Creativity.

1. Introduction

Through the years, the concept of creativity has been regarded by several perspectives. In one hand we have maxi-creationism, which equalizes the terms “create” and “creative” so that creativity can be connected with the entire process of developing new ideas. Mini creationism by the contrary, is a restricted point of view related to a specific moment of mental activity while generating new ideas. Nevertheless, the most realistic and wide way to define creativity nowadays is by opti-creationims perspective, providing three different approaches: dictionary, metaphorical and intuitive.

Creativity itself is considered to be the finding of novel and appropriate ideas, aiming to face controversial situations. In order to have a better perspective on the term two theories are shown; Developmental and Cognitive. They explain how environments and special cognitive abilities influence the creative process as well as the obstacles may appear while trying to reach creative ideas.

Despite learning and habits, there are a variety of barriers that can suppress creativity. Those barriers are divided into four groups; perceptual blocks, thus who manipulate the way a problem and the information for solving it are perceived; emotional blocks, barriers that influence the level of freedom for exploring and manipulating ideas, inhibit us from taking credit from our own thoughts in order to get acceptance and most commonly drive by fear of taking risks; cultural and environmental blocks, imposed by our social and physical environment; and intellectual and expressive blocks, who prevent us from an effective choice of mental tactics and inhibits the ability to communicate ideas.

Several empirical studies, such as the P&G company case, are shown during the paper. This studies, emphasize the role managers have on the manipulation of such barriers and the effect they can have on fostering creativity. Furthermore, a comparison among theory and the empirical studies has been made, aiming to illustrate the connections between them. And finally, managerial practices to foster creativity and eliminating their corresponding barriers are considered.  

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