Inspiration

Capturing the Creative Potential of Your Organization

N. Ind, C. Watt

• Publisher: Palgrave Macmillan
• Year: 2004
• Print ISBN: 9781403920584
• eBook ISBN: 9780230510883
• Topic: Business
• Subtopic: Business Strategy
• Index: Business

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.

Table of contents

• Cover
• Contents
• Preface
• Acknowledgements
• 1 Inspiration and Creativity
• 2 Creative Organisations at Work
• 3 Designing Creativity
• 4 Managing for Creativity
• 5 Aardman and Funcom: Animated creativity
• 6 Balancing Act: Designing and managing creative teams
• 7 Cultural Creativity
• 8 Customers, Creativity and Risk
• 9 Quiksilver: Cool creativity
• 10 Branding and Creativity
• 11 Driving Creativity: Ford's Premier Automotive Group and VW-Audi
• 12 Conclusion
• Bibliography
• Index