Artistic creativity: providing another 'way of knowing' and a source of competitive advantage

Tony Gibbs and Andy Ash

Argues that management needs to become more creative, and market research with it. Management has tended to become fossilised in a traditional, mechanistic set of procedures fragmented between departments and functions.

Artistic Creativity: Providing Another 'Way of Knowing' and a Source of Competitive Advantage.

A. Ash  Institute of Education, University of London and A. Gibbs  Oxford Brookes University

INTRODUCTION

This paper is written by virgins, both in terms of subject area of market research, and, in terms of the market research society (MRS). As virgins tend to do, we approached the MRS 2000 conference papers with a mixture of wide-eyed innocence, trepidation and eager anticipation. Would we be entering a new and exciting world or would we be left wondering what all the fuss was about?

We were...

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