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16:07, Tue 24 Oct 2006
As the Creative Industries become a more important part of the global economy does the stereotype of the creative genius still persist? Do we need to rethink our ideas on creativity and understand how it works more clearly?
Dr Chris Bilton, Centre for Cultural Policy Studies, argues that organisations need to start thinking about creativity as a process and begin adapting traditional business strategies to develop a creative approach to management.
Length: 25 minutes
(MP3 format, 24 MB)