CREATIVE EMPLOYEES - A CHALLENGE TO MANAGERS

Employee creativity and corporate innovation have become important top ics in management literature. Because the broadcast industry is depend ent upon entertainment to attract viewers and listeners, most radio an d television stations are staffed by artistic, creative personnel. The se creative employees do not always respond to standard management and motivational techniques. Recent theories focus upon the end product t o define creativity. Artists, however, often consider the process of c reativity as more important than the final product. A new modified-pro cess definition of creativity is suggested in which the artistic conce rns of production personnel and the goal-oriented business requirement s of management combine to form a structured system for creative endea vors. Characteristics of creative people are discussed along with tech niques to manage creative personnel.