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

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...