Creative managers and managing creativity: a hermeneutic exploration

Elad Granot

American Journal of Business, 2011, vol. 26, issue 2, 161-182

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.

Keywords: United States of America; Advertising agencies; Senior management; Creativity; Advertising executives; B2B services; Hermeneutics (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:ajbpps:v:26:y:2011:i:2:p:161-182

DOI: 10.1108/19355181111174534

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