“互联网+”时代江西高校文创人才培养研究

当前,文化创意产业是具有发展前途的朝阳产业,是经济发展的新增长点。江西文化创意产业存在较大的人才瓶颈,限制了其发展破局,且时代的变革、数字技术的腾飞,对人才有了更高的要求,因此推动高校人才培养改革是推动江西文创产业转型升级的当务之急。高校需转变思维,坚持跨界融合的战略导向,立足本省文创产业发展,通过"融、联、优"的培养路径,突破传统培养模式的藩篱:整合资源、抓住机会主动出击,与企业等相关组织建立合作;完善教育体系、建立协同发展专业群,建立包容并蓄、对接市场需求的全方位学科体系和培养课程;创新教学模式,发挥学生主动性、激发学生创新思维;深化产教融合,推动校企联动;优化教学设施,营造多元教学情境,促进学生沉浸式学习,为产业培养懂技术、会创意、能管理的高素质复合型人才。     

Exploring business students' creative problem-solving preferences

Past research has established the importance of problem solving to business success. The authors explored the creative problem-solving (CPS) preferences of business students, addressing two primary issues: (a) Do CPS preferences vary across CPS stages and tasks? And (b) Do CPS preferences regarding collaboration and delegation vary by stage? Findings suggest business students' CPS preferences do vary across CPS stages and tasks. Further, results show business students' preferences for CPS collaboration and delegating do vary by stage. The implications for businesses and educators attempting to improve attitudes toward creativity are discussed.     

Creative teachers and creative teaching strategies

The purpose of this study is to explore the factors that influence creative teaching and to find out what effective strategies are used by three award‐winning teachers in the learning area of Integrated Activities. As creative thinking is crucial for the knowledge economy, it is essential that education serves its purpose in improving this important aspect. The methods used for data collection include in‐depth interview, focus group interview, classroom observation and content analysis. Three teachers with a GreaTeach Creative Instruction Award for creative teaching in the Integrated Activities field were selected as subjects. Results were acquired by analysing the interview content, the teaching plans, teachers’ reflection and the classroom observation videotapes. The study found that: the factors influencing creative teaching in Integrative Activities are (a) personality traits: persistence, willingness to develop, acceptance of new experiences, self‐confidence, sense of humour, curiosity, depth of ideas, imagination, etc.; (b) family factors: open and tolerant ways of teaching children, creative performance of parents, etc.; (c) experiences of growth and education: self‐created games and stories, brainstorming between classmates, etc.; (d) beliefs in teaching, hard work, motivation and (e) the administrative side of school organization. Among these factors, beliefs in teaching, hard work and motivation are the main aspects. The effective teaching strategies used by the awarded teachers are: student‐centred activities, a connection between teaching contents and real life, management of skills in class, open‐ended questions, an encouragement of creative thinking and use of technology and multimedia. Integrated Activities are closely connected to life experience and a basis for the development of creative thinking within education.     

Necessary but not sufficient: Beyond novelty in advertising creativity

Novelty has been considered the bedrock of creative advertising. However, Ang, Lee, and Leong (2007, Journal of the Academy of Marketing Science 35: 220–232) proposed in their ad creativity cube that, to be effective, novel ads need to be both meaningful and connect to their audience as well. This study empirically tests whether the effects of novelty can be enhanced by meaningfulness and connectedness. Results generally showed that novelty, coupled with meaningfulness and connectedness, enhances consumer ad response. Such ads were evaluated as being more creative and were recalled and liked better than novel ads which lack either meaningfulness or connectedness, or both, as well as less novel ads of a similar nature. Implications are discussed and directions for future research suggested.     

创意经济的内涵及理论渊源

作为一种新的经济形态,创意经济已成为英美等西方发达国家经济增长的新引擎。从创意经济的内涵和理论渊源入手对现有研究成果进行梳理、归纳,发现创意经济不仅是单纯的产业问题,而且是一种新的经济形态,它籍由创意为产品或服务附加了文化价值,进一步提升了产品的最终价值。在创意经济时代,创意已经取代资本等要素成为推动经济增长的主要动力。创意经济理论根植于新经济增长理论,其实质是对新经济增长理论的补充和发展。     

Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation

A lack of women in creative departments has been documented in previous research. These departments are seen as a male fraternity subculture in advertising agencies, where women experience many difficulties in their career progress. One of these drawbacks is gender bias in the selection of ideas' process. Male creative directors are believed to promote ideas created by men within a homosocial environment. This female perception emerged from previous qualitative research is studied experimentally for the first time. Almost 90 advertising creative directors and higher level positions assessed ads created by students in an advertising university course. In the current study, we explore the effects of ad gender authorship. Results revealed an absence of gender bias based on ad name cues, neither the gender of the ad creators nor the creatives affected the evaluations. The findings are discussed and future research is proposed.     

工作自主性、技能多样性与员工创造力:基于个性特征的调节效应模型

基于工作特征模型合理优化工作设计是企业管理者提升员工创造力的重要途径,文章通过对236名企业员工的问卷调查,实证研究工作自主性和技能多样性对员工创造力的影响,并从“人一职”匹配理论视角探讨学习目标取向和创意自我效能感的调节效应.结果表明:工作自主性和技能多样性均对员工创造力有正向预测作用;创意自我效能感越强,工作自主性与创造力的正相关性越弱,技能多样性与创造力的正相关性越强.文章最后总结了研究结果的理论和实践意义,并指出了未来的研究方向.     

Measuring the organisational impact on creativity

A creative code of perceived qualities about acceptable creativity within advertising agencies has been shown to affect creative practitioners’ boundaries of creative expression. This multi stage, qualitative and quantitative study developed a tool to measure the intensity of this creative code. After development of a model based on qualitative research, expert evaluations and exploratory factor analysis, three dimensions - predictability, agency creative identity and social influence - were supported through confirmatory factor analysis. The ability to measure the intensity of the creative code offers researchers a way to study its effects on other variables in the creative process within advertising agencies.     

Exploring creative marketing thought: Divergent ideation processes and outcomes

Most marketing professionals deem creativity vital to successful marketing performance. However, while previous research has advanced an understanding of creative organizations, much less is known about the cognitive processes that direct the creative thinking of marketing professionals. This article presents a theoretical framework, the Divergent Marketing Thought Model (DMTM), that explores the ideation modes, processes, and outcomes involved in the generation of divergent marketing thought. The proposed model, which is based on a synthesis of research from psychology, marketing, and creativity, offers insight into specific divergent ideation processes that mediate the generation of creative marketing thought. Informed by the DMTM, several formal research propositions are advanced.     

Creativity identity in Colombia: the advertising creatives’ perspective

ABSTRACT

This exploratory paper analyses the way in which context influences advertising creativity practices. To establish the role of context, this paper utilized both Social Identity theory and Systems Model of Creativity. Twenty four in-depth interviews with top creative directors of the main advertising agencies in Colombia (Latin America) were collected. Findings suggest the Colombian creative identity is under construction. This identity is influenced by the broader Colombian social context including the unique business characteristics of the country's communications industry, the level of economic hardship experienced by the population, and the actual social conflict lived situation. These findings extend the Systems Model of Creativity to include social hardships and industry level characteristics. Several practical implications not only in relation to Colombia, but also the broader global advertising industry are presented.     

Fostering creative selling through ethics. An emotion-based approach

Research on salesperson creativity remains as one of the most under-researched topics in the sales literature despite the evidence that encouraging creativity in the sales domain is a source of competitive advantage. This paper aims to fill this research gap by exploring the influence of perceived ethical climate on salesperson creative performance, paying special attention to the role that emotions play in this process. Data provided by 176 supervisor–salesperson dyads confirm that the trust/responsibility dimension of an ethical climate is positively related to salesperson creative selling by increasing salespeople's organizational pride. Similarly, the perception of unethical selling practices negatively affects salesperson organizational pride, reducing the expression of creative behaviors. Moreover, the negative effect of unethical selling practices on creative performance is stronger (more negative) when salespeople's identification with an organization increases. Managerial implications and future research directions are also addressed.     

The Future of Creativity In Advertising

In the rapidly changing marketing environment, more attention is being placed on media than on message factors. Creativity, which has been shown to impact the success of a product seems to be receiving secondary attention from marketers. This research discusses the value of creative advertising, and why marketers may be less focused on message strategies. The study concludes that creativity is not dead, and will continue to remain an important factor in marketing communications into the future.     

The advertising creative process: A study of UK agencies

Advertising agencies are hired to develop creative advertising for their clients. This paper explores the advertising creative process used by agencies when developing new creative work. Using in-depth interviews with 21 agency practitioners in the UK this study examines the stages that take place within the advertising creative process. Findings suggest the process is made up of a series of sequentially linked stages and illustrate how agencies validate advertising creative during development. The study provides insight into how agencies customise the process and identifies that agencies have different approaches to the level of client involvement. Implications for practitioners are discussed and areas for future research identified.     

中国与东盟创意商品贸易的互补性 与竞争性研究

本文运用RCA指数、贸易互补性指数和贸易相似度指数等工具分析了中国与东盟主要国家创意商品贸易的互补性与竞争性,结果表明,中国与东盟的创意商品贸易互补性与竞争性并存。就互补性而言,中国与新加坡创意商品贸易存在较强的互补性,中国和其他东盟主要国家在工艺品和新媒体上互补性较大。就竞争性而言,中国与新加坡创意商品贸易的竞争性相对较小,中国与马来西亚、泰国、越南在世界创意商品市场上的竞争较激烈。因此,中国要充分利用与东盟创意商品贸易的互补性,增加彼此产品的差异性,促进双方创意产品贸易的发展。     

On ‘creative cities’ governance models: a comparative approach

The implementation of ‘creative cities’ projects all over the world in recent years has been characterised by a great diversity of institutional frameworks and governance mechanisms.

Departing from the contemporary debates on ‘creative industries’ and ‘creative cities’, this article aims to discuss this diversity of regulatory mechanisms and forms of governance. Some tentative typologies of case studies and governance mechanisms are drawn in order to improve the understanding of those dynamics, to build up knowledge on suitable ‘creative cities’ governance models, and to develop ideas to support a strategy for public intervention in the Portuguese case.     

领导成员交换与员工创造力：情感机制的中介作用

情感是员工创造力的重要前因,而已有文献结论存在不一致,且未深入地探讨影响员工情绪的组织情境因素。文章依据情感事件理论,分析和检验了领导成员交换、积极/消极情感与创造力的关系,以及组织创造力支持感的调节作用。通过分析442对主管〖CD*2〗下属配对样本,结果表明：积极情感和消极情感在领导成员交换与创造力关系之间起部分中介作用;组织创造力支持感正向调节积极情感与创造力的关系,而对消极情感与创造力关系的负向调节作用不显著;最后,高的组织创造力支持感还调节积极/消极情感在领导成员交换与员工创造力关系间的中介作用。     

Higher aims fulfilled: The Social Capital Academy as a means for advancing underrepresented students in comprehensive university business schools

Current research underscores how a college education can reflect broader social inequality via the disproportionate flow of resources to elite universities and advantaged students. In contrast, underresourced comprehensive universities disproportionately serve minority, first-generation, and working-class students. This article argues that the comprehensive university is uniquely positioned to reduce social inequality and that the comprehensive university undergraduate business school (CUUBS) should test a new approach to education. The article also advocates a substantive response to social inequality by (1) focusing on undergraduate business education within comprehensive universities rather than MBA programs in well-funded, elite business schools, (2) implementing a strategic emphasis on career-related jobs (CRJs) for underrepresented students, and (3) helping students pursue CRJs via the development of a Social Capital Academy (SCA). This article describes the benefits of an SCA for underrepresented students, its requirements and benefits for universities and business communities, and the possibilities for scaling the program to address social inequality. Future applications of the SCA to STEM-related fields are also explored.     

Understanding the Complex Relationship Between Creativity and Ethical Ideologies

The relationship between individuals’ creativity and their ethical ideologies appears to be complex. Applying Forsyth’s (1980, 1992) personal moral philosophy model which consists of two independent ethical ideology dimensions, idealism and relativism, we hypothesized and found support for a positive relationship between creativity and relativism. It appears that creative people are less likely than non-creative people to follow universal rules in their moral decision making. However, contrary to our hypothesis and the general stereotype that creative people are less caring about others, we found a positive relationship between creativity and idealism. These findings indicate that highly creative people are likely to be what Forsyth called “situationists,” individuals with both an ethic of caring and a pragmatic moral decision-making style. The finding that creative individuals tend to be situationists, and particularly that they tend to be high in idealism, appears to refute the line of reasoning that argues for a “creative personality” characterized in part by social insensitivity. Understanding the relationship between creativity and ethical ideologies has important implications for researchers, managers and teachers.