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

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