Creative culture is the shared values reflected by the organization's behavior and attitude in the joint task of the people in the organization that promotes the creativity and innovation.This is a key factor for higher education institutions in the development toward a creative university. This research aims to study the current situations and to analyze creative cultural elements in Thai higher education institutions. This research is a qualitative research, using the opened-end questions for in-depth interview as the instrument and data were analyzed by content analysis from the books, articles, documents, websites and related researches from 1989 to 2012, totally 53 items. There are 3 sample groups: (1) Two senior executives from Thai higher education institutions whose vision is to be creative universities; (2) Three academics/professors in the field of creative organization /innovation organization; (3) Six executives from organizations acknowledged by the Thailand most innovative company award 2011 which are divided into two groups : service company and non-service company. The result revealed 7 elements of creative culture in Thai higher education institutions : (1) Creative policies and goals; (2) Creative environment ; (3) Creative organizational structure ; (4) Creative supporting system; (5) Creative human resource management ; (6) Creative leadership ; (7) Creative behavior and attitude of people in the institutions.
Runglawan Skulmalaithong, Chulalongkorn University, Thailand
Sornnate Areesophonpichet, Chulalongkorn University, Thailand
Pruet Siribanpitak, Chulalongkorn University, Thailand
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