A friend in a strategic role at a large ad agency once noted that there is a magic in the creative process that could never be duplicated by any type of technology. Of course, marketing today for most ...

Through exploratory and confirmatory factor analyses across two independent samples for factor structure identification, a six-factor, 21-item CT disposition scale emerged that, in addition to the ...

Technology plays a significant role in helping firms unleash creative innovation. Artificial intelligence is a perfect example. But AI can also help humans be more creative and therefore represents a ...