A Special Issue of Creativity and Innovation Management
Organizing Creativity: Creativity and
Innovation under Constraints
Guest edited by:
Marjolein C.J. Caniëls, Open University of the Netherlands, The Netherlands
Eric F. Rietzschel, Rijksuniversiteit Groningen, The Netherlands
Background
T
oday’s dynamic business environment requires firms to constantly adapt in order to survive.As
a result of continuously changing demands, organizations have to adjust and reorientate,
innovate, and adopt new technologies. Creative ideas are at the root of invention and innovation
(Woodman, Sawyer & Griffen, 1993;Amabile et al., 1996). Hence, leaders and managers espouse
creativity as an important goal that must be nurtured and facilitated (Mueller, Melwani & Goncalo
2012). Nevertheless, organizing creativity in organizations remains somewhat enigmatic to schol-
ars. Creative organizations are often associated with spaces characterized by freedom, autonomy,
weak rules and few boundaries. For example, this is reflected in Google’s workplace design, with
the office as a playground in which self-expression is encouraged. However, most organizational
actors still have to operate within the constraints and boundaries imposed by the organization.
These constraints can easily be experienced as hampering the freedom and creativity of employees.
Then again, constraints can also be perceived as challenging. They might entice employees to find
a creative new way of circumventing obstacles and dealing with organizational impediments. For
example, in an interview with Fast Company, one of Google’s top managers states that ‘engineers
thrive on constraints. They love to think their way out of that little box: “We know you said it was
impossible, but we’re going to do this, this, and that to get us there” ’ (Salter, 2008).
This paradoxical role of constraints for creativity (hampering versus enticing) calls for further
elaboration and more research. Several promising avenues of study can be identified.
• Firstly, more research is needed that refines our understanding of what constraints are, and how
they affect creative behavior. Behavioural psychologists suggest that creative imagination seems
to work best when one is confronted with explicitly understood constraints (Kamoche & Pina e
Cunha, 2001; Kelly & Leggo, 2008). Studies in this line mainly refer to mental constraints, i.e.
artificial constraints adopted as scaffolding to generate creativity. The workplace might pose
constraints of a different nature, i.e. more practically oriented, such as workload pressure, budget
limitations, or demands from other stakeholders inside and outside of the organization. Does the
specific nature of constraints impact their effect on creativity? Do we need to distinguish between
different types of constraints?
• Secondly, more research is needed that explores the nature of the creative process itself.
Existing studies typically regard creativity as an output variable, and do not take into
account that creativity encompasses a process from initial idea to creative outcome. Several
studies have shown that creativity can be viewed as a multistage process. Little is known
about whether and how constraints differentially impact the various stages of the creative
100 CREATIVITY AND INNOVATION MANAGEMENT
Volume 22 Number 1 2013
10.1111/caim.12010
© 2013 Blackwell Publishing Ltd