Creativity, Measurement and Myth

Ian Fillis and Ruth Rentschler

Chapter 5 in Creative Marketing, 2006, pp 72-88 from Palgrave Macmillan

Abstract: Abstract The measurement of creativity has been the subject of long debate and little consensus, leading to dissatisfaction and disagreement among the cohort of researchers from a variety of disciplines interested in the field. Some have proposed that creativity be measured according to process improvement or features of the person or product. Others have suggested that creativity be measured by the quality of the response to the product by the user. There are also those who suggest that creativity cannot be measured. This school is often in the arts where creativity is seen as cerebral, unknowable and fleeting in nature. Overall, hundreds of studies have been conducted into creativity research.

Keywords: Entrepreneurial Orientation; Marketing Research; Divergent Thinking; Marketing Practice; Creative Individual (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50233-8_5

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DOI: 10.1057/9780230502338_5

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