Abstract
Purpose – The purpose of this paper is to present results of an exploratory cross-cultural study
aiming to examine the role and meaning of inspiration in organisational settings to advance the
contemporary understanding of inspiration and its manifestations.
Design/methodology/approach – This paper starts with an enquiry into the meaning of
inspiration covering the semantic and etymological aspects of the word. References to inspiration are
used to expand the meanings of other technical concepts relevant to the field of organisational studies.
The research settings section of the paper describes the hermeneutic enquiry that was pursued to elicit
an understanding of inspiration in the organisational context. The paper then demonstrates the key
findings of the study cross-referenced to the reviewed literature to verify the accounts of the study’s
lay respondents.
Findings – The findings strongly indicate that inspiration in its numerous manifestations is not
confined to the domain of personal life and that it often occurs in organisational settings. There are no
indications that inspiration is affected by the cultural belongingness of employees, rather it is found
that attitudes towards inspiration differ among representatives of the different levels of the
organisational hierarchy. A connection between motivation and inspiration is discussed and indication
found that at the level of lay accounts the concepts are perceived to be both different and
complementary.
Research limitations/implications – This paper enriches previous research on marketing and
makes a contribution to the existing literature on practical management in China. It is also relevant for
marketing in other markets in transition.
Practical implications – Principals can use the method proposed in this paper, as it increases the
rationality and objectivity of making a dismissal decision. The method can also be adapted for other
difficult non-programmable decisions.
Originality/value – The article presents a conceptualisation of inspiration in an organisational
context to guide future research towards a more instrumental approach to recognising and utilising
inspiration in contemporary management practice.