Defining and understanding the notion of creativity in business: an employee perspective from sales industry in Dubai, UAE

Noor Un Nisa; Pamela Mae V. Callanga; Muhammad Nawaz Baloch

doi:10.47264/idea.lassij/6.1.11

Authors

Noor Un Nisa Department of Business and Management, Bath Spa University, Rak Campus, United Arab Emirates https://orcid.org/0000-0003-2310-0672
Pamela Mae V. Callanga Academic Center, Bath Spa University, Rak Campus, United Arab Emirates
Muhammad Nawaz Baloch Department of Management Sciences, University of Sindh, LAAR Campus, Badin, Sindh, Pakistan https://orcid.org/0000-0003-0936-4188

DOI:

https://doi.org/10.47264/idea.lassij/6.1.11

Keywords:

creativity, application of creativity, value of creativity, creativity in workplace, innovation, innovation in product, business, marketing, start-up, customers, company

Abstract

This paper looks at the value and benefits of creativity in the workplace, with insights from a participant who runs a start-up hair product company. By doing a case study on a specific firm, the goal of this paper is to acquire a comprehensive understanding of what creativity is and its vital application or impact in management. It also analysed the importance of creativity at an organizational and individual level using data gathered from a sales manager from Dubai Duty Free Airport, UAE. This study utilised qualitative case study method to collect data to fulfil the aim of having in-depth knowledge of the concept as well as to examine the significance and effect of creativity at an organizational level. The researchers gathered the primary data through an in-depth interview with the participant. The thematic content analysis method is utilised to analyse the obtained data. This study concludes that creativity is applied to create value for customers. As mentioned by the interviewee, a personalized approach should be considered for every customer to ensure that their specified needs are achieved.

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