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The Power of Strategy Innovation by J. Douglas Bate, Robert E. Johnston

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EPILOGUE

I. The New World of Innovation

The Innovation Boom Continues

When Alex Osborn encouraged brainstorming in his advertising agency in the 1950s, he was the first to introduce creativity to the world of business. For many decades, creativity found a home in the areas of advertising and marketing, where new and innovative ways to promote products often resulted in greater sales revenue.

But creativity was not considered appropriate for other areas of the business, where logic and analysis drove decision making. That began to change in the 1970s and 1980s when we started working with corporations to develop innovative new products using creative techniques. Throughout the 1990s, a few of our clients began experimenting with creativity to ...

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