Volume: 285 | Issue: 5433 | Pages: 1495-1496
Publication type: Journal article
Research Archive Topic: Marketing
What is true creativity? In a Science and Society essay, Goldenberg, Mazursky, and Solomon explore current thinking about just what makes an idea creative. The conclusion is a surprising one—they identify structured reproducible procedures that lead to ideas judged as creative. In fact, even a computer can generate "creative sparks."
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.