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"Be creative, innovate and you will succeed!" This is the mantra of our time. But, have you ever wondered how creativity actually affects our work and daily life? Creativity is much more than a buzzword and this research proposes using a wealth of research from philosophy, sociology, economics, marketing and cultural analysis, the ways in which traditional economic relationships based on power can be transformed. I propose a new notion of creativity with the potential to change the way we understand work in the 21st century.

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