Pressures have increased for both profit and non‐profit organisations to become “innovative organisations”. This study has revealed the grounded theory of perpetual challenging as a process for enhancing organisational creativity. Perpetual challenging refers to the ways through which...

In today’s competitive business environment, global competition forces companies to perpetually seek ways of improving their products/services. Organisations increasingly aspire to become more creative and capitalise on the benefits of creativity, and perceive the development of conditions...

Purpose – This study seeks to empirically examine cultural alignment with new corporate brand values in the rebranding aftermath. Design/methodology/approach – Focuses on a case study of a firm that recently underwent a corporate rebranding campaign. Analysis is based on data collected...