Abstract
M.Comm.
The main purpose of this study is to investigate the main issues relating to the creativity or creative ability of management in organisations and business. A definition and circumscription of creativity is developed from which the relevance of creativity to management can be qualitatively assessed. The role and functions of management are then discussed. With the definition and circumscription of creativity as reference, and the roles and functions of management described, the need for creativity, and benefit of creativity to management is investigated. Specific references to creativity and management roles and functions are assessed, and the importance of creativity in performing these functions determined. The specific objectives of this research can be stated as follows: To determine a definition and compile a circumscription of creativity that is suitable for the evaluation and assessment of the importance of creativity or creative ability in management. The definition and circumscription will include all aspects of creativity such as the nature of creativity, the traits of creative people, the characteristics of the creative process and creative products, ideas or responses. To describe the role and functions of management at all levels in the organisation. This will include a description of management philosophies and paradigms. To investigate the need for creative ability of management in fulfilling their role and functions as determined, and to determine the advantages that improved creativity in the management function affords organisations. To investigate the possibility for the development or improvement of the creative skills and abilities of management. To investigate the factors that negatively influence or stifle creativity.