Whatever the industry, companies and organizations need to focus on creativity to face market challenges. Creativity is increasingly recognized as essential in the emergence of new ideas or business opportunities (Amabile, 1997, Long and McMullan, 1984, Hills et al., 1999, De Tienne and Chandler, 2004).
But why participate in creativity workshops?
Creativity is a key factor in identifying business opportunities. Yet, if creativity is an individual dynamic, it is often stimulated by groups (McAdam and McClelland, 2002). Thus the identification of opportunities is the result of a collective effort