Creatividad Empresarial

by ROBINSON ALAN G., Sam Stern

Alan G. Robinson and Sam Stern, university professors who have served as advisors on creativity to organizations around the world, believe that the proper combination of imagination and originality is what really pumps life into a company. In Corporate How Innovation and Improvement Actually Happen, they cite numerous examples of its place in celebrated corporate success stories and suggest various ways that other firms can harness it. Focusing on six elements they see as essential to the process, the authors show how virtually any institution can work to encourage creativity within its ranks.

Genres: Business, Management

Paperback

First published January 1, 1997

Reviews

[Bob Wallner · Rating 4 out of 5]

To date I believe this is my favorite of Dr Robinson's books. He and his colleague Sam Stern discuss their research on how creativity arises within a corporation. Unlike his other books that focus on individual creativity, corporate creativity identifies six key areas that organizations can be cognizant of to create a culture of creativity.

Alignment, self-initiated activity, unofficial activity, serendipity, diverse stimuli, and communication within the organization are the six drivers that they have identified that can lead to corporate creativity.

For each one of the elements, the authors demonstrate a well-known example of how an organization fostered creativity and ultimately gained from it. Unlike several other books by Dr Robinson, this one focused on the benefits that the corporation gained versus the benefits the individual gained.

In some cases, such as Kodak, the idea and innovation came well towards the end of the individual's time of employment.

I would definitely include this on my reread especially if I'm in a position where I'm trying to foster creativity. As a manager I can't show up tomorrow and say okay I want everybody to start being creative today, but I can certainly help set the stage.

I also feel there's some good advice that as an individual who enjoys the creative process can take away. The more I expose myself to the six elements, the more creative I can expect to be.

[Ashley Jane Casey · Rating 5 out of 5]

A good brief overview of creativity, and how to make sure you’re tapping into it in your workplace.

[Secretgeek · Rating 5 out of 5]

This is a far better book than you’d expect!

Gives insight into how Innovation REALLY happens, using a lot of specific examples.

The lessons from this book have stuck with me for decades.