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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.
