A discussion of motivation for creativity within the business context : From the perspective of the Generation Y

Abstract: Creativity is one of the “hottest” words in today’s business world. Especially in the trend ofglobalization and fast development of the modern technology, creativity has become the mosteffective way for companies to survive and stay competitive in global market.Due to the importance of creativity, various researches have been conducted and it has been studiedfrom many possible perspectives. The purpose of our study is to understand how to motivate thenew generation—the Generation Y, who is getting into workforce, to be creative. After weunderstand the new blood, we will move one step forward and try to find out what is happening incompanies regarding the motivation of young employees.In this Master Thesis, a variety of theories in the realms of creativity, motivation, social change andmanagement innovation will be reviewed and applied to guide our research. We will analyze theinterviews conducted to several young people and two experts to get a deeper understanding onGeneration Y. Then we will study the cases of Microsoft and Pixar to understand what companiesare doing. Finally, some possible advice and suggestions to company managers and leaders will bepresented in the conclusion.