Creative–Strategic Theoretical Model: Conclusions and Implications

Chetan Walia
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Chetan Walia: University of Bradford

Chapter Chapter 7 in Creativity and Strategy, 2021, pp 113-133 from Springer

Abstract: Abstract This chapter presents the creative–strategic model which is the intersection of strategic intents with the creative process, creative outcome and creative judgement. The result is a nine-grid model that captures creative–strategic outcomes for the strategic intents of maximising profit and competitive advantage and for problem discovery. The creative–strategic model explains and analyses the difference between the realisation of creative potential, neutral creative outcomes and negative creative outcomes. Conclusions from the book are summarised, and open questions for future research are discussed.

Keywords: Creativity; Strategy; Creative–strategic perspective (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/978-3-030-70466-7_7

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