Title: Measuring the creativity of marketing vs. non-marketing professionals in South Africa

Authors: Angela Watson; Daphne Halkias

Addresses: University of Liverpool, Liverpool, Merseyside L69 3BX, UK ' University of Liverpool, Liverpool, Merseyside L69 3BX, UK

Abstract: While organisations place increasing importance on their employees' ability to think more creatively (Andriopoulos, 2001; Martins and Terblanche, 2003; Nayak, 2008); there is discontent regarding the quality of creative insight and innovation in these organisations (Dobni, 2010; Hotho and Champion, 2011). Using a survey method, this study evaluates the level of creativity across business organisations in South Africa, and compares the levels of creativity across marketing and non-marketing professionals. The cognitive processes associated with creativity (CPAC) scale (Miller, 2009) was used as a measure of creative thought process. The results indicated that there are no significant differences in creativity scores between the marketing and non-marketing groups. In order to support the pursuit of creativity in organisations, this study recommends that the CPAC scale be validated among a professional sample; and that an instrument that measures all aspects of creative person, process, and press, be developed within a professional context.

Keywords: creativity; cognitive processes; CPAC scale; work experience; South Africa; marketing professionals; non-marketing professionals; creative insight; innovation; creative thought.

DOI: 10.1504/IJTCS.2016.080930

International Journal of Teaching and Case Studies, 2016 Vol.7 No.3/4, pp.289 - 307

Received: 04 Jun 2016
Accepted: 11 Aug 2016

Published online: 12 Dec 2016 *

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