Från trendigt prefix till implementering: Hur kreativiteten främjas i praktiken : En kartläggning av kreativa processer och metoder i designföretag

Sammanfattning: The competition is increasing in the market today, and many describe creativity as the key to competitive advantage. It is also considered beneficial to several parts of the business operation. Despite this fact, many companies manage to systematically kill creativity, which indicates that the companies do not know how to manage it properly. To find out how the process of creativity can be successfully managed, design companies were chosen as the object of study. The research questions concerned the creative process and how it is managed and promoted. The material was gathered by personal semi-structured interviews and the seven participants were working within design, as a teachers, freelance designers and leaders of the design process. The theoretical framework has been based on the four P:s: Person, Press, Process and Product. The theories that were selected were The Componential Theory of Individual Creativity, KEYS-Theory and the Four Stages of Creativity. The survey resulted in an addition in the form of a new stage in the Four Stages of Creativity, and several factors were discovered to control and promote the creative processes of design companies. The controlling factors were time, money and person, and the promotional ones were an accepting environment, feedback, diversity in the group and autonomy. The study concluded that it is possible to work with these factors in other companies to be able to manage creativity in a better way. The key is to create awareness of what is needed to be able to work with creativity and to apply it in the business. The view of creativity should go from an abstract concept into a concrete tool.