Bounded creativityunderstanding the restrictions on creative work in advertising agencies

Resumo

The theme of creativity has gained prominence among practitioners and academics, and the emergence of creative industries, which combine creativity and commercial logic, has rendered the topic even more relevant. Creativity is frequently associated with the existence of flexible organizational structures and organizational cultures that favor autonomy and freedom of action. However, organizations commonly impose limits on the actions of creative professionals because of the timescales, budgets, and business and customer demands inherent to the organizational context. Knowledge of creativity in academia has advanced considerably in recent decades. However, empirical studies investigating the restrictions imposed on creative work in organizations are lacking. This study addresses this gap in the literature. Our objective was to investigate creativity within advertising agencies, a creative industry sector. The results reveal that creativity in such environments is marked by collective work, conditioned by time pressures for performing tasks, and influenced by the tension that originates from the interaction between two dimensions: the search for originality and the need for acceptance. On the basis of this research, we propose the concept of bounded creativity, which reflects the weakening of the creative experience in organizations.

Ficha do documento

Tipo

Artigo científico

Ano

2015

Instituição

ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso aberto

DOI

10.1590/1807-7692bar2015140007

Identificador

oai:repositorio.fgv.br:10438/20770

Palavras-chave

CreativitySocial psychology of creativityCreative industriesAdvertising agenciesAdministração de empresasCriatividade nos negóciosPublicidade