(Luận văn) creative ability at 3dblock company

t to ng UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business hi ep w n lo ad ju y th yi pl n ua al Tran Duc Hieu n va ll fu oi m nh at CREATIVE ABILITY AT 3DBLOCK COMPANY z z k jm ht vb om l.c gm MASTER OF BUSINESS n a Lu n va y te re Ho Chi Minh City – Year 2019 th t to ng UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business hi ep w n lo ad ju y th yi pl n ua al Tran Duc Hieu n va ll fu oi m at nh CREATIVE ABILITY AT 3DBLOCK COMPANY z z k jm ht vb om l.c gm MASTER OF BUSINESS n a Lu SUPERVISOR: Assoc Prof Tran Ha Minh Quan n va y te re th Ho Chi Minh City – Year 2019 t to SUPERVISOR’S REPORT ON THE THESIS SUBMITTED ng hi ep FOR DEGREE OF MASTER of BUSINESS ADMINISTRATION The thesis title: w n lo ad CREATIVE ABILITY AT 3DBLOCK COMPANY y th ju Student Name: Tran Duc Hieu yi pl Supervisor: Assoc Prof Tran Ha Minh Quan ua al General comments n • Remarks on the student’s attitude: va n fu ll m oi • Remarks on the assignment’s academic quality: nh at z z Other ……………………………… n va - The Turnitin plagiarism percentage: n No a Lu Yes om Did the student follow the report schedule? l.c - gm Other remarks: k Not meet requirement for submitting jm Meet requirement for submitting ht vb Overall assessment: y te re Supervisor’s signature th t to Table of contents ng hi Executive summary ep Company overview 3DBlock company w 1.1 n Company structure lo 1.2 ad ju Design department y th 1.3 Problem identification 10 yi Symptoms 10 pl 2.1 al Design quality decreases and instability 10 n ua 2.1.1 Problem analysis and problem mess 14 2.3 Possible problems 17 n va 2.2 ll fu View distracting 17 2.3.2 Noisy workplace 18 2.3.3 Lack of practical experience 19 2.3.4 Lack of creative ability 20 2.3.5 Lack of design cooperation 22 oi m 2.3.1 at nh z z k jm ht vb Validating problems 22 2.5 The existence and importance of main problem 23 l.c gm Cause and effect 25 om 2.4 Cause and effect tree 25 3.2 Possible causes 27 n a Lu 3.1 3.2.3 Lack of challenges 28 3.3 Main cause: lack of artistic activities 29 th Inappropriate pressure 28 y 3.2.2 te re Lack of artistic activities 27 n va 3.2.1 t to Alternative solutions 30 4.2 Alternative solution 2: Changes in the workflow 32 Alternative solution 3: In work and life 33 hi Alternative solution 1: Activities after work 31 ng 4.1 ep w 4.3 n Action Plan 35 lo ad References 38 y th ju Interview transcript 40 yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th t to Executive summary ng Architectural design industry is one of the growing industries and has many hi ep innovations in present With the change of technology and customer needs requires change in the way people operate and manage people who work with high creativity w n 3DBlock is one of the companies wishing to improve the design quality and creativity in lo ad their products for customers The purpose of this study is to find the right scale for y th creativity in design and apply it to improve the quality of design products, creating ju competitive advantages and sustainable development for businesses By learning about yi pl the relationships of the work environment, the way the architect works in creating their ua al design products, combined with their understanding of their work processes in In recent n years, it is important to provide an important element to improve the design quality in the n va future ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th t to ng Company overview hi ep 1.1 3DBlock company 3DBlock Company was established in 2007 is one of the leading companies in w n high-class civil architecture in Phu My Hung in Ho Chi Minh City The company started lo ad its business by creating a design department with an architect who is the owner of the y th company, by building a company based on innovative and different designs along with ju finding contractors about construction to create projects that bring prestige and image to yi pl the company Taking design and solutions as core to bring value to the company, after 12 ua al years the company has owned quite a full range of components from design, production n to construction for the purpose of quality management from the beginning to the end of a n va civil project fu In 2007, Established 3DBlock Company Limited - In 2010, create good image with customers in the market by applying new ll - oi m at nh technologies in construction such as lightweight concrete production in construction, high-class furniture production and putting into prestigious z z exhibitions vb In 2013, Build showrooms for classic and modern furniture - In 2016, Building an interior production workshop of 2000m2 in Binh Duong k jm ht - gm Company provides main services on architectural design, furniture production l.c and construction with some other side services Along with that are some competitive om advantages such as: full service package for housing, combination of self-production and a Lu sub-constructors, good image with regular customers, convenient showroom location n In recent years, there has been a change in the housing needs of customers, th changes in training for furniture and decoration Realizing that trend, 3dblock is also one y companies and services in furniture and home decoration, education also has a lot of te re decoration, along with requirements of such a market, there are more and more n va customers not only require external architecture but also require more interior and interior t to of the companies that have early changes in work structure and updated needs into ng practice hi ep In the near future, 3DBlock plans to expand the scale by building one more brand of furniture, retailing furniture and a brand of construction and installation of assembled w n houses by modules, deployment time from 2018 to the end of 2023 lo ad 1.2 Company structure structure so far is: ju y th Since 2016, after owning a new furniture workshop in Binh Duong, the company's yi pl n ua al DIRECTOR (OWNER) va VICE DIRECTOR n ll fu ACCOUNTING DEP'T DESIGN DEP'T oi ADMIN DEP'T m SALES DEP'T FURNITURE SHOWROOM CONSTRUCTION WORK WORKSHOP at nh z ARCHITECTURE WORKER INDUSTRIAL MATERIALS MAINTENANCE z NATURAL WOOD k jm ht vb INTERIOR Diagram 1: 3DBlock company’s structure om l.c gm TECHNICAL SUPERVISION a Lu 3DBlock with a structure of main parts: sales department, administration n furnishing and construction works In it, the workshop is a new part developed from 2016 th these parts correspond to main services which are architectural design, production y and build the company image are design department, workshop and construction work, te re and construction work In these departments, important divisions that bring profits n va department, accounting department, design department, furniture showroom, workshop t to to match the market demand for high quality furniture Compared to the former ng combination of two design and construction departments, the company is currently hi ep coordinating these three components to meet the development needs and customer requirements w n lo ad y th INTERIOR FINISHING ju (WORKSHOP) yi pl n ua al CONTRUCTION WORK va n ARCHITECTURAL DESIGN fu (DESIGN DEP'T) ll oi m at nh z Diagram 2: Three main services of 3DBlock company z jm ht vb 1.3 Design department k Design department is the first part that has been built since the beginning of the gm company, and is both the core value building component and the enthusiasm of the om l.c company owner, design department is the core parts, branding and support for the development process throughout the company's operations The main staff of this a Lu department is architects, designers and engineers working with passion and perseverance n In the early stages of developing the design department, the department has both y te re brought about profit and built up the image for the company, but with the orientation of n va in civil architecture ministry the design department is designed to ensure the handling of design work for th developing parts related to production and construction as the main source of revenue, the t to production and construction processes, not focusing on increasing the number of design ng products but focusing on innovative design solutions for customers' needs, economical hi ep and optimal during construction, bringing both design value and construction production About design work, there are main contents: architectural design and interior w n design Each project will form a team consisting of the team leader and designer lo ad members Team leaders are usually experienced architects in design and construction and y th advising customers to ensure overall coordination requirements for work such as working ju with customers, with workshops and construction sites With the requirement of work yi pl that is synthetic and creative, it always requires optimization solutions that require highly n ua al flexible individuals The needs for architects will also be quite specific n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th t to 30% of Design department staff pass level of creative abilities ng hi Design Quality is stable over 70% according to current KPI ep The company have done this before, but after 12 years the creative Achievable w n abilities and design quality is poor lo ad Relevant The designer and architect have a lot potential to have creative abilities y th They just need the right environment to improving ju yi At the end of 2020 pl Time bound n ua al n va The tasks to be done are divided into a 4-month cycle done in detail as follows: Timing Participants Supervisor Cost (4 ll fu Action oi m months) nh Every Design department construction works Saturday staff Project manager Design team Team leader Design team Team leader 10 mil VND Personal Design dep’t mil VND gm n contest a Lu architecture om months / mil VND l.c week Participate in 12 mil VND k time per Design team jm Photography works ht month manager vb works 32 mil VND z days in a z afternoon Make model house Design dep’t at The sketching of the va n competition month manager th architecture thematic y report per te re Participate in 36 t to Estimated total cost over months 66 mil VND ng hi (Estimated costs for design department increase from 270 mil VND to 285 mil VND monthly) ep Table 2: Action plan for alternative solution w n lo ad These jobs are based on the requirement that: y th Create conditions for them to participate with the level appropriate to their abilities - Create conditions for them to make the best effort ju - yi pl al ua In order to ensure the implementation and the sense of compliance, it will n complement the results of the above activities for the purpose of assessing employee va n reward at the end of the year, besides there will be small prizes for each item ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 37 t to References ng hi ep (1) Lee S, Lee G Creative process and experiences leading to creative achievement in the case of accomplished architects Asia Pacific Education Review 2017 06;18(2):253-268 w n (2) H C Clitheroe J Mapping the creative context of architects Ann Arbor: University lo ad of California, Irvine; 2000 y th (3) Salama AM, Courtney L The Impact Of The Spatial Qualities Of The Workplace On ju Architects' Job Satisfaction1 Archnet-Ijar : International Journal Of Architectural yi pl Research 2013 03;7(1):52-64 n 1994 Oct 10:2 ua al (4) Practical experience keeps problems and costs lower San Diego Daily Transcript va n (5) Nelson B, Rawlings D Its Own Reward: A Phenomenological Study of Artistic fu ll Creativity Journal of Phenomenological Psychology 2007;38(2):217-255 m oi (6) Michalos AC Arts and the quality of life: an Exploratory study Soc Indicators Res at nh 2005 03;71(1-3):11-59 (7) Natalia Yu Zakharova, Protopopova IV Architectural and Artistic Activity as a z z Condition of the Development of the Existential Sphere of Students Mater Sci Forum jm ht vb 2018 09;931:717-721 (8) Yadollahi M, Mirghasemi M, Rosli MZ, Singh B Architect Critical Challenges as a k l.c 2014;2014 gm Project Manager in Construction Projects: A Case Study Advances in Civil Engineering om (9) RIBA: Architects face 'challenging and unpredictable' future The Architects' Journal a Lu 2011 Nov 18 n (10) Sherwood W An introduction to the Vona du Toit model of creative ability Revista n va electrónica de terapia ocupacional Galicia, TOG 2011(14):12 Toit Foundation; 1980 38 th (12) Du Toit V Patient volition and action in occupational therapy Vona and Marie du y te re (11) Mayer RE Fifty Years of Creativity Research Handbook of creativity 1999;449 t to (13) De Witt P Creative ability: A model for individual and group occupational therapy ng for clients with psychosocial dysfunction Occupafional therapy in psychiatry and mental hi ep health, 5th edn., Wiley, Oxford 2014 Sep 15:3-2 w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 39 t to Interview transcript ng Interviewer: Tran Duc Hieu hi ep Interviewee: Ms Hau – Administration Manager (HR Manager) Coding Theme Quote w “…company n I noticed that the KPI of the +Awareness has lo noticed for a long how you think about this time…” ad design department has instability, y th +Solution ju problem? “…the board has had yi solutions to handle noticed for a long time, and the board has it.” pl Ms Hau: Of course the company has n ua al had solutions to handle it va Can I know some judgments and +Recruitment n “…recruitment fu personnel ll solutions of the board? m changes…” oi Ms Hau: Firstly, these issues are mainly due to recruitment and personnel changes, +Experience “…experience challenge when vb and z difficult jm ht recruiting, I am still trying to overcome What is the problem with the +Lack of practical “…makes some k gm experience designer's experience? of design staff…” z very at nh the second is the experience of design staff, and designs impractical and suitable for the practical experience, good design and skills situation…” n va n situation are personnel design at th department for essential +Experience y requirements the te re What a Lu designs impractical and suitable for the om but little experience on the site makes some l.c Ms Hau: That lack of experience is this 40 t to stage? ng Ms Hau: In Q1 / 2017 and Q1 / 2018, the hi ep company has changed its recruitment requirement to recruit employees over w n years of experience to replace years of lo for architects, employees over experience for ad experience y th ju recruiting years year Alternative of designer yi pl experience, giving you the ability to design n architecture design awards ua al architectural aesthetics, winning student va +Design quality n Why is there a change? “…quality of the fu design is reduced…” ll Ms Hau: The company recognizes that the m “…due to the work judgment is due to the work experience and +Aesthetic ability experience and the oi quality of the design is reduced and the +Experience at nh om l.c n a Lu of KPI design quality gm improvement has not been positive in terms k improvements in personnel However, the jm advantageous and there are significant ht Ms Hau: New recruiting is also quite vb How is the implementation of that +Positive z there is a need for a change in recruitment change? Does it bring results? aesthetic ability…” z the aesthetic ability of the employees so n va y te re th 41 t to Interviewer: Tran Duc Hieu ng Interviewee: Ms Hien – Project Manager hi Coding ep Theme Quote “…interested w completing the work How you think about the +Lack of challenge n company's design team? in lo than quite good, however themselves…” ad Ms Hien: The company's design team is y th they are more challenge ju interested in completing the work than yi pl challenge themselves, they are always ua al looking for ways to complete the work in a n timely manner and with the requirements va How you see the design quality +Progress n “…progress is still fu ll of current projects? +Outsourcing good, but also need m at z support, especially big projects 2018 that z vb is resort in Dong Nai and Lam Dong What are the results of those +Creative solution “…outsourcing team you teams and more creative solutions…” team +Outsourcing “…managing l.c outsourcing, what you see? has gm company compare k If jm ht projects? to support…” nh still good, but also need outsourcing to outsourcing oi Ms Hien: In current projects, progress is outsourcing teams is also good but the outsourcing team has very hard…” more creative solutions, resulting in the “…outsourcing team investor choosing the outsourcing team's seem to be negligent plan However, I still give priority to the and team because managing outsourcing teams responsible…” om Ms Hien: The company's design team is +Responsibility n a Lu n va y te re less th is very hard, especially the finishing stage 42 t to I am worried that the last stages of the ng outsourcing team seem to be negligent and hi ep less responsible w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 43 t to Interviewer: Tran Duc Hieu ng Interviewee: Mr Cuong – Architect hi Coding ep Theme you Are Quote with +Compensation satisfied “…normal as other w companies…” n compensation for employees at lo +Activities “Some common Mr Cuong: I feel as normal as other activities I don't companies Some common activities I don't like.” to split ad 3dblock? ju y th yi “…need pl like al how does activities…” some ua Specifically, n activity make you unhappy? va n Mr Cuong: For example, playing soccer fu ll after work, I don't like soccer very much, I at z activities for each group of employees, nh has many departments, need to split oi m like to draw and sing I think the company z vb common activities can be team building door is quite noisy k jm +Noisy workplace? “…design room next ht Your assessment of office design +Workplace and and aesthetically pleasing, with a view to showroom…” om cool and pleasant a Lu However, the design room next door is “…ability to work in group is not y te re a n high…” th Mr Cuong: I think the working process va work of design department? n quite noisy and distracting showroom Your assessment of the current +Team work distracting l.c the garden quite gm Mr Cuong: The work space is quite tidy +Distracting here is quite professional, but recently the 44 t to ability to work in a group is not high ng What is the problem with design +Cooperation “…disagreements in hi design…” ep staff's teamwork ability? Mr Cuong: The design team in recent w n times has more new architects with more lo ad experience but there will be disagreements y th in design for the designers who are here How about design team’s design +Experience ju “…inexperienced yi +Creative pl quality? and less creative…” Mr Cuong: I think that the current young +Lack of challenge ua al “…must not create people are inexperienced and less creative, +Deadline n opportunities va create n like years ago, I and other colleagues fu or face challenges…” ll always wanted to find new solutions, to follow the What you think is the cause +Customer’s need n va that completing many projects on time and n devise a plan to deal with it smarter I agree a Lu need to keep up with the demand and om customers are very diverse, the designers l.c Mr Cuong: I think that the needs of +Lack of solution gm and how should you change it? k jm ht deadline vb always z they z challenges, at create opportunities to create or face nh big as now Beside that, they must not oi m although the size of the company is not as te re bringing in profits is good, but the core of y th the design consultancy is to come up with a new solution 45 t to Interviewer: Tran Duc Hieu ng Interviewee: Mr Chuong – Director (Architect) – First time hi Coding ep Theme Quote What is your evaluation about +Design quality “…design quality w seems unstable…” n design department? lo ad Mr Chuong: design department is the y th most important part of the company and it ju yi works quite well However, the design pl quality seems unstable al of “…do not guarantee experience va issue? n ua Do you have any comments on this +Lack the experience for the job…” n Mr Chuong: Probably with the current fu ll job, some architects not guarantee the oi m experience for the job nh at So what you think are the +Lack of practical “ must most z requirements for an architect for experience +Creative the company? z jm ht And one more thing is to be creative at gm work…” one more thing is to be creative at work om l.c This is the basic need not only in architects but also in other creative industries n n va +Design quality a Lu Do you think lack of creative +Creative ability ability will reduce quality design? experience k most experience practical experience And the practical experience vb Mr Chuong: The architect must have the have te re Mr Chuong: of course, if you don't guarantee that core requirement, reducing y th quality design is possible 46 t to ng Interviewer: Tran Duc Hieu hi ep Interviewee: Mr Chuong – Director (Architect) – Second time Coding Theme Quote w “…that have been n There is an opinion that currently, +Awareness lo considered and are due to view distracting, noisy being workplace, before…” ad the quality of design instability is of ju y th lack practical handled in yi “…Creative abilities and lack of design cooperation +Design and pl experience, lack of creative ability +Creative ability ua al cooperation n How you think? cooperation are two va issues n Mr Chuong: the problem of view fu m and design z abilities at Creative nh before z vb cooperation are two issues that are difficult jm ht to assess the level and change in the k company now of “…I still think it's due to the staff's om l.c experience gm What you think is the main +Lack reason and how to solve it? are level and change…” oi been considered and are being handled in that difficult to assess the ll distracting, noisy workplace and lack of practical experience are issues that have design experience but I'm staff's experience but I'm not sure I think not sure…” n va business is okay n that's not a big problem now, I find that the a Lu Mr Chuong: I still think it's due to the y te re th 47 t to Interviewer: Tran Duc Hieu ng Interviewee: Mr Chuong – Director (Architect) – Last time hi Coding ep Theme Quote “…currently it has w no problem…” There are alternative solutions, +Working process n what you think? lo the working process y th much ad Mr Chuong: I think I will not change because ju currently it has no problem, the design yi pl quality problem or creative ability is ua al worrisome but if it is workers who n encounter problems after changing are even n va more ominous fu ll What you think is the most +Risk k om l.c gm solution is the most reasonable solution jm decided soon I think that alternative ht risk if this problem has not been solved vb and changing the program besides cost is at z success is low, investing in management z is not thorough and the possibility of at alternative solution because this solution nh Mr Chuong: I don’t see anything at oi m reasonable option, why? n a Lu n va y te re th 48 t to Interviewer: Tran Duc Hieu ng Interviewee: Ms Phuong – Customer hi ep Theme How you rate 3dblock quality? Coding Quote +Customer “…quite w with the quality…” n Ms Phuong: I am a 3dblock customer for satisfaction satisfied lo ad 3dblock, I am generally quite satisfied with y th the quality here, the after-sales & warranty ju is fine, if I have a new project I will yi pl continue to use this service After years, you see any +Customer’s needs va fu my family's needs and my apartment rental m at nh z devices, the more indoor devices, the more z vb space they occupy and must be used the +Creative solution are many creative solutions…” n va maintain the current quality and try to very good and there n Ms Phuong: I want the company to are a Lu quality of service? prices om about “ their l.c Do you have any comments for +Price gm living space k narrow city always makes me feel lack of jm ht appropriately The busy life in such a company have changed a lot…” oi are many smart, versatile and affordable my rental demand ll demand have changed a lot Today there and apartment n Ms Phuong: The quality I see is fine, but 3dblock family's needs n changes now? ua al “…my te re improve the price and quality I find that y th there are many companies in architecture and furniture, their prices are very good 49 t to and there are many creative solutions They ng have modern accessories and arrangements, hi ep I am quite impressed with that I hope in 3dblock to achieve the same thing w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 50