Creativity and Culture Business Lab – Bath Spa University

Creativity and Culture Business Lab – Bath Spa University
Creativity and Culture Business Lab
Exploring the dynamic intersection of creativity, culture and business through multi-disciplinary research.
Creativity is not just a resource but a deeply human capability that connects ideas, emotions and communities.
The Creativity and Culture Business Lab investigates how creative practices and cultural influences shape industries, as well as how our creative sectors and cultural organisations operate.
Our quest is that we all build vibrant, inclusive and protected futures.
We focus on the arts, fashion, festivals, events, intellectual property and psychology, examining the structures and strategies that enable creativity to thrive. We aim to understand not only how creativity drives innovation and growth but also how it can be managed and supported within diverse sectors.
Our members have backgrounds and interests in areas such as law, HR, the arts, publishing, journalism, festivals, community projects and fashion. In addition, our researchers contribute expertise in creative-industry scholarship, community-based innovation, sustainability and human-centred design, enriching the Lab’s research agenda. This work in enterprise education and cross-sector collaboration further strengthens our research portfolio and supports meaningful engagement across creative and cultural sectors.
Considering that the creative industries are among the fastest-growing parts of the global economy, influencing everything from branding and consumer experience to organizational design, our research takes a human-centred approach. We recognise that creativity is not just a resource but a deeply human capability that connects ideas, emotions, and communities, encouraging multi-disciplinary research.
By studying the ways creativity and culture operate within, with and for business, we provide insights that help organisations harness creative potential, responsibly and sustainably. This may include supporting artists, creative work, business entrepreneurs and organisations, in a quest to building vibrant, inclusive and protected futures.
Image credit:
Polly Crockett,
Closer
(part of the
Thin Spaces Series
, 2023). A small section of a larger piece of work.
Our members
Kirsty
Kirsty Bennetta-Powell
Senior Lecturer in Fashion Marketing and Management
Cathy
Leng
Associate Lecturer
Meryem
Akin
Senior Lecturer in Business and Management
Polly
Crockett
Lecturer in Business and Management
Mark
Cox
Programme Leader for Fashion Marketing and Management
Ben
Davies
Senior Lecturer in Business and Management
Judith
Robinson
Undergraduate Course Director for Bath Business School
Nadine
Hennessy
Teaching Fellow
Sevra Guler
Guzel
Senior Lecturer in Law
If you're interested in finding out more about the Creativity and Culture Business Lab, please contact the Cluster Lead.
Cluster Lead:
Polly Crockett
p.crockett@bathspa.ac.uk
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