Understanding and Measuring Creativity

The knowledge economy places great value on education and creativity as critical knowledge resources. Creativity is a mental and social process involving the discovery or new association of ideas or concepts which is fuelled by the process of either conscious or unconscious insight. The uniqueness and value of the publication lies in the evaluation of various creativity influences that was collectively assembled in two conceptual frameworks through which creativity could be measured.

Dr. Ziska Fields is a lecturer in Management and Entrepreneurship at the University of KwaZulu-Natal, South Africa. She has considerable industry, research and teaching experience. Her main research interest is creativity and the role creativity plays in entrepreneurship, education and business. She developed two models to measure creativity.