2008 03 12 Roberta Virtuani 2008 March 20th - 10:30 - 12:30 CeRSI Research Centre, V. G. Alberoni, 9, "Italian  perception of creativity"

Abstract

The paper discusses the first results of a research project whose main objective is to explore managers' perception of creativity at an individual, group and organizational level. The study evaluates how managers view themselves in their being creative in decision making, problem solving, planning and organizing their firm's activities. A formal model is defined. The variables analised are tested through a “creative” questionnaire consisting of 30 questions. 41 Italian top/middle managers have been interviewed. They operate in firms of different sizes from the private sector, in the manufacturing and service fields. Special attention has been devoted to the proportion of women interviewed. The research aims to be a helpful contribution to enhancing creativity in the managerial context, considering all the different types of organizational functions, from marketing to strategic planning to information systems and human resources. The study highlights that the respondent managers, all from successful firms, are aware of the potential performance increase they could realize by including creativity among their main professional and organizational objectives but find some important obstacles in producing and implementing new ideas.