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The research looks at the potentials and current status of cooperation between HFE and business managers. It covers the topic from two perspectives. Firstly, it looks at the issues and opportunities which lie in the cooperation between two sides. After that the research on a practical example shows how the current challenges in the cooperation can be overcome by enhancing the mutual goals and strengthening the opportunities. Particularly in this case on example of how creating work environment based on ergonomics principles can foster creativity. The research starts from the perspective that companies have narrow understanding of ergonomics and that its’ potential contribution to business goals is underestimated as well as not enough explored. In order to raise these important challenges and further call for attention and need for HFE to broader its application value this research adopted qualitative research with leading HFE professionals on global perspective.
Representatives of HFE discipline from 11 countries across different continents participated in semi structured interviews which were analyzed through process of thematic analysis. Conclusion of the primary research looks on the relationship between HFE and business managers from 2 perspectives. From one side – challenges in the cooperation and from the other side the opportunities and practical activities for supporting the cooperation. The research offers HFE experts with two perspectives which could lead to strengthening the cooperation – from one side understanding of the challenges in the relationship and from the other side the opportunities. Furthermore, this research introduces a highly applicable entrepreneurship model with instructions for enhancing the cooperation with the business managers. The second part of the research applies the model in particular by presenting solutions based on HFE discipline for one of the key issues in the contemporary business world – need for innovations.
Business and competition environment are requiring companies to innovate and present new ideas, products and services in order to keep their market position and enhance it. Creativity is a factor which plays key role and every market player is looking for ways to increase the creative abilities. Researchers are supporting the market by linking the creative abilities with different factors. Currently work environment is seen to have an increasing importance in the relationship with creativity.
However, the questions which arises is if the relation between creativity and work environment is globally universal or it depends on factors such as cultural influence on the relationship. In order to deeper understand the research gap this study is looking into the connection between the elements of creative environment and culture. Particularity elements of work environment physical, socio-organizational, and fun in the workplace along with creative personality are analyzed on multi-cultural samples.
The research found significant relationship between culture represented by cultural dimensions on one side on the other side creative personality and elements of work environment.

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