ROLE OF ART IN BUSINESS: INTEGRATING VISUAL AND PERFORMING ARTS TO FOSTER CREATIVITY, DRIVE INNOVATION, AND ENHANCING STRATEGIC OUTCOMES

Animesh Saha; Subhendu  Mukherjee; Dhanesh Sharma

doi:10.29121/shodhkosh.v4.i1.2023.3767

Authors

Animesh Saha M.Com. Passed Student Nagaon G.N.D.G. Commerce College Affiliated to Gauhati University, Assam, India
Subhendu Mukherjee 2M.Com. Passed Student Nagaon G.N.D.G. Commerce College Affiliated to Gauhati University, Assam, India
Dhanesh Sharma Research Scholar Department of Commerce USTM, India

DOI:

https://doi.org/10.29121/shodhkosh.v4.i1.2023.3767

Keywords:

Art, Business,, Creativity, Strategy, Innovation

Abstract [English]

This paper explores the integration of visual and performing arts into business practices as a strategic tool to foster creativity, drive innovation, and enhance organizational outcomes. By synthesizing literature and case studies, it highlights how arts-based methods, such as design thinking and improvisation, stimulate imaginative problem-solving, collaboration, and emotional intelligence. Visual arts enable the visualization of abstract concepts and diverse perspectives, while performing arts strengthen adaptability, communication, and team dynamics. These approaches break traditional silos, promote experimentation, and cultivate inclusive cultures of innovation. The paper provides a theoretical framework and practical recommendations for integrating arts into business strategies, demonstrating how organizations can achieve a competitive edge through creativity-driven innovation. Findings emphasize the measurable impacts of arts-based practices on employee engagement, team cohesion, and organizational culture, addressing gaps in existing research. The study underscores the value of interdisciplinary collaboration, inspiring businesses to leverage artistic approaches for sustainable growth in today’s complex, dynamic environments.

References

Adler, N. J. (2006). The arts & leadership: Now that we can do anything, what will we do? Academy of Management Learning & Education, 5(4), 486–499. https://doi.org/10.5465/amle.2006.23473209 DOI: https://doi.org/10.5465/amle.2006.23473209

Amabile, T. M. (1996). Creativity in context. Westview Press.

Barry, D., & Meisiek, S. (2010). Seeing more and seeing differently: Sensemaking, mindfulness, and the workarts. Organization Studies, 31(11), 1505–1530. https://doi.org/10.1177/0170840610380802 DOI: https://doi.org/10.1177/0170840610380802

Barry, D., & Meisiek, S. (2015). Discovering the business studio. Journal of Management Education, 39(1), 153–175. https://doi.org/10.1177/1052562914556314 DOI: https://doi.org/10.1177/1052562914532801

Berthoin Antal, A., & Strauß, A. (2014). Artistic interventions in organizations: Finding evidence of values added. Creative Industries Journal, 7(1), 25–49. https://doi.org/10.1080/17510694.2014.892391

Brown, T. (2009). Change by design: How design thinking creates new alternatives for business and society. Harper Business.

Crossan, M. M. (1998). Improvisation in action. *Organization Science, 9*(5), 593–599. https://doi.org/10.1287/orsc.9.5.593 DOI: https://doi.org/10.1287/orsc.9.5.593

Darsø, L. (2016). Artful creation: Learning-tales of arts-in-business. Samfundslitteratur.

Eikhof, D. R., & Haunschild, A. (2007). For art’s sake! Artistic and economic logics in creative production. Journal of Organizational Behavior, 28(5), 511–531. https://doi.org/10.1002/job.462 DOI: https://doi.org/10.1002/job.462

Isaacson, W. (2011). Steve Jobs. Simon & Schuster.

Johannessen, J.-A., & Olsen, B. (2010). The future of value creation and innovations: Aspects of a theory of value creation and innovation in a global knowledge economy. International Journal of Information Management, 30(6), 502–511. https://doi.org/10.1016/j.ijinfomgt.2010.03.007 DOI: https://doi.org/10.1016/j.ijinfomgt.2010.03.007

Kimbell, L. (2011). Rethinking design thinking: Part I. Design and Culture, 3(3), 285–306. https://doi.org/10.2752/175470811X13071166525216 DOI: https://doi.org/10.2752/175470811X13071166525216

Schiuma, G. (2011). The value of arts for business. Cambridge University Press. DOI: https://doi.org/10.1017/CBO9780511852015

Taylor, S. S., & Ladkin, D. (2009). Understanding arts-based methods in managerial development. Academy of Management Learning & Education, 8(1), 55–69. https://doi.org/10.5465/amle.2009.37012181 DOI: https://doi.org/10.5465/amle.2009.37012179

Townley, B., & Beech, N. (2010). Managing creativity: Exploring the paradox. Cambridge Journal of Economics, 34(1), 75–87. https://doi.org/10.1093/cje/bep029 DOI: https://doi.org/10.1093/cje/bep029