Strategy search and creativity: The key to corporate renewal

Simon Majaro

European Management Journal, 1992, vol. 10, issue 2, 230-238

Abstract: Simon Majaro's recent work focuses on injecting creativity into a company's strategy. A model of eight interrelated elements is described which top management should pursue to encourage creativity and innovation. The author demonstrates the process of 'Strategy Search', structured group work using specially--devised techniques and aids to creative thinking --exploring many issues. Creative thinking at the top is necessary to move the whole organisation. Finally, top management must view creativity and innovation holistically; although interrelated, they are just one approach, together with visioning, shared values and knowledge, to a single vital corporate aim --satisfying the customer.

Date: 1992
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