%0 Journal Article %J Technology Innovation Management Review %D 2015 %T Luxury and Creativity: Exploration, Exploitation, or Preservation? %A Joanne Roberts %A John Armitage %K craftsmanship %K creativity %K innovation %K knowledge %K luxury %X This article considers the role of creativity in the production and delivery of luxury. The concept of creativity is closely aligned to the idea of luxury goods as rare and highly crafted, often unique, objects produced through artistic endeavour. Moreover, some luxuries, such as expensive cars and private jets, require leading-edge design and technologically advanced inputs. Although creativity is essential for the development of new luxury goods and services, this article highlights that some luxuries are timeless and eschew the changes associated with radical creative transformations. Following a brief discussion of the nature of luxury and creativity, a number of examples are employed to illustrate the different roles of creativity in the development and delivery of different types of luxury. The relationship between luxury and creativity is shown to be varied and complex. %B Technology Innovation Management Review %I Talent First Network %C Ottawa %V 5 %P 41-49 %8 07/2015 %G eng %U http://timreview.ca/article/913 %N 7 %1 University of Southampton Joanne Roberts is Professor in Arts and Cultural Management and Director of the Winchester Luxury Research Group at Winchester School of Art, University of Southampton, United Kingdom. Her research interests include knowledge, innovation, creativity, and luxury. Joanne has published articles in a wide range of international journals, including the Journal of Management Studies, Journal of Business Ethics, and Research Policy. Additionally, she has authored and edited a number of books. Her latest sole-authored book is A Very Short, Fairly Interesting and Reasonably Cheap Book about Knowledge Management (Sage Publications, 2015). %2 University of Southampton John Armitage is Professor of Media Arts and Co-Director of the Winchester Luxury Research Group at Winchester School of Art, University of Southampton, United Kingdom. He is currently co-editing Critical Luxury Studies: Art, Design, Media with Joanne Roberts for Edinburgh University Press, and for Bloomsbury he is editing The Luxury Reader/ with Joanne Roberts and Jonathan Faiers and writing Luxury and Visual Culture. %R http://doi.org/10.22215/timreview/913