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Where MBAs Learn The Art Of Blue-Skying

If you are looking for a business school that teaches you how to think creatively, design new products and services, manage your innovations through a corporate bureaucracy, or present them to outside angel investors, Fontaine-bleau, France-based Insead, the leading European B-school, just outside Paris, may be just the place. Insead has joined with the Art Center College of Design in Pasadena, Calif., to offer a joint program that teaches the role of creativity in business decisions, how innovation really works, and why design may be as important to corporate management today as Six Sigma was in the '90s. A Swiss trustee who sits on both boards brought them together.

Insead's curriculum addresses what is now the hottest area of demand in Corporate America: managers who can manage creativity, not just process. As General Electric Co. (GE ), Procter & Gamble Co. (PG ), and other U.S. corporations shift their focus beyond quality and efficiency toward innovation, demand for managers who understand "right-brain" creativity is soaring. "I've been teaching the Strategies for Product and Service Development course for 3 1/2 years, and I see the limitations of not having practical design skills," says Manuel E. Sosa, Insead professor of technology and operations management.