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Can creativity be managed? An advertising agency case study

conference contribution
posted on 2012-01-01, 00:00 authored by Heather RoundHeather Round
Despite the large amount of creativity research which exists the nature of the phenomenon and how it comes about remains contested. Mainstream research assumes creativity is the result of a creative individual's efforts and is an inherent feature of an artefact. An alternate view postulates that creativity is contextual, occurs due to social processes, is subjective and contingent. Lack of agreement has ramifications for practitioners who are faced with a dilemma as to how to approach creativity within organisations. This research looks at creativity within an advertising agency through an alternative lens to see if this is useful and to assess whether it is able to contribute to the debate by providing new insight into the phenomenon. Findings show a number of social processes involved in the construction of creativity in this environment. This paper concludes by arguing that having an in-depth understanding of how creativity happens can provide practitioners with a basis for reflection and the foundation for development of an action plan around the management of creativity.

History

Event

British Academy of Management. Conference (2012 : Cardiff, Wales)

Pagination

1 - 22

Publisher

Cardiff University, Business School

Location

Cardiff, Wales

Place of publication

Cardiff, Wales

Start date

2012-09-11

End date

2012-09-14

Language

eng

Publication classification

E Conference publication; E1.1 Full written paper - refereed

Copyright notice

2012, Cardiff University, Business School

Title of proceedings

BAM 2012 : Management research revisited: prospect for theory and practice : Proceedings of the 2012 British Academy of Management Conference

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