Mathers Music began when piracy was high and people were hesitant to pay to download music on the computers or phones. Management identified a clear new market that would offer people affordable ways to enjoy music without illegal downloads. But they were unsure how to attract that market or differentiate themselves from the companies that currently offered music on a "pay per song" basis. What steps can management take to increase the creativity of their marketing team?
What will be an ideal response?
Research has uncovered some practical tips that can be used to increase our creativity. Your professor or team should create a "safe" work environment that encourages risk taking, autonomy, collaboration, and trusting relationships among participants. It is important to develop a "peer environment" in which people are more concerned about working for the greater good than for their own personal success. This norm can be nurtured through the use of transformational leadership. The willingness to give and accept ongoing feedback in a nondefensive manner is another critical component of a culture dedicated to creativity.
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