Ieva Martinaityte


  • 2.36 Thomas Paine Study Centre

If you made any changes in Pure these will be visible here soon.

Personal profile


I joined Norwich Business School as a Lecturer in Business & Management in July 2013. I received MSc in Organisational Behaviour and PhD in Management from Aston Business School, Aston University. Prior to re-entering academia, I spent several years in industry, working as a sales area manager and later as a sales trainer and consultant.

My research focuses on examining how and under what conditions creativity and innovation is linked to business financial performance and other important organisational outcomes. I am passionate about investigating individual, group and organisational factors that facilitate or inhibit creativity and innovation. In parallel to my research, I design and deliver workshops on creative thinking skills as well as facilitate individual and group idea generation sessions.

Key Research Interests

In my research I have extensively examined the antecedents, processes and outcomes of creativity at the individual, team and organisational levels. One of my specific research interests relies on understanding how human resources management practices can foster creativity. To this end I have designed a high performance work system for creativity measure, which can further be used for research and organisational development purposes. Another aspect I explore is the extent to which creativity is related with organisational performance. My research has shown that the relationship between creativity and financial performance is an interesting and complex one, being contingent on factors such as leader-member exchange and environmental dynamism. As part of my research agenda I plan to continue building my profile as a creativity researcher by combining my expertise on creativity with my interest in other relevant literatures. I plan to examine the concept of organisational ambidexterity, which is organisation's ability to achieve today's business performance, and simultaneously adapt to the changing environment, on the relationship between creativity and firm performance. My research agenda also involves exploring in further depth the psychological processes through which physical spaces and environments can affect creativity in organisations.

Teaching Interests

Postgraduate. NBS-7093B  Driving High Performance and Wellbeing (Module Leader)

Postgraduate. NBS-7039  Advanced Performance and HR (Lecturer)

Academic Background

My mission is to bring more creativity to everyone's work and life. I have developed an evidenced based, action orieneted and perosnalised toolkit that helps leaders and their teams embedd creative thinking in their daily work flow. Please email me directly if you wouldl like to learn more. 

Postgraduate Research Opportunities

I am currently looking to suppervise a PhD student who is passionate about enhancing creativity and innovation capabilities at individual, teams or organisational level and who potentially would be interested in research on organisational interventions focusing on innovative behaviour at work. 


Recent external collaboration on country/territory level. Dive into details by clicking on the dots or