Point out a few well-known organizations that you believe are quite creative. How do you know that they are creative—that is, what specific evidence can you cite that indicates that a high level of creativity is practiced?

In the chapter, we define creativity and discuss how it relates to innovation. Innovation can be measured in terms of number of successful new products as well as a variety of secondary measures related to those products (e.g., new product launches per year or per employee and success rate versus failure rate—cast on the basis of how the firm defines product success and failure). Innovation is fueled by R&D expenditures, as the chapter notes.
But what about measuring creativity itself? Some experts have argued that an over focus on metrics can negatively impact creativity.39 They might argue that the phrase “creativity metric” is an oxymoron. There’s always been a right-brain/
left-brain argument that to be optimally successful, marketing has to nurture both the creative and the analytical. Has the proliferation of marketing metrics over the past decade squelched essential creativity emanating from the right brain?