Advertising agencies trade on their creativity, which is supplied by teams of creative and account workers to create … customer-centered advertising that is both novel and interesting. This research explores the magic of the advertising creative … styles). To study creativity and decision making, individuals involved in the creation of ads were tested for their innovator …

(TOR). TOR can help researchers and marketing managers by explaining how consumers may interpret visuals in advertising …. TOR explains why some visuals thought to be unconnected with the product become relevant in advertising. This study makes … is used to provide greater explanatory power of consumers' interpretation and response to advertising visuals than what …

The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for …

This study reports the results of an exploratory, theory-building study on the impact of creativity on business … business processes that can be described as highly dependent on creativity, interdependent, client-focused, complex, but also … order to manage these processes. The study suggests that creativity-intensive processes are characterized by high levels of …

This study investigates the influence of creativity on the modeling and documentation of business processes. Based on a … substantive theory a modeling method is developed that allows for the capturing of creativity-intensive processes. This method …

Creativity and entrepreneurship, like innovation, have been recognized as important contributors to a nation’s economic … growth. Creativity plays an important role in the fuzzy front end of a firm’s innovation process and also in corporate … venturing processes, but the relationship between creativity and entrepreneurship to a large extent has not explicitly been …

by the creativity model of Baille. Results are discussed which show significant innovation development when using TRIZ …

(2003) identifies innovation as different from creativity in that innovation aims to transform and implement rather than …