How a reorganization can impact organizational creativity; A qualitative single case study investigating how a reorganization impacted the ability for the employees to be creative in one Swedish apparel company

Abstract: The purpose of this thesis is to investigate how a growing, and historically creative Swedish apparel company, perceive that a reorganization has impacted the organizational characteristics influencing organizational creativity. Semi-structured interviews were conducted at the headquarters of Nudie Jeans Co (Nudie), to better understand how the employees perceive that the reorganization has impacted their ability to be creative. Creative ideas are prerequisites for innovation in companies, and innovation is increasingly important for businesses in all fields. Based on this reasoning, it is important to create suitable conditions for creativity to flourish inside the organization. Organizational creativity is dependent on how the company manages individuals, groups, and organizational characteristics. How the company manages the different characteristics can either enhance or constrain the likelihood of the generation of creative ideas. The initial research regarding organizational creativity focused on the individual. However, more recent studies have acknowledged the importance of organizational characteristics when trying to foster an environment where creativity thrives. Based on the theory it is possible to argue that organizational characteristics can change and possibly constrain organizational creativity when firms reorganize to accommodate for company growth. It is evident from the findings of this study that the reorganization has impacted the organizational characteristics influencing organizational creativity. The empirical findings from the interviews show that the reorganization resulted in both enhancing, and constraining impact on the organizational creativity. However, the number of empirical findings highlighted as enhancing, outweigh the number of empirical findings viewed as constraining. After the reorganization, Nudie is a more formal and rigid organization, and this is expected to enhance adaptive creativity according to the theory. However, issues are raised regarding a possible decline of radical creativity. Despite the tilt towards an overall enhancing impact, it is still possible to find empirical findings that show constraining impacts as a consequence of the reorganization. To mitigate the constraining effects, Nudie is for example recommended to develop the company vision and make sure that the employees are provided with sufficient time and education to be able to generate creative ideas.