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Kreativitätstechniken in Medienunternehmen: Die besten intuitiven Methoden zur Ideengenerierung by Efthimiadis, Stilianos

Kreativitätstechniken in Medienunternehmen: Die besten intuitiven Methoden zur Ideengenerierung

by Stilianos Efthimiadis
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Book cover type: Paperback
  • ISBN13: 9783656260226
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 106
  • Original Price: USD 63.5
  • Language: German
  • Edition: N/A
  • Item Weight: 150 grams
  • BISAC Subject(s): Marketing / General

Diplomarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,8, Rheinische Fachhochschule Köln, Sprache: Deutsch, Abstract: Die zunehmende Marktsättigung und der wachsende Wettbewerbsdruck erhöhen die Notwendigkeit nach kreativen Lösungen in Medien-unternehmen. Mit Hilfe von Kreativitätstechniken kann das kreative Arbeiten erleichtert und systematisiert werden. Da intuitive Techniken für die Ideengenerierung besonders geeignet sind, wurden in der vorliegenden Arbeit die vier Methoden Brainstorming, Methode 6-3-5, Reizwortanalyse und Bisoziation untersucht und gegenübergestellt. Im Rahmen einer Befragung von Mitarbeitern der verschiedenen Medienbranchen wurde ermittelt, dass die Verwendung von Kreativitäts-techniken zur Ideengenerierung in der Medienbranche gering ist und dass im Fall einer Nutzung fast ausschlie lich das Brainstorming angewandt wird. Es stellte sich jedoch ebenfalls heraus, dass die Bereitschaft kreativer zu arbeiten meist vorhanden ist. Dieser Differenz zwischen der gro en Bereitschaft kreativer zu arbeiten und der tatsächlich geringen Nutzung von Kreativitäts-techniken können die Unternehmen mit einer "organisationalen Kreativitätskultur" begegnen, die aus verschiedenen Faktoren besteht und ein kreativeres Arbeiten fördern kann. In einem weiterführenden Feldexperiment wurden die Methode 6-3-5 und die Reizwortanalyse gegenübergestellt und in Bezug auf die Quantität und Qualität der jeweils generierten Ideen verglichen.

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