STRATEGY AND CREATIVITY.

The concepts of strategy and creativity are often discussed in the business and academic environments, but poorly understood. During the time, the two concepts have increasingly become major subjects in the business literature. Since the emergence of big corporations, strategy and creativity have been described through multi-faceted approaches in order to be fully implemented within organizations. The aims of our paper are to render in brief the concepts of strategy and creativity, and to highlight the relationship between them. Our research is based on a literature review. Our paper has demonstrated that strategy and creativity are two interrelated concepts and that the design, development and implementation of a creative strategy represent a key asset of a prosperous company in a highly competitive environment. Also, it contributes to a better understanding of the relationship between the two concepts and provides a platform on which to build further studies on the same subject. [ABSTRACT FROM AUTHOR]