Creativity, planning and organizational change

C.M.J. van Woerkum (Communication Management Group, Wageningen University, Wageningen, The Netherlands)
M.N.C. Aarts (Communication Management Group, Wageningen University, Wageningen, The Netherlands)
K. de Grip (Ministry of Internal Affairs, The Hague, The Netherlands)

Journal of Organizational Change Management

ISSN: 0953-4814

Publication date: 23 October 2007



The purpose of this paper is to reflect on the relationship between creativity and planning perspectives.


Creativity is considered to be the source of new and competitive ideas through which an organization positions itself in its environment. A distinction is made between means‐end planning and emerging alternative approaches to planning. It is argued that in means‐end planning schemes creativity is predominantly a problem solving activity seeking to find an ideal mix of instruments to meet a clearly stated goal.


Demonstrates that creativity can be much more if other perspectives on planning are accepted. A broadened concept of creativity is presented, pointing to strategic devices that promote and facilitate creativity in an organization.


Is of value by stressing that “being creative” should be a part of an organization's everyday experiences, a component of normal meetings, and a reality for all members of an organization.



van Woerkum, C., Aarts, M. and de Grip, K. (2007), "Creativity, planning and organizational change", Journal of Organizational Change Management, Vol. 20 No. 6, pp. 847-865.

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Copyright © 2007, Emerald Group Publishing Limited

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