Creativity and the corporate brand within small to medium sized creative organisations
This thesis sets out an initial understanding, by providing exploratory insight into aspects of the corporate brand within business-to-business small to medium sized enterprises (SME's) located in the United Kingdom (UK) creative industry sectors. Specifically, it investigates how organisational creativity interrelates with the corporate brand from a mainly internal owner and employee perspective. It asks a) what factors are involved in the corporate brand building and maintenance process, from both an individual and organisational perspective; b) why and how do creative individuals impact upon the corporate brand; c) why and how do the clients impact upon the corporate brand. Calling upon bodies of creative literature, including those relating to situational, organisational and social factors of creativity, the study takes an exploratory, qualitative and inductive approach. Four organising themes and various sub themes are presented. The organising themes have been terme d: identification; development; rewards and brand evolution. Each of these interrelates with creativity and therefore the corporate brand. The 'identification' theme captured various individual and organisational identification issues apparent within the data, each with implications for the creative organisation and their corporate brand. The 'development' theme uncovers some of the ways through which individuals look to grow and improve across different experiences. It also outlines how the lack of such opportunities may affect organisational loyalty and the corporate brand. 'Rewards' of various kinds also emerged as relevant to the creative process and the corporate brand. The rewards sought varied in type, and the management of such rewards presented particular problems within these kinds of organisations. Finally, as each of the case study organisations were classed as small to medium in size, issues relating to the growth of the organisation frequently emerged in relation to the corporate brand, as captured by the 'brand evolution' theme. The findings presented within this thesis will be relevant to both the academic and practitioner communities.