Few aspects of management pose more challenges or bring out more corporate dilemmas than the process involved in building creativity into the workings of the large, complex, modern organisation. To be more accurate, the difficulties probably lie far more in wedding creativity to effectiveness in the firm's internal operations or its relationships with the environment. The challenges lie in seeking new and creative responses to the problems posed by change, competitive action and the variety of pressures facing the firm. The dilemma is posed by the tendency to introduce systems, structures and methods of operating which achieve operating efficiencies at least in the short term, but which tend to introduce inflexibility and rigidity into the organisation.
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