Modeling and Measuring Creativity at the Interface

This paper presents an initial assessment of creativity and how it can be related to the Marketing Entrepreneurship Interface. Creativity is not just for artists and psychologists but they, currently, probably have a greater appreciation of it than those in the management disciplines. A review of the literature, much of which is drawn from human sciences and social sciences other than management, is undertaken. Following this review a conceptual model is presented of how creativity occurs at the Marketing Entrepreneurship Interface. This model provides the basis for future empirical work and raises questions about how creativity can be measured in the context of the Interface.

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