Impact and Creation of Added Value of Creative Culture in Improving Organizational Performance
Solomon Uchechukwu Eze *
Department of Business Administration, Nnamdi Azikiwe University, Awka, Nigeria.
Chizoba Bonaventure Okolocha
Department of Entrepreneurship Studies, Nnamdi Azikiwe University, Awka, Nigeria.
*Author to whom correspondence should be addressed.
Abstract
Organizational culture has been identified as a critical factor in determining the performance and competitiveness of firms. This study examined the relationship between creative culture and organizational performance among manufacturing firms located in Anambra State, Nigeria. The purpose of the study is to identify important factors in determining company performance and competitiveness and to show the role of mediating variables in influencing company performance recommendations. Drawing on the Competing Values Framework, the study conceptualizes creative culture as an organizational culture type characterized by flexibility, external focus, and emphasis on innovation and entrepreneurship. Using a sample of 152 manufacturing firms, the study employs structural equation modeling to analyze the direct and indirect effects of creative culture on financial performance, operational performance, and innovation performance. The findings indicate that creative culture has a significant positive influence on all three dimensions of organizational performance. The study also reveals that knowledge management capabilities partially mediate the effect of creative culture on performance. The implications for theory and management practice are discussed, and directions for future research are proposed.
Keywords: Creative culture, organizational performance, manufacturing firms, Anambra state