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Nurturing an effective creative culture within a marketing organization

Dennis A. Pitta (University of Baltimore, Baltimore, Maryland, USA)
Van R. Wood (Marketing Department, Virginia Commonwealth University, Richmond, Virginia, USA)
Frank J. Franzak (Marketing Department, Virginia Commonwealth University, Richmond, Virginia, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 2 May 2008




The purpose of this paper is to explore the role of and the management of creative individuals in organizations.


The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the creative culture, creativity, and innovation literature.


The paper provides information and action approaches to marketers to aid them in harnessing creative talent within their organizations. Relevant literature shows that communities may be magnets that attract or repel creative individuals. Organizations can engineer themselves to become attractive to creatives. If marketers are skillful in managing creative individuals, the organization may enjoy increased competitiveness.

Research limitations/implications

The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing but have not been tested empirically.

Practical implication

The study explores a global effect that has implications for the nature and scope of marketing orientation performance.


This paper describes the nature and application of creativity and creative culture to marketing. While most literature has concentrated on the city or community level, the paper provides a perspective that may help to nurture the creativity of individuals within an organization. It offers the potential of increasing marketing competitiveness by allowing firms to maximize their creativity as a competitive tool.



Pitta, D.A., Wood, V.R. and Franzak, F.J. (2008), "Nurturing an effective creative culture within a marketing organization", Journal of Consumer Marketing, Vol. 25 No. 3, pp. 137-148.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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