- Start date
- Duration
- Format
- Language
- 10 Jun 2025
- 6 days
- Class
- Italian
Per sviluppare le competenze di marketing specifiche per il business-to business e per acquisire un vantaggio sui competitor, conservandolo nel lungo periodo
Companies expect their managers to be creative, meaning they must find innovative solutions to both recurring and new challenges. However, little attention is paid to the skill underpinning creativity: imagination. Imagination is the ability to construct new mental models in the absence of external stimuli—in other words, to envision new worlds or, in a business context, radically different business models, future markets, or products that today seem “unthinkable.” Unfortunately, the psychological traits associated with imagination—playfulness and open-mindedness—are rarely cultivated in corporate environments. Playfulness is not typically associated with professional behavior, while open-mindedness is often preached but seldom practiced.
In this podcast (in Italian), Gabriele Troilo, Marketing Professor at SDA Bocconi, explores imagination as a key driver of managerial creativity.
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