Bibliogr. s. 616-618

One can’t notice that the contemporary creativity, like innovation, has become the word-key, contemporary mantra, which often referenced(misused) in public discourse, particularly strongly affects the social imagination (imaginaries) as well as reality at the beginning of the XXI century. Direct result of this unprecedented popularity is the growing interest in many scientific disciplines, each of which within its semantic field defines this concept in its own way (different context), which obviously leads to growing confusion or ambiguity (of terminology). What's more, within so called colloquial discourse we often have to deal with inaccuracy or inconsistency in building the discourse, absorbance of different meanings and ways of understanding the creativity, without taking into account the existing differences between them, which further obscures more than brightens the entire discourse and impede the agreement. Meanwhile, the meaning of the term of creativity, rarely, if ever, is subjected to broader (public) discussion or deeper reflection this article is the excerpt from broader my publication (polish monograph) upon the reflection on defining and understanding the concept of creativity [Kasza 2016] which basically relates to the on-going dispute between the culture, art, and economics in refers to different ways (contexts) of its defining or understanding. The fundamental in its essence dispute, that applies to both ideological issues (different values) as well as political ones (different interests)- is crucial not only for understanding the current mechanisms of creating values in postmodern culture, art, economy or management at the beginning of the XXI century, but also for future scenarios and/or their development strategies.