When Business Strategy Meets Creativity Cover Image

When Business Strategy Meets Creativity
When Business Strategy Meets Creativity

Author(s): Sorin-George I. Toma, Marin Burcea, Anca Bratu
Subject(s): Economy
Published by: Fundatia Română pentru Inteligenta Afacerii
Keywords: strategy; business strategy; creativity; Cirque du Soleil

Summary/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.

  • Issue Year: 1/2013
  • Issue No: 02
  • Page Range: 148-153
  • Page Count: 6
  • Language: English