Managing Creativity under Uncertainty

Abstract

Abstract Uncertainty permeates the creative process. Managing creativity under uncertainty hence is a fundamental topic for research and management practice. Little prior work has provided a focused and holistic analysis on how uncertainty is related to various aspects of the creative process. In this chapter, the author discusses three aspects of the relation between uncertainty and creativity: uncertainty as an opportunity for creativity, uncertainty in the creative process, and uncertainty in creativity evaluation. The author reviews previous studies in the creativity literature that suggest how to deal with uncertainty in each of these three aspects and evaluates extant work. This review and appraisal underscore the need for greater attention on the role of uncertainty in the creative process than what has been done to date, and suggest exciting directions for future theoretical development and empirical investigation. Overall, the review and discussion provide implications not only for future research but also for management practice.