This paper presents a study of successful and creative projects in the pharmaceutical industry. Creativity is here defined as the ability to bring forth a new product within a specific domain of knowledge, namely in gastrointestinal, cardiovascular and oncological medicine. The paper, being based on interviews with 18 of the most leading pre-clinical, clinical and pharmaceutical researchers at former AB Hässle and ICI Pharmaceutical Division, suggests that if creativity is to be managed as an organizational resource, there are at least nine facets that need to be considered. These nine facets range from the most practical aspects to issues of project culture and human faculties such as curiosity and joy. The paper concludes that there is such a thing as creativity management but also claims that creativity is complicated to manage as an organizational resource, since it is based on both tight control and clear objectives at the same time, as there must be space for experimentation, discussions and what could be called non-linear thinking.up with new ideas. In brief, the employees' ability to be creative is of great importance for all organizations (Oldham and Cummings, 1996).One of the trends in the pharmaceutical industry is expansion and consolidation. For the last five years, mergers, acquisitions or alliances have consolidated many pharmaceutical companies. Novartis, Pharmacia Corp., GlaxoSmithKline, AstraZeneca and Pfizer are some examples. The R&D budgets for theses large companies are substantial. Pfizer for example, has an R&D budget of more than US$5 billion and is an R&D organization of more than 12,000 researchers (The Economist, 2000). To gain optimal revenue, many large pharmaceutical companies are becoming more focused on products in the research pipeline that are expected to become blockbusters or megabrands (revenue of more than US$1 billion per year). One reason for this is the substantial cost involved in new drug product development, which is underlined by the example reflected in the increased demands of documentation and extensive clinical trials. The tendency in industry is, therefore, to maintain high focus, to decrease time to market and to reduce bottlenecks in order to optimize the patent term of the product CREATIVITY IN NEW DRUG DEVELOPMENT 145