Organizational Variables for Developing Collective Creativity in Business: A Case from an Italian Fashion Design Company

The goal of this article is to propose a theoretical framework for collective creativity within an organizational design perspective and to help clarify this concept and how collective creativity can be purposefully managed. In particular, this study identifies relevant organizational variables for enhancing collective creativity and examines the relationship between collective creativity and organizational performance. The research draws upon a survey developed in the context of an in-depth collaborative research study with an Italian fashion design company. As the theory on collective creativity is quite dispersed, the first part of the article attempts to define collective creativity and integrate different theoretical perspectives. Then, method and empirical findings are described. In the last part, the discussion illustrates why it is important for researchers and practitioners to be aware of the concept of collective creativity and its purposeful management