Abstract:

Social, economic and technical undertakings undertaken by human are related to creative activity. This kind of activity has accompanied man since the beginning of time. It enabled the invention of various tools and the transformation of natural resources found in nature. From the beginning, creativity was a process of searching for new values and formulating laws and rules that could be applied to various areas of human social life. In fact, until the end of the 19th century, creativity was understood as the activity of individuals equipped with special intellectual and cognitive abilities. In the twentieth century there was a radical change in the approach to creativity - both in the sense of process and the creative person. Currently, creativity is treated as everyday personal, group and professional activity manifested in every area of human activity, i.e. organizational, cognitive, productive, artistic, educational, caring, service, cleaning and sports. This perspective makes creativity an inalienable part of the functioning and management of company, especially the formulation and implementation of strategies.