Contribution of creativity to business success of organizations

Kreativnost je stvaranje nečega novoga. Krajnji rezultat kreativnosti su inovacije. Poslovna filozofija koja stvara i potiče kreativnost pojedinaca i cjelokupne organizacije naziva se upravljanje kreativnošću, a organizacije koje oblikuju radnu okolinu u kojoj se kreativne ideje i inovacije nagrađuju, ostvaruju iznimnu konkurentsku prednost na tržištu. Studija slučaja na primjeru svjetskih organizacija, kreativnih organizacija Toyote Motor Corporation i Volvo Car Corporation, je provedena s ciljem dokazivanja hipoteze da kreativnije organizacije doista ostvaruju bolje poslovne rezultate od manje kreativnih organizacija.Creativity means creation of something new. The final result of creativity are innovations. The business philosophy that creates and promotes creativity of individuals and the entire organization is called creativity management, and the organizations that shape the working environment in which creative ideas and innovations are rewarded, achieve exceptional competitive advantage in the market. Case study of creative organizations Toyota Motor Corporation and Volvo Car Corporation, was conducted with the objective of proving the hypothesis that creative organizations really achieve better business results than less creative organizations