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A company's creativity is the source of
new ideas that lead to everything from the tiniest improvements
to dramatic innovations. Most companies are only too aware
that their creative performance falls far short of potential.
The problem is that they don't know what to do about it.
Corporate Creativity consistently connects
creative outcomes to the actions that really made a difference
to them. Through detailed real-life examples from organizations
around the world -- including British Airways, Du Pont,
Fujitsu, General Motors, Hallmark, Hewlett-Packard, IBM,
Japan Railways East, Kodak, Universal Studios, the United
States Forest Service, and enterprises in the USSR -- the
authors show how improvements and breakthroughs actually
happen in organizations.
Alan G. Robinson is a professor at the
School of Management of the University of Massachusetts.
He has served on the Board of Examiners of the United States
Malcolm Baldrige National Quality Award. His research into
the best and worst practices in continuous improvement has
won a number of awards, and has taken him into organizations
in many countries around the world. He has advised more
than sixty organizations in ten countries on how to improve
their creativity.
Sam Stern, a Professor of Education at
Oregon State University, has taught at Harvard University,
the Athens Laboratory of Business Administration in Greece,
and the Tokyo Institute of Technology. He served for two
years as the Japan Management Association Professor of Creativity
Development and led a research team in a study of creativity
in some two hundred Japanese companies. He serves as an
advisor on creativity to organizations in the U.S., Japan,
and other countries.
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