Academic journal article Indian Journal of Industrial Relations

Understanding the Preferences of Creative & Non-Creative Employees

Academic journal article Indian Journal of Industrial Relations

Understanding the Preferences of Creative & Non-Creative Employees

Article excerpt

Organizational Creativity

Organizations always look for better ways of conducting business in order to cope with the competitors. Industrial organizations are knowledge-based and their success and survival depend on creativity, innovation, discovery and inventiveness. An effective reaction to these demands leads to ensuring their existence. The rate of change is fast as new knowledge, idea generation and global diffusion increase. Creativity and innovation have a role to play in this change process for survival and these have to be the key to market success and improved operating efficiencies. Organizational creativity is an important element of organizational innovation and change (Woodman et al. 1993). Creativity can lead to new and better solutions to business and customer problems. Creativity can be the key ingredient for success in area such as product development, product marketing and sales.

Numerous commentators have argued that enhancing the creative performance of employees is a necessary step if organizations are to achieve competitive advantage (Amabile 1988, Devanna & Tichy 1990, Kanter 1993, Shalley 1995). Creativity has been identified as a key managerial character-istic that enhances employee innovation, which is the successful implementation of the novel, appropriate ideas. All creative ideas originate from human minds (Ford 1996), and individual creativity is a crucial component of organizational creativity (Woodman et al. 1993). Highly creative employees are the building block for developing novel ideas and producing useful products and effective procedures as well as their implementation (Oldham &Cummings 1996). A company's most important asset isn't raw materials, transportation systems, or political influence. Its creative capital an arsenal of creative thinkers whose ideas can be turned into valuable products and services (Richard & Jim 2005). Organizations need to focus attracting and motivating creative employees. It is difficult for businesses to stimulate, attract, and retain qualified and talented employees (American Society of Interior Designer 2002, Grossmann 2002). This research is an attempt to identify the factors that attract, stimulate and retain creative employees in organizations. The goal is to identify elements that could be manipulated to improve the level of individual job satisfaction in the work place. There is as yet no research directly addressing the differences between creative and non-creative employees in terms of their preferences.

What is Creativity?

Creativity is a complex and not fully understood process and there is no universal agreement on the definition of creativity (Getzel 1975, Mumford & Gustafson 1988). Creativity represents a highly complex and diffused construct like intelligence (Stenberg 1985). Torrance (1979) defined creativity in terms of an interaction of skills, motivation, and abilities. Brown (1989) proposed that creativity consists of four components: the creative processes, the creative product, the creative person, and the creative situation. The study of creativity has generated a wide-ranging variety of definitions of the concept, some of which treat it as a characteristic of a person and others as a process (Amabile 1988). However, recent definitions of creativity seem to have converged on emphasizing the product of creative efforts. Amabile et al (1996) defined creativity as "the production of novel and useful ideas in any domain" and defined innovation as "the success-ful implementation of creative ideas within an organization". The present study adopts Amabile's definition of creativity which is practical, unique and outcome oriented.

Creative Style Preference

Researches in creativity have focused on understanding and determining personal characteristics and attributes associated with creative achievement. While some of the researches about creativity have focused on behaviour and personality (e. …

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