Key Requirements for Creative Organisations: ARM Holdings Analysis

This report provides a comprehensive analysis of the key requirements for building a creative organization, using ARM Holdings as a case study. The research explores the importance of creativity in strategic decision-making, its impact on business performance, and the transformation of imaginative ideas into reality. Primary data was collected from 20 managers at ARM Holdings through questionnaires, revealing that creativity is crucial for business growth and success. The study identifies the requirements for a creative environment, potential obstacles like financial constraints, and strategies to overcome these challenges. The report also examines ARM Holdings' unique business model, focusing on licensing its technology as intellectual property, and its impact on creating a competitive edge. The findings emphasize the need for companies to adopt creative practices to thrive in a competitive market and the potential for increased competency and efficiency. The report is structured to provide a detailed introduction, literature review, research methodology, data analysis, and conclusions with recommendations.

Title
Analysis of key requirements for
building a creative organisation and
obstacles in implementing these
requirements and the ways to overcome
it: Understanding through ARM
Holdings
1

Acknowledgement
This research study has been an extraordinary journey that ended one chapter in my life,
only to begin another. This journey could never have been completed without the kind and
support of my family, friend and relatives. I would like to dedicate a special thanks to my mentor
who guided me throughout this thesis.
1

ABSTRACT
Creativity indicates the ability of the company to think differently and how this thinking
can make an impact on the strategic decision making process. It is about transforming the
imaginative ideas into reality. In the modern era, company need to adopt this particular practice
so that they can get rid from the increased competition. The major aim of the research was to
analyse the impact of creativity on the business performance of an organization. . For this
research, primary data has been collected from 20 managers of ARM holdings through
questionnaire process. The findings of the research helped in analysing that creativity is one of
the crucial and most significant factors for developing business growth and success measures.
Moreover, it has also been analysed that creative organization has capability and potential to
grow within the market. The facts and figures from the findings reflects that ARM holdings has
adopted a creative and innovative path to attain growth and success in the economy. The
company has developed a unique business model which has helped it in creating a competitive
edge within the market. The policy of licensing its technology as intellectual property rather than
manufacturing and selling its own physical products has helped it in creating a unique and
upgraded brand image within the market.
1

TABLE OF CONTENTS
Title..................................................................................................................................................1
CHAPTER 1 INTRODUCTION.....................................................................................................1
1.1 Background............................................................................................................................2
1.2 Background of the organization.............................................................................................2
1.3 Rationale for the study...........................................................................................................3
1.4 Significance of the research...................................................................................................3
1.5 Structure of the report............................................................................................................4
CHAPTER 2 LITERATURE REVIEW..........................................................................................1
2.1 Introduction............................................................................................................................1
2.2 Concept of creativity..............................................................................................................1
2.3 Key requirements for developing a creative organization.....................................................2
2.4 Impact of creative environment on business performance....................................................5
2.5 Obstacles faced by the company in implementing the creative requirements.......................7
2.6 Measures through which the obstacles in creative process can be avoided and removed.....9
2.7 Conceptual framework.........................................................................................................11
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.0 Introduction..........................................................................................................................12
3.1 Research philosophy............................................................................................................12
3.2 Research approach...............................................................................................................13
3.3 Research strategy.................................................................................................................13
3.4 Research purpose.................................................................................................................14
3.5 Data collection.....................................................................................................................15
3.6 Sample and Sampling..........................................................................................................16
3.7 Data analysis........................................................................................................................16
1

3.8 Ethical consideration...........................................................................................................17
3.9 Limitation of the study.........................................................................................................17
Chapter 4 Data Analysis................................................................................................................18
3.1 Introduction..........................................................................................................................18
3.2 Findings...............................................................................................................................18
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................30
5.1 Introduction..........................................................................................................................30
5.2 Conclusion...........................................................................................................................30
5.3 Recommendations................................................................................................................32
REFERENCES..............................................................................................................................34
Appendix........................................................................................................................................38
2

Title
Analysis of key requirements for building a creative organisation and obstacles in
implementing these requirements and the ways to overcome it: Understanding through ARM
Holdings
CHAPTER 1 INTRODUCTION
Globalization has made the entire business environment very competitive and engaging.
The problems faced by the companies are of complex nature. In order to face them it has become
essential to show creativity in the business activities (Hotho and Champion, 2011). Creativity
indicates the ability of the company to think differently and how this thinking can make an
impact on the strategic decision making process. It is about transforming the imaginative ideas
into reality. It is characterised by the ability to perceive the world in different manner. In the
context of the business it is a phenomenon which can form something new and something
valuable for the company (Martens, 2011).
Creative organization can be referred to as a company that uses innovative measure and
aptitude for the purpose of competing day to day activities. In the modern era, company need to
adopt this particular practice so that they can get rid from the increased competition. Also, it
helps in gaining varied benefits in terms of increased competency and efficiency of the company
(Legros, Newman and Proto, 2014). However, to develop as a creative organization, it is
required to ascertain varied requirements so that same can be arranged. In addition to it, there are
different obstacles in this process such as financial constraints, scarcity of resources, inability to
identify talented employees and other related issues (Michelsen, 2009).
It is required to recognize the obstacles so that appropriate strategies can be developed in
this context. Further, it is also required to assess the ways to overcome the obstacles so that
creative organization can be developed (Hewison and Holden, 2012). Main problem that
influences conducting of the study is identifying the manner through which creative organisation
can be developed. Under this, main concern is to identify the factors that can support in
developing creativity within organization. It is evident that present era possess high amount of
competency and therefore company needs to identify factors through which creativity can be
attained.
1

Considering the requirement of creative organization, present research is proposed that
will help in identifying the key requirements for the same along with assessing the obstacles in
implementing the requirement (Wilkie and et.al., 2010). As part of conducting this research in an
effectual manner, ARM Holdings is taken into account which is an English based multinational
semiconductor and software design company. Through this research, actual requirement of
creative organization and ways to overcome the barrier will be attained that will support other
companies in making themselves as innovative.
1.1 Background
The research background deals with the aspect of creativity within the business world. In
real terms the research is related with strategic decision making within the company. It talks
about the resources which are needed in building a creative organization (Hesmondhalgh and
Baker, 2010). It is not easy to form such kind of entity as it requires high level of concentration
and focus on the creative aspects. In the present context, traditional business practices have been
ignored and companies are running after modern practices of functioning. This is because they
want to acquire new edge and different competitive advantages (Sousa, Monteiro and Pellissier,
2010). This study deals with analysing the requirements which are needed to make a creative
organization. The background of the research is very informative and the readers will get to
know about many interesting aspects and process related to creativity within the corporate world.
1.2 Background of the organization
ARM holdings is a British multinational semiconductor and software design organization
headquartered in Cambridge, England. The company deals in the designing of ARM Processors
(CPUs), software development tools, systems, platforms etc. It is considered as a market
dominant in the field of processors for the mobile phones and tablet computers (Gupta, 2011).
The company is one of the best known “Silicon Fen” firs. ARM only creates and licenses its
technology as intellectual property rather than manufacturing and selling its own physical CPUs,
GPUs etc. This report analyses the key requirements for building a creative organisation and
obstacles in implementing these requirements and the ways to overcome it. For this study ARM
holdings has been selected the company is very active in the field of technology (ARM - The
Architecture For The Digital World 2015). With regard to creativity and innovation, ARM has
2

achieved high amount of growth and development. This research will try to analyse the
requirements which are required to form a creative organization through ARM holdings.
1.3 Rationale for the study
At this section, there is a need to prove the research stance by outlining the research
issue, reasons for it and why it is an issue now. It is important to validate the research along with
facts and reasons.Main research issue is to assess the requirement that leads to development of
creative organization. However, there are various factors underpinning to it and to identify the
actual factors responsible for creativity is a research issue. In this context, data will be collected
from the managers of ARM Holdings as part of recognizing the factors that aids in becoming
innovative company.
It is evident that there is no one factor that can lead to creativity within organization;
instead there are numerous factors responsible to it. In this context, identifying the core factors is
the research issue. Further, if required factors are not identified then it may lead to misleading
results from which deviation may arise within the operation of the company. In addition to it,
identifying the barriers in implementing the requirement is another set of issue in present
research. This is so because it requires in-depth discussion for recognizing the barriers.
Identifying the company that can throw light on this concept is the issue now as there are
no such criteria that define the creative organization. In this regard, ARM Holdings has been
taken into account as part of addressing the issue. Based on it, key information will be attained
that will help in conducting the research in an effectual manner. From this research, potential
benefits will be attained to company in terms of identification of factors for attaining creativity.
Through this, appropriate strategy can be developed that helps in attaining the business
objectives in an effectual manner. Beside this, barriers will also get assessed which will be
overcome by creating required action plan.
This research will shed light on the key requirement through which creative organization
can be developed. In addition to it, focus is even laid on obstacles that arise in the development
of innovative firm. Moreover, possible strategies will also be reflected from this study that helps
in addressing the barriers.
3

1.4 Significance of the research
Every research has its own significance. This study also holds a certain significance. The
purpose of the study is to analyse the importance of having creativity within an organization.
Innovation and creativity goes parallel with each other. The research depicts how innovative and
different a company can think about its business processes. It is about analysing the requirement
of creativity for the business. It is important because the level of competition has become very
high and extreme. There is a need to focus on differentiation so that customers’ needs can be
accessed effectively. The differentiation needs to be achieved in terms of business processes,
products and services. It will helping gaining competitive edges for the firm. At the academic
level this research will give the readers a brief knowledge about creativity and its use within the
management field. From the corporate point of view, this research is of great importance for the
firms as they can learn about different aspects of creativity which are to be applied within the
business world.
Research question
 What is the importance of building a creative organization within the business
environment?
 What are the advantages and drawbacks associated with the creative organization?
Research aims
The major aim of the research is to analyse the impact of creativity on the business
performance of an organization.
Research objectives
Following objectives have been framed for the study:
 To analyse the key requirements for developing a creative organization
 To discover the obstacles faced by the company in implementing the creative
requirements
 To identify the measures through which the obstacles in creative process can be avoided
and removed
1.5 Structure of the report
Chapter 1 – Introduction
4

Under this chapter the topic of the research is introduced. The researcher make efforts to
present the significance of the research. It talks about the rational and the research issue which is
to be examined (Friese, 2012). The research aim and objectives are framed. It also make
discussion about the background of the research and the organization which is selected.
Chapter 2 – Literature Review
Literature review demonstrate the knowledge of the literature and tries to make a critical
link with the research question. All the resources are critically reviewed in order to underpin the
study. Published academic journals and articles are used to gain effective learning related to the
subject (McBurney and White, 2009). The purpose of this chapter is to establish an
understanding of the current state of findings concerned with the research topic under
consideration.
Chapter 3 – Research Methodology
This chapter gives a detailed explanation about how the researcher tries to achieve the
research objectives. It shows the use of research tools and techniques which assists in achieving
the aim and objectives of the research. This chapter holds a great importance from the researcher
point of view (Olsen, 2011).
Chapter 4 – Results, analysis and discussion
Under this chapter, all the collected data and results are presented in accurate manner.
The results are analysed by using a suitable technique of evaluation. It could be qualitative or
quantitative. The results are analysed in more meaningful manner (Punch, 2009).
Chapter 5 - Conclusions/Recommendation
Under this chapter, all the research objectives are addressed and a conclusion is presented
on the basis of the findings. While structuring the conclusion it is very important to refer to the
research findings. At this stage it is also checked that whether conclusion is in accordance with
the achievement of research objectives or not (Wright, 2010). On the basis of the identified
loopholes, valid recommendations are made regarding improvements in the investigated issue
and for future researchers.
5

CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
Literature review is an evaluative account of what has been published on the research
topic by the scholars and the researchers. The present research is based on importance of having
creativity within an organization. This chapter talks about the past findings and previous studies
which have been done on the subject. It tries to make a link between existing literature and the
own research. Debates will be captured related to the research issue. Further researcher will show
his own inputs, views and insights.
Literature review exhibit the knowledge of the literature and attempts to make a critical
association with the research question. All the resources are critically reviewed in order to
underpin the study. Published academic journals and articles are used to gain effective learning
related to the subject. The purpose of this chapter is to establish an understanding of the current
state of findings concerned with the research topic under consideration.
All the facts and relationships are identified through reviewing various literatures. The
chapter holds a great importance from the theoretical point of view. It is very important to
understand all the terms, concepts and theories related to the topic. Researcher need to put on lot
of focus and attention on this part. It helps in developing a conceptual knowledge about the
research subject. This research topic has not gained so much attention from the researcher and it
is expected that it will produce some good amount of new knowledge and concepts.
2.2 Concept of creativity
Creativity and innovations are one of the crucial needs of every business units.
Companies are currently thriving on these factors to develop their business policies and
strategies within the market. It helps every organization in developing a unique brand position in
the economy (Addis, 2009). Globalization has helped the making huge impact on the
competition level growth prospects of the business. This factors are critical for analysing and
enhancing the level competition within the Market. Creativity plays a significant role in
developing internal and external business environment. According to Oman, Tumer, Wood and
Seepersad, (2013) a creative business unit is highly competitive than the ones which are
performing on regular business principles. Creativity factors is implemented by the business unit
in every functional are of an organization. Researches stated the fact that majority of the business
1

units presently are developing a research and development segment in order to enhance high
level of creativity and innovation within the business.
Murmann and Frenken (2006) defined creativity as the act of turning new and
imaginative ideas into reality. It is the ability to perceive the world in a new and innovative way.
According to West and Sacramento (2012) economic development has an effectual impact on the
needs, demands and preferences of the people. Creative thinking and innovative ideas helps in
bridging these demands with actual availability of products and services. Linden, Kraemer and
Dedrick (2009) analysed creativity as the ability to inject uniqueness and differentiation in the
performance of the companies. It is assumed to integrate the business environment with new
developments and enhanced efficiency.
The concept is not confined to any field, functional area of service. It is a deliberate and
well accepted part of the business working. Urban, Hauser and Urban (2003) relates the team
with different business processes. Design, service and strategies are the key concepts of the
same. Creative design is one of the most popular and widely adopted concept for business
growth. This focuses on designing and developing unique products and services within the
market in order to enhance demand and usability. For example Apple I phone is one of the most
relevant products which defined creative design in the closest and most effective manner (Apple
iPhone 6. 2015). Creativity in strategies targets on measures for sales maximization and
profitability growth of the companies. Unique and innovative strategies are designed and
developed by the companies for the same. Virgin group (creative marketing strategies), Nike
(Promotional strategies), Aldi (sales growth strategies) etc. are few common and contemporary
examples for the same. Hence, every business units is driving towards creativity, innovations and
uniqueness in order to develop competitiveness and growth prospects for the business.
2.3 Key requirements for developing a creative organization
According to Tutt and Duncan, (2013), Creativity and innovation plays an important role
in the business environment. These things have become very important for the long term
survival. An organization cannot sustain in the market in the absence of creativity and
innovation. It helps in moving on the path of growth and success. According to Tschmuck,
(2012), however it is not easy to move on the following path. There are certain resources and
requirements which contributes towards developing a creative organization. Companies are
2

required to make optimum utilization of all the resources. The requirements can be described in
the following manner.
Manpower – According to Cachia Ferrari and Punie, (2010), the most vital resource for
developing a creative company is the presence of a skilled workforce. Firm cannot become
innovative without the help of people who act as the medium to bring creativeness within the
business. These are the real assets and are highly responsible for the success of the company. But
According to Hoerl and Gardner, (2010), it has been noted that business will need the support of
manpower in order to run a technology. It is collectively a team effort and the contribution is
needed from everyone. It is important that an organization should work as a team in achieving
what has been desired for. Creativity and innovation can be reflected from the working people
also. If they are involved in the decision making process, it is expected that they will come up
with their own ideas and inputs. According to Johnston and Bate, (2013), Innovation is not an
individual sport rather it is a team effort. In order to boost the organizational creativity, the
business leaders need to assess how individuals are creative and to develop cross functional
teams staffed with diverse thinking styles.
Research and development – According to Esslinger, (2011), another important requirement
needed for creativity is the establishment of an effective research and development department
within the company. In order to succeed there is a need to do research on various aspects. For
example, business can look for producing a product which is unique and different and which can
be a value for the customers. For that purpose lot of research work is to be done on identifying
crucial things about the products. The department is required to show excellent research skills
with regard to creativity and innovation.
Process – According to Teece, (2010), another important thing which is needed is to implement
the right creative process. In order to produce right innovative products or services, there is a
need of right creative process.
Figure 1: Osborne Parnes Creative Problem Solving Process
(Source: Williams and McGuire, 2010)
The requirement of process can be understood through Osborne Parnes Creative Problem
Solving Process. It consists of three stages which includes explore the challenge, generate ideas
3

and implement solutions. Through this framework company can decide an approach which
works for the company (Williams and McGuire, 2010). It is very effective in building creative
thinking skills in a multitude of business, educational, government, service-oriented, product
oriented and not for profit firms across the globe. If the process is creative then it will promote
creativity and innovation within the entire business.
Products and services – According to Baron and Tang, (2011), it is important to leverage
customer insights in order to stimulate radical innovation. Products are the lifeblood of the
business. It is essential to think about creative products or services which can bring
transformation in the industry. Well this helps in understanding the perspectives of the
consumers. Reinventing the customer relationship and customer intimacy are to be give priority
by the companies. However on the critical note according to Naranjo-Valencia, Jiménez-Jiménez
and Sanz-Valle, (2011), in the present context, consumers always look for something different
and radical. They would like to see creativity and innovation in the offered products and
services. Hence firms should concentrate on producing innovative and creative products which
can give them competitive edge and achieve differentiation for them.
Organizational climate – According to Sarri, Bakouros and Petridou, (2010), another important
requirement for creativity is to develop an innovative climate within the company. Creativity
should exists in a work group, division or department. People should try to communication in an
inventive manner. Those who are bringing something new must be encouraged. On the other side
according to Mann and Chan, (2011), their efforts are to be encouraged so that others can also
come forward to contribute towards innovation. In this manner new things can be invented which
can give many benefits to the business of the organization.
Leadership – According to Belussi and Staber, (2012), Leaders are responsible for ensuring the
long terms success of the company. It is their duty to give proper motivation to the employees
regarding the importance of creativity. If leaders are creative, then it is expected that followers
will also move on the path of innovation. Leaders can have the potential to take the company
towards the goals and objectives. The creativity and innovation can also be reflected from the
leaders. According to Belenzon and Berkovitz, (2010), they can promote this kind of
environment within the business. However on the critical note it can be said that Company will
need leaders who are skilled, talented and most important those who are creative. Effective
leadership brings value, goodwill, profits and many more advantages for the business. However
4

it is essential that employees should listen them and follow their steps. Further an appropriate
styles of leadership can be used as per the demand of the situation.
2.4 Impact of creative environment on business performance
The contemporary business ideas, marketing strategies and HR policies are generated
effectively if a business unit has developed a supporting and developing culture within the
company. Different researches have been conducted on analysing cost benefit relations of the
concept of business operations. According to Arora and Gambardella (2010) generation of the
present era is highly driven towards multi-tasking rather than long hour monotonous work. This
has helped them in developing ways and innovative measures to divert their efficiency in
different parts of working. This is one of the most significant factor which has helped in
generating demand for advanced and creative products within the market. Freeman, (2005) has
effectively stated in the research that a creative business unit has more efficiency to earn than to
spend as compared to an ordinary company. The contribution of creativity to business growth is
very high and significant.
Davenport (2013) stated in the research that creativity contributes highly in enhancing
business revenue. An in-depth and extensive research helped in analysing that companies with
creativity has significantly high potential to increase the revenue of the business. Researches
contributed the facts that a creative company is 3.5 times likely to grow and generate revenue
within the market. It is because creative strategies or products helps in enhancing sales of the
company by developing unique and influential sales strategies (Menguc, Auh and Yannopoulos,
2014). Aldi for example is a well defined example for the same. It is a German retail unit which
has developed unique sales and promotional techniques by analysing demand within an
organization. This has helped the company in enhancing its revenue by 2.8% in time span of
three years (Menguc, Auh and Yannopoulos, 2014).
A creative agenda also helps in developing high prospects for developing market share
and motivation for employees in the business. Creative thinking and innovation is the backbone
of the conceptual era of economy. Market is developing towards technology dependence and
consumer demands are developing from basic to advanced and unique. Common products and
services lose the fame on a high basis as compared to innovative and new product. This also
contributes in developing product range and services for consumers. Creative thinking and
5

development is the asset which has low impact of time and depreciation (Wymer Jr and Basil,
2014). Hence, businesses are highly favoured by this process. It helps them in creating high
growth prospects within the market by offering wide range of products and services which has
the capability to attain a first mover advantage within the market (Linden, Kraemer and Dedrick,
2009). For example Microsoft focuses on developing advanced and innovative products as per
market trends and demands. This helps the company in building strong and competitive brand
image within the market. Moreover, and the competitive gap between Microsoft and competitive
firms is so high that it automatically drives market share towards it. In addition to this creative
thinking has always helped the business firm in attaining a first mover advantage within the
market which is high profitable needed for the business. Verganti (2013) stated in the research
that creativity helps the businesses on offering future to the consumers which is highly
fascinating and profitable for both the parties.
2.5 Obstacles faced by the company in implementing the creative requirements
According to Antikainen, Mäkipää and Ahonen, (2010), It is evident that inventiveness
and novelty is required to face the increasing rate of competition. However the process is not
easy and is filled with many obstacles. There are many things which are to be taken into
consideration while implementing the creative requirements. These can be described as follows:
Finding skilled workforce – According to Naranjo Valencia and Jiménez, (2010), the biggest
drawback while implementing the creative requirements is to find an effective and skilled
workforce. For establishing a creative organization, there is a need of workforce which can
deliver highly productive and profitable results. Company should earn value from the skills and
intelligence of the people. However critically it can be said that it may be quite difficult to find
such workforce. Lack of efficiency can hamper the business results and achievement of goals
and objectives can become difficult. According to Naranjo Valencia and Jiménez, (2010), Focus
is to be made on developing a competitive workforce who are capable of deriving competitive
advantages for the business. There is a need to find people who not only fit appropriate at the
start-up stage but also those who can grow with the organization. Hence in this manner this issue
can be faced within the business.
Lack of focus – According to Hotho and Champion, (2011), Focus is what been needed to
succeed in the business environment. There are possibilities that firm may get off the track and
may not be able to chase the opportunities which are in front of them. For that purpose, there is a
6

need to be focused and to be disciplined. The valuable time and energy is not to be spend in the
wrong direction. According to Adair, (2010), critically it can be said that lack of focus can
hamper the plan and will also affect the quality. There are also chances that company may
deviate from the path of creativity and innovation. Focus is to be laid on many aspects such as
availability of resources, evaluation, etc.
High competition – According to Bucherer, Eisert and Gassmann, (2012), another biggest
constraint in front of the company is high competitive scenario. Due to globalization the range of
goods and services have become very wide. Customers are having option to avail different kind
of products from different types of firms. There is free entry and exit to every market. It has
increased the rate of competition in every sector. According to Tutt and Duncan, (2013), every
firm is trying to be innovative and creative in its business activities. They are making all possible
efforts to attract the attention of the customers. This can be a great threat to the company as it
needs to know where they are lacking and what the weaknesses are. More focus is to be paid on
research and development activities so that the most advanced and inventive thing can be
discovered.
Lack of resources – According to Cachia Ferrari and Punie, (2010), it is another crucial
constraint on the path of innovation. It is not easy to build an ingenious organisation. It involves
lot of planning and utilization of many different resources. These resources includes manpower,
funds, infrastructure, inputs, time etc. Technology can be expensive as well as inexpensive also.
Innovation can be seen but the process can be very complex. However on the critical not
according to Hewison and Holden, (2012), In the absence of essential resources it is not possible
to bring novelty within the company. Lack of funds and time can bring delay in many other
activities also. Further an optimum utilization of all the resources is needed. The achievement of
goals and objective can become difficult in case if the resources are not appropriate.
Lack of planning – According to Legros, Newman and Proto, (2014), another issue faced in the
process of innovation is lack of planning. Planning is the foremost function of management. It is
performed to make sure that all other functions can be performed with ease. Sometimes lack of
planning can hamper many business activities. However on the critical not it can be said that if
the company does not know what is to be done in situation of crisis then there are chances that
situation may get worsened. According to Michelsen, (2009), It may increase the budget and
7

expenses also. Planning makes sure that things are running as per the schedule. Innovation and
creativity can be done within the framework of appropriate planning also.
Risk issues – According to Hesmondhalgh and Baker, (2010), Further there is a factor of arising
of different types of risk within the business. The creativity process many face different types of
risks such as financial, market, operational, human resource etc. One of the biggest risk is the
financial risks which may arise due to over budgeting. It may lead to lack of management of
income and expenses. Operational risks may also arise.
According to Legros, Newman and Proto, (2014), For instance problem may occur in the
adoption of new technology within the business. The pros and cons of the technology are to be
evaluated in effective manner. Market risk may also arise that means economic recession,
inflation, stagflation etc. These things can have a high impact on the business activities of the
organization. According to Martens, (2011), Risk related to human resources may also arise that
is people may prove not be skilled enough to attain the goals and objectives of the business.
Absence of leaders – As it has been discussed earlier that innovation and creativity is reflected
from leaders also. According to Sousa, Monteiro and Pellissier, (2010), Leaders are the face of
the company and they are responsible for bringing radical innovation. The leaders are the one
who take the company on the path of growth and development. However there is a need to show
the right direction and motivation to the employees. That is possible only through good
leadership. According to Wilkie and et.al., (2010), In the absence of good leaders, the employees
may deviate from the path of achievement of goals and objectives. The creativity and innovation
can also be imitated from the leaders and they can promote this kind of environment within the
business.
Competitive edge – According to Cachia Ferrari and Punie, (2010), another hurdle which can be
faced by the company is the absence of competitive edges. It is essential to attain competitive
edges for the purpose of having creativity and innovation. It is evident that competition has been
increasing and in that case company is required to have competitive edges in all aspects. On the
critical not, According to Hoerl and Gardner, (2010), it contributes towards increasing the market
share and also enhances the reputation in the market. Every organization is trying to be
innovative and creative in its business activities. Hence it can be said that competitive edges are
to be attained.
8

2.6 Measures through which the obstacles in creative process can be avoided and removed
It is evident that obstacles in the process of creativity and innovation arises. Company
should focus on adopting measures through which the obstacles in the process can be avoided
and removed. These can be described as follows:
Adoption of Osborne Parnes CPS process – According to Sarri, Bakouros and Petridou,
(2010), this process can be very helpful in facing the challenges. It consists of three stages which
includes explore the challenge, generate ideas and implement solutions. At the first stage,
challenges are identified, information is gathered and problems are clarified. Second stage is of
idea generation at which company can come up with many ideas to solve the problem. According
to Naranjo-Valencia, Jiménez-Jiménez and Sanz-Valle, (2011), among these ideas the most
promising one can be adopted. The last stage is of implementing the solutions at which strength
and weakness of every solution is discovered. Plans are made regarding the implementation and
measures are identified to solve the problem.
Training and learning of employees – According to Bucherer, Eisert and Gassmann, (2012),
maintaining a skilled and effective workforce is the most foremost requirement for building a
creative organisation. It can be said that novelty is being promoted from the people. However in
order to face the challenges it is essential to impart proper training and learning to them. They
should be effectively trained and given practical training for facing the threats. According to
Hotho and Champion, (2011), Appropriate training programs should be designed so that which
can maintain an innovative environment within the company. For instance training can be given
about the use of new technological software within the organization. Different types of risks and
issues can also be avoided by the adoption of these programs.
Recruitment of talented individuals – According to Antikainen, Mäkipää and Ahonen, (2010),
another good measure is to recruit the best guys in the industry. Those people should be
employed who are capable, efficient and who knows how to bring innovation and novelty for the
business. The talent of these individuals will help in the achievement of creative goals. Their
talent can be utilized in attaining different types of competitive edges also.
Innovative culture – According to Sousa, Monteiro and Pellissier, (2010), another best thing to
do is to maintain a culture of origination and modernisation within the organization. It is a very
effective approach as it will make the employees to realize their duties. It has been said that work
culture affects many business activities. The culture represents the image of the company within
9

the industry. It act as an identity. Although according to Hesmondhalgh and Baker, (2010),
establishing a modernized environment can teach employees how to achieve differentiation and
uniqueness. Creativity should be reflected in all the departments. The communication should be
strong and people who are bringing something new must be encouraged. It can also motivate
others to come forward to contribute towards innovation.
Regular meetings – According to Hewison and Holden, (2012), It is another effective approach
in removing the obstacles. The innovation process can be too complex. There is a need to look at
all the issues in sound manner. For that purpose organizing meetings at regular intervals can be a
good approach. According to Naranjo-Valencia, Jiménez-Jiménez and Sanz-Valle, (2011), At
these meetings, all the gapes and loopholes can be discussed and measures to avoid them can be
discovered. Further different type of contingency plans can also be prepared. The viewpoints of
all the people can be identified. Meetings are very effective in evaluating the potential and
knowing the exact position. It also promotes sound decision making. However there is a need to
find out whether these meetings are proving to be effective or not. The decisions taken at the
meetings must be implemented effectively.
Collecting feedbacks – According to Sarri, Bakouros and Petridou, (2010), another good
approach for avoiding the problems is feedbacks. Feedbacks can be collected from the concerned
people through surveys and questionnaire process. Through feedbacks issues related to
establishing creative organization can be identified. For instance feedbacks can be collected from
the employees and what issues they are facing can be analysed. It can also assists in identifying
the scope of improvements. According to Antikainen, Mäkipää and Ahonen, (2010), further the
progress of the creative programs can also be identified. Different types of loopholes and errors
can be identified and the corrective actions can be taken at the immediate point of time. It is an
effective approach in maintaining quality and smoothness all around the organization.
2.7 Conceptual framework
10

11
creative
organization
ways to
overcome the
requirments
obstacles in
implementing these
requirements
key
requirements
for development

CHAPTER 3: RESEARCH METHODOLOGY
3.0 Introduction
Research methodology consists of process which researcher tend to use with an aim to
carry out research upon the selected topic in an effective way. In any dissertation the given
section has very important role (Friese, 2012). This is because, it is with the help of an
appropriate researching techniques only scholar will be able to carry out its efforts with regard to
conduct study upon the specific topic in an effectual way. Here, in the respective section detailed
description regarding varied research methodology techniques will be given which helps scholar
with regard to appropriately attain the aims and objectives of the study.
3.1 Research philosophy
Research philosophy depicts about the process with the help of which researcher of the
study tend to develop an effective background for their study (Research philosophy, 2016). In
research, research philosophy has significant importance. This is because, the philosophy
provides reflection of author's assumptions which later on will be used by the scholar for the
purpose to develop an appropriate base for the research study. In addition to this, philosophy also
assist in improving the scholar knowledge regarding the objectives of the proposed study. In
accordance with the given context, it can be said that research philosophy are of two type such as
interpretivism and positivism. Interpetivism philosophy is also known as interpretivist
philosophy which scholar uses in order to interpret basic elements which are associated with the
study. The researcher who comply with the respective philosophy assumes that the access
through reality will be carried out only through social construction (McBurney and White, 2009).
In interpretivism philosophy scholar will not formulate any hypotheses. Hence, with an
aim to assess the result with regard to the respective study, scholar make use of some other
strategy. However, positivism philosophy is just opposite to the interprevism one. In positivism
philosophy, scholar do formulate the hypotheses and thus get the answer with regard to the
respective study on the basis of formulated hypotheses only. Here, for the selected topic under
study which is based on analysing the impact of creativity on the performance of ARM holdings
interpretivism research philosophy has been used (Olsen, 2011). The study lacks any specific
type of hypotheses and it is the reason why the given method has been applied to the respective
study. Furthermore, the philosophy also assist scholar in the task of attaining the aims and
12

objectives of the study effectively.
3.2 Research approach
Research approach showcases the manner which scholar can use in order to conduct the
study upon the selected topic appropriately. Deductive and inductive are being regarded as two
major type of research approach. The only difference which exist between both inductive and
deductive approach is that one validate the assumptions on the basis of existing theory, however
other tries to emergent the new theories on the basis of assembled results. For example,
deductive approach is concerned with the development of hypotheses on the basis of existing
theory. This means that the deductive approach moves from general to particular approach. In
accordance with the given context, a systematic steps identified which are associated with the
deductive approach (Punch, 2009). In this approach, scholar tend to analyse number of theories
which are related with its selected topic. On the basis of this information, it formulates the
hypotheses which is being observed by the scholar with an aim to make the acceptance and
rejection related decision.
In comparison to this, in inductive research-approach scholar will not review or analyse
the existing theory (Inductive research approach, 2016). Thus, here researcher tend to formulate
the new theory on the result of the study which is being conducted by it. This entails that in
inductive research-approach researcher will not take help from existing theory. Here, researcher
develops the new theory on the basis of observation. For the present study which is based on the
topic of analysing the impact of creativity on the performance of ARM holdings inductive
research approach has been applied. This is used because with the help of it, scholar can assess
that whether firm compliance with the innovation and creativity will lead to cause necessary
impact upon the enterprise or not. In addition to this, by taking help from the respective method
scholar can formulate an effective conclusion for the study (Wright, 2010).
3.3 Research strategy
Research strategy is the technique which is applied with an aim to obtain the answer for
the problems which are related with the selected topic. Furthermore, research strategy is
considered as the plan which help in setting the direction of the study. It is very important for the
researcher that it must formulate its research tactics in an appropriate manner. This is because, if
it is not done then in the given circumstance it will become very difficult for the scholar with
13

regard to attain the aims and objectives of the study in an effectual way (Lang and et.al., 2013).
In this regard, number of strategies assessed which scholar of the respective study can use. It
consists of case study, survey, experiment and grounded theory. These all given research
strategies posses some benefits and disadvantages. But, in the current study which is associated
with the topic of analysing the impact of creativity on the performance of ARM holdings survey
research strategy has been applied. It is used because with the help of this researcher of the
present study can effectively analyse the opinions given by the sample of the present study with
regard to the selected topic in an effective way. In addition to this, with the help of given tactic
only detailed analysis has been carried out by the researcher upon the selected topic. Thus, the
given thing enables the scholar with respect to resolve the issue or the problem related with the
specific study appropriately (Gautam and Luitel, 2013). Furthermore, it is through this way only
the aims and objectives of the study has been met.
3.4 Research purpose
Research purpose depicts the main reason behind carrying out the research upon the
specific topic. Thus, it is right to said that the in research methodology the given method has
significant importance. It is due to the fact that, by defining the overall purpose of the study,
scholar can set its direction towards the right path. Thus, the given thing will enable the
researcher with regard to attain the aims and objectives of the study in an effective manner
(Carson, 2014). The research purpose is also called by the name of research design. In this
regard, it can be said that the research design is of three types such as descriptive, exploratory
and explanatory. Here, scholar will make use of explanatory research design when it is more
interested in assessing the cause and effect relationship which exit between two variables.
Furthermore, respective research design is also used by the researchers when they are more
interested in getting answer to the why related questions. For example, why innovation and
creativity matters a lot for the firm. Furthermore, exploratory is another type of research design.
The given method is used by the scholar when it wants to conduct study upon that specific
problem which has not been clearly defined by it (Exploratory research design, 2016). In
addition to this, another type of research design is descriptive. This research design helps the
researcher with respect to get detailed information regarding the topic which is being selected by
the scholars. Here, in the selected topic under study descriptive research design has been applied
(Farrokhyar and et.al., 2014). This is used because with the help of it researchers can analyse the
14

research problem with regard to the specific study in more detailed way. Hence, can be able to
draw the conclusion for the respective study in an effectual way. Furthermore, it is by complying
with the given type of activity only aims and objectives of the study will be met (Mackey and
Gass, 2013).
3.5 Data collection
Data collection consists of systematic process of gathering and assembling the
information with regard to the specific topic. The success of any conducted study thoroughly
depends upon the data collection techniques only. This is because, the techniques of data
collection guides researchers towards the result of the study. In addition to this, here with the
help of data collection tools scholar can get gather the views and opinions of its selected sample
for the study appropriately. Thereby, it can meet the aims and objectives of the study effectively
(Stanley, 2013). The data collection techniques has been divided into two sections such as
primary and secondary.
Furthermore, both the given methods has been used for the present dissertation also
which is based upon the topic of analysing the impact of creativity on the performance of ARM
holdings. Primary data consists of technique in which researchers’ collects data by themselves
with the help of both quantitative and qualitative methods. In addition to this, here in this method
scholar do take help from the previous study with an aim to improve its knowledge and
understanding regarding the issues associated with its own study (Schaufeli, Taris and Bakker,
2006). Thus, through this way it tends to prepare base for its primary study.
In addition to this, scholars also collects data from the number of secondary sources also.
In secondary data collection method, researcher thoroughly depends upon the secondary sources.
Moreover, the result obtained by the researchers is also influenced through the secondary sources
only. Here, in the present study primary data has been collected with the help of tool such
questionnaire. In this regard, semi-structured questionnaire has been prepared. It is the type of
questionnaire which possess combinations of open and close ended type of questions. It is an
appropriate form of questionnaire (Weischedel, Matear, Deans, 2005). This is because, by using
the given method in-depth analysis will be carried out with regard to the aims and objectives
associated with the respective study. Besides this, in order to resolve the research problem related
with the present study, number of secondary sources has also been utilized. In accordance with
the given context, secondary data has been collected by the scholar from the sources such as
15

books, online articles and journals etc. Furthermore, with the help of given means only
appropriate base for the present study has been prepared. Overall, it can be said that both data
collection methods selected are effective and appropriate.
3.6 Sample and Sampling
For the scholar, it is very difficult or tedious task with respect to conduct its study upon
whole population or the universe. It is a difficult task because of time limitation and it is a
tedious task because of varied characteristic of the population. It is due to the presence of given
aspect, there is a need to collect sample arises in front of the researcher. Hence, it can be stated
that sample is the small part of population (Gautam and Luitel, 2013). The effectiveness of the
selected sample will be occur if it clearly depicts the features of whole population. Here, in the
present study 20 managers of ARM holdings has been selected as the sample. However, with an
aim to select the same assistance has been taken from the probabilistic sampling approach. In this
approach, random sampling method of collecting data has been used. This method is appropriate
because it gives each members in population or universe an equal chance of being selected.
Furthermore, it can also be said that it is type of lottery method. Here, in the present study which
is on analysing the impact of creativity on the performance of ARM holdings respective method
has been applied due to the limitation of sufficient time with scholar (Schaufeli, Taris and
Bakker, 2006). In this context, it can be said that other sampling methods takes much time and
sometime proves inconvenient to the researchers. Thus, it the being regarded as the major reason
behind the selection of random sampling method for the present study.
3.7 Data analysis
The work of researcher does not end with performing the task of data collection. It is due
to the fact that, after collecting the data from the appropriate sources researcher will have to
make efforts with regard to analyse the collected data of the study effectively. However, if it is
not done then formulated aims and objectives of the study will not be met. The selection with
respect to the data collection techniques thoroughly the type of research (Weischedel, Matear and
Deans, 2005). For example, in case if scholar is using quantitative data in the study then with an
aim to perform the data analysis it will take help from different type of SPSS tests. In the similar
way, for the purpose to analyse the quantitative data for the study, the tool such as thematic
analysis will be used by the researcher.
16

The present study is qualitative in nature, thus with an aim to analyse the collected data
the technique such as thematic analysis has been used. In accordance with the given context,
themes has been prepared as per the research question. Here, by analysing each theme researcher
can get the answer to the specific question.
3.8 Ethical consideration
Number of ethical aspects has been considered by the researcher of the present study
while conducting its study upon the respective topic. One of the ethical aspect which researcher
has considered in the given study is to maintain the confidentiality of the collected data. Here,
efforts has been made by the researchers for not disclosing the views and opinions as being given
by the managers of ARM holdings to any other person or individual. This is done, with an aim to
maintain the trust and confidence of the sample. In addition to this, another ethical aspect has
also been followed by the scholars of the respective study. It is of getting the prior approval from
the sample of present study. Generally, it has been seen that respondents of the study feels
hesitate in taking part in the research process if they are totally unaware about the aims and
objectives of the study (McBurney and White, 2009). Thus, in order to remove such
complication scholar of the present study has taken step with respect to give thorough
information about the main aim behind conducting the respective study to the respondents.
Hence, it is correct to said that the researcher of present study has complied with all the ethical
aspects associated with the present study.
3.9 Limitation of the study
The study also possess some limitations which has impacted the result of present study
which is on analysing the impact of creativity on the performance of ARM holdings in some sort
of way. Among all time and finance are being regarded as two major limitations associated with
the respective study (Carson, 2014). Here, the researcher of the present study has very limited
amount of time within which it has to carry out its study. But, with an aim to perform the work
effectively scholar will need sufficient amount of time. If this has been given to the scholar of
present study at that time more effective result has been found by the researcher. In addition to
this, scholar will require finance in each and every phase of conducting the research. But, if
given thing is lacked at that time also researching activity of the scholar will be impacted.
17

Chapter 4 Data Analysis
3.1 Introduction
Data Analysis is the most significant section of the whole study. At this stage all the
collected data is analysed by using a suitable technique. The results are interpreted and valid
opinions are made. The framed results are in accordance with the research aim and objectives. It
is essential that findings must state the proposed research questions. For this research, primary
data has been collected from 20 managers of ARM holdings through questionnaire process. It is
a questionnaire consisting of open ended and close ended questions both. The collected
responses are analysed through using qualitative as well quantitative approaches. Thematic
analysis has been selected for the purpose of evaluation.
3.2 Findings
Demographic findings
Gender
65%
35%
male
female
The above graph shows the gender distribution of the sample respondents. The findings
reflects that 65% of the sample are males and 35% are females. From this it can be interpreted
that majority of the employees at the ARM holdings are male.
18

Age
15%
55%
30% 15 – 20
20 - 25
25 – 30
more than 30
The above graph reflects the age distribution of the sample respondents. The findings
shows that 55% of the respondents are between 25-30 years, 30% are more than 30 years, 15%
are between 20-25 and no body lies within 15-20. From this it can be interpreted that majority of
the managers at ARM holdings are young and dynamic. It attracts fresh talent within the industry
which is very important from the creativity point of view.
Experience of the sample respondents
1-3 years
3-6 years
6-10 years
More than
10 years
0 1 2 3 4 5 6 7 8 9 10
The above graph indicates the experience of the sample managers within the company.
The findings shows that 45% of the sample have 6-10 years of experience, 25% have more than
10 years of experience, 20% have 3 to 6 years of experience and 10% have 1 to 3 years of
19

experience. This shows that turnover rate at the ARM holdings is quite good. The employees
likes to stay for a longer period within the company. It creates an positive impact on the
creativity of the organization by encouraging innovation at constant intervals.
Department of the sample respondents
Sales Marketing Operations Technical human resource
0
1
2
3
4
5
6
7
8
The above graph indicates the departments of the sample people. The findings shows that
majority of the managers are from technical departments. This shows that the demand of
technical experts is very high within ARM holdings. The company is highly technology oriented
and works on different types of hardware and software.
Qualitative findings
Theme 1
What is the importance of creativity organization within the business environment?
The sample respondents were asked about the importance of creativity within the
business environment for the today’s organizations. Majority of the respondents stated that
creativity is vital for surviving the competition. Due to globalization the nature of the
environment has become very competitive and dynamic. Hence the problems faced by the
companies are of very complex nature. In such situation, inventiveness gives the power to think
differently and also provide assistance in strategic decision making process. In the views of the
managers, it can develop something new and something valuable for the organization. It is also
20

important from performance point of view. A company cannot survive on traditional and older
methods of functioning. Innovation is required to attain competitive edges. The managers also
stated that traditional business practices have been ignored and firms are driving after modern
practices. The long term survival of the company is also dependent on how it responds to the
changing nature of the environment. It also enhances the sales and profitability for the company.
The customers also expects something different and unique all the time. Hence for fulfilling their
requirements, firms are required to show creativity in its processes at constant intervals.
Theme 2
Do you agree that creativity is important for ARM Holdings?
55%
45%
Strongly agree
Agree
Indifferent
Disagree
Strongly disagree
The sample respondents were asked whether creativity is important for ARM holdings or
not. On getting the responses it was realized that 55% of the sample managers were strongly
agree, 45% of them were agree and no other options were selected. It is evident from the fact that
company deals in technological tools and instruments only. It deigns ARM Processors (CPUs),
software development tools, systems, platforms and many more products. According to the
managers, company is considered as a market dominant in the field of processors for the mobile
phones and tablet computers. Inventiveness is required to be shown in the manufacturing of such
kind of technical products. Software services are majorly developed for people by people and
human factors are to be considered in the designing of the products. Even the tag line of the
company is “The Architecture for the Digital World”.
21

Creativity can be a source for ARM holdings to improvise solutions for handling the
dominating complex systems. According to the managers one of characteristic feature of
company’s processors is their low electric power consumption. It is the biggest reasons the
products are being sold in large quantities. This feature is not available with the competitors of
ARM. Hence it can be said that creativeness is the very crucial for the organization and its
business.
Theme 3
Do you think there is high impact of creativity on the business performance of the
company?
100%
yes
No
The respondents were asked whether there is a high impact of creativity on the business
performance of the company or not. On getting the responses it was realized that majority of the
managers responded yes. It is evident from the fact that due to innovation ARM has gained an
effective position within the industry. The PLC is residing at the heart of world’s most advanced
digital products and services. The technology offered by the company facilitates the development
of new markets and renovation of industries and society. Very effective innovations in the field
of technology can be seen from the brand. It has contributed in enhancing the share performance
within the market. Another achievement gained by the firm is high number of acquisitions on the
other software firms. This has increased the market share and size of the ARM within the
22

industry. It is also considered as a market dominant in the field of processors for the mobile
phones and tablet computers. Hence according to the views of managers, innovation has given
very high amount of value to the business. The produced goods are in accordance with the
trends.
Theme 4
What are the key requirements for ARM holdings for developing a creative organization?
The respondents were asked about the requirements which are needed for the business in
order to develop as a creative organization. According to the managers, there are certain
resources and requirements which are to be adopted in this process. There is a need to make
optimum utilization of all the resources. It was realized that the most vital resource is the
presence of a skilled workforce. Innovativeness cannot be achieved without the help of
individuals who has the potential to achieve that. Company must develop a team of experts who
all can work together for the betterment of the customers. The managers stated that another
important requirement is establishment of an effective research and development department
within the company. Researching on various aspects is essential in order to succeed. In case of
ARM, the organization is required to remain updated all the time with new technological
advancements. The department is required to show excellent research skills with regard to
inventiveness.
Another crucial resource is the work culture. It is important to develop an innovative
climate within all the departments. People who are bringing something valuable must be
encouraged and they all should try to make communication in an inventive manner. According to
the managers another very important resource is good leaders. The leadership is to be reflected
from the managers. They are responsible for facilitating the long terms success of the business.
They must give proper motivation to the employees regarding the importance of innovation. If
the managers are artistic, then it is expected that employees will also drive on that path. This will
lead the firm towards its goals and objectives.
According to the managers, another crucial resource are products and services of ARM. It
was stated that it is important to leverage the consumer insights for the purpose of stimulating
major innovation. Products are considered as the lifeblood hence it is necessary to develop
23

services which can bring transformation in the industry. Hence focus is to be made on producing
creative products which can assist in deriving competitive edges and differentiation.
Theme 5
On which business model, ARM holdings perform its operations?
The sample managers of the questionnaire process were asked about the business model
of the ARM holdings. They stated that unlike other companies, ARM creates and licenses its
technology as intellectual property rather than manufacturing and selling its own physical CPUs,
GPUs etc. It is effective for the business of the firm as it refers to creations of mind. Under this
process a monopoly is assigned to the designated owners by the law. ARM makes use of
different types of intellectual property rights such as trademarks, patents, copyright, industrial
design etc. There are many reasons behind company’s adoption of this practice. It offers the
business a financial incentive for the development of an investment in intellectual property. In
case of patents, PLC had to pay the associated research and development cost only. Further
holding of the intellectual property also helps in achieving a stable financial growth within the
business. Further the managers stated that ARM is having offices and design centres across the
world. The services are located in almost all parts which makes it easier to reach the customers.
Further it is highly focused towards the behaviour of its target segment. They want to make
products which are simple and un-complex. They want to design as per the needs and
requirements of the clients. Consumer needs are very essential to be kept into minds to think
about innovation and creativity.
Theme 6
What are the methods adopted by the company for removing the obstacles in the creative
process?
The sample respondents were asked about the methods adopted by the company for
removing the obstacles in the creative process. On getting the responses different managers
stated about different approaches. It was stated that inventiveness and novelty is required to face
the increasing rate of competition. Nevertheless the process is not easy and is enclosed with
many barriers.
24

According to the sample respondents one of the biggest constraint while implementing
the creative requirements is to discover an effective and skilled workforce. In order to develop
such kind of company, there is a requirement of people who can give highly productive and
profitable results. Business can earn value from the skills and intelligence of the people. Lack of
efficiency can hamper the business results and achievement of goals and objectives can become
difficult.
There is a need to develop a competitive workforce who can derive competitive
advantages for the business. In this regard effective training and development programs can be
designed so that employees can be taught to bring creativity in the processes. The programs must
be of high quality and standard without any errors and loopholes. The major strength for ARM is
its competent workforce. They are always ready to give their maximum contribution towards the
goals and objectives of the company.
The managers also stated that more focus is to be given on strengthening the research and
development department of the business. In order to succeed there is a need to perform effective
research on various aspects and issues which arises within the context of the competitive
environment. The department must concentrate on discovery of more user friendly technology
and advancements which can offer value to both company as well its clients. ARM is operating
in the field which requires development at constant intervals. However responding to that it has
always remain one step ahead of its competitors.
The managers also stated that an effective leadership strategy can also help in giving
some valuable results. Leaders can have the potential to take the company towards the goals and
objectives. They are responsible for showing creativity and innovation. They should promote this
kind of environment within the company. It will need leaders who are skilled, talented and most
important those who are creative. It is evident that good headship brings value, goodwill, profits
and many more advantages for the company.
Another approach that can be used is to create an environment which in innovative and
creative for the employees. From this, they will feel motivated and will try to give their
maximum in which they do. Inventiveness must exists in the environment also. Efforts are to be
encouraged so that others can also come forward to contribute towards innovation. In this
manner new things can be invented which can give many benefits to the business of the
organization.
25

As per the views of the managers, another good approach could be regular meetings. The
innovation process can be too complex. There is a need to look at all the issues in sound manner.
For that purpose organizing meetings at regular intervals can be a good thinking. The viewpoints
of all the people can be identified. These are very effective in evaluating the potential and
knowing the exact position. It also promotes sound decision making.
Theme 7: There are varied barriers identified by ARM Holding while implementing
creative requirement.
It is evident from this research that there are varied barriers that been faced by company
at the time of implementing. However, different managers have highlighted different barriers and
based on it few barriers have been identified. It includes finding skilled workforce, poor resource
capability, inappropriate planning, absence of visionary leader and components of risk. Below
figure signifies the responses of managers within the context of barrier:
20%
15%
10%30%
25%
Barriers
Finding skilled workforce
Poor resource capability
Inappropriate planning
Absence of visionary leader
Components of risk
From this responses, it has been evident 30% of respondent thinks that mentioned
company faces the barrier of missing visionary leader in their employee base. Due to this, issue
with regards to implementing creative requirement is been faced that affects the overall
efficiency of company. In addition to it, 25% of respondents think that risk is other factor that
acts as barriers for the company. It can be analyzed that risk are always there in the operation and
hence same can be managed through appropriate planning. However, 2 out of 20 managers think
that inappropriate planning is the factor that develop barrier for the company. Due to this, risk is
26

also increased that affects the overall implementation process of implementing creative
requirement in Arm Holding. Apart from it, 4 managers has a viewpoint that company is able to
work upon innovative factors but finding technical and skilled workforce is biggest issue tat been
faced. Considering this, it can be state there are huge availability of personnel in market but
finding skilled and technical individual from it is one of the tough job. Due to this, company
faces issue while working on innovative project.
Further, it is even evident from this research that resource capability of firm is another
matter of concern for company. It is found that implementing innovative approach requires huge
resources and initial investment which company like Arm Holding doesn’t able to allocate
resources every time. Hence, it act as a barrier through which it losses the competitive edge over
the rivals. However, resource capability is been responded by only 2 managers which signifies
that it is not a big barrier and due to this. Based in this discussion, it can be state that visionary
leader is required within organization so that company can develop appropriate strategies within
the context of implementing innovative strategies. With the help of it, company can mitigate the
risk as well by developing appropriate strategies as well. In addition to it, proper training and
development can be an option for developing skilled workforce so that they can work as per the
requirement. As far as resource capability is concern, it can only be managed by enhancing the
profit margin and reducing expenses.
Theme 8: Company focuses on customer requirement and continuous improvement for
being creative within the industry.
It is required that company must remain competitive in the market so that it can sustain
for longer and for the same, varied strategies need to be developed by the company. Considering
this scenario, ARM holding also need to be remain competitive in order to ensure its
sustainability. For this, managers have been asked about the area of focus that they assure for
sustaining and it has been highlighted from their statements that meeting with the customer need
are one of the key practice. Majority of managers have stated that they adhere with the
customer’s requirement so that repeated business is attained through them. For this purpose,
company emphasizes on feedback and customer review so that new aspects of business can be
developed. This helps in satisfying diverse needs of customers which eventually leads to
attainment of business objectives. It has also been analyzed from this research that customer is
27

one of the key element of company and it is of key importance as well. In this regard, ARM
holding ask for feedback and review through different means of communication so that their
needs or issue can be identified. This acts as a base for the company through which overall
efficiency of the mentioned firm is increased.
Apart from it, few of the managers also highlighted that creativeness can only be attained
if regular improvement is made within organization only. Adding to this, manager states that it is
required to focus on internal information as well for assuring creative rather than only focused on
customers. In this regard, manager stated that they monitor and control the business activity in
order to identify the area for improvement. Manager also review employee performance and
match it with standards so that gaps can be met. Through this, manager is able to incorporate
necessary training that aids in enhancing the competency of employees. Beside this, manager
also stated that they uses financial information as well issues can be rectified and hence overall
development can be attained. It is analyzed through this research that the strategy of monitoring
employees and organization supports ARM holding in leading towards creativity. This supports
in meeting with the goals of company along with boosting of competency. Hence, based on this
discussion, it has been cleared that company majorly focuses on internal and external
information so that it is able to remain creative. This policy proves effective for company as it is
able to gain idea about the latest trends from customers. Further, internal communication helps in
identifying the areas that can be streamlined so that innovation can be attained. This aids ARM
holding in attaining innovation in business process from dual aspects.
Theme 9: Creativity and Innovation has enhanced the financial performance of ARM
Holding.
In the present era of competition, creativity and innovation is one of the key aspects that
help company in boosting the effectiveness of company. In this regard, managers of ARM
Holding have stated that they are able to boost the financial performance of company by
focusing on the creativity and innovation. On this basis, it can be state that company is able to
minimize the cost with the help of innovation and creativity as it is one of the key elements that
aids in boosting the efficiency of company. Through innovation and creativity, company is able
to enhance it sales over the period of time that aids in enhancing its profit margin. Following is
the sales graph of ARM holding that signifies high rise in sale of company through innovation.
28

When asked about the reasons of significant rise of sales to managers, they responded that
continuous innovation and patenting the products is the key for the same. It helps company in
offering new and highly advanced products to customers which aids in gaining high amount of
attention from customers. Additionally, company assesses the latest trend and technology and
implements the same in product development. This gives them first mover advantage that
certainly boosts overall efficiency of the company. Further, manager stated that innovation also
supported in minimizing the risk of failure that aids in boosting the overall efficiency of the
company. Also, it helps in reducing cost of operation that leads to rise in financial performance
of the business. Hence, it has been found that creativity and Innovation has enhanced the
financial performance of ARM Holding.
29

CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.1 Introduction
This section of the study is the final and most critical part of the research study. It focuses
on reflecting the overall research understanding and findings for researcher and readers as well.
It creates an in-depth and detailed understanding about research findings in order to analyse gap
between set objectives. Moreover, it will combine the theoretical framework with detailed
analysis to attain a well-developed analysis of the project. The aim of the current study was to
analyse key requirements for building a creative organisation and obstacles in implementing
these requirements and the ways to overcome it. To attain the aim of the study case analysis of
ARM holdings was undertaken by the business. The current section of the research will focus on
effectively analysing and understanding the overall research and draw an effective conclusion
and recommendations to improve as well.
5.2 Conclusion
An extensive and in-depth research for the present topic has been carried out by the
researcher in a well-structured and formatted manner. Effective primary and secondary research
has been undertaken in order to analyse the relativity of the topic and its relevance with the
company selected. The findings of the research helped in analysing that creativity is one of the
crucial and most significant factors for developing business growth and success measures.
Moreover, it has also been analysed that creative organization has capability and potential to
grow within the market. The facts and figures from the findings reflects that ARM holdings has
adopted a creative and innovative path to attain growth and success in the economy. The
company has developed a unique business model which has helped it in creating a competitive
edge within the market. The policy of licensing its technology as intellectual property rather than
manufacturing and selling its own physical products has helped it in creating a unique and
upgraded brand image within the market. Both primary and secondary research process helped
the company in attaining business objectives effectively. The business objectives of the research
can be addressed in the following manner:
30

To analyse the key requirements for developing a creative organization
The finding of the research helped in evaluating that in the present era some factors
contributes widely in developing a creative business unit. ARM Holdings has adopted the same
in order to create an edge within the market. The company has employed skilled trained team of
employees who are treated as the crucial and most significant assets. They help in delivering
high and well managed results to the business. In addition to this Strong research and
development department of the company is yet another factors which has helped the business to
attain high growth prospects and develop a creative environment in the company. Focusing on
producing innovative products and prioritizing consumer demands is yet another driver which
has helped the business in growing towards success. In addition to this advanced products and
services and positive organisational climate are also some favourable drivers for the business.
Hence, it can be effectively analysed and that the research has successfully analysed and
determined the factors which helped a business unit in developing a creative business
environment. This reflects the potential of the company in delivering competitive services to its
consumers through developing innovative products and services.
To discover the obstacles faced by the company in implementing the creative requirements
The analysis of present business environment helps in analysing that innovation and
creativity is one of the most significant requirements of the business. It helps companies in
succeeding widely within the market however facts and figures has revealed a fact which defines
wide range of obstacles which creates an ineffective impact on the growth and development of
the company. ARM Holding has also faced the similar consequences for enhancing creativity in
the market. Finding competitive and skilled team of employees is one of the most challenging
task for the business. It has a been analysed that complexity within the market has resulted in
increasing rate of school and collage drop-outs in the economy. Hence, the percentage of highly
efficient employees is limited within the economy. In addition to this training and development
cost is high which enhances cost for the business. In addition to this managing talent and
acquiring new talent is yet another obstacle for the business. Hence, the stated measure is in
effective and non effective measure for the business growth. In addition to this, findings of the
research also stated that ineffective leadership issues are yet another significant obstacles for
business. ARM Holdings is a technological based unit. Effective leadership programs helps in
delivering impressive results for the business unit. Hence developing and redefining the
31

leadership measures will helps the business in attaining high growth prospects while overcoming
all business obstacles.
To identify the measures through which the obstacles in creative process can be avoided and
removed
The above research helped in analysing and evaluating that well developed measures to
overcome the business obstacles may helps the business in developing a creative business
environment. Effective contribution of management and effective training and development
programs may help employees in enhancing their skills and contribution for creative growth.
ARM holding analysing the sensitivity of the issue has adopted effective measures to overcome
the stated obstacles from the company. The company has adopted unique business process where
technological innovation are considered as the intellectual property of the business. This strategy
has helped in motivating and developing employees highly. Moreover, this strategy has also
helped the company in enhancing brand image of the business highly within the market which is
widely useful for the organization. Training and development techniques has contributed in
aggregating to 20% of the cost for the company however the measure has proven to highly
helpful for the business. It has resulted in increasing the revenue highly and consistently.
Moreover, it has also helped in developing skills of employees along with minimizing the rate of
retention for the company. The research and development department of the company has also
been enhanced and made resourceful in order to create a competitive edge in the market.
Establishing a modernized environment can teach employees how to achieve differentiation and
uniqueness.
5.3 Recommendations
There are different ways through which the problems can be avoided and removed:
 It is recommended that company can adopt Osborne Parnes CPS process within its
business. It can be very useful in encountering with the challenges faced at the
operational level. It consists of three major stages which includes explore the challenge,
generate ideas and implement solutions. This model will help in making more sound and
effective business decisions. It can come up with many ideas which can be applied to
solve different types of issues. Effective plans can be made so that relevant measures can
be adopted.
32

 For building a creative organization, it is essential to maintain a skilled and efficient
manpower which is the foremost requirement. Novelty is seen from the side of the
people. Hence it is recommended that proper training and learning can be given to the
employees so that they can learn about the practical aspects for facing the threats.
Training can be given regarding the use of new processors, softwares, IT system etc.
Different types of risks and issues can also be avoided by the adoption of these programs.
These programs must be of high quality standards and there should not be any
compromise with the values.
 Further the quality policy of the AR holdings must be in accordance with satisfying the
needs and expectations of the customers. The products are to be delivered within the
stipulated time period. Continuous monitoring can be performed over products and
services. Emphasis is to be given on improving the performance of the employees
through adopting effective quality standards. The quality policy can be framed after
taking into consideration different types of factors because they are very crucial from the
business point of view.
 It is also recommended that ARM holdings must recruit skilled and talented employees
who can collect appropriate feedbacks from the customers. Through feedbacks issues
related to establishing creative organization can be identified. It can also assists in
identifying the scope of improvements. Different types of loopholes and errors can be
identified and the corrective actions can be taken at the immediate point of time.
 For the purpose of creativity, company can also develop an effective research and
development department. Under this division a team full of experts and specialists can be
appointed. These experts must be capable of identifying the prevailing trends within the
market. It can be seen that there are many issues which are to be discovered.
Establishment of this department will promote a creative culture. It will also inspire the
other people to maintain such kind of atmosphere and it may reflect in their contribution
also.
33

REFERENCES
Adair, J., 2010. Leadership for innovation: How to organize team creativity and harvest
ideas. Human Resource Management International Digest. 18(6). pp.29-54.
Addis, B., 2009. Creativity and innovation. Rough Notes, 152(4). pp. 78-80.
Antikainen, M., Mäkipää, M. and Ahonen, M., 2010. Motivating and supporting collaboration in
open innovation. European Journal of Innovation Management. 13(1). pp. 100-119.
Apple iPhone 6. 2015. [Online]. Available through: <http://gadgets.ndtv.com/apple-iphone-6-
1973>. [Accessed on 22nd July 2015].
ARM - The Architecture For The Digital World 2015. [ONLINE]. Available through: <
https://www.arm.com/>. [Accessed on 19th December 2015].
Arora, A. and Gambardella, A., 2010. The market for technology. Handbook of the Economics
of Innovation. 1. pp.641-678.
Baron, R.A. and Tang, J., 2011. The role of entrepreneurs in firm-level innovation: Joint effects
of positive affect, creativity, and environmental dynamism. Journal of Business
Venturing. 26(1). Pp.49-60.
Belenzon, S. and Berkovitz, T., 2010. Innovation in business groups. Management Science.
56(3). pp. 519-535.
Belussi, F. and Staber, U. H., 2012. Managing networks of creativity. Routledge.
Bucherer, E., Eisert, U. and Gassmann, O., 2012. Towards systematic business model
innovation: lessons from product innovation management.Creativity and Innovation
Management, 21(2), pp.183-198.
Cachia, R., Ferrari, A. and Punie, Y., 2010. Creative learning and innovative teaching: Final
report on the study on creativity and innovation in education in EU member states.
Institute for Prospective and Technological Studies, Joint Research Centre.
Carson, D., 2014. Design Research Methodology: Introducing Evidence BASED Design. Journal
of Education and Research. 14(1). pp.1-10.
Davenport, T. H., 2013. Process innovation: reengineering work through information
technology. Harvard Business Press.
Esslinger, H., 2011. Sustainable Design: Beyond the Innovation‐Driven Business
Model. Journal of product innovation management. 28(3). pp.401-404.
34

Exploratory research design. 2016. [Online]. Available through: <http://lynn-
library.libguides.com/researchmethods/researchmethodsd8>. [Accessed on 25th February
2016].
Farrokhyar, F. and et.al., 2014. Impact of the surgical research methodology program on surgical
residents’ research profiles. Journal of surgical education. 71(4). pp. 513-520.
Freeman, C., 2005. The ‘National System of Innovation’in historical perspective. Cambridge
Journal of economics. 19(1). pp. 5-24.
Friese, S., 2012. Qualitative Data Analysis with ATLAS. SAGE
Gautam, S. and Luitel, B. C., 2013. A Third Space Research Methodology Through the
Metaphor of Mokshya. Journal of Education and Research. 3(2). pp. 96-116.
Gupta, B., 2011. Organisational culture and creative behaviour: moderating role of creative style
preference. International Journal of Innovation and Learning. 10(4). pp. 429-441.
Hesmondhalgh, D. and Baker, S., 2010. A very complicated version of freedom’: Conditions
and experiences of creative labour in three cultural industries. Poetics. 38(1). Pp.4-20.
Hewison, M. R. and Holden, M. J., 2012. The cultural leadership handbook: how to run a
creative organization. Gower Publishing, Ltd.
Hoerl, R.W. and Gardner, M.M., 2010. Lean Six Sigma, creativity, and innovation. International
Journal of Lean Six Sigma. 1(1). pp. 30-38.
Hotho, S. and Champion, K., 2011. Small businesses in the new creative industries: innovation
as a people management challenge. Management Decision. 49(1). pp. 29-54.
Inductive research approach. 2016. [Online]. Available through: <http://research-
methodology.net/research-methodology/research-approach/inductive-approach-2/>.
[Accessed on 25th February 2016].
Johnston, R.E. and Bate, J.D., 2013. The power of strategy innovation: a new way of linking
creativity and strategic planning to discover great business opportunities. AMACOM
Div American Mgmt Assn.
Lang, T. and et.al., 2013. A research methodology study to map the process of initiating and
operating a randomised controlled trial of podoconiosis treatment in Northern Ethiopia.
Trials. 14(1). pp. 1-1.
Legros, P., Newman, A. F. and Proto, E., 2014. Smithian growth through creative organization.
Review of Economics and Statistics. 96(5). pp. 796-811.
35

Linden, G., Kraemer, K. L. and Dedrick, J., 2009. Who captures value in a global innovation
network?: the case of Apple's iPod. Communications of the ACM. 52(3). pp.140-144.
Mackey, A. and Gass, S. M., 2013. Second language research: Methodology and design.
Routledge.
Mann, L. and Chan, J., 2011. Creativity and innovation in business and beyond: social science
perspectives and policy implications. Routledge.
Martens, Y., 2011. Creative workplace: instrumental and symbolic support for creativity.
Facilities, 29(1/2). pp. 63-79.
McBurney, D. and White, T. 2009. Research Methods. Cengage Learning.
Menguc, B., Auh, S. and Yannopoulos, P., 2014. Customer and supplier involvement in design:
The moderating role of incremental and radical innovation capability. Journal of Product
Innovation Management. 31(2). pp. 313-328.
Michelsen, A., 2009. Innovation and Creativity: Beyond Diffusion—On Ordered (Thus
Determinable) Action and Creative Organization. Thesis Eleven. 96(1). pp. 64-82.
Murmann, J. P. and Frenken, K., 2006. Toward a systematic framework for research on
dominant designs, technological innovations, and industrial change. Research Policy.
35(7). pp.925-952.
Naranjo Valencia, J.C. and Jiménez Jiménez, D., 2010. Organizational culture as determinant of
product innovation. European Journal of Innovation Management. 13(4). pp. 466-480.
Naranjo-Valencia, J.C., Jiménez-Jiménez, D. and Sanz-Valle, R., 2011. Innovation or imitation?
The role of organizational culture. Management Decision. 49(1). pp. 55-72.
Olsen, W., 2011. Data Collection: Key Debates and Methods in Social Research. SAGE.
Oman, S. K., Tumer, I. Y., Wood, K. and Seepersad, C., 2013. A comparison of creativity and
innovation metrics and sample validation through in-class design projects. Research in
Engineering Design, 24(1). pp. 65-92.
Punch, F. K., 2009. Introduction to Research Methods in Education, SAGE.
Research philosophy. 2016. [Online]. Available through:
<http://research-methodology.net/research-philosophy/>. [Accessed on 25th February
2016].
Sarri, K.K., Bakouros, I.L. and Petridou, E., 2010. Entrepreneur training for creativity and
innovation. Journal of European Industrial Training. 34(3). pp. 270-288.
36

Schaufeli, W. B., Taris, T. W. and Bakker, A. B., 2006. Dr Jekyll or Mr Hyde? On the
differences between work engagement and workaholism. Research companion to
working time and work addiction.
Sousa, F.C., Monteiro, I.P. and Pellissier, R., 2010. Measures of effectiveness of creative
problem solving in developing team creativity. Projectics/Proyéctica/Projectique. 3(3).
pp. 41-52.
Stanley, L., 2013. Feminist praxis (RLE feminist theory): Research, theory and epistemology in
feminist sociology. Routledge.
Teece, D.J., 2010. Business models, business strategy and innovation. Long range planning.
43(2). pp. 172-194.
Tschmuck, P., 2012. Creativity and innovation in the music industry. Springer Berlin Heidelberg.
Tutt, K. and Duncan, C., 2013. Creativity and innovation. Gower Publishing, Ltd.
Urban, G. L., Hauser, J. R. and Urban, G. L., 2003. Design and marketing of new products.
Prentice Hall.
Verganti, R., 2013. Design driven innovation: changing the rules of competition by radically
innovating what things mean. Harvard Business Press.
Weischedel, B., Matear, S., Deans, R. K., 2005. A qualitative approach to investigating online
strategic decision making. Qualitative Market Research: An International Journal. 8(1).
pp. 61 –76.
West, M. and Sacramento, C., 2012. Creativity and innovation: the role of team and
organizational climate.
Wilkie, A. and et.al., 2010. Creative assemblages: organisation and outputs of practice-led
research. Leonardo. 43(1). pp. 98-99.
Williams, L.K. and McGuire, S.J., 2010. Economic creativity and innovation implementation:
the entrepreneurial drivers of growth? Evidence from 63 countries. Small Business
Economics. 34(4). pp.391-412.
Wright, S., 2010. Research Methods: A Modular Approach. Australia: SAGE.
Wymer Jr, W. W. and Basil, D., 2014. Social marketing: Advances in research and theory.
Routledge.
37

Appendix
Questionnaire
Name:
Gender
 Male
 Female
Age
 15 – 20
 20 - 25
 25 – 30
 30 – 35
Experience in the organization
 1-3 years
 3-6 years
 6-10 years
 More than 10 years
Department
 Human resource
 Sales
 Marketing
 Operations
 Technical
What is the importance of creativity organization within the business environment?
Do you agree that creativity is important for ARM Holdings?
 Strongly agree
 Agree
 Indifferent
38

 Disagree
 Strongly disagree
Do you think there is high impact of creativity on the business performance of the
company?
 yes
 No
What are the key requirements for ARM holdings for developing a creative organization?
Please reflects the obstacles faced by the ARM holdings in implementing the creative
requirements?
On which business model, ARM holdings perform its business operations?
What policy is being adopted by the company for being creative within the industry?
Do you agree that creativity and innovation has enhanced the financial performance of
ARM holdings?
What are the methods adopted by the company for removing the obstacles in the creative
process?
39