Fostering creative thinking in the marketing classroom: sharing and assessing pedagogical approaches (original) (raw)

In his classic book The Marketing Imagination, Levitt (1986) stated that organizational success is predicated on the use of the marketing imagination and generation of creative ideas. As creativity is a sine qua non for organizational growth and success, a recent Harvard Business Review article, “Managing for Creativity,” states that an organization’s most important asset is its “arsenal of creative thinkers whose ideas can be turned into valuable products and services” (Florida & Goodnight, 2005, p. 2). Recent business press has also emphasized the importance of creativity in fostering organizational revenue growth (Coy, 2000) and discussed the increasing attention given by large corporations to fostering creativity (Nussbaum et al., 2005). Naturally, marketing educators are focusing their attention on methods for developing creativity in their students and across the marketing curriculum (Anderson, 2006; Gilbert, Prenshaw, & Ivy, 1996; McIntyre, Hite, & Rickard, 2003; Ramocki, 199...