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Creativity in Design: Experimenting and Innovating at teamLab Japan  
Product Ref: CSVS/112C Company: teamLab Inc.

Product Type: Case Industry: Media
Software & Services

Related Product(s): Teaching Note
In 2001, Toshiyuki Inoko founded the Japanese digital artist collaborative, teamLab, with an aim to achieve a balance between art, science, technology and creativity by creating original digital designs. This involved the use of extremely sophisticated digital media work which could be presented via computers, high definition monitors, and/or projections, depending on the space available for installation. From a small group of five friends that set up the company in 2001, teamLab has since grown to over 400 employees working on more than one hundred projects at any point in time.

teamLabˇ¦s business model appeared to have successfully harnessed the creativity and expertise of its people to deliver innovative and imaginative products that were becoming increasingly popular in the market. But how could the company ensure that it did not let the excitement and novelty of their products wear off, as it was this uniqueness that provided them with a strong competitive edge? Moreover, with growth and success came a different set of challenges. The team had grown, which meant that collaboration among the team members would have to be managed far more systematically, and processes would need to be implemented to manage the growing business effectively - but this could also potentially impede an intrinsically disorderly creative process. How best could Inoko successfully manage the spectacular growth of his company and the challenges that came with it, while nurturing the creative spark?
Functional Area : Management of Information Systems
Strategy & General Management

Learning Objective: Despite digital art being a new concept not easily understood or accepted by conventional society, teamLabˇ¦s business model appears to have successfully harnessed the creativity and expertise of its people to deliver innovative digital products that are becoming increasingly popular in the market. This case can be used to highlight how creativity can be harnessed as a successful business model. Through this case, students can understand the creative process, as well as the challenges that arise in remaining creative, particularly as a firm gets bigger and more mature.
Length: 8 pages Country: Japan

Pub. Year: 2015 Level of Difficulty: 2
This product type is available in the following language(s):      English
Related Information: N/A
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