Underwriting corporate resilience via creativity: the pliability model

Chris Milner, Simmy Marwa

    Research output: Contribution to journalArticlepeer-review


    This paper explores the concept of creativity within the context of a pliable ‘soft or
    hard’ organisational environment and analyses its efficacy in fostering corporate
    resilience. A review of the relevant literature on creativity is undertaken to
    investigate the concept of creativity and its impact on corporate resilience, and a
    pliability (fluidity) model, which assesses the efficacy of the corporate creative
    environment, is then suggested for application in both infant/mature organisations to unleash the creative potential within organisations and thereby underwrite corporate resilience.
    Original languageEnglish
    Pages (from-to)835-846
    Number of pages12
    JournalTotal Quality Management and Business Excellence
    Issue number7
    Early online date3 Jun 2013
    Publication statusPublished - 1 Aug 2013


    • creativity
    • pliability
    • continum
    • =soft
    • hard
    • excellence
    • resilience


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