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Creativity is a journey, not a destination: A team flow theory perspective for service workers

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  • Kulichyova, Anastasia
  • Ali, Alisha
  • McCracken, Martin
  • Woods, Judith
  • Moffett, Sandra

Abstract

Teamwork, recognised for supporting employee creativity, is crucial to organisational sustainability and survival. However, the ways of unlocking teamwork for creativity remain an unrealised opportunity. By integrating team flow theory, we exemplify how flow can be activated in teams and give rise to creativity, adding to the nascent literature on teams achieving an optimal state. Using a creative problem-solving intervention, qualitative data was collected via participant observation and semi-structured interviews with front-line hotel managers. We show the creativity outcomes at the individual, team, and organisational levels resulting from team flow, with our data emphasising the longer-term impacts on individual creativity. Notably, we extend team flow theory with our model, contributing to the discussion of creativity processes and offering important insights into how the reciprocal relationship between teamwork and individual creativity can be achieved. Our findings have implications for business leaders seeking to drive high-performing, creative organisations.

Suggested Citation

  • Kulichyova, Anastasia & Ali, Alisha & McCracken, Martin & Woods, Judith & Moffett, Sandra, 2025. "Creativity is a journey, not a destination: A team flow theory perspective for service workers," Journal of Business Research, Elsevier, vol. 196(C).
    • Handle: RePEc:eee:jbrese:v:196:y:2025:i:c:s0148296325002711
    DOI: 10.1016/j.jbusres.2025.115448
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