The objective of the book is to theoretically develop and empirically test the construct of creative strategy. The construct is understood as reconciling strategic paradoxes in four key areas: innovativeness, entrepreneurship, leadership and creative design of the organization. I argue, that by animating creativity on the strategic level, organizations can unleash innovativeness of their members and develop competitive advantage. I propose, that organizations should first look at new and useful ideas of their members, rather than focus on economic results and competitive advantage. In this sense, the construct of creative strategy can serve, as a tool revolutionizing the approach towards innovativeness of organizations.
Although the concept of creative strategy is mentioned in literature (Kuhn 1989, Leigh 2012), the construct of creative strategy was widely described by Bilton and Cummings (2010). Their perspective is however a consulting one. I develop this construct by adding the strategic management concepts, where creativity can be analyzed on the organizational level, and seen as a dynamic capability that leads to competitive advantage. In this sense, creative strategy is a top management’s strategic choice to shape conditions for developing creativity and thus revolutionize the way innovations are developed.
My approach concentrates on developing the existing theory, identifying the research gap and testing the theoretical construct throughout quantitative analyses. I have carried out literature review in order to identify and develop the construct of creative strategy. Research hypotheses were identified, and tested with descriptive statistics, factor analysis, correlation analysis, and hierarchical regression.
From the research carried out among 606 organizations in the transition economy in Poland, it seems that the theoretical dimensions of creative strategy (innovativeness, entrepreneurship, leadership and design) are well-reflected in the business practice. However, only a small number of organizations is able to reconcile paradoxes present in the dimensions of creative strategy, thus being able to transform creative ideas into innovations. The dimensions of creative strategy are not positively related to financial measures of performance. They are however related to performance measured with non-financial, subjective measures. It was possible to build an empirical model of relations between dimensions of creative strategy and performance.
The research shows, that in order to be more innovative and entrepreneurial, organizations need to strategically strengthen the conditions for unleashing individual creativity. Instead of focusing on results and competitive advantage, they should reach for new and useful ideas of their members, and the economic and strategic outcomes will consequently come.
This book is an attempt to develop the theoretical construct of creative strategy as offered by Bilton and Cummings (2010). It adds the strategic management perspective, operationalizes it, shows the link with firm performance, as well as develops recommendations for business practice.