<p><strong>Introduction:</strong> Today creativity is a very crucial part in many organizations. Media companiesneed to be creative in order to satisfy customers and therefore there's a need to constantlydevelop the products and services as the competition gets harder and the demandsincreases. The leadership has an important role when it comes to motivating the creativityamong employees.</p><p><strong>Purpose:</strong> The purpose of this thesis was to explore how the leadership looks like in anorganization where creativity is very important. We wanted to enhance our knowledge abouthow leadership affects the creative motivation.</p><p><strong>Problem statement:</strong> How does leaders in an organization work with creativity? Whatmethods are used by the leader in order to motivate the creativity in the organization?How does the leadership affect the creativity?</p><p><strong>Approach:</strong> We have done a case study of Acne Digital with a qualitative approach for thisthesis. We've conducted five interviews at Acne Digital and a small observation.</p><p><strong>Conclusions: </strong>Our conclusions are that Acne Digital is a successful company regardingmanagement of creativity. The leadership has a very important role when it comes tomotivating the creativity in different manners. Our thesis shows that participation andoperating freedom are factors among others that are important for creative motivation.</p>

Introduction: Today creativity is a very crucial part in many organizations. Media companiesneed to be creative in order to satisfy customers and therefore there's a need to constantlydevelop the products and services as the competition gets harder and the demandsincreases. The leadership has an important role when it comes to motivating the creativityamong employees. Purpose: The purpose of this thesis was to explore how the leadership looks like in anorganization where creativity is very important. We wanted to enhance our knowledge abouthow leadership affects the creative motivation. Problem statement: How does leaders in an organization work with creativity? Whatmethods are used by the leader in order to motivate the creativity in the organization?How does the leadership affect the creativity? Approach: We have done a case study of Acne Digital with a qualitative approach for thisthesis. We've conducted five interviews at Acne Digital and a small observation. Conclusions: Our conclusions are that Acne Digital is a successful company regardingmanagement of creativity. The leadership has a very important role when it comes tomotivating the creativity in different manners. Our thesis shows that participation andoperating freedom are factors among others that are important for creative motivation.

Made available in DSpace on 2016-04-25T16:44:28Z (GMT). No. of bitstreams: 1 Marcio Cardoso Santos.pdf: 917591 bytes, checksum: 3d78047b902051ade0d2a382dfcd9e6d (MD5) Previous issue date: 2012-05-24 / The expression of creativity in organizations has been seen as an important factor for institutions who want innovation. The constant changes in the environment which organizations operate has required of individuals, within institutions, creative actions in order to promote organizational innovations. It becomes necessary for organizations to build an environment that fosters the creative expression of people as a means of achieving the desired results. Organizational culture consists of the principles, values, beliefs, constitutes an important element in the process of building a favorable environment for the expression of creativity within organizations.This work studies the influence of organizational culture in the management of creativity, as a case study with the samba school Vai Vai. Aims to reflect and analyze the issue of organizational culture and its influence on the management of creativity in the samba school Vai Vai. The samba school is an entity that, by its very nature, creativity flows, having been created as a means for the population could play the carnival. Regulations established by the Carnival parade the samba schools promote big shows on the avenue, aiming to surprise and thrill the viewing public and the jury, with a view to winning the championship. The theoretical studies show the importance of building a culture of creativity as one of the elements inserted in the process of managing creativity. Moreover, they express the difference between creativity and innovation, essential to a proper understanding of the subject matter. The field study was conducted through interviews with board members of the Vai Vai, as well as by direct observation of events and testing by the club. It was identified that the Vai Vai presents an organizational culture that encourages creative expression in the institution, it was concluded that the guild has the characteristics of creative organizations / A expressão da criatividade nas organizações tem sido observada como fator importante para as instituições que almejam a inovação. As constantes mudanças no ambiente onde as organizações atuam tem exigido das pessoas, dentro das instituições, ações criativas de modo a promoverem inovações organizacionais. Torna-se necessário que as organizações construam um ambiente que favoreça a expressão da criatividade das pessoas como meio de atingirem os resultados almejados. A cultura organizacional constituída pelos princípios, valores, crenças, constitui um elemento importante no processo de construção de um ambiente favorável à expressão da criatividade dentro das organizações. O presente trabalho estuda a influência da cultura organizacional na gestão da criatividade, tendo como estudo de caso a escola de samba Vai Vai. Tem como objetivo refletir e analisar a questão da cultura organizacional e sua influência na gestão da criatividade na Escola de Samba Vai Vai. A escola de samba é uma entidade que, por sua própria natureza, flui a criatividade, tendo sido criada como meio para que a população pudesse brincar o carnaval. Pelas regulamentações implantadas no desfile carnavalesco, as escolas de samba promovem grandes espetáculos pela avenida, almejando surpreender e empolgar o público espectador e os jurados, tendo em vista a conquista do campeonato. Os estudos teóricos apresentam a importância da construção da cultura da criatividade como um dos elementos inseridos no processo da gestão da criatividade. Ademais, expressam a diferenciação entre criatividade e inovação, fundamental para a devida compreensão do assunto tratado. O estudo de campo foi realizado através de entrevistas com integrantes da diretoria do Vai Vai, bem como pela observação direta em eventos e ensaios realizados pela agremiação. Foi identificado que o Vai Vai apresenta uma cultura organizacional que favorece a expressão da criatividade na instituição, tendo sido concluído que a agremiação possui as características das organizações criativas