Managing Organizational Creativity in Media Context - Case YLE Design
SOIKKELI, ANTTI (2013)
2013
Hallintotiede - Administrative Science
Johtamiskorkeakoulu - School of Management
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Hyväksymispäivämäärä
2013-05-31
Julkaisun pysyvä osoite on
https://urn.fi/urn:nbn:fi:uta-1-23748
https://urn.fi/urn:nbn:fi:uta-1-23748
Tiivistelmä
The operating environment for media industry and media companies are changing rapidly today and this creates major challenges for companies, and the management of them, to deal with. Technological development has created increasingly fragmentated audiences, shorter life-cycle of media products, and has challenged the very core of the traditional business logic of many companies. Media industry and people working in media are generally perceived as creative. Employee creativity is also seen as a key resource by media managers, and it has been suggested that despite technological development, companies are now more dependent on human creativity than ever before. However, there has not been much study about managing this key resource.
The idea of this master's thesis is to perceive media industry as a creative industry and the creativity of media employees as a key resource for media organizations to find ways to adapt to the rapidly changing operating environment of today. Also, an aim is to provide understanding how managers can support employees to fulfll their creative potential as well as avoid limiting employee creativity. Creativity in media industry was studied via practical examples from people who have had experience of doing and managing creative work and people in media industry.
The empirical data for this study consisted of five interviews conducted at YLE Design deparment. The interview data was conducted in spring 2011 at YLE facilities in Helsinki. The data was analyzed according to the principles of content analysis. The aim was to understand creativity as a phenomenon and managing creativity through practical experiences from working in creative projects and managing creative work. The findings were then reflected with findings of previous research and theory on the topic. The topic was reviewed from management's point of view because managers have a key role in facilitating creativity in organizations.
The findings of the study suggest that time, risk-taking, conflicts, rewards and feedback, challenge, debates, and freedom were all themes associated with creativity in organizations. Good understanding about the special nature of managing creative processes and people was perceived as extremely important as well. Paying attention to these themes in managing creative people can provide a great deal of help in facilitating organizational creativity.
Asiasanat:Creativity, innovation, media industry, managing creativity
The idea of this master's thesis is to perceive media industry as a creative industry and the creativity of media employees as a key resource for media organizations to find ways to adapt to the rapidly changing operating environment of today. Also, an aim is to provide understanding how managers can support employees to fulfll their creative potential as well as avoid limiting employee creativity. Creativity in media industry was studied via practical examples from people who have had experience of doing and managing creative work and people in media industry.
The empirical data for this study consisted of five interviews conducted at YLE Design deparment. The interview data was conducted in spring 2011 at YLE facilities in Helsinki. The data was analyzed according to the principles of content analysis. The aim was to understand creativity as a phenomenon and managing creativity through practical experiences from working in creative projects and managing creative work. The findings were then reflected with findings of previous research and theory on the topic. The topic was reviewed from management's point of view because managers have a key role in facilitating creativity in organizations.
The findings of the study suggest that time, risk-taking, conflicts, rewards and feedback, challenge, debates, and freedom were all themes associated with creativity in organizations. Good understanding about the special nature of managing creative processes and people was perceived as extremely important as well. Paying attention to these themes in managing creative people can provide a great deal of help in facilitating organizational creativity.
Asiasanat:Creativity, innovation, media industry, managing creativity