An ethnographic interpretation of the work environment within a creative culture in the advertising

223 Pages·2014·4.8 MB·English

by  Christine Band

An ethnographic interpretation of the work environment
within a creative culture in the advertising sector

Christine Band

A thesis submitted in partial fulfilment of the requirements of
Edinburgh Napier University, for the award of Doctor of
Business Administration

Submitted March, 2014
Abstract
Purpose and rationale
The purpose of the exploratory research is to provide a deeper understanding of
how the work environment enhances or constrains organisational creativity
(creativity and innovation) within the context of the advertising sector. The
argument for the proposed research is that the contemporary literature is
dominated by quantitative research instruments to measure the climate and work
environment across many different sectors. The most influential theory within the
extant literature is the componential theory of organisational creativity and
innovation and is used as an analytical guide (Amabile, 1997; cf. Figure 8) to
conduct an ethnographic study within a creative advertising agency based in
Scotland. The theory suggests that creative people (skills, expertise and task
motivation) are influenced by the work environment in which they operate. This
includes challenging work (+), work group supports (+), supervisory
encouragement (+), freedom (+), sufficient resources (+), workload pressures (+ or
-), organisational encouragement (+) and organisational impediments (-) which is
argued enhances (+) or constrains (-) both creativity and innovation. An
interpretive research design is conducted to confirm, challenge or extend the
componential theory of organisational creativity and innovation (Amabile, 1997; cf.
Figure 8) and contribute to knowledge as well as practice.

Design/methodology/approach
The scholarly activity conducted within the context of the creative industries and
advertising sector is in its infancy and research from the alternative paradigm
using qualitative methods is limited which may provide new guidelines for this
industry sector. As such, an ethnographic case study research design is a suitable
methodology to provide a deeper understanding of the subject area and is
consistent with a constructivist ontology and an interpretive epistemology. This
ontological position is conducive to the researcher’s axiology and values in that
meaning is not discovered as an objective truth but socially constructed from
multiple realties from social actors. As such, ethnography is the study of people in
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naturally occurring settings and the creative advertising agency involved in the
research is an appropriate purposive sample within an industry that is renowned
for its creativity and innovation. Qualitative methods such as participant
observation (field notes, meetings, rituals, social events and tracking a client brief),
material artefacts (documents, websites, annual reports, emails, scrapbooks and
photographic evidence) and focused interviews (informal and formal
conversations, six taped and transcribed interviews and use of Survey Monkey)
are used to provide a written account of the agency’s work environment. The
analytical process of interpreting the ethnographic text is supported by thematic
analysis (selective, axial and open coding) through the use of manual analysis and
NVivo9 software.
Findings
The findings highlight a complex interaction between the people within the agency
and the enhancers and constraints of the work environment in which they operate.
This involves the creative work environment (Amabile, 1997; cf. Figure 8) as well
as the physical work environment (Cain, 2012; Dul and Ceylan, 2011; Dul et al.
2011) and that of social control and power (Foucault, 1977; Gahan et al. 2007;
Knights and Willmott, 2007). As such, the overarching themes to emerge from the
data on how the work environment enhances or constrains organisational
creativity include creative people (skills, expertise and task motivation), creative
process (creative work environment and physical work environment) and creative
power (working hours, value of creativity, self-fulfilment and surveillance).
Therefore, the findings confirm that creative people interact and are influenced by
aspects of the creative work environment outlined by Amabile (1997; cf. Figure 8).
However, the results also challenge and extend the theory to include that of the
physical work environment and creative power.
Originality/value/implications
Methodologically, there is no other interpretive research that uses an ethnographic
case study approach within the context of the advertising sector to explore and
provide a deeper understanding of the subject area. As such, the contribution to
knowledge in the form of a new interpretive framework (cf. Figure 16) challenges
and extends the existing body of knowledge (Amabile, 1997; cf. Figure 8).
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Moreover, the contribution to practice includes a flexible set of industry guidelines
(cf. Appendix 13) that may be transferrable to other organisational settings.
Keywords: Organisational creativity, creative work environment, enhancers and
constraints, ethnographic case study research design and the advertising sector.

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Table of Contents
Abstract ....................................................................................................................... I
Table of Contents ...................................................................................................... IV
List of Appendices ................................................................................................... VIII
List of Figures, Tables and Photographs .................................................................. IX
Acknowledgements ................................................................................................... XI
Chapter One: Introduction ...................................................................................... - 1 -
1.1. Purpose and rationale of the research ......................................................- 1 -
1.2. Aim and objectives ....................................................................................- 3 -
1.2.1 Aim ......................................................................................................- 3 -
1.2.2. Objectives ...........................................................................................- 3 -
1.3. Context .....................................................................................................- 3 -
1.4. Research design .......................................................................................- 4 -
1.5. Limitations ................................................................................................- 4 -
1.6. Contributions ............................................................................................- 5 -
1.7. Overview of the thesis ..............................................................................- 6 -
1.8. Conclusion ................................................................................................- 7 -
Chapter Two: Contemporary Context of the Advertising Sector ............................ - 9 -
2.1. Creativity and innovation within modern day society ................................- 9 -
2.2. Creative economy ................................................................................... - 10 -
2.3. Creative industries .................................................................................. - 11 -
2.4. Advertising sector ................................................................................... - 11 -
2.5. Conclusion .............................................................................................. - 15 -
Chapter Three: A Critical Review of the Work Environment Theories .................. - 17 -
3.1. Definitions ............................................................................................... - 17 -
3.2. Individual and organisational creativity ................................................... - 19 -
3.2.1. Individual creativity ........................................................................... - 19 -
3.2.2. Organisational creativity ................................................................... - 21 -
IV
3.3. Work environment theories ..................................................................... - 22 -
3.3.1. Creative culture ................................................................................ - 22 -
3.3.2. Creative climate ................................................................................ - 25 -
3.3.3. Creative climate instruments ............................................................ - 29 -
3.3.4. Creative work environment ............................................................... - 30 -
3.3.5. Interactionist model of organisational creativity ................................ - 31 -
3.3.6. Componential theory of organisational creativity .............................. - 34 -
3.3.7. Organisational impediments ............................................................. - 36 -
3.3.8. Componential theory of organisational creativity and innovation ...... - 39 -
3.3.9. Summary of the work environment theories ..................................... - 41 -
3.4. Research conducted within the creative industries ................................. - 41 -
3.4.1. Comparison of key models ............................................................... - 41 -
3.4.2. Qualitative research.......................................................................... - 43 -
3.4.3. Quantitative research ....................................................................... - 44 -
3.5. Gaps within the organisational creativity literature .................................. - 45 -
3.5.1. Theory .............................................................................................. - 45 -
3.5.2. Context ............................................................................................. - 46 -
3.5.3. Method ............................................................................................. - 47 -
3.5.4. Practice ............................................................................................ - 47 -
3.6. Research questions ................................................................................ - 48 -
3.7. Conclusion .............................................................................................. - 49 -
Chapter Four: Research Philosophy, Methodology, Methods and Analysis ......... - 52 -
4.1. Ontology ................................................................................................. - 52 -
4.2. Epistemology .......................................................................................... - 54 -
4.3. Axiology .................................................................................................. - 55 -
4.4. Research design ..................................................................................... - 56 -
4.4.1. Single case study approach ............................................................. - 59 -
4.4.2. Organisational ethnography ............................................................. - 60 -
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4.5. Qualitative methods ................................................................................ - 61 -
4.6. Pilot study ............................................................................................... - 62 -
4.6.1. Pilot aim/objectives ........................................................................... - 62 -
4.6.3. Structure and culture of the agency .................................................. - 64 -
4.6.4. Participant observation ..................................................................... - 64 -
4.6.5. Field notes ........................................................................................ - 66 -
4.6.6. Corridor conversations ..................................................................... - 67 -
4.6.7. In-depth interviews ........................................................................... - 68 -
4.6.8. Reflection and changes .................................................................... - 69 -
4.7. Full-scale research ................................................................................. - 70 -
4.7.1. Material artefacts .............................................................................. - 70 -
4.8. Data Analysis .......................................................................................... - 72 -
4.8.1. Thematic analysis and coding .......................................................... - 73 -
4.8.2. NVivo9 .............................................................................................. - 74 -
4.8.3. Manual analysis ................................................................................ - 75 -
4.8.4. Critical reflection ............................................................................... - 76 -
4.9. Evaluation ............................................................................................... - 78 -
4.10. Values, reflexivity and ethics ................................................................ - 79 -
4.11. Conclusion and philosophical framework .............................................. - 81 -
Chapter Five: Analysis, Findings and Discussion ................................................ - 85 -
5.1. Critical reflection of ‘the self’ ................................................................... - 85 -
5.2. Themes and coding ................................................................................ - 86 -
5.3. Creative people....................................................................................... - 88 -
5.3.1. Skills ................................................................................................. - 90 -
5.3.2. Expertise .......................................................................................... - 91 -
5.3.3. Task motivation ................................................................................ - 93 -
5.4. Creative process ..................................................................................... - 96 -
Creative work environment ............................................................................ - 96 -
VI
5.4.1. Management practices ........................................................................ - 97 -
5.4.1.1. Challenging work ........................................................................... - 97 -
5.4.1.2. Supervisory encouragement .......................................................... - 99 -
5.4.1.3. Work group supports ................................................................... - 104 -
5.4.1.4. Freedom ...................................................................................... - 108 -
5.4.2. Resources ......................................................................................... - 112 -
5.4.2.1. Sufficient resources ..................................................................... - 112 -
5.4.2.2. Workload pressures ..................................................................... - 117 -
5.4.3. Organisational motivation .................................................................. - 121 -
5.4.3.1. Organisational encouragement ................................................... - 122 -
5.4.3.2. Organisational impediments ........................................................ - 129 -
Physical work environment .......................................................................... - 133 -
5.4.4. Ideal physical space ....................................................................... - 134 -
5.5. Creative power...................................................................................... - 140 -
5.5.1. Working hours ................................................................................ - 142 -
5.5.2. Value of creativity ........................................................................... - 144 -
5.5.3. Self-fulfilment .................................................................................. - 145 -
5.5.4. Surveillance .................................................................................... - 147 -
5.6. Conclusion ............................................................................................ - 149 -
Chapter Six: Conclusion and Recommendations ............................................... - 151 -
6.1. Research argument .............................................................................. - 151 -
6.2. Aim and objectives ................................................................................ - 153 -
6.3. Contributions ........................................................................................ - 156 -
6.3.1. Knowledge ...................................................................................... - 156 -
6.3.2. Practice .......................................................................................... - 158 -
6.4. Future research .................................................................................... - 161 -
6.5. Conclusion ............................................................................................ - 161 -
References......................................................................................................... - 162 -
VII
List of Appendices
Appendix 1: Organogram ................................................................................ - 173 -
Appendix 2: Observer roles ............................................................................ - 174 -
Appendix 3: Reflection of the pilot study ......................................................... - 175 -
Appendix 4: Node structure ............................................................................ - 177 -
Appendix 5: Checklist of questions ................................................................. - 179 -
Appendix 6: Gatekeeper consent form ............................................................ - 181 -
Appendix 7: Employee information ................................................................. - 183 -
Appendix 8: Critical reflection of the 'self' ........................................................ - 184 -
Appendix 9: Head of Traffic and Workflow ...................................................... - 191 -
Appendix 10: Hot desk copy test ..................................................................... - 194 -
Appendix 11: Refurbishment ........................................................................... - 195 -
Appendix 12: Survey Monkey - Power and control ......................................... - 197 -
Appendix 13: Industry guidelines .................................................................... - 199 -

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List of Figures, Tables and Photographs
List of Figures
Figure 1: UNCTAD classification of the creative industries ............................... - 12 -
Figure 2: Advertising agencies in the UK .......................................................... - 14 -
Figure 3: Componential theory of individual creativity ....................................... - 20 -
Figure 4: Influence of organisational culture on creativity and innovation ......... - 23 -
Figure 5: Climates that stimulate/hamper creativity and innovation .................. - 27 -
Figure 6: Interactionist perspective ................................................................... - 32 -
Figure 7: Assessment of perceptions of the work environment for creativity .... - 35 -
Figure 8: Componential theory of organisational creativity and innovation ....... - 40 -
Figure 9: Sociological paradigms and organisational creativity ......................... - 57 -
Figure 10: The funnel approach ........................................................................ - 63 -
Figure 11: Full-scale research........................................................................... - 69 -
Figure 12: Critical reflection on the self, theory and practice ............................ - 77 -
Figure 13: Philosophy, methodology, methods and analysis ............................ - 82 -
Figure 14: Vertical versus horizontal structures .............................................. - 100 -
Figure 15: The 'panopticon' ............................................................................. - 141 -
Figure 16: Creative people, process and power: Enhancers (+) and constraints (-)
on organisational creativity in the advertising sector. ...................................... - 157 -
Figure 17: Theory and practice ....................................................................... - 190 -

List of Tables
Table 1: Ten dimensions of the organisational climate ..................................... - 28 -
Table 2: Comparison of themes ........................................................................ - 42 -
Table 3: Specific research questions ................................................................ - 49 -
Table 4: Differences between deductive and inductive approaches ................. - 58 -
Table 5: Themes and coding ............................................................................ - 89 -
Table 6: Research results ............................................................................... - 152 -

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