Journal of
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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS


Integrating Creative People, Creative Communities and Macro-Environmental
Characteristics into the Marketing Organization


Author(s): Van R. Wood, Frank J. Franzak, Dennis A. Pitta, Tom Gillpatrick

Citation: Van R. Wood, Frank J. Franzak, Dennis A. Pitta, Tom Gillpatrick, (2011) "Integrating Creative People, Creative Communities and Macro-Environmental
Characteristics into the Marketing Organization" Vol. 5, Iss. 3, pp. 32 - 46

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Organizational creativity has been identified as a key element of successful competition. However,
companies tend to emphasize efficiency and profitability which may lead to routinized behavior, with the
potential of numbing creativity and the ability to sense and exploit opportunities and overcome
challenges. The dilemma of operating efficiently while fostering creativity is vital to continued success
and growth. This article examines the sources of creativity as well as the group of individuals called
creatives. It offers insights into the environmental and organizational forces that organizations can
harness to enhance their creativity.