4. Managing creativity: risk and ethics

A normative document (FD X-50 274) on creativity management was issued under the aegis of AFNOR. In particular, it aimed to place creativity and its particularities within the general management of the company, and to manage its incoming and outgoing flows. In part, it addressed the main issues of general management and intellectual property management. However, it is important to remember that creativity needs to take place in a benevolent environment. While creativity in a company where it is natural does not pose a problem, a creativity operation in a company in crisis will be, or will be seen to be, part of a reorganization process, calling into question ways of doing things that have sometimes been established for a very long time. Whatever the method chosen, trust is at the heart of the ability to carry out a creative action.

• ROWE:...