Study: It
Takes Effort to
Turn Creativity Into Profit
Creativity and in**vation are crucial to businesses' growth, new research suggests.
If companies fail to integrate
Creativity and in**vation
Into their business, they could be preventing themselves from reaching their full potential, according to a study from
Rice University, the University of Edinburgh and Brunel University.
Creativity and in**vation are complex, multilevel phe**mena that pan out over time and require skillful leadership to maximize their benefits, the researchers said. Jing Zhou, a researcher at Rice University's Jones Graduate School of Business and one of the study's co-authors, said the vast majority of companies operating today are **t doing a good job of translating
creative ideas Into solutions that improve the firms' performance.
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