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Serendipity Management as a Model for Fostering Organizational Creativity in the Post-COVID Period

Aleksandra Krajnović orcid id ; University of Zadar, Department of Economics, Zadar, Republic of Croatia

Puni tekst: engleski pdf 414 Kb

str. 73-94

preuzimanja: 95



This article explores the topic of developing creativity in the organization, a specific area of the so-called serendipity management related to sudden discovery, which can lead to a competitive advantage. This is an under-explored area that requires its re-actualization in the current turbulent times, especially in the post-covid era, where adjustments will be needed not only to management style and organizational culture, but also to find new organizational skills inside and outside the organization. One of the most important untapped potentials in organizations is the creativity of employees. Therefore, management needs to change the whole mindset to adapt to new business conditions. The article provides an overview of the characteristics and specifics of creativity management, with special emphasis on the interpretation and description of the concept of serendipity and serendipity management, from classical management literature to modern knowledge and successful business case studies. Finally, the author concludes that to put employees and their creativity first, which is called the employees-first paradigm, it is necessary to approach changes in organization consciously and proactively and at all organizational levels - from strategic to operational level to improve organizational performance. Most importantly, it is necessary to set strategic frameworks for this adjustment, but also to involve employees in this process, not forgetting that the organization is, in essence, a social construct. Today, it is more important to be a successful leader than to be just effective but only rational, technical manager. The main task of the leader is to build trust and restore the value of employees in the company, making him a kind of ‘social architect’, as Bennis pointed out in the classic literature. The concept of serendipity management needs to be further developed, both in economic practice and in scientific research, because it has already shown its first results, but it has not yet found a place in the literature and practice that rightfully belongs to it.

Ključne riječi

inventive business models; creativity management; serendipity management; employees-first paradigm; post-covid era

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