This paper investigated the potential difference in motivations between managers and creatives in creative industries. Its aim was to find out if managers and creative employees of creative industries have a significant difference in motivational factors and what might the difference be. In addition, the relationship between motivation and other demographic areas such as gender, salary and culture is also tested. An deep review of the previous research led to two hypotheses and several research questions. The theoretical framework was selected in order to present quantified results of the motivation pattern. The Self-determination theory (SDT) has been a ground breaking motivational theory in that it focuses on the quality of motivation instead of the quantity. This research was done by using a quantitative research method in order to broaden the already existing knowledge and to provide proof for those results. The research tool used is an 18-item Work Extrinsic Intrinsic Motivation Scale (WEIMS). The research sample from 109 creative industries employees was collected amongst marketing agencies in Finland, Sweden and Denmark. The statistical research results include descriptive statistics, factor analysis and logistic regressions analysis. The factor analysis the results showed that employees can be divided into three groups: Intrinsic motivation. Extrinsic motivation, Amotivation. However, the logistics results that there are no differences between motivation factors amongst managers and creatives in the creative industries. In addition the descriptive statistics show both employee groups being highly intrinsically motivated, although extrinsic motivation is present as well. Moreover, the results depicted some interesting finding from other demographic areas of the research. In particular relationship between different motivations and cultures was established. The results indicated that there is a strong relationship between extrinsic motivation and Finnish employees. The results of this research went against some previous studies of motivations in creative industries. On the other hand the results supported what is generally known about motivation. The results can be used at management of companies when making decisions for employee rewards as well as in the scientific community as a starting point or support for future researches.
|Educations||MSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis|
|Number of pages||86|