Creativity as strategy

When PPR rebranded to Kering, one of the major points communicated with investors and the public was that creativity was to become part of the conglomerate's strategic plan.They are not alone in pursuing competitive advantages through creativity. Hermès made creativity, this generally perceived elusive concept, one of its main strategic directions in the last two years, along with control of know-how and strengthening of the distribution network. Would you know how to handle creativity in your business?

Thomaï Serdari for .

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