CREATIVITY AND BENCHMARKING INFLUENCE ON RESEARCH, PRODUCTION AND MARKETING IN ROMANIAN ORGANIZATIONS

The paper is a small part of a research made for identify if benchmarking is or can be used in creativity management in Romanian organizations, in order to combat the effects of the economic-financial crisis and to increase organizational performance. Using questionnaires, the author collected data from the academic and industrial environment. The paper related the creativity and benchmarlcing influence on three of the organizational functions: research and development, production and marketing. First, it presents an original synthesis about the theory in this field. Second, it presents the results of a research performed on three categories of respondents: PhD candidates in management, university management professors and managers from industrial organizations. Finally, it suggested some modalities for an efficient use of creativity and benchmarking in Romanian organizations.