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Creative managers and managing creativity: a hermeneutic exploration

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  • Elad Granot

Abstract

Purpose - The purpose of this paper is to explore how executives assimilate creativity in business‐to‐business (B2B) services. Design/methodology/approach - The author employed an inductive, qualitative research approach to elicit and explore the definition and interpretation and individual meaning of the creative process by top‐level advertising agency executives. Findings - The findings show that an understanding of creative cultures and processes can enable their application in other business functions. Research limitations/implications - In‐depth interviews may involve interview effects that influence the information elicited, despite adequate measures to conduct interviewsin situat the workplace and in a detached, impartial manner. Practical implications - The results suggest that creativity in B2B services incorporates a complex set of results‐driven interactive components. These components simultaneously affect and are affected by the interaction of artistic and aesthetic elements, as well as business strategy. Originality/value - Creativity is critical to developing and implementing business strategies. However, creativity in advertising as a B2B service has scarcely been examined.

Suggested Citation

  • Elad Granot, 2011. "Creative managers and managing creativity: a hermeneutic exploration," American Journal of Business, Emerald Group Publishing Limited, vol. 26(2), pages 161-182, October.
    • Handle: RePEc:eme:ajbpps:v:26:y:2011:i:2:p:161-182
    DOI: 10.1108/19355181111174534
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    Cited by:

    1. Izabella Steinerowska-Streb & Grzegorz Głód, 2020. "Innovations in Polish family firms. Exploring employee creativity and management practices that stimulate innovative thinking," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 16(2), pages 231-260.

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