The need for an organisational design to secure marketer creativity within unhealthy organisational cultures

Abstract

This paper proposes research questions to secure marketer creativity within unhealthy organisational cultures. The emergent phenomenon that paved the way to this purpose is that organisations that communicate that they significantly implement marketing without implementation could complicate marketer creativity within these unhealthy organisational cultures. Creativity is becoming an influential part of modern marketing although marketing had involved creativity, and creativity needs orientations that marketing could provide. Therefore, it is reasonable to rethink the organisation in order not to sacrifice marketer creativity. A series of careful discussions in this domain reveal that focus and the link between strategy and culture could help shape organisational design. The proposed research questions ask for research on focal points, motivations, personal competitive advantages and congruity. The potential benefits include trustable organisations, a superior work environment, congruity with target audiences, and operating during economic transitions and challenges. This is an intersection between marketer behaviour and organisation studies against a leadership issue to secure a marketing priority. This approach supports a highly integrated theory of the organisation. However, it mainly supports a ‘deepening of marketing among practitioners’. Avoiding a superficial understanding of marketing and creativity in practice could help.