The impact of creativity on performance in non‐profits

Abstract

Abstract This article examines how creative climate affects learning orientation and its relationship to organizational performance. The study also assesses creativity's link with market orientation, entrepreneurial orientation, and organizational flexibility. Past research on creativity climate has explored areas such as the arts, high‐tech, information technology, media, and the sciences. The focus of this study is to assess creativity's role in managerial decision‐making in the non‐profit sector. Sound use of creativity can improve planning, implementation, and control by non‐profit organization executives. Copyright © 2005 John Wiley & Sons, Ltd.