Creativity - a Determinant of Business Success in the Context of Global Crisis

The globalization of business and the global economic crisis, companies are forced to face changes in their action. Solutions crisis lies in new ways of enhancement of human potential at individual, organizational and societal. People are creative beings by their very existence in the organizational and social context. So the difference between success and failure is determined by how companies and individuals develop their ability to generate new and used creativity in work. Regardless of what perspective is discussed and defined, creativity is a key determinant of business success. Of course, creativity should be rewarded at the organizational level to ensure long-term success. How organizational success comes from successful individuals who compose that organization, business success is achieved by educating individual’s ability to capitalize on the talents and skills of existing capital at the organizational level.