People Who Complain about Advertising: The Aficionados,Guardians, Activists and Seekers

Creativity is a driver of competitive advantage. It is found in firms of all sizes, but perhaps has greatest impact within the entrepreneurial smaller firm. This paper discusses the origins of the study of creativity, from social psychology to the business discipline. Creativity is then viewed as a key competency at the Marketing/Entrepreneurship Interface, linked with related issues such as innovation, vision, leadership and motivation. The benefits of developing creative competencies are presented and linked to a knowledge entrepreneur's set of 21_st century business skills. A model of creativity as competitive advantage is developed, built from sets of internal and external factors impinging upon firm and managerial performance. Finally, a series of recommendations for both marketing practitioners and academics are made, focusing on the need to challenge convention in order to progress ideas, products and services into the new century.