An introduction to an article presented at IFKAD2016 conference, Dresden (Germany) 15.-17.6.2016

1. Adapting service-based working culture
as the key driver for organisational creativity
and innovation
This is an introduction to an article published in Proceedings of IFKAD 2016
- International Forum on Knowledge Asset Dynamics, Dresden, Germany 15-17 June 2016

2. Sanna Ketonen-Oksi
• M.A. (French language and culture / tourism development)
• PhD candidate at Tampere University of Technology
(Doctoral Programme in Business and Technology
Management)
• Research funding: Jenny and Antti Wihuri Foundation & The
Value Indicator Tool project, funded by Tekes - the Finnish
Funding Agency for Innovation

3. Studying creativity
and innovation?
1

4. How to develop creativity and innovation?
What is innovation?
What is creativity?
How to develop organisational creativity?
What makes a person creative?
What motivates creativity?
PSYCHOLOGY
BUSINESS
TECHNOLOGY
ARTS
SOCIAL SCIENCES
A huge amount of different things apply as we think of creativity - whether studying
individual or team related creativity. We should also consider differences based on variables
such as personality, intelligence, knowledge, motivation, thinking style, (cultural) environment.

5. What is creativity?2

6. Creativity is most often applied through managing different kinds of methods and processes.
In other words, creativity is seen as something we do not have and what needs efforts to grow.

7. Hence, being creative is about loosening control, that is, doing ”wild, grazy things” and
”letting” creative ideas to pop up.

8. The reality?3

9. Theoretical approach: CAS
the emergence of variables
the different contexts where these variables can occur
the relationships between the various independent actors
According to Complex Adaptive Systems thinking,
the effectiveness and productivity of organisations
are strongly dependent on
As thinking of creativity, I started to question my own notions of it.
All being considered, I decided to look at creativity through the lenses of complexity, i.e.
Following the Complex Adaptive Systems thinking.

10. “
”Creativity is commonly understood
as an ability to create something that is
both ORIGINAL and UNEXPECTED
and contextually USEFUL.”
(Sternberg, 2006)
Then I was again comparing the generally accepted notions of creativity and innovation…

11. My view on creativity?4

12. METHODS
PROCESSES
SKILLS
Like said before, managing creativity often refers to first governing certain (innate) skills and
methods then developing into competences and processes. But is it, eventually, the best way to
approach creativity?

13. LEARNING BY DOING
FUN
NEW SOLUTIONS
But then again, having worked in educational field for years, by looking at my own children
and thinking of my own creative capabilities, I strongly believe that creativity is most of all
about a) learning by doing, b) having fun, c) finding new solutions to emerging problems or
situations. See picture in middle: Expressing love does not need words.

14. Why not think differently?
What hinders creativity?
5

15. Constraints, far too many constraints
• I can´t
• It can´t be done / It´s never been done before
• It is (or might be) embarassing
• It is out of my competences
• (mental) lazyness
etc.
FEAR OF FAILURE
FEAR OF CHANGE
FEAR OF INCOMPETENCE
With having far too many contraints affecting on our potential creativity, we miss the
importance of everyday-creativity. In order to be creative, we need a certain adaptability to
changing and often surprising situations.

17. Adapting new, service based
working cultures
6

18. Theoretical approach: S-D logic
◉ Refers to value creation as joint and reciprocal processes only
◉ Sees service ecosystems as self-contained and self-adjusting
systems, where the various different actors are connected by
shared institutional arrangements and by mutual value
creating service exchange
The Service-Dominant logic
In my phd studies, I have been digging deeper into the Service-Dominant logic mindset.
So, I found it interesting to apply studying creativity in S-D logic perspective as well.
Hence, I used it as a framework for thinking in a different way.

19. “
”Creativity is not an a skill you either have it don´t and which
you can develop.”
”Creativity is something that already exists
within us, but with all the complexity and
constraints around us, we loose it.”
Again, I found myself comparing the generally accepted notions of creativity and innovation...

20. FUN EMPATHY
COCREATION
ADAPTABILITY TO CHANGING CONDITIONS
CREATIVITY IS NOT SOMETHING WE SHOULD DEVELOP, BUT INSTEAD, SOMETHING
THAT NEEDS TO BE ENCOURAGED. IT IS ABOUT NEW WORKING CULTURES.

21. WHAT DO YOU THINK?

22. Any questions ?
You can find me from Twitter, LinkedIn and AboutMe
(@ketonenoksi)
Thank you!
Got interested?