The primary goal of this research is to develop a methodology based on the dichotomous nature of creativity. By analyzing over 200 creative techniques and methodologies and combining them in various ways—while incorporating an original conceptual approach—I aimed to develop a novel method that leverages the conflicting nature of rational, creative, and strategic positioning at the edge of chaos. The result of this dynamic tension is an idea that is both innovative and a compromise—once again, a dichotomy in itself.

To navigate and resolve these conflicts, I drew inspiration from various sources, including Sun Tzu’s The Art of War, a text widely embraced in the business world for its versatility and applicability, ranging from personal conflicts to corporate strategy. Additionally, I utilized the classification of creative techniques from the CREATE methodology, developed by colleagues at the University of Udine, Italy. However, due to both functional considerations and cultural differences—particularly the Western interpretation of Eastern philosophy—I did not strictly adhere to Sun Tzu’s philosophical perspective on conflict. Similarly, the CREATE methodology served only as a guiding framework within the broader creative process. By merging these seemingly unrelated conceptual paradigms, I arrived at a balanced solution that has proven to yield high-quality results in the context of innovation and market analysis.

In direct relation to the scientific problem, the subject matter, and the core conceptual framework of the research—as well as the formulated working hypothesis—the purpose and objectives of this study were defined as follows:

a) Assessing the creative potential of an organization and identifying market opportunities.
b) Determining the organization’s strategic position within a matrix that aligns with current market conditions.
c) Proposing a method that facilitates the selection of creative techniques and guides innovation in response to specific market dynamics.

The key objectives of the research include:

1. Defining creativity in a way that supports further analysis.
2. Identifying fundamental principles derived from military strategy.
3. Evaluating the current state of the market through situational positioning.
4. Selecting appropriate creative techniques based on contextual factors.

To effectively address the research problem, achieve the study’s objectives, and validate the working hypothesis, it was necessary to provide scientifically grounded answers to several critical questions:

What determines and defines a company’s position within the situational positioning matrix?

How can complexity theory be applied in an economic context?

What are creative techniques, and what role do they play?

How can market equilibrium be achieved?

How do comparative advantages and competitive capabilities influence economic strategy selection?

What is the role of military strategy in the implementation of economic strategies, and how do creative techniques contribute to this process?

What are the key elements in analyzing a situational positioning matrix?

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