Management science, traditionally, treats routine and novelty as a logical continuum. Today’s business will be replaced by those activities that planning anticipates as necessary to attain a future fit. The drive for efficiency in current business and the need for effectiveness in future positioning are perceived as non-paradoxical goals and as solvable by resorting to the application of planning as the rational decision making process. ...the dellusion goes as far as:
Koontz et al. (1984) posit that creativity is the process that allows for a smooth transition between current and future fit. These authors assert that human creativity in management is the way this difficulty is overcome. The description of how this process allegedly works is truly bewildering (1984:471):
“ the creative process is seldom simple and linear. Instead, it can be thought of as overlapping and interacting phases consisting of (1) unconscious scanning, (2) intuition, (3) insight, and (4) logical formulation. The first phase (...) is difficult to explain as it is beyond consciousness. (...) the second phase connects unconscious with the conscious. (...) Insight (...) may be likened to the exclamation “Eureka!” (...) may last only for a few minutes and effective managers may benefit from having paper and pencil ready to make notes on their creative ideas.”
Instead of a paradoxical process of a communicational nature which is difficult (to say the least) to measure.... we rather talk about "things" even if our world becomes more anda more immaterial.... but for material "things" we have four centuries od science and scales and measurement devices ...