Kontroll och kreativitet
En fallstudie av tre reklambyråer
There is consensus in research, policy, business and many other areas around the benefits of creativity. Previous research shows that creativity is only spurred under certain conditions. Usually creativity is not associated with concepts such as control, deadline or cost effectiveness. Companies, by contrast, have the need for control and management of their operations, which implies that the two processes can be difficult to reconcile. A company that wants a high creativity while maintaining control and management is forced into a series of organizational compromises. The purpose of this case study is to examine how companies can create good conditions for creativity, while maintaining control and management of their operations? To answer this question a qualitative study of three marketing agencies has been performed. The main conclusion is that organizations are forced to make a number of organizational compromises in order to combine the need for control while creating good conditions for creativity such as incorporating financial buffers in the project budgets and forcing the employees to work overtime as well as allowing certain projects to make losses for the benefit of creativity.