TY  - BOOK
AU  - Fallon,Pat
AU  - Senn,Fred
TI  - Juicing the Orange : : How to Turn Creativity into a Powerful Business Advantage 
SN  - 9781591399278
U1  - 658.802 23
PY  - 2006///]
CY  - Boston, Massachusetts : 
PB  - Harvard Business School, 
KW  - Marketing
KW  - Product management
KW  - Creative ability in business
N1  - Includes bibliographical references and index
N2  - Too many companies think creativity means throwing money into marketing efforts and giving lip service to "out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. This work outlines a disciplined approach to building creativity actively into the organizational culture and leveraging that to deliver results
ER  -