The arts are applied in business in the form of Arts-Based Initiatives (ABIs). An ABI is the planned managerial use of art forms to address management challenges and business problems with the aim of developing employees and infrastructure that affects the organisational value creation capacity. Examples can range from the use of art forms to entertain organisations' employees and clients, to the deployment of arts to develop 'soft competencies' of people in the organisation, and may include the exploitation of the arts to create intangible value to be incorporated into products or to transform and enhance organisation's infrastructural assets such as, for instance, image, identity, reputation, culture and climate.