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Creativity – the importance of the concept creativity in an advertising firm’s normative control

Kryeziu, Abaz LU and Bulic, Amela (2012) FEKN90 20121
Department of Business Administration
Abstract
Purpose: The purpose of this paper has been to increase our understanding of the concept of creativity from a interpretive approach, and examine whether it has an impact on the normative control through which the advertising agency firm is governed.
Method: This paper has been conducted through the use of an constructivist ontology and an interpretive approach on creativity. Based on this type of framework a qualitative approach has been adopted for this case study, thus ten semi-structured interviews have been conducted.
Theoretical perspectives: This paper has been based on the concept of creativity from a theoretical management perspective, cultural perspective and identity perspective.
Empirical: The empirical findings in this... (More)
Purpose: The purpose of this paper has been to increase our understanding of the concept of creativity from a interpretive approach, and examine whether it has an impact on the normative control through which the advertising agency firm is governed.
Method: This paper has been conducted through the use of an constructivist ontology and an interpretive approach on creativity. Based on this type of framework a qualitative approach has been adopted for this case study, thus ten semi-structured interviews have been conducted.
Theoretical perspectives: This paper has been based on the concept of creativity from a theoretical management perspective, cultural perspective and identity perspective.
Empirical: The empirical findings in this thesis have been based on ten semi-structured interviews from an anonymous advertising agency.
Conclusions: We have found that there is a contradiction in the advertising agency concerning its talk about creativity, that is, that they promote themselves as being creative, however the work indicates the opposite. The concept of creativity can thus have a negative role in the normative governance of the advertising agency, through the over use of the term creativity. This over-emphasis leads to that employees have an identity crisis and that they identify themselves with something that does not exist. This in turn leads to pressure to act creatively, although creativity is really comprised of regular routine operations. (Less)
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author
Kryeziu, Abaz LU and Bulic, Amela
supervisor
organization
course
FEKN90 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
Creativity, control, normative control, advertising agency, identity
language
Swedish
id
2542545
date added to LUP
2012-07-02 12:27:35
date last changed
2012-07-02 12:27:35
@misc{2542545,
  abstract     = {Purpose: The purpose of this paper has been to increase our understanding of the concept of creativity from a interpretive approach, and examine whether it has an impact on the normative control through which the advertising agency firm is governed. 
Method: This paper has been conducted through the use of an constructivist ontology and an interpretive approach on creativity. Based on this type of framework a qualitative approach has been adopted for this case study, thus ten semi-structured interviews have been conducted. 
Theoretical perspectives: This paper has been based on the concept of creativity from a theoretical management perspective, cultural perspective and identity perspective.
Empirical: The empirical findings in this thesis have been based on ten semi-structured interviews from an anonymous advertising agency. 
Conclusions: We have found that there is a contradiction in the advertising agency concerning its talk about creativity, that is, that they promote themselves as being creative, however the work indicates the opposite. The concept of creativity can thus have a negative role in the normative governance of the advertising agency, through the over use of the term creativity. This over-emphasis leads to that employees have an identity crisis and that they identify themselves with something that does not exist. This in turn leads to pressure to act creatively, although creativity is really comprised of regular routine operations.},
  author       = {Kryeziu, Abaz and Bulic, Amela},
  keyword      = {Creativity,control,normative control,advertising agency,identity},
  language     = {swe},
  note         = {Student Paper},
  title        = {Creativity – the importance of the concept creativity in an advertising firm’s normative control},
  year         = {2012},
}