engleski

The Importance of Creativity in Business

Since the creativity of individuals is the basic foundation for the progress of economy and society, and it is especially the basis for the survival of each company in global market competition, it is important to emphasize the importance of constantly promoting, encouraging and emphasizing the free expression of every individual's ideas in each department and at every level of the company. Generally, creativity is the ability to create new ideas on which basis potentially useful and ingenious innovations can be achieved, whereby the company can greatly improve its business or a part of business practice and thus achieve certain economic and financial benefit. Encouragement of creativity is the foundation for innovation, and only innovations can lead to overall progress. Therefore, the aim of this paper is to determine the importance of creativity in the business activity of a company and its employees’ encouragement, as the premise for the company’s innovative development. After the theoretical part, the paper presents a previous research analysis about the topic of creativity. The next part of the paper presents the results of the questionnaire survey conducted on a sample of entrepreneurs from the Virovitica-Podravina County, with a purpose to examine the existing business practice regarding the importance of creative work, encouraging creative thinking of employees, and to provide entrepreneurs possible suggestions for improvements of their business practice which would probably enable implementation of new business ideas into their business.

creativity, creative thinking, creativity of employees, stimulating creativity

Zbornik je indeksiran u Web of Science, EBSCOhost, RePEc, EconPapers, Socionet