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When Business Strategy Meets Creativity

Author

Listed:
  • Sorin-George I. TOMA

    (Faculty of Administration and Business, University of Bucharest)

  • Anca BRATU

    (Faculty of Administration and Business, University of Bucharest)

  • Marin BURCEA

    (Faculty of Administration and Business, University of Bucharest)

Abstract

Purpose – Our paper aims to present in short the theoretical foundation of the concepts of business strategy and creativity, and to highlight the relationship between them. Design/methodology/approach – Using the literature review, the study examined the conceptual framework of the notions of strategy, business strategy, and creativity. Also, it analysed the relationship between business strategy and creativity. Findings – The results confirm previous studies related to the beneficial impact of creativity on the business strategy of a company. As creativity has become an important input for a successful business strategy, companies are making significant efforts in order to bring creativity into play. Practical implications/originality/value – Business strategy and creativity are two interconnected concepts not only in theory, but also in practice. Also, creativity represents a fundamental asset of a successful company in turbulent times.

Suggested Citation

  • Sorin-George I. TOMA & Anca BRATU & Marin BURCEA, 2013. "When Business Strategy Meets Creativity," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 2, pages 148-153, October.
    • Handle: RePEc:cmj:networ:y:2013:i:2:p:148-153
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    Citations

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    Cited by:

    1. Andra Modreanu & Sorin-George Toma, 2023. "A Brief Analysis Of Social Media Brand Content And Strategy During The Covid-19 Pandemic," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 234-239, February.
    2. Andra MODREANU, 2022. "The Dimensions Of Strategy: A Study Case Of Unilever’S Responsible Umbrella Strategy," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 7(2), pages 139-149.
    3. Gabriela Nicoleta Andri?an & Andra Modreanu, 2022. "Business Strategy: An Overview Of The Last Century," Management Strategies Journal, Constantin Brancoveanu University, vol. 56(2), pages 37-44.
    4. Andra Modreanu & Gabriela Nicoleta Andrisan & Maria-Alexandra Sarbu, 2021. "Strategy: An Overview," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 836-841, December.
    5. Catalin Gradinaru & Sorin-George Toma & Stefan-Alexandru Catana, 2021. "Marketing Simulations in Education: A Brief Overview for the Markstrat Simulator," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 737-742, December.
    6. Toma Sorin-George, 2023. "How The World'S Most Innovative Countries Evolved In The Period 2020-2022," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 3, pages 138-143, June.
    7. Gabriela Nicoleta Andrișan & Andra Modreanu, 2021. "Business Strategy: Choosing the Right Fit," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 570-574, December.

    More about this item

    Keywords

    strategy; business strategy; creativity; Cirque du Soleil;
    All these keywords.

    JEL classification:

    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other

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