic endeavors but seen as a key contributor to national competitiveness, regional development, corporate strategic advantage, entrepreneurial potential, individual capacity and even general welfare. Indeed, there are continuous calls for greater amounts of creativity and imagination to help develop what has been called a “creative economy” (United Nations 2010). The concept of creativity, whilst generally conceived as an individual faculty or capacity, has thus become a socio-economic “good” (in both senses of the word) in a market oriented society, which can and should be harnessed by corporations and institutions more generally.
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