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Investing Resources into Creative Performance: KreaRe Brochure Online

Published: 05/18/15

Creativity is regarded in economics and politics as an important fuel for innovation capability: in 2006, the so-called “Creative Imperative” was proclaimed at the World Economic Forum, while the year 2009 became the “European Year of Creativity and Innovation”. “Creative quarters” are increasingly reflected in town and country planning policy. One can hardly put a precise figure on the job postings requiring creativity from their applicants.


Yet, creative performance is not only in vogue, it is generally considered as “young”: the young generations embrace change and technological progress by breaking with old rules and traditions, whereas the “older generations” cannot even understand the technological advancements and thus refuse them – such ascriptions are easily made. The general idea that the creative times are over after the fourth decade of life and that the degeneration of performance is about to start persists in the public opinion – in defiance of the scientific views, which cannot confirm such a “deficit model” of ageing.

The discussion concerning the prospects of the age distribution of the workforce is yet to continue: a study conducted by the Institute for Medium-sized Business Research (ifm) shows that 1 in 4 companies expect a decline in flexibility, creativity and innovativeness in the course of the demographic change. Does the demographic change seriously menace the innovativeness of German companies? Does one have to expect creative performances of lower quality due to changing age structures?

With these questions being slightly exaggerated, this brochure still tackles them with a focus on the fields of research and development (R&D), as one expects creative competences to a high degree from R&D-intensive companies and executives in R&D. What can companies do in order to create more creative capacities in R&D? Which resources require investment to enable creative performances “until retirement and beyond”?

This brochure combines empirical reports with design ideas, which have been elaborated in the framework of a publically-funded research project in close cooperation with industrial companies. The research team, consisting of scientists from the Institute for Applied Innovation Research (Ruhr-University Bochum) and a working group of the Clinics Essen-Mitte, is looking forward to your responses and requests.

The entire brochure can be downloaded under the rubric “Files”.


iAi Bochum Institute for Applied Innovation Research e.V. · Chairman Prof. Dr. Bernd Kriegesmann
Buscheyplatz 13 · D-44801 Bochum · Tel +49 (0)234 97117-0 · Phone +49 (0)234 97117-20 · Email info@iai-bochum.de

Scientific Institution of
Ruhr-Universität Bochum

Ruhr Universität Bochum