Abstract:
This paper explores the concept of creativity within the context of a pliable ‘soft or
hard’ organisational environment and analyses its efficacy in fostering corporate
resilience. A review of the relevant literature on creativity is undertaken to
investigate the concept of creativity and its impact on corporate resilience, and a
pliability (fluidity) model, which assesses the efficacy of the corporate creative
environment, is then suggested for application in both infant/mature organisations to
unleash the creative potential within organizations and thereby underwrite corporate
resilience.
