TABLE 1
FROM:
Organisational marketing, identity and the creative brand
Shaun Powell
BACK TO ARTICLETable 1. Orientation of the study
| Pre-existing models and theories for organisational creativity |
| Main focus |
| Variables; measurement; creative outcomes/process; individual or limited unit level analysis—(individual, team or organisational level and often one level of employees such as senior managers or owners and one subsection of creative industry); larger organisations |
| Research approach |
| Mainly conceptual; deductive; nonempirical; often R&D and scientist focused; lab based |
| This study |
| Main focus |
| Multilevel (individual, team and organisation plus all employee levels and various subsections of UK creative industry); exploratory; sense making; SMEs |
| Research approach |
| Empirical; emergent/inductive; exploratory; interpretive; non-R&D or science focused; real life |
Source: Adapted from Andriopoulos35
