The pandemic situation produces sociocultural changes and new businessparadigms. The culture of “Innovative Thinking” is key to the development ofsolution proposals in the face of a crisis scenario. This work seeks to demonstratethe relevance of this concept in organizations in the face of the pandemicFor the same, a review is made of the competence of “Innovative Thinking” insociety and business. It is used for its impact for the study, training and businessstrategic planning. This concept is broken down into the elements of Diagnosis,Research, Concept and Planning (DICP Method).It is validated through the gaze of key executives from the state, social, private,educational and union sectors; that allows us an overview of the context.

This article deals with the importance of developing creative competencies in business sciences professionals, specifically marketing. It seeks to show the scope and advantages found in the development of lateral thinking so as to achieve a more empathetic relationship between business managers and their target audiences within a globalized economic context requiring greater personalization and social emphasis on corporate actions. This all is addressed from the parallel experience in creative and business schools, with the new approaches in business planning based on lateral, iterative, and cooperative thinking exercises as a starting point, and existing innovations as an example. The goal is to generate model proposals that can be integrated into the curriculums, and can shorten the gaps expressed today by independent business schools as opposed to the typical university academic model...