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Creativity and Events

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Creativity and Events
“Producers are constantly being challenged to come up with events that ‘surpass last year’s, are bigger and better and are totally different and exciting” Matthews (2008, P.19). It is therefore evident at the need for event organisers to react to customer needs in the market. This essay will introduce the concept of creativity, innovation and entrepreneurship within the events sector. Key theoretical concepts around the subjects will be explored in order to form a discussion for the need of creativity within events organisations. This essay will draw upon industry examples to illustrate how the concepts can be achieved in order to gain competitive advantage. Through critical analysis, the concepts can be reviewed, …show more content…

This may be a difficult and lengthy process. Hence it is up to management to make a decision on whether a creativity and innovative strategy should be adopted.

Furthermore to this is the discussion of management themselves. Steward et al (1989) cited in Zhao (2005) highlights the difference between a small business manager and an entrepreneur: “…small business owners were concerned primarily with securing an income to meet their immediate needs and that they did not usually engage in innovation, whereas entrepreneurs had higher achievement motivation and risk taking, and were inclined to innovation and change” Zhao (2005, P.27).
This implies that perhaps entrepreneurs are essential to the process of innovation and for an event company to stand out and successfully compete with bigger competition they must take the necessary steps into encouraging creativity and innovation within the company.

It is also suggested that organisational growth can be achieved through innovation Kuczmarski (2003). Those organisations that want to increase in size, dip into new markets and compete with larger organisations require

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