Creativity Building in Tesco

This dissertation investigates the key requirements for building creativity within an organization, using Tesco as a case study. It employs an interpretivist philosophy and inductive approach, utilizing a descriptive research design and survey strategy. Data was collected from 10 senior Tesco managers using both primary (survey) and secondary (literature review) methods. Qualitative analysis, including thematic analysis, and quantitative analysis (SPSS) were used. Findings highlight the importance of key requirements such as allowing failure, providing time for free thinking, and encouraging cross-team learning. Obstacles identified include fear of failure, lack of direction, and communication breakdowns. Recommendations include promoting a culture of innovation, providing resources, and addressing employee concerns. The study concludes that while creativity is linked to success, it doesn't guarantee increased employee performance, and a positive work culture is crucial.

Dissertation
(Analysis of key requirements for creativity building in organization,
identification of obstacles and ways to overcome it: - case in Tesco)
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ACKNOWLEDGEMENT
First and foremost I would like to express my gratitude to my mentor who has assisted
me in providing knowledge and enough support for carrying out the research in an effective
manner. Next in the series I would like to thank my friends, colleagues and family members who
have assisted me at every stage of thesis. With their support I was able to complete my
dissertation in an effective manner. Lastly I would also like to acknowledge my team members
who have helped me in gathering information and analyzing it later.
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ABSTRACT
In the present scenario role of creativity has increased significantly. With the presence of
greater knowledge base and level of curiosity, more number of ideas, patterns as well as
combinations can be achieved. This is then correlated to creation of new and innovative products
and services. There is huge importance of creativity for the business. There is presence of
significant level of creativity. This includes discovery, invention as well as creation. It has been
gained that higher creativity results in bringing greater innovation in the business. This assists
the business in attaining success in long run course of time. Further it resolves the issues that are
related with performance of the employees. The research issue is the declining growth of the
organization. This is as a reason of use of similar ways of doing things. In present market there is
greater demand for the business to bring creativity in the firm so as to enhance growth in an
effective manner.
For the purpose of fulfilling purpose of investigation wide range of techniques are being
applied for the purpose of gaining evidence and making analysis in order to respond towards the
questions for investigation. In the present dissertation on key requirements for creativity building
in organization, identification of obstacles and ways to overcome it interpretivism philosophy
has been employed. Further inductive approach has been applied. In addition to this in the
present dissertation that aims at making analysis of the key requirements for creativity building
descriptive research design and survey research strategy has been used. For the present
dissertation on key requirements for creativity building both primary as well as secondary
methods have been employed. Under primary data collection survey technique was adopted and
sample size of 10 senior managers from company has been taken. The analysis of the collected
data has been done by using qualitative and quantitative technique. The former analysis will be
carried out by development of themes so that better understanding can be generated and valid
conclusion can be drawn. Moreover quantitative analysis is done through use of technique such
as SPSS.
The findings of the study provide that there is greater importance of several key
requirements that assists in building creativity within the organization. In addition to this several
obstacles have been determined that affects development of innovative ideas in the employees.
From the outcomes it has been gained that working culture is positively linked with success but
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there is little impact of independent variable on dependent. Along with this it has been examined
that creativity might not increase the employees work performance. Thus it is negatively
associated with the success of the organization. One of the majors being determined is fear of
failure. In addition to this recommendations have been provided with the aim to address the
issues that are being faced while building creativity. It is recommended that promotion of
creativity in an organization requires good teamwork. From the quantitative analysis it has been
gained those employees who possess moderate experience that allowing failure with reasonable
time is the key requirement for creativity building.
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TABLE OF CONTENTS
CHAPTER-1 INTRODUCTION ....................................................................................................1
1.1 Background............................................................................................................................1
1.2 Rationale for the study...........................................................................................................2
1.3 Research Aims.......................................................................................................................3
1.4 Research Objectives...............................................................................................................3
1.5 Research Questions................................................................................................................4
CHAPTER-2 LITERATURE REVIEW .........................................................................................5
2.1 Introduction............................................................................................................................5
2.2 Concept of creativity and its importance in retail organization.............................................5
2.3 Four P's of creativity..............................................................................................................8
2.3 Key requirements for creativity building in the organization................................................8
2.4 Identification of the issues faced while building creativity in firm.....................................10
2.5 Conclusion...........................................................................................................................12
CHAPTER- 3 RESEARCH METHODOLOGY ..........................................................................14
3.1 Introduction..........................................................................................................................14
3.2 Research philosophy............................................................................................................14
3.2 Research Approach..............................................................................................................15
3.3 Research purpose.................................................................................................................15
3.4 Research strategy.................................................................................................................16
3.5 Research methods................................................................................................................17
3.6 Data collection.....................................................................................................................18
3.7 Sample selection..................................................................................................................18
3.8 Data analysis........................................................................................................................19
3.9 Ethical consideration............................................................................................................20
3.10 Research limitations...........................................................................................................20
CHAPTER-4 DATA ANALYSIS ..........................................................................................22
4.1 Introduction..........................................................................................................................22
4.2 Qualitative analysis..............................................................................................................22
Thematic technique....................................................................................................................22
4.3 Quantitative analysis............................................................................................................44
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CHAPTER-5 CONCLUSION AND RECOMMENDATION .....................................................47
5.1 Conclusion...........................................................................................................................47
5.2 Recommendations................................................................................................................49
Limitations and future research.....................................................................................................53
References......................................................................................................................................55
APPENDIX....................................................................................................................................59
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CHAPTER-1 INTRODUCTION
1.1 Background
In the recent era of competition, innovation is regarded as tool for entrepreneurship.
Further both innovation and entrepreneurship demands for creativity. In the current scenario, for
the purpose of increasing survival the major focus is being paid on improving creativity within
business (Creativity in an organization, 2015). Creativity is referred to as the function of
knowledge, curiosity, imagination as well as evaluation. With the presence of greater knowledge
base and level of curiosity, more number of ideas, patterns as well as combinations can be
achieved. This is then correlated to creation of new and innovative products and services. There
is presence of significant level of creativity (Reynolds and et.al, 2007). This includes discovery,
invention as well as creation. Discovery is regarded as lower creativity level. Moreover, creation
is higher creativity level. But formation is the uppermost of all in context of creativity. For
instance, in an organization creation can be in terms of developing a technology or process that
can be used with the aim to survive in the market in an effective manner. In the present
environment there are greater alterations in the needs and preferences of the customers. For the
purpose of meeting the changing needs of the customers it is important for the organization to
bring creativity within its offerings that includes the products and services that are provided by it
(Kent, 2007). With this business can increase base of clients to a significant level. While
performing a particular job for long term the work becomes monotonous for employees. This
gradually decreases the interest of the personnel towards accomplishing the business operations
with effectiveness. This calls for creativity in the products and services in order to increase
motivation of the employees towards the work. Along with this another major aspect that
compels to for creativity development is due to product life cycle (Nguyen, Wood and Wrigley,
2013). The product development starts with introduction followed by growth then comes the
maturity and lastly it decline. Thus it is importance to bring development in the product at the
time it reaches stage of maturity. This is in order to increase sustainability of the product in long
run course of time.
In the present study analysis has been carried out in detail about key requirements for
creativity building in organization. Through this retail business can demonstrate their position
within the global market. With this enterprise can enhance its growth in the market. The firm
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selected for present dissertation is Tesco. The company is British grocery that operates at
multinational level. Further it is general merchandise that has headquarter in UK. With context to
profit, the company stands at third position from amongst the largest retailer in the world. In
addition to this; Tesco is the largest retailer that is standing on second position in the world as
examined in terms of income. The firm possess its outlets in across 12 countries around Asia and
Europe. It is market leader in grocery sector in UK. Tesco has grown organically and with the
assistance of acquisition unless it has owned more than 800 stores. As the company is too large
thus it is important for the firm to bring creativity with the aim to survive in the market. The firm
carries the same through diversification and expansion strategy that has assisted it in enhancing
its growth to a significant level (Gagnon and Chu, 2005). The company has started its operations
in international market which requires it to meet the needs and preferences of the customers so
that it can attain success. This can be done through infusion of creativity within business
operations that makes work more interesting. Along with this it provides motivation to the
personnel for accomplishment of their duty with zeal and enthusiasm.
Tesco has introduced several schemes within the aim to attract large number of
customers. This has resulted in increasing the customer base of the firm in an effective manner.
The present report entails to understand the importance of building creativity within the
organization. The role of creativity within the business acts as an aid in increasing its potential
for growth (Palmer and Quinn, 2003). This thereby results in increasing the profitability of the
organization and assists them in bringing improvement within their operations. On the basis of
the customer need the company has developed its store format. This includes Superstores, Metro,
Express, Extra as well as one stop. These are effective in satisfying the needs of the customers in
an appropriate way. Further this present amount of creativity that firm is incorporating in order to
gain an edge over competitors.
1.2 Problem statement
The major aim of the present research is to analyse the key requirements for creativity
building in organization, identification of obstacles and ways to overcome it. The research is
being carried out in the areas of factors that assist in building creativity within the firm. In the
present dissertation the research issue is the declining growth of the organization. This is as a
reason of use of similar ways of doing things. In present market, there is greater demand for the
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business to bring creativity in the firm with the aim to increase growth in an appropriate way. It
is important for the business to enhance its grow and expand its operation through creation as
such assists it in increasing its customer base as it grabs the attention of customers in an effective
manner. This is an issue because it has greater impact on the long-term sustainability of the
organization to a greater extent. The role of creativity building is effective in motivating the
employees to work with fullest potential (Donnell, Hutchinson and Reid, 2012). This assists in
accomplishment of the defined targets in an appropriate manner. In order to survive in the market
there is increased importance of firm towards building creativity within the firm so as to attain an
edge over competitors. This assists in increasing revenue of the business to a greater extent. This
is an issue now because of the reason that with the increase in number of new entrants there has
been greater competition among the firms. In order to deal with this the company has to bring
creativity within its operations otherwise it might not sustain in the business environment for
longer time period. In modern time still there are wide range of business that makes use of
traditional approach and does not makes innovation within their product. However, such results
in adversely affecting the product performance. The present report would highlight on the key
requirement, which are essential for building creativity in the organization. Further, it presents
the issues that are faced by the business in carrying out such. In addition to this, it would guides
the business regarding the actions that can be taken by the firm with the aim to overcome the
issues.
1.3 Research Aims
The present dissertation aims at: To analyze key requirements for creativity building in
organization, identification of obstacles and ways to overcome it: - Case in Tesco
1.4 Research Objectives
 To explore the concept of creativity and its importance in retail organization
 To assess the key requirements for creativity building within businesses
 To identify the issues faced while building creativity in Tesco
 To recommend the strategies that can be adopted by retail organization such as Tesco for
overcoming the issues.
1.5 Research Questions
 Is creativity building brings success for the retail business like Tesco?
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 Do creativity building is implemented within firm like Tesco?
 Do Tesco face issues in implementing creativity building within organization?
 What can be alternative strategies that could be adopted by retail business with the
aim to overcome?
1.6 Significance of research
The present dissertation is appropriate in making assessment the key requirement for
creativity building and also assists in determining the obstacles faced by the organization. The
significance of the present investigation are stated in the manner as under:
 The present report would assist academicians in conducting their PH.D. In addition to
this it offers great deal of knowledge regarding the feasibility of creativity building
within business.
 Further it is of huge significance for the retail business that are engaged in working
through innovation.
 The present research is of importance for the thinkers in demonstrating creative
information in relation to the techniques that are being implemented within the
investigation.
1.7 Dissertation structure
Present research involves several chapters that are suitable in accomplishing the
investigation with greater ease. The chapter, which would be conferred in the present report, are
demonstrated in the manner as below: Chapter 1 Introduction: It is considered as starting part of the thesis. It covers the
overview of the phenomenon under subject matter. The chapter presents that framework
with respect to subject under research. The section starts with the overview of the topic
that needs to be investigated. It is consist of in depth knowledge regarding the
phenomenon under investigation and its association with the organization. In addition to
this it is comprised of aim and objectives of the investigation that are on the basis of
questions relating with subject under study. Chapter 2 Literature review: It is referred as critical part of the dissertation which
involves viewpoints of several researchers in relation to creativity building. Literature
review part of the thesis evaluates the several information as well as knowledge, which
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are being reflected from the prevailing piece of work in secondary source form. On the
basis of published data, detail analysis is done with respect to phenomenon under
research within this section. Chapter 3 Research methodology: In accordance with the objectives of the research this
chapter of dissertation includes the tools that can be implemented by the analyst while
conducting research. The section involves the tools that would be implemented by the
researcher. In addition to this the section involves justification with respect to choice of
particular technique would be given. Chapter 4 Data analysis and findings: This section includes the data that which is being
gathered through sources such as primary and secondary. This section would make
scrutiny of the information that would be collected. Data analysis and finding chapter is
imperative as under this researcher would gain suitable outcomes from the investigation
 Chapter 5 Conclusion and recommendation: This chapter is considered as the last section
of the thesis that demonstrates outcomes that have been gained from the data analysis. In
addition to this particular part includes appropriate suggestions, which can assists the
organization in overcoming various issues in the research.
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CHAPTER-2 LITERATURE REVIEW
2.1 Introduction
Following the section of introduction another section of thesis involves review of
literature. This part is regarded as an essential section of the dissertation. Under this viewpoints
of several analysts in relation to the subject matter under research is demonstrated with greater
effectiveness. The secondary information is being used with the aim to gather large number of
information. It is regarded as the basis that assists in carrying out investigation in forward
direction. With literature review, gap in the earlier researches can be examined in an appropriate
way. In addition to this the chapter makes evaluation of the viewpoints of various researchers in
critical manner. Therefore with this solid academic base can be developed in relation to
phenomenon underneath study. In the present report literature review would cover the concept
and importance of creativity for retail business. In addition to this it would also includes the key
requirements for creativity building in the firm. Moreover it determines the issues that are being
faced by retailer while building creativity in the organization.
2.2 Concept of creativity and its importance in retail organization
Creativity is defined as the most important driving innovation as well as commercially
competitive spirit. The term creativity is referred to as the function of knowledge, curiosity,
imagination as well as evaluation. In accordance with the views of Samiee, Yip and Luk, (2004)
in case when there is stronger knowledge base and level of curiosity, the greater number of ideas,
patterns as well as combination that can be achieved. This is further correlates with the creation
of new and innovative products and services. It has been assessed that mere knowledge regarding
something does not guarantee the formation of new patterns. But, it is critically assessed that this
is possible through generation of new ideas through creative thinking that might lead to
formation of new products and services to a greater extent. The firms that have performed the
best over a long period of time are those who possess creativity and innovation. As per the views
of Scott, (1999) creativity is defined as the generation of new as well as novel ideas. Innovation
is termed as applied creativity. It has been examined that creativity in aesthetic terms refers to as
the ability to produce useful ideas, originality, imagination or capability to join to more than two
elements in order to form a new unity or purpose. The resultant from creativity can be realistic,
impressionistic as well as surreal. Creativity is represented by the potential to create, bring into
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existence as well as to discover in the form that is new for everyone. Further it also includes
producing through imaginative skills with the aim to bring into existence something new that has
not been seen before. Vesel and Zabkar, (2010) asserts that creativity does not reflects the
potential to develop something out of nothing however; it represents the potential to develop new
idea by the means of combinations, change or reapplication of the prevailing ideas. It has been
examined that certain creative ideas can be brilliant whereas other can be just easy, decent
practical ideas which cannot be thought off by anyone. Creativity is defined as the attitude that
presents the potential to accept changes as well as newness. This is considered as willingness to
play with ideas as well as possibilities. It looks at the ways that can bring improvement.
Likewise, from the viewpoints of Dunne, Lusch and Carver, (2010) it has been gained that
creativity is also considered as the process. An individual who possess creativity works harder
with the aim to bring improvement in the ideas as well as solutions. This assists in offering
refinement as well as alterations to the work that is being performed in the organization. In
contrast to the mythology it has been determined that there are very less number of creative
excellence that reaches single stroke of brilliance.
As per the viewpoints of Dyer, Gregersen and Christensen, (2013) it is being evaluated
that there is huge importance of creativity for the business. It has been gained that higher
creativity results in bringing greater innovation in the business. This acts as an aid for the
organizations in gaining success in future time span. Creativity is becoming the most essential
skills that need to be possessed by the leader so that it can run operations of the organization in
an effective manner. However, as per the survey carried out by IBM it has been determined that
more than 1500 CEO's from across the globe consider creativity as the most effective tool that
can facilitate the organization in achieving success within specified duration of time. Perry,
(2014) asserts that the opposite of creativity is stagnation wherein the new ideas as well as more
efficient manner of working are not being promoted. This can be regarded as one of the crucial
factor that can turn previously successful business into the one that declines and is overtaken by
competitors who possess forward thinking. The importance of creativity within retail business
has been enumerated in the manner below:
An excellent tool
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Creativity is regarded as an excellent tool that assists employees in building self
confidence as well as motivation. In accordance with the views of Florida, (2003)it has been
examined that the role of creativity has been greatly viewed towards increasing effectiveness of
business towards attainment of the set targets. Every business reaches the stage of maturity one
or the other day. This can results in causing decline of the business as there is no newness within
the products and services of the organization. The customers are attracted towards the product
that are unique and are altered within significant duration of time. This is because of changing
demands of the customers in the modern era. This calls for increasing need of creativity within
the organization. The potential of the employees can be known with the extent to which
creativity can be executed within the business.
Solves problems
When encourages as well as stimulated through creative training the employees comes up
with greater new ideas. In accordance with the views of Torr, (2011) it has been examined that
such could be anything that can be related with improving the process with the aim to make it
cost effective as well as more efficient. Further it resolves the issues that are related with
performance of the employees. Through this new money making strategy can be developed
which would result in gaining an edge over competitors in the market for long term.
Increases productivity
The role of creativity has been greatly viewed towards increasing the productivity of the
firm to a greater extent. Stimulation of creativity includes moving away from familiar ground
with the aim to discover something new and better. Fader, (2012) asserts that creativity and
innovation in well run business has been considered as path for success. When the employees are
provided with skills that lead to development of their creativity and are offered with time and
resources with the aim to explore new areas is regarded as economical way that leads to
increasing the productivity of the organization.
Driving progress
Creativity is not some insubstantial process. It is effective in viewing things from
different perspective. Solving long term issues by bringing certain changes acts as driving
progress within the organization. As per the the opinions of Kraft and Mantrala, (2009) it has
been gained that by bringing alteration in the problems that are being faced the firm can ensure
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success for long term. This enables it in gaining an edge over competitors and builds its stronger
position in the market.
2.3 Four P's of creativity
The study of creativity is broken into framework that is comprised of 4 Ps. This includes
creative people, creative processes, creative products and press. In the views of Evans and
Mason, (2015) it is being assessed that in the study of creative people an attempt is made by
determine the traits of the individuals. This can be in terms of assessing the various learning
styles of the individuals that might include creativity or innovative. Further under this
determination is made regarding the several learning styles of the people as it is believed that
every individual is creative. Such type of learning can be applied in team building as well as
fostering creativity in an individual. Another major element is creative process. Under this the
most intuitive one is creative problem solving. As per the views of Varley, (2006) it has been
believed that there are varied range of processes that can be performed with the aim to resolve
specific issue within specified duration of time. This can be generated through creative approach
while developing understanding in relation to the procedure through which the set target can be
achieved. The use of processes is made with the aim to deliberately innovate.
Under the field of creativity the least studied part is creative product. In accordance with
the views of Humby, Hunt and Phillips, (2008) these are regarded as the artefacts of the creative
process. Further huge amount of work is being carried out towards making analysis of what
makes the product more creative. The applications of gaining better insight to the creative
product involve development of new product as well as designing new processes within the firm.
This assists the organization in getting an edge over the competitors prevailing in the
marketplace. As per the views of Barwise and Meehan, (2004) another major element is referred
to as press. This presents psychological climate. It presents nine dimensions that provide greater
assistance to creativity. The dimensions include challenge, freedom, idea support, trust or
openness, liveliness, debate, risk taking, playfulness as well as idea time. The dimension that is
related with conflict can affect the creativity to a greater extent. By gaining insight to such
framework an evaluation, recognition as well as change can be bought to situations in order to
innovate that assist in increasing the scope of success for the organization to a greater extent.
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2.3 Key requirements for creativity building in the organization
Creativity is regarded as an obscure concept. It is the one that questions the presence of
existing ways through which things can be done. Further it presents the scope of human
potential. As per the opinions of Stephens, (2013) it is being assessed that there is huge role of
creativity in redefining the boundaries of human capability. In addition to this it has been gained
that creativity is effective tool that holds the key for unlocking new ideas as well as innovations.
In the present market environment creativity is regarded as the one that generate greater
economic value for the organization. There are immense amount of ways that can assists the
organization in building a culture of creativity. Such has been enumerated in the manner below: Making innovation intentional: There is greater requirement in developing motivational
intentional within the organization. With the development of clear intent an organization
can establish innovation. This would assist in completion of the task from the innovation
point. Davila and Epstein, (2014) asserts that by making innovation intentional the
employees can be motivated which leads to attainment of specified business target. Craving out time for people to think freely: The super brands like Google are renowned in
offering free time to the employees in order to explore their projects as well as new ideas.
As per the views of Vance and Paik, (2015) it has been examined that employees are free
to make use of their salaried time for the purpose of chasing random ideas. It is important
to offer free space to the personnel so that they can build innovative ways of doing
things. This acts as a key factor that assists the organization in building creative culture
within the firm. Further it also supports achievement of the business targets to a
significant level. Encouraging cross team learning: It has been examined that creativity cannot be bred in
isolation It requires collaborative stimulation. This is as reason of thinking of a great idea
and making it real as well as worthy of generating economic value. As per the views of
Dawson and Muskoyama, (2013)it has been gained that through encouragement of cross
team interactions and shared learning sessions one can develop innovative ideas from the
experiences provided by the another. Thus this acts as a major requirement that results in
encouraging creativity within the organization to a greater extent.
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 Allowing failure within reasonable time limits: It has been determined that not all the
ideas that are implemented succeed in the present market scenario. There can be failure
of the new idea but it is essential to accept such as this would result in lowering down the
stress to a greater extent. As per the views of Murray, (2013) an assessment has been
made that an office culture that promotes risk taking behaviour possess fertile ground for
nurturing creative resultants. The human being feels hesitant while bringing creative
ideas (5 Habits for building creativity into your team, 2015). Thus it is essential to
provide them sufficient encouragement so that they can develop ability to put their views
towards the management in an effective manner. Accrediting employees who possess the idea: It is not an uncommon situation wherein the
employee who has presented the idea was left out from the actual project. Edensor and
et.al., (2009) asserts that for the purpose of avoiding such kind of unprofessional conduct
it is essential for the business to put in place a system of internal patents. In this manner
innovative ideas would be patented sin accordance with the company's policies related
with patenting. With the assistance of such kind of activity the development of key
culture in relation to creativity can be developed in an effective manner.
 Availability of resources: The foremost requirement for the purpose of creativity building
in organization like Tesco is availability of the resources. It is important that firm possess
sufficient amount of financial as well as human resources that can bring creative ideas
within the firm. In accordance with the views of Bartholomew, (2009) with this the
business can attain greater success within specified duration of time. Moreover this
results in creating sound reputation of the brand in the marketplace. The presence of
adequate amount of resources would ensure that work is being carried out in smooth
manner.
2.4 Identification of the issues faced while building creativity in firm
There are several issues that are being faced by the organization while building creativity
at workplace. These are in relation with increasing number of conflicts among the employees
that discourages the promotion of creativity within the organization. With the increase number of
disputes the generation of ideas is done in an effective manner. Thus this hampers the
deliverance of quality services. In accordance with the views of Kelley and Kelley, 2013 there
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are various issues that affect the creative building within the organization that has huge impact
on the performance of employees to a greater extent. The issues have been enumerated in the
manner below:
Lack of direction:
The major issue related with creative thinking is lack of direction. Creative thinking is
affected due to absence of clear goals and objectives, written down, written plans of action,
accompanied with details etc. In accordance with the views of Taylor and Littleton, 2012 it has
been assessed that for the purpose of building creativity within the organization there is greater
importance of developing clear goals that results in developing creativity within the firm to a
greater extent. Due to lack of proper set of defined goals the employees are unable to think and
this hampers the performance of the business to a greater extent.
Fear of failure:
Another major obstacle is the development of creativity within the firm relates with fear
of failure. It is regarded as the fear of making mistakes or losing money as well as time. Due to
possibility of failure the organization restrict itself towards developing creativity. Thus the
management is unable to bring creativity which affects its working to a greater extent. It is
important for the organization to bring creativity with the aim to enhance its survival in the
market for long run. As per the views of Dyer, Gregersen and Christensen, 2013 fear of failure
would lead to affecting the sales and profitability of the organization for particular duration of
time.
Striving for constancy:
This is regarded as another major issue that is being faced by the organization while
building creativity. In accordance with the views of Kraft and Mantrala, 2009 it is subconscious
desire of the firm to remain consistent with what has been done in past. This restricts the
organization in becoming what are capable off and from attaining success for the organization in
long run. With this tendency the company gets stuck into its own comfort zone. Due to consistent
performance and lack of creativity leads to decline of the firm. Thus this affects its survival for
long run course of time.
Communication breakdown:
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As per the views of Vance and Paik, 2015 it has been examined that creativity building
with the organization is affected through communication breakdown. With this the flow of
information is not clear which leads to influencing the work process in the organization. It is
important for the company to improve the flow of communication as such this results in
enhancing its work performance to a greater extent. The role of communication is very
significant in carrying out work in smooth manner. Due to breakdown of information flow
greater disadvantage is experienced by the firm. Imagination of the things is not worth enough
for the development of creativity but there is huge importance in communicating the plan and
procedures to the management so that proper thinking can be developed in relation with it.
Personal problems:
There are wide ranges of personal problems that obstruct the development of creative
thinking within the organization. In order to build creativity there is greater needs to have focus.
In situation when the employees are not able to pay greater attention towards creativity building
as a reason of trouble that is being faced by them due to personal reason. This greater affects the
operations of the business and its performance. In accordance with the views of Gagnon and
Chu, 2005 personal problems block one’s ability to think in an appropriate manner. With this the
creativity building process within the organization is affected to a greater extent.
2.5 Conclusion
After carrying out secondary research it has been gained that the role creativity is
important for the organization in attaining success in long run course of time. Further it has been
inferred from the views of several authors that in order to resolve to issue related with declining
product image there is greater need for bringing innovations within the business processes,
products as well as services. This would improve the perception of the customer towards the
product to a significant level. From the study it has been gained that creativity is defined as the
generation of new as well as novel ideas. Innovation is termed as applied creativity. It has been
examined that creativity in aesthetic terms refers to as the ability to produce useful ideas,
originality, imagination or capability to join to more than two elements in order to form a new
unity or purpose. The importance of creativity can be greatly viewed in the retail business as it
assists in solving various business problems. Further it acts as an effective tool that facilitates in
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bringing progress within the performance of the firm. In addition to this creativity plays an
imperative role in increasing the productivity of the business to a greater extent.
From the analysis of the secondary information it has been inferred that the study of
creativity is divided into framework that is comprised of 4 Ps. This is comprised of creative
people, creative processes, creative products as well as press. Understanding to this can assist the
business in implementing creativity within the firm to a greater extent. It has been examined
from the study that there is presence wide range of issues that are being faced by the business
while implementing creativity within the organization. This is in relation with the conflict that
exists among the employees to a greater extent. Further there are certain key requirements that
act as an aid for the organization in building creativity within the firm. This involves availability
of resources, accrediting employees who possess the idea, allowing failure within reasonable
time limits, encouraging cross team learning, Craving out time for people to think freely, making
innovation intentional. All these factors increase the motivation among the personnel to a greater
extent. Thus inspires new and creative ways through which business tasks can be performed
effectively. It is essential for the business to organize brainstorming sessions with the aim to gain
an insight to the creative thinking that exists within the personnel.
2.6 Research gap
The earlier investigation carried out by several authors makes analysis of the role of
creativity building within the organization. Thus it does not make analysis of the key
requirements that assists in building creativity within the firm. Therefore in the present
dissertation key requirements as well as issues of creativity building have been discussed so that
in depth knowledge can be gained regarding the phenomenon under subject matter.
14

CHAPTER- 3 RESEARCH METHODOLOGY
3.1 Introduction
After completion of literature review chapter another part of dissertation includes
research methodology. It can be defined as the way in which resolution to the research issue is
determined in an appropriate way. In methodology section wide range of techniques are
implemented with the aim to gain evidence and develop analysis so as to respond towards the
questions for investigation. In the present dissertation on key requirements for creativity building
in organization the decision regarding selection of research method has been done in an attentive
manner. The techniques that have been utilized in the investigation are being discussed.
Moreover the reasons due to which the techniques have been selected have been presented in the
particular section. The researcher has made use of various techniques for gathering as well as
analysing the viewpoints of the senior managers with respect to creativity building.
3.2 Research philosophy
This is considered as predominant concept that is related with creation of knowledge.
Research philosophy includes knowledge along with its nature in relation to study. It is defined
as the concept that leads to the creation of research background. This involves the aspects which
presents manner in which individuals’ views things in unique manner, varied beliefs as well as
perception in reality. Research philosophy is divided into two types that involves interpretivism
as well as positivism (Berger, 2015). The former relates with the one that aim at offering
appropriate justification in relation to the problem in the research. Through this research
philosophy analyst can present the data that are related with issue underneath investigation.
Interpretivism philosophy is regarded as an method that pays attention on the meaningful nature
of the participation of individuals in social as well as cultural life. In contrast to this positivism
philosophy generates hypothesis that can be measured (Kumar and Phrommathed, 2005). In
addition to this it offers an opportunity that can be examined against the information that is
satisfactory in the world where we reside.
In the present dissertation on key requirements for creativity building in organization,
identification of obstacles and ways to overcome it interpretivism philosophy has been
employed. This is because it presents the ways in which people think and perform. Further it
defines the issue with which the people are confronted with. Interpretivism philosophy is
15

associated with qualitative analysis. This implies that it would focus on qualitative nature related
with the issue under investigation. Further it facilitates the researcher in adopting critical
thinking for the purpose of analysing quantifiable data that has been gathered. This results in
offering alternative solutions to the existing research problem. Due to presence of such reason
interpretivism philosophy is considered appropriate for this dissertation.
3.2 Research Approach
Research approach is regarded as the way under which research is being carried out in
forward direction. It is categorized into parts which includes deductive as well as inductive
approach. The formers starts with statement and later the research is being conducted with the
aim to answer to it (Carson and et.al., 2014). The major purpose relating to this is to conclude
with response such as affirmative and no to the question. The process of deduction moves from
theory to research questions, to gathering of data, findings to rejection or verification of the
question related with research. In contrast to this inductive approach is effective in making
investigation moving from particular situation with the aim to formulate broader general ideas
and theories (Carter and Lubinsky, 2015).
For the present dissertation that aims at analysing key requirements for creativity building
in organization implementation of inductive approach has been done. This is because of the
reason that through this analyst is able to creates generalization that is empirical in nature. Such
leads to determination of preliminary relationship as the research is being carried out. Moreover
it also involves patterns relating with exploration from observation which results in creation of
explanation. Through the way of knowing the views of senior manager with respect to key
requirements of building creativity the researcher can gain an insight to the success of the
organization. Moreover with this issues regarding creativity building within the firm can be
examined in an appropriate manner. Through observation of the issues as well as importance of
creativity building generalization can be drawn in broader way. Along with this it assists the
researcher in starting the investigation with particular problem that is followed by its
generalization in order to achieve the objective of the investigation.
3.3 Research purpose
It is an effective concept that is related with the research. It can be defined as the overall
strategy, which can be selected by the analyst for the purpose of integrating various components
16

under research in logical manner. It effectively demonstrates that the issue under investigation is
being addressed. Research design is considered blue print which can be used for the purpose of
collecting, analyzing and measuring the information. There are several types of research design
that includes descriptive, exploratory and explanatory. The design of investigation like
explanatory is suitable in order to examine cause and affect relationship (Creswell, 2013). The
purpose of this research design relates with investigating the variables that leads to causing
particular behavior. On the contrary exploratory research design seeks towards generating
hypothesis by determining sets of data and examination of the association between the variables.
Descriptive research design can be used with the aim to address response to the questions
including where, when, who, what, which that are attached with specific problem in the research
(Jackson, 2015). This is also regarded as statistical research that ensures greater accuracy.
For the present dissertation that aims at making analysis of the key requirements for
creativity building descriptive research design is being employed. This is due to the reason that it
is utilized with the aim to express characteristics of phenomenon that has been utilized in the
investigation. Descriptive research assists in discovering features of the population thus valid
conclusion can be drawn from the investigation. Justification can be made that descriptive
research makes use of tribulation technique that assists the researcher in ensuring validation of
data through cross checking it from more than two sources. For the technique of survey the role
of descriptive research design is effective as with this scholar can define population in an
appropriate manner. Further creating contribution can be made regarding achievement of the aim
of present dissertation. The role of descriptive research design is said to possess lower
requirement for internal validity.
3.4 Research strategy
Research strategy is considered as methodology, which assists the analyst in carrying out
study in relation to the issue under research. It is referred to as general plan that act as an aid for
the researcher in answering the questions under investigation in an effective manner (McMillan
and Schumacher, 2014). It has been determined that suitable research strategy is comprised of
attributes such clarity in objectives, research questions, data collection resources as well as
several constraints that has an impact over research in several manner. This includes accessing
limitations, time limitations, location, ethical issue constraints as well as money limitations. With
17

the assistance of suitable research strategy effective research strategy researcher scholar is able
to define the reason for implementation of particular research strategy in order carry out research
study with effectiveness. It also assists researcher to make use of particular data collection
technique with the aim to support arguments.
With the research strategy that is appropriate, analyst can gather information relating with
background as well as analysis of the data that aims to reach at a valid decision. There is
existence of several research strategies. This includes case study, interview, observation,
experiments and survey etc. For the present investigation on analyzing the key requirements of
creativity building survey research strategy has been used. With the aim to achieve research aims
and objectives the researcher makes use of survey. With the assistance of survey researcher can
gather qualitative data as well as information.
3.5 Research methods
Research method plays an essential role in assisting researcher to gather wide range of
information in an effective manner with the aim to attain the goal of the investigation. The
research methods are categorized into two parts. This includes qualitative and quantitative.
Quantitative research method laid focus on statistical tools as well as techniques that can be
utilized with the aim to obtain suitable solutions for the present research. With the assistance of
quantitative data short span of time would be taken in order to analyze the information. Further it
enables the researcher to demonstrate complete outcomes through graphs as well as tables
(Neuman, 2005). With the assistance of quantitative data an insight can be drawn regarding
figures of the data that is being collected. In contrast to this; qualitative research is effective in
dealing with examination of issues and gaining insight to the phenomenon under investigation. It
provides response to the questions by the means of analyzing as well as intellect relating to
unstructured data. This kind of investigation makes utilization of in depth researches (Research
design, 2014). The outcomes that have been gained from qualitative research methods are
descriptive. For the present research on analyzing the key requirements for creativity building
qualitative research method has been employed. This is because it plays an imperative role in
gaining in depth knowledge regarding success of the firm in an appropriate manner.
18

3.6 Data collection
This tool play an essential role in carrying out the investigation in an effective manner. It
presents suitable techniques that can be used by the analyst with the aim to collect information
for the purpose of achieving aims and goals of the investigation (Pickard, 2012). There is
presence of two types of research techniques. It includes data collection techniques such as
primary as well as secondary. For the current thesis on key requirements for creativity building
both the methods have been employed. Primary method is comprised of information collection
which is done for first time. Through the assistance of this, fresh information is being gatghered
by the researcher on his own during the research is being conducted (Shawver and et.al., 2016).
It is being gathered by the researcher with the aim to carry out research with effectiveness. Data
collection through primary technique involves techniques such as focus group, interview,
questionnaire as well as survey. With the assistance of this detail knowledge about the views of
respondents can be gained. The present research entails to explore the key requirements of
creativity building (Methods of data collection, 2016). Further in order to collect information
through the assistance of primary method questionnaire is being mailed to the senior managers of
Tesco. The primary data collection technique is effective in taking into account barriers relating
with geographical locations. It provides greater chance to the respondents in filling survey from
varied locations.
Another data collection method is secondary. In this the data is collected with the
assistance of published studies. Along with this secondary data includes data that has been
gathered in past by other scholars for their researches (Wellington, 2015). It is considered as
second hand tool. The present report on key requirements for creativity building makes
utilization of secondary information. Under this use of published articles and books of several
authors will be utilized. Secondary data is being collected by the means of government reports,
online, blogs and censuses etc.
3.7 Sample selection
Sampling can be defined as method that is being applied with the aim to examine
particular set of items. Sample is regarded as the selection of small unit. There is presence of two
kinds of techniques relating with sampling. This is comprised of probability and non probability
technique of sampling. Probability sampling can be defined as the tool in which sample has
19

known probability of being selected. In contrast to this non probability sampling is tool under
which sample do not have the likelihood of getting selected in case of convenience and voluntary
response surveys. In the present dissertation that aims at analyzing key requirement for creativity
building the technique of sampling involved is probability. When the investigation is conducted,
it is not appropriate for the researcher to gather data from whole population (Letourneau, 2015).
In order to resolve such selection of sample is being done. This technique is suitable for the
investigation. This is because it provides greater chance to all the senior managers in Tesco in
being selected as part of investigation. The technique of probability sampling makes sure that
every unit within the population has equivalent opportunity of being selected as a sample for
research.
Size of sample is considered another critical aspect. It is considered as quantity of units
which are selected for the purpose of becoming part of research. It also demonstrates the
respondents number from whom the information has been gathered for the purpose of conducting
the research. For the present dissertation that on key requirements for creativity building the size
of sample selected are 10 senior managers of Tesco.
3.8 Data analysis
Following the collection of data from various sources another part of the thesis involves
analysis and evaluation of the information that has been gathered. Analysis of data is considered
as the procedure that act as an aid in creation of application relating with logical and statistical
tools in an effective way (Carson and et.al., 2014). Such is being done for the purpose of
describing, condensing, illustrating as well as evaluating the data. Through this researcher can
inspect, transform as well as clean the data with the aim to reach at a valid inference. In order to
carry out analysis of data there is existence of two techniques. This involves qualitative as well
as quantitative methods.
For the present dissertation that aims at analyzing the key requirements for creativity
building. Qualitative technique is being utilized for the purpose of analyzing the information.
The reason for use this is that it assists in gaining better understanding with respect to creativity
building tools within the organization. The aim of the present investigation is to make analysis of
the key requirements for building creativity within retail firm. Through qualitative analysis views
of the senior managers with respect to creativity building within organization can be known in an
20

appropriate manner. The role of qualitative analysis is critical in providing detail description
with respect to the factors that affects creativity building in the retail firms. In the present
dissertation qualitative tool has been used that makes utilization of thematic method. In this
development of themes will be done after the identification of patterns in the data set. This acts
as an aid in providing description regarding phenomenon under subject matter.
3.9 Ethical consideration
It is considered as an essential aspect that has to be considered by the researcher when the
investigation is being carried out. By ethical norms investigation can be accomplished with
appropriateness. While carrying out the present thesis relating with creativity building the ethical
norms that has been considered includes: Prior approval: Participants relating to research may not accept to participate in the
investigation. The principle of voluntary participation states that participants need not to
be forced to become participants in the investigation (Rasinger, 2008). For this sake the
researcher needs to take prior approval from the respondents of Tesco. None of the
participant has been forced to take part in investigation. The research purpose was
detailed to them so that it does not become an obstacle. Restricted access: For the present thesis on analysis of key requirements for creativity
building secondary data has been collected from the past studies that are being conducted
on relevant subject matter (Silverman, 2010). The existence of these studies was on
various sites. Moreover the access to certain sites was restricted. In this relation,
permission was taken by the analyst in advance in order to get access to particular sites. Proper Citing of work: In the investigation the work of various authors is being taken
into consideration. By citing of work in an accurate manner ethical considered of the
work taken in the investigation has been ensured. The content has not been copied as well
as pasted; appropriate care has been given to this. Proper rephrasing has been done and
researcher has written content in own words.
 Confidentiality: The researcher has ensured that the information gathered by the
respondent has not been shared with the one who is not involved in the research
(Neuman, 2005). The anonymity principle states that the researcher has make sure that
participants has remained anonymous in the whole research.
21

3.10 Research limitations
The procedure relating with accomplishment of research is challenging task and therefore
the researcher is experiencing various issues. In the present thesis the limitation of research
relating to creativity building is discussed in the manner below: Prolonged process: Lengthy process has been followed for the purpose of completing the
whole research. Immense amount of time has been consumed in gathered data from
books and journals (Patton, 2005). As the entire investigation has to be completed within
specified time duration thus each and every aspect has not been covered by the researcher
under the investigation. Incompetency of secondary data: In the present research secondary information is
required. This is due to the reason that it act as an aid for the researcher in gaining better
insight into the subject matter under research. This has major limitation in terms that data
was not acquired in an effective manner (What is research?, 2016). This was because of
the constraint regarding the utilization of various sites. Therefore there are chances that
particular information is missed out while carrying out investigation. Lack of depth in responses gained through questionnaire demonstrating low validity: It is
regarded as one of the major limitation in the present dissertation. As the questionnaire
includes both open and close ended questions therefore senior managers of Tesco are
bound to response to it within the set of options given (Yin, 2014). Such presents low
validity as there is absence of depthless within the responses used for investigation.
 Issues in understanding complex questions: In order to gather information with respect to
opinions of senior managers regarding creativity building within organization technique
of survey is being applied. In this relation questionnaire is being designed. In the present
thesis on analysis of key requirements for creativity building development of structured
questionnaire has been done (Types of research, 2015). This is comprised of both open
and close ended questions. Major limitation to this is that sometimes participants are
unable to gain better of the complex questions included in questionnaire. Due to this
certain essential aspects under investigation are missed. The present dissertation has been
affected to certain extent as respondents were unable to understand complex questions.
22

CHAPTER-4 DATA ANALYSIS
4.1 Introduction
Following the section of research methodology another part of dissertation is data
analysis. The section deals in evaluating and appraising the collected data by the researcher.
Further it deals with presentation of information in an appropriate manner. With this particular
chapter the researcher is able to gain suitable outcomes from the study. This later assists in
drawing valid conclusion from the dissertation. For the present thesis on analysis of key
requirements for creativity building in an organization with the aim to enhance work
performance of the employees. In order to obtain data, sources such as primary and secondary
are being utilized. Further the data collected is being analyzed by using tool such as qualitative.
The thematic analysis tool is being utilized with the aim to carry out qualitative analysis. This
has been done by developing themes on the basis of information gained from senior managers of
Tesco using questionnaire. Thus; this acts as an aid in gaining valid information for drawing
suitable conclusion from the research.
4.2 Qualitative analysis
Thematic technique
Theme 1: Creativity building leads to success of business
Responses Frequency Percentage
Yes 6 60.00%
No 4 40.00%
23

Findings: When the senior managers of Tesco were asked on whether or not creativity building
leads to success of business it was found that 6 respondents said yes and 4 of the senior managers
said no to the view.
Analysis: Through analysis of the responses, it has been examined that most of the respondents
agrees with the view that creativity building leads to success of business. They feel that through
creativity new ideas are generated and this assist the business in creating unique position in the
market. This thereby results in developing sound image of organization in the market. Such has
long term impact on the success of the firm. In addition to this they feel that due to boredom in
working process the role of creativity is significant. This is because it makes work more
interesting and increases motivation level of the employees towards work. Creativity building
results in success as a reason of fact that it position business at unique place away from
competition. By carrying out analysis it has been gained that with the assistance of creativity
there is generation of new ideas of working that improves performance and prevailing conditions
within the firm to a greater extent. From the analysis it has been determined that four
24
Yes
No
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7

respondents disagrees with the view as they feel that creativity building can be riskier. Further
they feel that in case of failure it can affect the image of the firm in market. Moreover it is time
consuming process that can affect the work process within the organization.
Theme 2: Creativity develops confidence among employees towards work
Responses Frequency Percentage
Disagree 2 20.00%
Neutral 3 30.00%
Agree 5 50.00%
Findings: When the senior managers of Tesco were asked regarding whether creativity develops
confidence among the employees towards work or not it has been found that 2 respondents
25
Disagree
Neutral
Agree

disagrees with the view. Further 3 senior managers neither agreed nor disagreed with the
statement. In contrast to this 5 respondent agrees with the view.
Analysis: With the analysis of the responses, it is being assessed that majority of the participants
considers that creativity develops confidence among the employees towards work to a greater
extent. This is because they feel that through creativity there is scope for personnel to put their
ideas before management. Thus they can carry out work with fullest zeal and enthusiasm. It has
been determined that with the assistance of creativity building employees develop confidence
among them. This is as a reason of increase in their level of interest towards the work. As the
creative ideas are being bought by the employees thus they are confident in performing them
effectively. In contrast to this some senior managers of Tesco disagreed with the view as they
feel that creativity obstruct their work performance to a greater extent. Further they believe that
various issues are being faced while building creativity within the organization. This has huge
impact on the overall working in the retail business like Tesco. Further affects the motivation
level of the personnel towards risk taking.
Theme 3: Importance of creativity is in driving progress
Responses Frequency Percentage
Solves problems 1 10.00%
Increases productivity 3 30.00%
Driving progress 6 60.00%
26

Findings: On asking the senior managers of Tesco regarding importance of creativity building
within the organization like Tesco. 1 respondent said it solves problem while 3 of the senior
managers said creativity increases productivity. In contrast to this 6 respondent believed that
creativity is important as it is driving progress.
Analysis: By making analysis of the responses of senior managers of Tesco it is being asssed that
greater number of employees feels that driving progress is the key importance of creativity. This
is because through creativity building the company is able to progress. This is as a reason of
advancement in the work process of the business. Creativity assist the firm like Tesco in bringing
newer technologies of working that can make work easier. Thus it acts as a driver of progress
that leads to achievement of organization targets in an effective manner. Further it enhances the
image of the organization in the market place. In contrast to this it has been determined that
another significant role of creativity is in increasing the productivity of the business. This is due
to the fact that with development of new ideas work becomes easier and interesting. Thus
27
Solves problems Increases productivity Driving progress
0
0.1
0.2
0.3
0.4
0.5
0.6

personnel perform with greater efforts. As a reason of this it enhances the productivity of the
organization to a significant level. It has been analyzed that one of the respondent felt that
creativity helps business in solving its various issues. With the assistance of creativity building
new ideas of performing the task can be developed and this would result in increasing the work
performance and reduces the issues arising due to work.
Theme 4: Allowing failure within reasonable time limits is key requirement for creativity
building within Tesco
Responses Frequency Percentage
Making innovation intentional 2 20.00%
Craving out time for people to
think freely
1 10.00%
Encouraging cross team
learning
1 10.00%
Allowing failure within
reasonable time limits
4 40.00%
Accrediting employees who
possess the idea
1 10.00%
Availability of resources 1 10.00%
28

Findings: On asking the senior managers of Tesco regarding the key requirements that assists in
building creativity within the organization 2 of the respondents said Making innovation
intentional, 1 of the senior manager said Craving out time for people to think freely helps in
building creativity. In contrast to this 1 respondent said encouraging cross team learning and 4
senior manager said allowing failure within reasonable time limit is the major requirement for
creativity building within organization such Tesco. 1 respondent said accrediting employees who
possess idea and 1 senior manager said availability of resources is the key requirement for
creativity building.
Analysis: With the evaluation of the responses of senior managers gained through survey it has
been examined that major number of respondents feels that key requirement for creativity
building is allowing failure within reasonable time limit. This is because they feel that failure
assist the personnel in developing better understanding regarding work. Thus this reduces the
amount of mistakes that can be made. It has been gained from the analysis that allowing of the
failure act as a motivation for the employees to develop more new ideas that can help firm in
increasing its productivity to a significant level. With the assistance of this continuous
improvement can be made in the performance of the business. In contrast to this one senior
29
Making innovation intentional
Craving out time for people to think freely
Encouraging cross team learning
Allowing failure within reasonable time limits
Accrediting employees who possess the idea
Availability of resources
0
0.1
0.2
0.3
0.4

manager believes that with the employees needs to be provided with free time which they can
spend on creative thinking. They feel so because such assist them in developing innovative ideas
with effectiveness. Availability of the resources is another key requirement according to senior
managers of Tesco as the implementation of the creative plan depends upon the resources
available with firm. It has been analyzed from the responses that recognition of the personnel
who possess ideas is important as this assist in motivating the personnel in an effective manner.
Another key requirement is making innovation intentional. It has been believed by two senior
managers that by reflecting innovative intention creative building can be ensured within the
organization such as Tesco. One of the respondent also believed that encouragement of cross
team learning is also considered as major requirement for creativity building. He feels so because
with this innovative ideas among personnel are shared and learning among them improves.
Theme 5: Fear of failure is the major issue faced while building creativity within
organization
Responses Frequency Percentage
Lack of direction 1 10.00%
Fear of failure 4 40.00%
Striving for constancy 1 10.00%
Communication breakdown 2 20.00%
Personal problems 2 20.00%
30

Findings: When senior managers of Tesco were asked regarding major issues which are being
experienced by them while building creativity within the organization 1 respondent said lack of
direction, 4 said fear of failure. In contrast to this 1 said striving for constancy is the major issue
whereas 2 senior managers replied communication breakdown is major trouble in creativity
building. Moreover 2 respondents said personal problems is the issue.
Analysis: From the evaluation of the responses of senior managers gained from survey it has
been examined that greater number of respondents believed that fear of failure is the major issue
that can be faced while building creativity within organization. This is because they feel that
some employees do not want to take risk. This increases their fear towards creativity building as
new ideas might fail in future. In contrast to this 1 respondent feels that lack of direction is the
issue that affects creativity building. This is because he feels that due to absence of proper
guidance new ideas cannot be generated. Moreover the employees do not feel confident in
presenting their ideas in an appropriate manner. In contrast to this 2 senior managers of Tesco
said that communication breakdown is another major issue that obstructs creativity building
within organization. It has been gained from the analysis that due to absence of information
31
Lack of direction
Fear of failure
Striving for constancy
Communication breakdown
Personal problems
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4

sharing the dissemination of new ideas becomes difficult. Such results in creating greater
influence on employee’s performance. This has been assessed that personal problems that are
being faced by employees also affect development of innovative ideas. This is because their state
of mind is not sound in providing useful information for the company.
Theme 6: Company offers employees with greater scope for creativity building
Responses Frequency Percentage
Disagree 0 0.00%
Neutral 3 30.00%
Agree 7 70.00%
32

Findings: On asking the senior managers of Tesco regarding whether company offers greater
scope for creativity building or not it has been found that none of the respondent disagrees.
Further 3 senior managers neither agreed nor disagreed from the view. On the contrary 7
respondents agrees with the view.
Analysis: By making analysis of the information that has been gathered by the means of survey it
is being assessed that greater number of the senior managers agree that Tesco offers greater
scope to the employees for creativity building. They feel so because the company provides
quality time to the personnel to generate and share innovative ideas with the management. This
acts as an aid for the business to improve their working and attain defined targets within
minimum time span. Along with this Tesco also organizes training session for the employees so
that their knowledge as well as skills of creative thinking can be developed to a greater extent.
The employees feel that company provides appraisal on their performance which acts as
motivating factor for them to bring more innovative ideas at work. From the analysis it has been
gained that there are some personnel who are neutral with the view as they feel that it is not
important that company offers greater scope to personnel for creativity building due to burden of
work in certain situations. This hampers development of creative ideas and makes work
33
Disagree
Neutral
Agree

monotonous for the employees. Such has long term impact on the productivity of the
organization. Further the level of interest towards work among employees begins to decline.
Theme 7: Creativity assists business in achieving targets within minimum time span
Responses Frequency Percentage
Disagree 3 30.00%
Neutral 3 30.00%
Agree 4 40.00%
Findings: When the Tesco senior managers were asked on whether or not creativity acts as an aid
in achievement of business targets in specified span of time it is being examined that 3 of the
34
Disagree Neutral Agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45

respondent disagrees with the view. Further 3 senior managers neither agreed nor disagreed with
the view. On the contrary, 4 respondents agrees with the view.
Analysis: From the analysis of the views points of the respondents it has been assessed that
greater number of senior managers of Tesco believed that creativity assist business in attaining
targets within minimum span of time. This is because with the infusion of innovative ideas in
work the task is made more interesting. Thus such results in increasing the motivation of the
personnel to a greater extent. Further they make efforts in accomplishing the task with fullest
zeal and enthusiasm. Further it has been analyzed that through innovative ways the business
targets can be attained in an easiest manner. This has reduced the burden of work on the part of
employees to a greater extent. In contrast to this some employees believed that creativity does
not assist in accomplishing work within fewer time frames. This is because they feel that it is
time consuming process which requires huge efforts and attention. Some senior managers
believe that creativity building is riskier process thus it is important to invest greater time in
developing suitable ideas that can assist the firm in attaining business targets within minimum
time duration.
Theme 8: Employees are satisfied with the working culture prevailing in Tesco
Responses Frequency Percentage
Dissatisfied 2 20.00%
Neutral 3 30.00%
Satisfied 5 50.00%
35

Findings: When the senior managers of Tesco were asked with respect to whether or not the
employees are satisfied with the working culture prevailing in the organization it has been found
that 2 of the respondent were dissatisfied. Moreover 3 senior managers were neither satisfied nor
dissatisfied with the statement. In contrast to this 5 respondents were satisfied with the view.
Analysis: By evaluation of the information obtained through survey of senior managers it is
being assessed that greater number of employees of Tesco are satisfied with the working
environment prevailing in Tesco. This is because they believe that Tesco offers employees with
greater scope to present their creative ideas. This has helped in developing sound working
culture in the organization. Along with this personnel are motivated to accomplish the work in an
effective manner. This builds sound working environment within the firm which assist in
increasing creative thinking in the organization. However some of the personnel are not satisfied
with the culture existing in the firm. This is because they believe that creativity building among
employee’s results in creating conflicts among the personnel. Later this affects the work
performance of the personnel. In addition to this it affects the productivity within the
36
Dissatisfied
Neutral
Satisfied
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5

organization such as Tesco to a significant level. This has been assessed from the responses that
working culture in the organization is determined by the level of motivation among the
employees. Higher is the motivation better is the performance of the personnel. Further with the
assistance of better working culture Tesco can attain its target within minimum duration of time.
Theme 9: Creativity building helps in improving the work performance of the personnel in
Tesco
Responses Frequency Percentage
Disagree 2 20.00%
Neutral 1 10.00%
Agree 7 70.00%
37
Disagree
Neutral
Agree

Findings: When the senior managers of Tesco were being asked regarding whether creativity
building helps in improving the work performance of the personnel in the organization or not it
has been gained that 2 of the respondent disagrees with the view. Further 1 senior manager
neither agreed nor disagreed with the view. In contrast to these 7 respondents agrees with the
statement.
Analysis: From the evaluation of the information gained through survey of senior managers it is
being examined that higher number of employees states that creativity building is regarded as
crucial factors that acts as an aid in enhancement of work performance of Tesco personnel. This
is because of the reason that with the generation of innovative ideas the working process is made
easier and creative. This helps in increasing the productivity of the employees. Further such leads
to achievement of the organizational objectives within minimum duration of time. It has been
greatly viewed that creative ideas enhances work performance of the personnel by enabling them
to accomplish the task in an effective manner. This helps the organization to build unique
position in the market for long run. In contrast to this certain senior managers feels that creativity
has adverse impact on the work performance of employees. This is because when the employees
do not understand the complex ideas then they are not able to carry out work with
appropriateness. Later this hampers the entire working within the organization and affects the
attainment of business targets to a significant level.
Theme 10: Employees personal issues affects generation of innovative ideas within
organization
Responses Frequency Percentage
Disagree 3 30.00%
Neutral 1 10.00%
Agree 6 60.00%
38

Findings: While the senior managers of Tesco were being asked regarding whether or not
employees personal issues affects generation of innovative ideas within organization it has been
found that 3 of the respondent disagrees with the statement. Further 1 senior manager neither
agreed nor disagreed with the view. In contrast to these 6 respondents agrees from the view.
Analysis: From the analysis of the responses obtained with the assistance of survey it has been
examined that greater number of senior managers states that personal issues of employees affects
the generation of innovative ideas within the organization. They feel that there is presence of
several personal problems that obstructs the development of creative thinking within the firm. It
has been analyzed that personal issues block the ability of the personnel to think in an effective
manner. Through this the creativity building process is affected in the organization to a
significant level. The employees having personal problems are not able to concentrate on the
39
Disagree
Neutral
Agree
0 0.1 0.2 0.3 0.4 0.5 0.6

work as they are affected with the issues that are existing in their personal life. Thus this results
in decreasing their productivity to a significant level. This has huge impact of the achievement of
the business targets as well. Mental status needs to be sound so that work can be done with
greater ease. On the contrary some respondents disagrees with the statement that there is no
influence of personal issues on generation of innovative ideas in the organization. This is
because they feel that personal problems have no link with the creativity building as work needs
to be done with full concentration. There is existence of one respondent who is neutral with the
view.
Theme 11: Creativity building develops potential to fight against competitors within
industry
Responses Frequency Percentage
Disagree 3 30.00%
Neutral 3 30.00%
Agree 4 40.00%
40

Findings: When Tesco senior managers were asked regarding whether or not creativity building
develops potential to fight against competitors within industry it has been gained that 3 of the
respondent disagrees with the statement. Further 3 senior managers neither agreed nor disagreed
with the statement. On the contrary 4 respondents agrees with the statement.
Analysis: With the analysis of the responses of the senior managers obtained by the means
survey it has been assessed that greater number of respondents presents that creativity building
acts as an aid in developing potential to fight against competitors within the industry. This is
because they feel that with the implementation of innovative ideas within the organization work
performance of the personnel can be increased in an effective manner. This results in
achievement of the organizational objectives. It has been analyzed that through market research
firm can gain knowledge regarding the strategies of competitors. This can be later used by the
organization such as Tesco in developing innovation ideas in an effective manner. The role of
creativity building is essential for the business in order to gain competitive position in the
market. From the analysis, this has been examined that some of the senior managers disagrees
with the statement. This is because they believe that in case creative ideas fail then such results
41
Disagree Neutral Agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4

in affecting the image of the firm to a greater extent. Such can affect the long term survival of the
business and can increase the cost of its expenses.
Theme 12: Creativity building assists firms in attaining competent personnel which
improves their productivity
Responses Frequency Percentage
Disagree 2 20.00%
Neutral 3 30.00%
Agree 5 50.00%
42

Findings: When the senior managers of Tesco were asked regarding whether creativity building
facilitates firm in gaining competent personnel which improves productivity or not it has been
determined that 2 of the respondent disagrees with the statement. Further 3 senior managers
neither agreed nor disagreed with the view. In contrast to these 5 respondents agrees.
Analysis: With the analysis of the responses of the senior managers obtained by the means of
survey it has been assessed that greater number of the respondents represents that creativity
building facilitates firms in gaining competent personnel which enhances productivity of the
organization. This is because with the assistance of generation of new ideas the employees are
able to develop skills and knowledge to perform the job in an effective manner. It has been
gained that with the assistance of suitable competency work can be done with fullest zeal and
this can enhance the productivity of the organization to a significant level. With the development
of new ideas the employees are able to generate interest in the work which acts as an aid in
enhancing their potential. In contrast to this it has been determined that some employees say that
creativity does not assist in gaining competent personnel as they feel that it is inbuilt within an
individual. Thus competent personnel can only provides creative ideas. Respondents feel that
43
Disagree Neutral Agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5

skills and knowledge can only be enhanced through training. Because of this reason senior
manager disagreed with the view.
Theme 13: Employee motivation as a strategy can be adopted by Tesco to promote
creativity
Responses Frequency Percentage
Employee motivation 5 50.00%
Training 2 20.00%
Stimulating environment 3 30.00%
Findings: On asking the senior managers of Tesco regarding the strategy that can be adopted by
Tesco in order to promote creativity it has been found that 5 of the respondent said employee
44
Employee motivation
Training
Stimulating environment

motivation. Further 2 senior managers said training. In contrast to this 3 respondents said
stimulating environment is the strategy for creativity promotion in Tesco.
Analysis: From the evaluation of the senior managers responses it has been determined that
greater number of the respondents believes that motivation among employees is the strategy that
can be adopted by Tesco in order to promote creativity. This is because they feel that with the
assistance of motivation the personnel in Tesco feel motivated. This persuades them to provide
new and innovative ideas of carrying out work. This thereby results in enhancing the
performance of the employees to a greater extent. It has been determined from the study that
motivation in form of rewards and appraisal assists in boosting the morale of the employees to a
greater extent. This has impact on the productivity of the firm and assists in enhancing the
performance of the personnel. In contrast to this it has been found that some employees feel
training as strategy that can promote creativity. They say that training helps in updating the skills
and knowledge of the personnel. This thereby results in development of new ideas by the
employees. Moreover it also built confidence among them so that work can be carried out with
greater efficiency. In addition to this stimulating environment is another strategy for promotion
of creativity within Tesco. Senior manager believes that by offering better working environment
personnel can built ability to generate innovative ideas of carrying out things.
4.3 Quantitative analysis
From how long you have been associated with company? * What are the key requirements for creativity building
within retail business such as Tesco? Crosstabulation
Count
What are the key requirements for creativity building within retail business such
as Tesco?
Total
Making
innovation
intentional
Craving
out time
for people
to think
freely
Encouraging
cross team
learning
Allowing
failure
within
reasonable
time limits
Accrediting
employees
who possess
the idea
Availability
of
resources
From how long you
have been
Less than 10
year 0 0 1 1 0 0 2
10-15 years 1 0 0 2 0 0 3
45

associated with
Above 15
years 1 1 0 1 1 1 5
Total 2 1 1 4 1 1 10
Interpretation: From the cross tabulation carried out above between association of employee
with the company and key requirements for creativity building with retail business. It has been
gained that people possessing moderate experience believes that allowing failure with reasonable
time limits is the key requirement for creativity building within retail business. On the contrary,
the people with experience above 15 years gives equal weight age to the entire key requirement
specified. However individuals with less experience provide weightage to two aspects only as
they feel it to be important in creativity building.
From how long you have been associated with company? * What is the major issue being faced while building creativity
within the organization? Crosstabulation
Count
What is the major issue being faced while building creativity within the
organization?
Total
Lack of
direction
Fear of
failure
Striving for
constancy
Communication
breakdown
Personal
problems
From how long you
have been associated
with company?
Less than 10
year 1 0 0 0 1 2
10-15 years 0 1 1 1 0 3
Above 15 years 0 3 0 1 1 5
Total 1 4 1 2 2 10
Interpretation: From the cross tabulation carried out above between association of employee
with the company and the issues that are being faced while building creativity in the business it
has been gained that senior managers with the greater level of experience that is above 15 years
believes that fear of failure is the major issue that is being faced. Thus this would be considered
valid outcomes. However people with experience less than 10 years identify two issues.
Moreover with moderate experience demonstrates that striving for constancy, communication
breakdown are major issues in addition with fear of failure which are faced by employees
significantly.
46

Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 4.830 6.011 .804 .480
Do you agree with the view that
creativity develops confidence
among employees towards
work?
.308 .475 .491 .649 .563
From amongst the following
what makes creativity building
important within organization?
.398 .481 .545 .827 .469
Do you agree with the view that
Tesco offers employees with
greater scope for creativity
building?
-1.322 1.304 -1.237 -1.014 .385
What is your level of agreement
that creativity assist business in
achieving targets within
minimum time span?
-.444 .645 -.752 -.688 .541
Are you satisfied with the
working culture prevailing in
Tesco?
.086 .502 .138 .172 .875
Do you agree with the view that
creativity building helps in
improving the work
performance of the personnel in
Tesco?
-.346 .543 -.647 -.638 .569
a. Dependent Variable: Do you think creativity building leads to success of business?
Interpretation: From the analysis of the above table there is common dependent variable that is
creativity building leads to success of organization. This factors dependents on several aspects.
Success of the business highly depends on confidence among the personnel which is gained
through creativity building. The value of beta denotes that both the factors are linked positively.
In addition to this the success of the company is also factors that are significant for creativity
47

building. In contrast to this there is negative link between success of organization greater scope
offered to employees for creativity building. Along with this it is not essential that creativity
helps in achievement targets within reasonable time. Thus it has negative relationship with
success of the business. Working culture is positively linked with success but there is little
impact of independent variable on dependent. At last it has been gained from the above table that
creativity might not increase the employees work performance. Thus it is negatively associated
with the success of the organization.
48

CHAPTER-5 CONCLUSION AND RECOMMENDATION
5.1 Conclusion
From the study it can be concluded that there is presence of huge importance of several
key requirements that assists in building creativity within the organization. In addition to this
several obstacles have been determined that affects development of innovative ideas in the
employees. The objectives for which the study has been carried are accomplished in an effective
manner. Therefore the aim beside which the investigation is being carried out is resolved to a
significant level. Through primary and secondary sources of data greater amount of information
is being obtained. This has acted as an aid in making analysis of the key requirements for
creativity building.
Objective: 1 To explore the concept of creativity and its importance in retail organization
From the present study it has been explored that creativity is referred to as driving
innovation and commercially competitive spirit. It is defined as the function of knowledge,
curiosity, imagination and evaluation. It has been inferred from the report that when there is
presence of stronger knowledge base and level of curiosity then greater number of ideas, patterns
and combined are being attained. It has been assessed that mere knowledge about something
does not leads to development of innovative ideas. Along with this creativity has been
considered as the ability to create, bring into presence and invent into new form.
From the findings and analysis it can be concluded that there is greater importance of key
requirement in creativity building. The importance of creativity is in solving business issues
which enhances performance of the employees to a greater extent. Further the significance of
creativity is in increasing the productivity of the business. It can be concluded that both creativity
and innovation are path to success. Through training the employees obtain skills and knowledge
those results in development of creativity. It is considered as the cost effective manner that
increases the productivity of firm with effectiveness. Creativity is therefore regarded as an
excellent tool that facilitates personnel in building self confidence and motivation.
Objective: 2 To assess the key requirements for creativity building within businesses
From the analysis and findings it has been explored that there is existence of various
ways that can assist business in building sound culture for creativity building. The key
requirements that have been determined for the purpose of developing creativity within Tesco
49

include offering free time to employees to think creative ideas. It has been explored that
employees need to be provided with free time so that they can develop innovative ways of doing
things. It can be concluded from the study that creativity can be developed through
encouragement of cross team learning. It has been inferred from the study that another major key
requirement for creativity building is allowing failure within reasonable time limits. There is
greater need in accepting new ideas in case of its failure as such results in lowering down the
stress to a greater extent.
It can be concluded from the study that technique of appraisal is essential in motivating
the employees who possess new idea. This is regarded as major requirement as it assists in
developing healthy culture within the organization such as Tesco. Another major requirement
relates with the availability of the resources. There is greater importance for the organization to
have sufficient amount of financial as well as human resources that can lead to development of
creativity at workplace. Thus by gaining insight to such another research objective relating to
assessment of key requirements for creativity has been accomplished.
From the quantitative analysis it has been gained those employees who possess moderate
experience that allowing failure with reasonable time is the key requirement for creativity
building. However people with experience more than 15 years provide equal weight age to all the
aspect mentioned for creativity building. On the contrary people with less experience feels that
allowing failure with reasonable time and encouragement of cross team learning is the key
requirement for creativity building with retail business. Thus with this the objective of assess the
key requirements for creativity building within businesses has been attained.
Objective: 3 to identify the issues faced while building creativity in Tesco
From the present report it has been explored that there are several issues faced by Tesco
while building creativity within the organization. Such are in relation with increasing number of
conflicts among the personnel that affects promotion of creativity in Tesco. It has been inferred
from the study that due to lack of proper direction results in reducing the understanding of work
which hampers creativity building within the firm to a greater extent. It has been concluded from
the dissertation that fear of failure is another major issue that obstructs the generation of new
ideas at workplace. It can be concluded that due to fear of making mistakes one get restricted
from the development of innovative ideas. Thus management is unable to being innovation in
50

working processes. Along with this through quantitative analysis it has been determined that
senior managers who possess greater experience believes that fear of failure is the major issue
that is being faced. Thus this is regarded as valid outcome.
Another major issue is with respect to communication breakdown. Due to this the flow of
information is hampered. It has been explored that mere imagination of things is not enough for
the process of creativity building but there is greater importance in developing communication
plan and procedures in order to develop proper thinking. Creativity is also hampered due to
personal issues that are being faced by personnel. Focus is essentially required for the purpose of
generating innovative ideas. In situation of lack of attention the business face huge trouble in
enhancing the performance of the employees to a significant level. Thus by gaining knowledge
to such another research objective relating to issues faced while building creativity has been
accomplished.
Objective: 4 to recommend the strategies that can be adopted by retail organization such as
Tesco for overcoming the issues.
From the report it has been explored that there are number of strategies that can be
adopted by retail organization such as Tesco with the aim to resolve the issues. This can be in
relation with employee motivation, training and stimulating environment. It has been inferred
from the thesis that by developing friendly work culture organization can motivate the
employees in bringing innovative ways of doing things at workplace. It is suggested to the
business to keep a track on the availability of the resources such as financial and human
resources. Such creativity may be related to innovating a production process, service delivery
process or way of working. Hence, for innovating such process employees and managers needs
to do some experiments and for this sufficient amount of employees and human resources are
required.
From the quantitative analysis it can be concluded that there is common dependent
variable that is creativity building leads to success of organization. It has been inferred that
success of the business highly dependents on confidence among the personnel which is gained
through creativity building. However there is negative link between success of organization and
greater scope offered to employees for creativity building. Along with this it is not essential that
creativity helps in achievement targets within reasonable time. Working culture is positively
51

linked with success but there is little impact of independent variable on dependent. At last it has
been gained that creativity might not increase the employees work performance.
5.2 Recommendations
On the basis of entire discussion in the report it is recommended that Tesco must promote
innovation at its workplace. In this regard it can create intention on innovation in its premises.
This means that intention to promote innovation must be created among employees and the top
managers. If same will be done then service delivered mechanism and company operations will
get refined in proper manner. It is also recommended that Tesco must change its work culture
and it must give free time to its employees (Dunne, Lusch and Carver, 2010). So that they can
bring creativity in their working style. If this will be happen then employees will be able to find
best way of doing a specific work. Along with this they will be able to able to do their work
smartly. Such kind of step will also boost creativity in an organization. Hence, it is highly
recommended that managers of the Tesco must take such kind of steps at the workplace in order
to promote creativity in an organization. But creativity cannot be brought in an organization
easily because it requires lots of thinking procedures. An individual can think up to certain limit.
Hence, at individual level no doubt creativity can increase but it will be confined up to a certain
limit. So, Tesco must try to promote both at individual level and team level. At individual level
person will think about the creativity that he needs to bring in his work. Whereas, on team level
people that are member of a specific team will discuss creativity that they can bring in their task.
The result of entire discussion in team will be that front person can give more creative idea to an
individual. Hence, it can be said that group work is good then an individual work.
At Tesco it is possible that whatever idea employees think to be innovative may fail in
future. Hence, in case of failure of any idea managers must not take any strict action against
subordinates. This is because ideas failure or success depends on the future scenario and
implementation strategy. On failure also human being learns a lot of things. Such learning helps
an individual in making tough decisions. Due to this reason, it is assumed that failure is a first
step of success. If Tesco will tolerate employees’ failure then they will be able to bring most
innovative creative ideas that were never thought by someone else. It is also recommended that
Tesco must fairly behave with the employees who possess the idea. Means that many times what
happen that employee that gives an idea is not given due importance in the project (Humby,
52

Hunt, and Phillips, 2008). Due to this reason other employees does not get an opportunity to get
guidance from that intellectual people. Hence, Tesco must give due importance to the employees
that have ability to generate idea. If this will be done then creativity will increase in an
organization because employees will learn lots of things from each other.
It is also recommended that managers in order to promote creativity in an organization
must have adequate amount of financial and human resource. Such creativity may be related to
innovating a production process, service delivery process or way of working (Murray, 2013).
Hence, for innovating such process employees and managers needs to do some experiments and
for this sufficient amount of employees and human resources are required. Hence, Tesco must
make sure that it made available sufficient amount of resources to its employees in order to
promote creativity in an organization. On the basis of review of various literature’s it is
concluded that employees feels lack of clear direction in thinking creative ideas. This means that
due to unknown about the direction in which they need to work out employees are not able to
think some innovative. Hence, managers must make clear goals, objectives and targets for the
employees. So that they can identify a direction in which they needs to work. If direction will be
clear then employees will be able to bring creativity in the work process. Hence, management
must play an important role in giving proper direction to their subordinates.
Fear of failure is another factor that is acting as a big hindrance in the growth of any
organization. Means that fear of failure restricts creativity in an organization. Due to this reason
organization and employees remain at a certain point and they do not grow from that point.
Hence, it is necessary for organization not to fear of failure of creativity. Hence, Tesco must in
order to grow its business must promote creativity among the employees and managers. Even it
must eliminate all constraint factors that hinder promotion of creativity at the workplace. On
research it has been find out that creativity building lead to success of an organization and on this
behalf it is again recommended to the Tesco that it must make each and every effort that will
lead to promotion of creativity in an organization (Bartholomew, 2009). It is also find out on data
analysis that creativity increase confidence level of the employees. Thus, Tesco must encourage
its employees to change their working style. By doing same employees can make their
complicated tasks easy and activity can be performed in short duration. Hence, by encouraging
employees to innovate process firm can increase its efficiency level and can improve business
53

performance. In research it has also find out that creativity is playing an important role in career
growth of the employees. Tesco by promoting creativity can itself and employees. It is
recommended that Tesco must on the basis of creativity of its employees give them promotion in
an organization. By doing this mentioned firm will get right candidates for its higher level jobs.
Employees will also observe career growth and will get satisfied from an organization. Hence,
creativity will be beneficial for both firms and employees.
It is also recommended that after promoting creativity managers must not think that they
will get immediate results and efficiency level will increase to large extent. In research it has
been find out that most of the respondents think that creativity does not assist employees to
achieve targets on minimum time period. Means that objective can be achieved but it is not
necessary that it will be achieved in minimum time period. Hence, it is recommended to the
managers that they must not hope that allocated task will be completed in a short time period
(Taylor and Littleton, 2012). In research it has also been find out that only fifty percent
employees are dissatisfied from the firm. Reasons of the dissatisfaction may be any but managers
at Tesco needs to identify these reasons as soon as possible in order to make sure that its entire
workforce is giving hundred percentage efforts in the growth of an organization. In research it
has also observed that personal issues among the employees are impeding promotion of
creativity in an organization. On this basis it is recommended that starting point of promotion of
creativity is group solidarity. This means that for promoting creativity in an organization good
teamwork is required. If it will be good then employees will give suggestion to each other and
creativity process will be boost up in an organization. Hence, it is recommended that Tesco must
first of all make an attempt to promote group solidarity at the workplace. Only after that
creativity process can be accelerated at the workplace.
In research it has been find out that most of the people think that motivation is playing an
important role in promoting creativity in an organization. Due to this reason an organization
must not try motivation only to increase employee productivity. But motivation must also be
used to increase efficiency level and creativity of the employees. It is creativity through which
employees can increase their efficiency level. If this level will increase then employees will earn
good financial and non financial rewards from the firm. This will further motivate them to bring
54

some creativity in their working style. Thus, it can be said that motivation plays a decisive role in
promoting creativity at the workplace.
55

LIMITATIONS AND FUTURE RESEARCH
Limitations
Every research has some weak points and finance is one of them. Due to lack of finance
researcher is not able to collect all sort of information. Moreover, lack of finance also affects
research operations at field level. Due to lack of finance researcher face a lot of problems in
conducting a research at the ground level in legitimate manner. Hence, due to this reason
researcher face lots of problem in conducting its research in proper manner. Lack of proper
coverage of geographical area affects research results. However, every attempt is made in order
to make sure that such a constraint does not affect research results to large extent. As a result,
suitable sample units are taken in the research for collecting reliable data.
Human resource is another constraint which affects research results. For conducting a
research sufficient number of human resources are required especially when data is collected by
distribution of questionnaire. Under this mode of data collection a wide geographic areas need to
be covered by the researcher team. But due to lack of sufficient number of human resources it is
not possible to collect data from all sample units in a determined time period. In research
researcher makes an attempt to make sure that due to lack of human resources its research results
does not get affected.
Small sample taken in the research are another main limitation of the research. Many
times in a research due to small sample size proper data is not collected for the research. Hence,
results produced on the basis of such kinds of data do not give actual view of the research
variables. Hence, it is necessary to determine appropriate sample size for the research. In this
research sample of ten people is taken which are in the top management. This sample size seems
low but from management perspective this sample size is sufficient. This is because in the top
management there is already limited number of managers. Hence, it was not possible to take
such a large sample for the research.
Time was another constraint that affects research to some extent. Due to lack of proper
time it becomes necessary to complete research quickly. Hence, it is possible that in research
some mistakes may be committed by the researcher in data analysis etc. However, in research all
steps are performed with due care in order to make sure that research will produce perfect
research results. Hence, this research limitation is handled by the researcher in proper manner.
56

Error in data collection is another limitation of the research. Many times due to mistakes of those
who are collecting data errors comes in existence. For example, when questionnaire is given to
the respondent for giving an answers of the questions. But due to lack of guidance they may fill
wrong answers in the questionnaire. This is termed as data error. So, it is possible that in research
due to errors results may deviate to some extent from the main direction. In such a case research
may produce wring results. In the project every attempt is made to collect reliable data for the
research. However, there may be minor errors but it will not affect research results.
In research data is collected from the employees that are working in an organization.
Sometimes they give a wrong response on the hope that if management gets access to the
collected data then strict action can be taken against them. So they abstain from giving true
information. Although, an effort is made to make respondents sure that information that is
collected from them will not be shared with anyone. But there may be some respondents that
may abstain from giving true information. Hence, there may be slight error in the collected data.
But it is ensured that collected data is reliable and is not affected by the research limitation to
large extent.
Future research
This research is carried out on creativity and in this research many valuable things comes
in existence. Findings of the research are valuable and these can be used for further research.
Creativity building will be always most discussing topic and in this regard in future much
research will be conducted. For new researchers this research will act as guideline. On the basis
of this research in future many other relevant researches can be conducted by the researcher.
Moreover, this research will be important for the corporate sector because in the research
respondents are taken from the corporate sector. Hence, companies can also conduct further
research on the basis of the current research. With passage of time obstacles in the research may
also change. Hence, in that situation many new researches will be conducted by the researcher.
For such kind of researches present research will act as guidance. On the basis of analysis of
current research researchers will get information about past conditions related to obstacles and
strategies that were adopted in order to remove those obstacles. So, on the basis of evaluation of
this research future researchers will get a direction in which they need to work by comparing past
and current working conditions.
57

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61

APPENDIX
QUESTIONNAIRE
For Senior Managers of Tesco
(Kindly take few minutes to provide your responses. Your feedback is appreciated)
Demographic information
Name:
Age:
Gender:
Male □
Female □
1. From how long you have been associated with company?
Less than 10 year □
10-15 years □
Above 15 years □
2. Do you think creativity building leads to success of business?
Yes □
No □
3. Do you agree with the view that creativity develops confidence among employees towards
work?
Disagree □
Neutral □
Agree □
4. From amongst the following what makes creativity building important within organization?
Solves problems □
Increases productivity □
Driving progress □
5. What are the key requirements for creativity building within retail business such as Tesco?
Making innovation intentional □
Craving out time for people to think freely □
Encouraging cross team learning □
62

Allowing failure within reasonable time limits □
Accrediting employees who possess the idea □
Availability of resources □
6. What is the major issue being faced while building creativity within the organization?
Lack of direction □
Fear of failure □
Striving for constancy □
Communication breakdown □
Personal problems □
7. Do you agree with the view that Tesco offers employees with greater scope for creativity
building?
Disagree □
Neutral □
Agree □
8. What is your level of agreement that creativity assist business in achieving targets within
minimum time span?
Disagree □
Neutral □
Agree □
9. Are you satisfied with the working culture prevailing in Tesco?
Dissatisfied □
Neutral □
Satisfied □
10. Do you agree with the view that creativity building helps in improving the work performance
of the personnel in Tesco?
Disagree □
Neutral □
Agree □
11. Does employees personal issues affects generation of innovative ideas within organization?
Yes □
63

No □
12. What is your level of agreement that creativity building develops potential to fight against
competitors within industry?
Disagree □
Neutral □
Agree □
13. Do you agree that creativity building facilitates firms in gaining competent personnel which
improves their productivity?
Disagree □
Neutral □
Agree □
14. From among the following what strategies can be adopted by Tesco to promote creativity?
Employee motivation □
Training □
Stimulating environment □
15. Recommend the key requirements that can assist in building creativity among the
employees?
______________________________________________________________________________
____________________________________________________________________________
64

Quantitative analysis
Statistics
From how
long you
have been
associated
with
company?
Do you
think
creativity
building
leads to
success
of
business?
Do you
agree with
the view
that
creativity
develops
confidenc
e among
employees
towards
work?
From
amongst the
following
what makes
creativity
building
important
within
organization
?
What are the
key
requirement
s for
creativity
building
within retail
business
such as
Tesco?
What is the
major issue
being faced
while
building
creativity
within the
organization
?
Do you
agree with
the view
that Tesco
offers
employees
with
greater
scope for
creativity
building?
What is
your level
of
agreement
that
creativity
assist
business
in
achieving
targets
within
minimum
time
span?
Are you
satisfied
with the
working
culture
prevailin
g in
Tesco?
N
Valid 10 10 10 10 10 10 10 10 10
Missin
g 0 0 0 0 0 0 0 0 0
Mean 2.30 1.40 2.30 2.50 3.40 3.00 2.70 2.10 2.30
Median 2.50 1.00 2.50 3.00 4.00 2.50 3.00 2.00 2.50
Mode 3 1 3 3 4 2 3 3 3
Do you agree with the view that creativity building helps in
improving the work performance of the personnel in Tesco?
N Valid 10
Missing 0
Mean 2.40
Median 3.00
Mode 3
65