Abstract
Scholars engaged in research on innovation have studied creativity in organisation, as it relates to the working environment (Amabile, 1996), on the characteristics of low vs. high (Delbecq, 1985) and what motivates creativity, both intrinsically and extrinsically (Amabile, 1997). However, there are still few questions unanswered, as to how some firms have been very successful in fuelling innovation via creativity, while the others could not. What are the drivers to these successful innovations? The paper investigates aspects and need in a dynamic volatility, uncertainty, complexity and ambiguity (VUCA) context.
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