Abstract
ABSTRACT: This article examines creativity, in particular the success of the British pop group The Beatles. The results suggest that The Beatles should not be seen as creative geniuses but as a creative process. Seeing creativity as a process suggests that experimental studies of one creative act may have limited value to real-world creativity. Behind The Beatles creative process were two dominant forces. First was the importance of rivalry as a contributor to creative enhancement. Second was the nature of the working team that possessed high levels of exchange and complimentary blends of expertise and thinking styles. This article also suggests that the structure of incentives is important in determining the nature of creative output.
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