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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