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The (un)surprising nature of creativity: A Deleuzian perspective on the temporality of the creative process


Creativity is not a new concept in business and management. During the early 1960s, it was already emerging as a new buzzword in the field, especially in advertising (Frank, 1997) However, from the 1990s, given turbulence and discontinuous change in contemporary markets, it has come to be regarded as one of the key factors in the success of organisations (Gogatz and Mondejar, 2005; Proctor, 2005; Williamson, 2001).

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