"Creative" is a much-abused word. It is all too often applied to things which really are just a little different or simply doing their job. But creativity plainly exists – there would be no art, literature or music if it did not – and understanding what it is and how it works will be increasingly valuable to bu sinesses in an ever more competitive world.
Audencia Nantes, the French business school, has bravely tried to introduce the artistic notion of creativity to the more mundane idea of management in the hope that a marriage will result. An elective module on the school's MBA curriculum, called art, management and creativity, is about to enter its second year. It is the brainchild of Catherine Morel, an expert on the business of art, who used to be a full-time member of Audencia's faculty. She is now the director of the MA in creative economy at Kingston University and also teaches the course in Nantes. Her belief is that artists solve problems just as businesses do, but in different ways, and that each can learn from the other.
To read the full, original article click on this link: 'I want to challenge the idea of creativity': French business school tries to jazz up idea of management - MBAs Guide, Postgraduate - The Independent
Author: Michael Prest
