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Doktorski studij na FSB: Uvod u znanstveno istraživački rad 2014/2015
Damir Muslić
CREATIVE SCIENTIFIC RESEARCH IN INDUSTRIAL
ENVIRONMENT
UDC 62:65.01:159.954
Essay
Summary
Aim of this paper is to analyze creative research processes that are conducted within
industrial environment. At the beginning chapter behaviour which successful industry should
implement in order to keep its market advantage, is described. Further in the paper some
definitions of creativity given by several different authors are cited with aim to explain the
term creativity. Knowing that creativity is not only a result of individual gift but also of
environment creative knowledge, environment is described showing that it is important to
understand what factors in the environment can provoke creativity and inventiveness. In the
final chapter is shown that it is very important for the industry to keep close relations with
academic institutions, in order to develop novel, and creative product and maintain its market
position.
Key words: creativity; creative environment; creative industry; inventiveness; engineering;
research and development.
1. Introduction
"Unless man can make new and original adaptations to his environment as rapidly as
his science can change the environment, our culture will perish".
Carl R. Rogers [1]
As stated in the above citation, key for successful and prosperous industry lies in its
ability to adapt to new environment and requests from outer world. Namely our consumer
society is always seeking something new and attractive in products that are being presented to
the market. In today’s highly competitive world, business success depends increasingly on the
ability to innovate. Business leaders are already recognising the importance of design thinking
in shaping business strategy. Forward thinking professionals with the ability to integrate
creativity and design thinking in the business functions of engineering, management,
communication and commerce will be sought after by employers across multiple sectors. It is
clear now that just new design of an "old product" will not sell it unless there is something
that attracts consumers, and this is point where creativity comes in place. But before we can
further examine industrial environment and its creative side let's have a look into some
definitions of creativity.
Damir Muslić Creative Scientific Research in Industrial Environment
2
2. Definitions of creativity
Throughout the history creativity has been observed from many different standpoints
and defined by many intellectuals. It is very difficult to say which definition is right and can
be generally accepted. Creativity as complex cognitive sociological act has been studied at
many different levels and therefore each science discipline has "its own" acceptable definition
of creativity. In ancient times creative act was conceived as divine inspiration and "Gods will"
expressed through an artist. Works of Leonardo da Vinci attract admiration of individuals
even today, although nearly five hundred years has passed since their creation. If we take a
look at some recent definitions of creativity we will find that Torrance, the “Father of
Creativity”, 1960 defined creativity as “the process of sensing problems or gaps in
information, forming ideas of hypotheses, testing, and modifying these hypotheses, and
communicating the results. This process may lead to any one of many kinds of products verbal
and nonverbal, concrete and abstract”. Much later in 1991 Goldsmith described creativity as
“The production and disclosure of a new fact, law, relationship, device or product, process,
or system based generally on available knowledge but not following directly, easily, simply,
or even by usual logical processes from the guiding information at hand” [2]. According to
Hartley (2005) "the profit of creative industries lies in nonmaterial work". It is important to
notice that term "creative industries" is related to creative sector that according to UK
Department for Culture, Media and Sport comprise:
1. advertising
2. architecture
3. arts and antique markets
4. crafts
5. design (includes also communication design)
6. designer fashion
7. film, video and photography
8. software, computer games and electronic publishing
9. music and the visual and performing arts
10. publishing
11. television
12. radio
In general terms according to Mumford and Gustafson we can define "creativity as
generation of product that is not only novel and imaginative but also useful and of good
quality". To better understand process of creative production it is important to define and
describe environment in which this takes place. The Fig. 1. shows an creative approach to
solve problem of plastic waste while making useful product, in this case a toy.
Fig. 1 Toy made from used plastic bags and old wire [3]
Creative Scientific Research in Industrial Environment Damir Muslić dipl. ing. str.
3
3. Creative knowledge environment
Generation of novel and imaginative product of any kind usually takes place in
surrounding which practically provokes its formation. Preconditions which lead to this point
must not be considered as random event but rather as result of the influence of the
environment where this creative process is taking place. Knowledge environments depend on
a wide range of overlapping and interacting conditions and circumstances that are shown in
Table 1.
Table 1. Components of Knowledge Environments and their Characteristics [4]
Task characteristics: short-term/long-term, simple/complex, routine/novel,
modularised/integrated
Discipline/field: natural sciences VS engineering VS social sciences VS humanities,
theoretical VS experimental VS modelling, basic/applied, single paradigm VS multiple
paradigms VS pre-paradigmatic, reductionist/‘holistic’, discipline-based/inter- or multi-
disciplinary, influence of ‘epistemic community’
Individuals: knowledge, skills, abilities, cognitive style (e.g. broad/narrow, focused/eclectic),
motivation, interests, career plans, values, beliefs, other personality properties (e.g.
introvert/extrovert)
Group characteristics: size, integrated/loosely coupled, inward looking (‘group think’) VS
outwardlooking, leadership style, degree of group tension/harmony,
heterogeneity/homogeneity of group members, ‘chemistry’ of personalities in the group,
composition of knowledge, skills and abilities, agreed on or contested beliefs or underlying
assumptions
General work situation for individuals: number of different work tasks or projects, features
of time available for research (e.g. sparse/abundant, fragmented or concentrated), job
ambiguity (total autonomy VS narrowly defined goals), quality of IT available (including the
usability)
Physical environment: facilities, buildings, architecture, location, climate, equipment
Organisation: income sources, economic situation, organisational structure and culture,
reward profile, leadership and managerial style (e.g. controlling/allowing), degree of
organisational tension/harmony
Extra-organisational environment: small/large economy, expanding/decreasing economy,
market characteristics (e.g. open/restricted, global/regional, competitive/monopoly), reward
profile, information availability (open/closed), job opportunities and mobility, regional,
national and cultural characteristics
Thus we can define this environment, context and surroundings as Creative
Knowledge Environment (CKE) the characteristics of which are such that they exert positive
influence on human being engaged in creative work aiming to produce new knowledge or
innovations whether they work individually or in teams, within a single organization or in
collaboration with others. In general previous research has shown that creativity tends to be
enhanced by new influences. Given the fact that individuals approach the task of knowledge
production from their own perspective, that is shaped by local condition it is scarcely
surprising that groups including members from different cultural or disciplinary background
tend to be more creative than groups sharing a more homogenous background. Likewise
change of environment or reference frame can often result in creative products [5].
Damir Muslić Creative Scientific Research in Industrial Environment
4
One can consider CKE at different levels micro and macro. At micro level it is
environment surrounding small group or team involved in creative activity where even colour
of the room walls in which they work can have significant influence to their behaviour and
creativity, while at macro level it includes global, national or inter-organisational
environment.
Research of CKE is at a relatively early stage. Although there is several studies that
describe how conditions for CKE are shaped within different context there is still need for
research that will evaluate effects of specific constellations on creativity and creative
environment.
4. Creativity and inventiveness
Terms Creativity and Inventiveness are often being misused or misunderstood. Before
we can go any further it is necessary to make distinction between these terms.
There are many definitions of creativity and inventiveness that are pointing out
difference between these two. Some are related to the way people think, while others relate to
the gift of creativity that individuals have and how this gift comes forward. Simplest
explanation can be formulated as follows: Creative individual does not have to be inventive at
the same time, while in most cases inventive individual is at the same time creative. So we
can explain difference saying that creative individual will develop creative ideas to solve
problem while inventive individual will use these ideas to develop solution.
For example Nikola Tesla was a creative and inventive individual who developed his
creative ideas into useful product such as Alternating Current (AC) system. This is just one
example of definition of creative and inventive individual, while in the literature exists more
where each is specific and unique by its origin. There are many researches that promote
necessity to embed creativity and innovation into engineering courses. It is important to teach
engineering students how to identify and remove block to the creativity, while this
responsibility transferred to the teacher, it is crucial that teacher has ability to foster and
provoke creativity in engineering students [6].
Fig. 2 The N C Engineering Precinct Sweeper with integral hopper/water tank [7]
So in general we can conclude that creativity and inventiveness can be learned, and
most of the teaching methods are actually dealing with altering the way individuals think
about problem and environment that they may find themselves in. For their future work it is
important that engineering students have opportunity to practice these skills. If we make an
comparison with students of art we can say that they have an advantage over engineering
students because of their everyday opportunity to practice their creativity through their work
of art.
Creative Scientific Research in Industrial Environment Damir Muslić dipl. ing. str.
5
In order to have creative engineers it is necessary to establish cooperation between
industry and education based on confidence and mutual respect, where creative industrial
tasks can be entrusted to engineering schools. Example of result of such a cooperation is
shown in Fig. 2 [7].
5. Industrial environment and creative research
"The need to be right all the time is the biggest bar there is to new ideas. It is better to have
enough ideas for some of them to be wrong than to be always right by having no ideas at all".
Edward de Bono [1]
Term industrial environment is usually linked to production process where machines
play main role in creation of new products. Activities preceding production are usually in
background, hidden from outer world. Hidden activities are usually research and development
(R&D) where companies are investigating products from their competition while at the same
time trying to improve their own in order to gain advantage on the market. If we would
analyze products of one kind present on the market, we would be able to say very soon who
are the market leaders with respect to R&D. Many companies are just following trends set by
market leaders and those mostly don't invest into R&D but rather "copy" and adapt ready
solutions to their own technology.
We can describe most of today's product by just one word which relates them to their
country of origin. Globalisation introduced new market rules with high demands and
necessity for cheep and flexible production that many industries can't cope with. To solve this
problem companies are moving their production into area with cheap labour, securing this
way their market position. Companies that can't move their production are forced to adopt to
market conditions by undertaking some unpopular measures. This usually results with
reduced employee satisfaction and increased production costs (often due to growing number
of bad products).
To overcome discussed problems it is necessary to find solution for product that will
provide advantage on the market, ensure stable income while keeping employee satisfaction.
There is no universal solution for this problem. If we want to define innovative and creative
research in industrial environment it is necessary to understand R&D activities in industrial
environment. Based on author's experience from R&D department of domestic appliances
best results are achieved when R&D are given freedom in development of new solutions that
are not limited with technological barriers.
In order to reach satisfactory solution it is necessary to encourage creative individuals
not to discard solutions that they don't see applicable, but rather to share idea with others who
will enrich solution with their suggestions and improvements. Such activities, one of which is
brain storming, bring up new competitive solutions for new products, some of which are
shown if Fig. 3.
Scientific research in industrial environment is performed in order to improve results of
some production processes, analyze new technologies or implement new solutions. Today's
industry does not allow much time for these activities.
Damir Muslić Creative Scientific Research in Industrial Environment
6
Fig. 3 Example of creative products
Profit oriented production is forcing engineers to focus on solutions for problematic
situation that appears on everyday in production process causing loss in capacity, energy and
at the end in profit. Production engineers and operators usually take for granted processes that
are taking place in production, blocking this way their creativity. Most of engineers are
seeking solution to "sail calm waters" rather than to try to improve present situation with
some new ideas. Part of guilt for such situation is on the side of management which does not
support or rewards solutions from which company benefits, but rather considers these
activities as part of the engineer’s job.
Only really creative and inventive individuals, whose aim is not material gain,
undertake research activities and realize creative industrial solutions. This is usually just to
prove their capability to solve problem and to satisfy their inventive nature. Looking at the
creative solutions in the industrial sector, especially in the beverage production, most of them
are result of cooperation between industry and engineering schools. Such an example is
reduction in use of process water in the beer industry. Consumption of process water in beer
production is usually 10 - 15 times greater of produced quantity. Industry did not have own
solution for this problem but it was taken for granted. Cooperation with University
engendered solution that reduced water consumption for nearly 40% improving the economy
of the production.
6. Conclusion
Industry of 21st century is characterised by increased use of smart solutions that
involve use of computers and advanced machines. Goal did not change over years and that is
cheap and competitive product. Creative solutions are engendered in difficult situations that
threaten company survival, and those are mostly short term decisions. In order to achieve
development and market advantage it is necessary to introduce more scientific research in
industrial environment. Individuals that need to accomplish such researches need to look at
the problem from different standpoints to gain better view and to provoke creative solutions.
Nevertheless cooperation with Universities and their research laboratories is crucial for
further progress, due to the fact that Universities are "holders of new knowledge" and are able
to approach latest researches related to the field of interest.
Creative Scientific Research in Industrial Environment Damir Muslić dipl. ing. str.
7
REFERENCES
[1] Felder RM. CREATIVITY IN ENGINEERING EDUCATION. North Carolina State University. 1988.
[2] Žiha K. Creativity and Engineering Education. In book: Experience and Sustainabilita of International
Curriculum Development in Naval Architecture, Publisher: Faculty of Mechanical Engineering and
Naval Architecture. 2010(1):55-74.
[3] Creative industries. 2014. (http://en.wikipedia.org/wiki/Creative_industries)
[4] Sven Hemlina CMA, Ben R. Martinc. Creative Knowledge Environments. 2006.
[5] Martin SHCMABR. Creative Knowledge Environments : the Influences on Creativity in Research and
Innovation. Google Books. 2004.
[6] Zhiquiang (Eric) Liu DLS. Teaching Creativity in Engineering. International Journal of Engineering
Education. 2004;20(5):801-8.
[7] Mckeag D. Embedding Creativity and Innovation In the Engineering Curriculum. European Society for
Engineering Education, Conference proceedings SEFI 2008. 2008:8.
Defined by Kalman Žiha 19.12.2014.
Supervised by Kalman Žiha 22.02.2014.
Damir Muslić
Bihaćka pivovara d.d. Bihać
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