WHEN BUSINESS STRATEGY MEETS CREATIVITY

Sorin-George I. Toma, Anca Bratu and Marin Burcea
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Sorin-George I. Toma: Faculty of Administration and Business, University of Bucharest
Anca Bratu: Faculty of Administration and Business, University of Bucharest
Marin Burcea: Faculty of Administration and Business, University of Bucharest

Network Intelligence Studies, 2013, issue 2, 148-153

Abstract: Purpose – Our paper aims to present in short the theoretical foundation of the concepts of business strategy and creativity, and to highlight the relationship between them. Design/methodology/approach – Using the literature review, the study examined the conceptual framework of the notions of strategy, business strategy, and creativity. Also, it analysed the relationship between business strategy and creativity. Findings – The results confirm previous studies related to the beneficial impact of creativity on the business strategy of a company. As creativity has become an important input for a successful business strategy, companies are making significant efforts in order to bring creativity into play. Practical implications/originality/value – Business strategy and creativity are two interconnected concepts not only in theory, but also in practice. Also, creativity represents a fundamental asset of a successful company in turbulent times.

Keywords: strategy; business strategy; creativity; Cirque du Soleil (search for similar items in EconPapers)
JEL-codes: M19 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:cmj:networ:y:2013:i:2:p:148-153

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