Creative ability at 3DBLOCK company

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Tran Duc Hieu CREATIVE ABILITY AT 3DBLOCK COMPANY MASTER OF BUSINESS Ho Chi Minh City – Year 2019 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Tran Duc Hieu CREATIVE ABILITY AT 3DBLOCK COMPANY MASTER OF BUSINESS SUPERVISOR: Assoc Prof Tran Ha Minh Quan Ho Chi Minh City – Year 2019 SUPERVISOR’S REPORT ON THE THESIS SUBMITTED FOR DEGREE OF MASTER of BUSINESS ADMINISTRATION The thesis title: CREATIVE ABILITY AT 3DBLOCK COMPANY Student Name: Tran Duc Hieu Supervisor: Assoc Prof Tran Ha Minh Quan General comments • Remarks on the student’s attitude: • Remarks on the assignment’s academic quality: Overall assessment: Meet requirement for submitting Not meet requirement for submitting Other remarks: - Did the student follow the report schedule? Yes No Other ……………………………… - The Turnitin plagiarism percentage: Supervisor’s signature Table of contents Executive summary Company overview 1.1 3DBlock company 1.2 Company structure 1.3 Design department Problem identification 10 2.1 Symptoms 10 2.1.1 Design quality decreases and instability 10 2.2 Problem analysis and problem mess 14 2.3 Possible problems 17 2.3.1 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 2.4 Validating problems 22 2.5 The existence and importance of main problem 23 Cause and effect 25 3.1 Cause and effect tree 25 3.2 Possible causes 27 3.2.1 Lack of artistic activities 27 3.2.2 Inappropriate pressure 28 3.2.3 Lack of challenges 28 3.3 Main cause: lack of artistic activities 29 Alternative solutions 30 4.1 Alternative solution 1: Activities after work 31 4.2 Alternative solution 2: Changes in the workflow 32 4.3 Alternative solution 3: In work and life 33 Action Plan 35 References 38 Interview transcript 40 Executive summary Architectural design industry is one of the growing industries and has many 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 3DBlock is one of the companies wishing to improve the design quality and creativity in their products for customers The purpose of this study is to find the right scale for creativity in design and apply it to improve the quality of design products, creating competitive advantages and sustainable development for businesses By learning about the relationships of the work environment, the way the architect works in creating their design products, combined with their understanding of their work processes in In recent years, it is important to provide an important element to improve the design quality in the future Company overview 1.1 3DBlock company 3DBlock Company was established in 2007 is one of the leading companies in high-class civil architecture in Phu My Hung in Ho Chi Minh City The company started its business by creating a design department with an architect who is the owner of the company, by building a company based on innovative and different designs along with finding contractors about construction to create projects that bring prestige and image to the company Taking design and solutions as core to bring value to the company, after 12 years the company has owned quite a full range of components from design, production to construction for the purpose of quality management from the beginning to the end of a civil project - In 2007, Established 3DBlock Company Limited - In 2010, create good image with customers in the market by applying new technologies in construction such as lightweight concrete production in construction, high-class furniture production and putting into prestigious exhibitions - In 2013, Build showrooms for classic and modern furniture - In 2016, Building an interior production workshop of 2000m2 in Binh Duong Company provides main services on architectural design, furniture production and construction with some other side services Along with that are some competitive advantages such as: full service package for housing, combination of self-production and sub-constructors, good image with regular customers, convenient showroom location In recent years, there has been a change in the housing needs of customers, customers not only require external architecture but also require more interior and interior decoration, along with requirements of such a market, there are more and more companies and services in furniture and home decoration, education also has a lot of changes in training for furniture and decoration Realizing that trend, 3dblock is also one of the companies that have early changes in work structure and updated needs into practice 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 houses by modules, deployment time from 2018 to the end of 2023 1.2 Company structure Since 2016, after owning a new furniture workshop in Binh Duong, the company's structure so far is: DIRECTOR (OWNER) VICE DIRECTOR SALES DEP'T ADMIN DEP'T ACCOUNTING DEP'T DESIGN DEP'T FURNITURE SHOWROOM WORKSHOP CONSTRUCTION WORK ARCHITECTURE NATURAL WOOD WORKER INTERIOR INDUSTRIAL MATERIALS MAINTENANCE TECHNICAL SUPERVISION Diagram 1: 3DBlock company’s structure 3DBlock with a structure of main parts: sales department, administration department, accounting department, design department, furniture showroom, workshop and construction work In these departments, important divisions that bring profits and build the company image are design department, workshop and construction work, these parts correspond to main services which are architectural design, production furnishing and construction works In it, the workshop is a new part developed from 2016 to match the market demand for high quality furniture Compared to the former combination of two design and construction departments, the company is currently coordinating these three components to meet the development needs and customer requirements INTERIOR FINISHING (WORKSHOP) CONTRUCTION WORK ARCHITECTURAL DESIGN (DESIGN DEP'T) Diagram 2: Three main services of 3DBlock company 1.3 Design department Design department is the first part that has been built since the beginning of the company, and is both the core value building component and the enthusiasm of the 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 department is architects, designers and engineers working with passion and perseverance in civil architecture In the early stages of developing the design department, the department has both brought about profit and built up the image for the company, but with the orientation of developing parts related to production and construction as the main source of revenue, the ministry the design department is designed to ensure the handling of design work for production and construction processes, not focusing on increasing the number of design products but focusing on innovative design solutions for customers' needs, economical and optimal during construction, bringing both design value and construction production About design work, there are main contents: architectural design and interior design Each project will form a team consisting of the team leader and designer members Team leaders are usually experienced architects in design and construction and advising customers to ensure overall coordination requirements for work such as working with customers, with workshops and construction sites With the requirement of work that is synthetic and creative, it always requires optimization solutions that require highly flexible individuals The needs for architects will also be quite specific 30% of Design department staff pass level of creative abilities Design Quality is stable over 70% according to current KPI Achievable The company have done this before, but after 12 years the creative abilities and design quality is poor Relevant The designer and architect have a lot potential to have creative abilities They just need the right environment to improving Time bound At the end of 2020 The tasks to be done are divided into a 4-month cycle done in detail as follows: Action Timing Participants Supervisor Cost (4 months) The sketching of the Every Design department Design dep’t 32 mil VND construction works Saturday staff manager Design team Project manager 12 mil VND Design team Team leader mil VND Design team Team leader 10 mil VND Personal Design dep’t mil VND afternoon Make model house days in a works month Photography works time per week Participate in months / architecture contest competition Participate in report per architecture thematic month manager 36 Estimated total cost over months 66 mil VND (Estimated costs for design department increase from 270 mil VND to 285 mil VND monthly) Table 2: Action plan for alternative solution These jobs are based on the requirement that: - Create conditions for them to participate with the level appropriate to their abilities - Create conditions for them to make the best effort In order to ensure the implementation and the sense of compliance, it will complement the results of the above activities for the purpose of assessing employee reward at the end of the year, besides there will be small prizes for each item 37 References (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 (2) H C Clitheroe J Mapping the creative context of architects Ann Arbor: University of California, Irvine; 2000 (3) Salama AM, Courtney L The Impact Of The Spatial Qualities Of The Workplace On Architects' Job Satisfaction1 Archnet-Ijar : International Journal Of Architectural Research 2013 03;7(1):52-64 (4) Practical experience keeps problems and costs lower San Diego Daily Transcript 1994 Oct 10:2 (5) Nelson B, Rawlings D Its Own Reward: A Phenomenological Study of Artistic Creativity Journal of Phenomenological Psychology 2007;38(2):217-255 (6) Michalos AC Arts and the quality of life: an Exploratory study Soc Indicators Res 2005 03;71(1-3):11-59 (7) Natalia Yu Zakharova, Protopopova IV Architectural and Artistic Activity as a Condition of the Development of the Existential Sphere of Students Mater Sci Forum 2018 09;931:717-721 (8) Yadollahi M, Mirghasemi M, Rosli MZ, Singh B Architect Critical Challenges as a Project Manager in Construction Projects: A Case Study Advances in Civil Engineering 2014;2014 (9) RIBA: Architects face 'challenging and unpredictable' future The Architects' Journal 2011 Nov 18 (10) Sherwood W An introduction to the Vona du Toit model of creative ability Revista electrónica de terapia ocupacional Galicia, TOG 2011(14):12 (11) Mayer RE Fifty Years of Creativity Research Handbook of creativity 1999;449 (12) Du Toit V Patient volition and action in occupational therapy Vona and Marie du Toit Foundation; 1980 38 (13) De Witt P Creative ability: A model for individual and group occupational therapy for clients with psychosocial dysfunction Occupafional therapy in psychiatry and mental health, 5th edn., Wiley, Oxford 2014 Sep 15:3-2 39 Interview transcript Interviewer: Tran Duc Hieu Interviewee: Ms Hau – Administration Manager (HR Manager) Theme Coding I noticed that the KPI of the +Awareness Quote “…company has design department has instability, noticed for a long how you think about this time…” +Solution problem? “…the board has had Ms Hau: Of course the company has solutions to handle noticed for a long time, and the board has it.” had solutions to handle it Can I know some judgments and +Recruitment “…recruitment personnel solutions of the board? Ms Hau: Firstly, these issues are mainly changes…” due to recruitment and personnel changes, +Experience “…experience the second is the experience of design staff, design staff…” very difficult and and challenge of when recruiting, I am still trying to overcome What is the problem with the +Lack of practical “…makes experience designer's experience? designs some impractical Ms Hau: That lack of experience is and suitable for the practical experience, good design and skills situation…” but little experience on the site makes some designs impractical and suitable for the situation What are requirements department the for personnel essential +Experience design at this 40 stage? Ms Hau: In Q1 / 2017 and Q1 / 2018, the company has changed its recruitment requirement to recruit employees over years of experience to replace years of experience for employees over experience for architects, years year recruiting Alternative of designer experience, giving you the ability to design architectural aesthetics, winning student architecture design awards Why is there a change? +Design quality “…quality of the Ms Hau: The company recognizes that the design is reduced…” quality of the design is reduced and the +Experience “…due to the work judgment is due to the work experience and +Aesthetic ability experience and the the aesthetic ability of the employees so aesthetic ability…” there is a need for a change in recruitment How is the implementation of that +Positive change? Does it bring results? Ms Hau: New recruiting is also quite advantageous and there are significant improvements in personnel However, the improvement has not been positive in terms of KPI design quality 41 Interviewer: Tran Duc Hieu Interviewee: Ms Hien – Project Manager Theme Coding How you think about the +Lack of challenge Quote “…interested in completing the work company's design team? Ms Hien: The company's design team is than quite good, however themselves…” they are more challenge interested in completing the work than challenge themselves, they are always looking for ways to complete the work in a timely manner and with the requirements How you see the design quality +Progress +Outsourcing of current projects? “…progress is still good, but also need Ms Hien: In current projects, progress is outsourcing still good, but also need outsourcing to support…” to support, especially big projects 2018 that is resort in Dong Nai and Lam Dong What are the results of those +Creative solution projects? If you company teams has compare and more creative solutions…” team outsourcing, what you see? “…outsourcing team +Outsourcing “…managing Ms Hien: The company's design team is +Responsibility 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…” less is very hard, especially the finishing stage 42 I am worried that the last stages of the outsourcing team seem to be negligent and less responsible 43 Interviewer: Tran Duc Hieu Interviewee: Mr Cuong – Architect Theme Are Coding you satisfied with +Compensation Quote “…normal as other companies…” compensation for employees at +Activities “Some common Mr Cuong: I feel as normal as other activities I don't companies Some common activities I don't like.” like “…need to split 3dblock? Specifically, how does activities…” some activity make you unhappy? Mr Cuong: For example, playing soccer after work, I don't like soccer very much, I like to draw and sing I think the company has many departments, need to split activities for each group of employees, common activities can be team building Your assessment of office design +Workplace +Noisy workplace? “…design room next door is quite noisy Mr Cuong: The work space is quite tidy +Distracting and and aesthetically pleasing, with a view to showroom…” the garden quite distracting cool and pleasant However, the design room next door is quite noisy and distracting showroom Your assessment of the current +Team work work of design department? Mr Cuong: I think the working process “…ability to work in a group is not high…” here is quite professional, but recently the 44 ability to work in a group is not high What is the problem with design +Cooperation “…disagreements in design…” staff's teamwork ability? Mr Cuong: The design team in recent times has more new architects with more experience but there will be disagreements in design for the designers who are here How about design team’s design +Experience +Creative quality? “…inexperienced and less creative…” Mr Cuong: I think that the current young +Lack of challenge “…must not create people are inexperienced and less creative, +Deadline opportunities like years ago, I and other colleagues create always wanted to find new solutions, challenges…” or to face although the size of the company is not as big as now Beside that, they must not create opportunities to create or face challenges, they always follow the deadline What you think is the cause +Customer’s need and how should you change it? +Lack of solution Mr Cuong: I think that the needs of customers are very diverse, the designers need to keep up with the demand and devise a plan to deal with it smarter I agree that completing many projects on time and bringing in profits is good, but the core of the design consultancy is to come up with a new solution 45 Interviewer: Tran Duc Hieu Interviewee: Mr Chuong – Director (Architect) – First time Theme Coding What is your evaluation about +Design quality Quote “…design quality seems unstable…” design department? Mr Chuong: design department is the most important part of the company and it works quite well However, the design quality seems unstable Do you have any comments on this +Lack issue? experience of “…do not guarantee the experience for the job…” Mr Chuong: Probably with the current job, some architects not guarantee the experience for the job So what you think are the +Lack of practical “ must requirements for an architect for experience +Creative the company? most have the experience practical experience Mr Chuong: The architect must have the And one more thing most experience practical experience And is to be creative at one more thing is to be creative at work work…” This is the basic need not only in architects but also in other creative industries Do you think lack of creative +Creative ability ability will reduce quality design? +Design quality Mr Chuong: of course, if you don't guarantee that core requirement, reducing quality design is possible 46 Interviewer: Tran Duc Hieu Interviewee: Mr Chuong – Director (Architect) – Second time Theme Coding There is an opinion that currently, +Awareness Quote “…that have been the quality of design instability is considered and are due to view distracting, noisy being workplace, before…” lack of practical handled in experience, lack of creative ability +Creative ability “…Creative abilities and lack of design cooperation +Design and cooperation How you think? design cooperation are two Mr Chuong: the problem of view issues that are distracting, noisy workplace and lack of difficult to assess the practical experience are issues that have level and change…” been considered and are being handled in before Creative abilities and design cooperation are two issues that are difficult to assess the level and change in the company now What you think is the main +Lack reason and how to solve it? experience of “…I still think it's due to the staff's Mr Chuong: I still think it's due to the experience but I'm staff's experience but I'm not sure I think not sure…” that's not a big problem now, I find that the business is okay 47 Interviewer: Tran Duc Hieu Interviewee: Mr Chuong – Director (Architect) – Last time Theme Coding There are alternative solutions, +Working process Quote “…currently it has no problem…” what you think? Mr Chuong: I think I will not change much the working process because currently it has no problem, the design quality problem or creative ability is worrisome but if it is workers who encounter problems after changing are even more ominous What you think is the most +Risk reasonable option, why? Mr Chuong: I don’t see anything at alternative solution because this solution is not thorough and the possibility of success is low, investing in management and changing the program besides cost is at risk if this problem has not been solved decided soon I think that alternative solution is the most reasonable solution 48 Interviewer: Tran Duc Hieu Interviewee: Ms Phuong – Customer Theme How you rate 3dblock quality? Coding Quote +Customer “…quite Ms Phuong: I am a 3dblock customer for satisfaction satisfied with the quality…” 3dblock, I am generally quite satisfied with the quality here, the after-sales & warranty is fine, if I have a new project I will continue to use this service After years, you see any +Customer’s needs “…my family's needs changes now? and my Ms Phuong: The quality I see is fine, but apartment rental my family's needs and my apartment rental demand demand have changed a lot Today there changed a lot…” have are many smart, versatile and affordable devices, the more indoor devices, the more space they occupy and must be used appropriately The busy life in such a narrow city always makes me feel lack of living space Do you have any comments for +Price 3dblock company about the +Creative solution quality of service? Ms Phuong: I want the company to “ their prices are very good and there are many creative solutions…” maintain the current quality and try to improve the price and quality I find that there are many companies in architecture and furniture, their prices are very good 49 and there are many creative solutions They have modern accessories and arrangements, I am quite impressed with that I hope in 3dblock to achieve the same thing 50 ... artistic ability and architectural knowledge 25 ARTISTIC ABILITY CREATIVE PERSONALITY CREATIVE ABILITY ARCHITECTURAL KNOWLEDGE CREATIVE COGNITIVE ABILITY Diagram 8: Model of architect’s creative ability. .. able to it - Creative participation: Actively participate in daily activities to challenge your abilities - Creative act: Create products from creative response & creative participation Discuss... creative ability, relying on the creative ability diagram of Sherwood's10 company staff found that this depends on the three elements of the employee: creative response; creative participation;