Underwriting corporate resilience via creativity: the pliability model

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 organisations and thereby underwrite corporate resilience.

Keywords:

• creativity
• pliability
• continuum
• soft
• hard
• excellence
• resilience