A Research Methodology Analysis: Creativity and Management in the Media Industry
41 Pages Posted: 14 Apr 2011
Date Written: February 3, 2004
The author proposes to study tactical conflict in the context of strategic cooperation ("coflict") between Creative Professionals (CPs) and Business Managers (BMs) in media organizations. The research aim is to determine which, if any, management techniques might optimize team outcomes. Available literature reveals a research gap. While many scholars focus on problem solving and innovation, a type of creativity, few have studied the effects of artistic or problem finding creativity in an organizational setting. Furthermore, few researchers who deal with diversity and team performance consider the impact that "nature of task" may have on outcomes. An analysis of various analytical and empirical research methods (Wacker 1998) indicates that empirical methods are typically most useful for studies of human interaction in natural settings. Thus, the author recommends a two-phase research approach: first, an Internet survey; second, a holistic single case study that includes interviews, observations, and document (with artifacts) analysis in a publishing house. The author concludes by creating a classification system to frame the project, reviewing relevant domain literature, and recommending theories and models that may support the proposed applied theory-building research.
Keywords: Media, Conflict, Cooperation, Creativity, Innovation, Teams, Corporate Governance, Methods
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