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Reflection of lesson learned: Creative Thinking and Innovation

Corporate Creativity

Written by Johannes Danielmeyer

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Term Paper






Term Paper: Introduction This article will summarize my personal learning in the elective course: Creative Thinking and Innovation. Before emphasizing my studies, I would like to emphasize the reasons why I chose this course in the first place. When it comes to an aspiring future and sustainable business, creativity and innovation are two key elements. Creativity can be seen as a structure with many subdivisions and factors, and there are many tools to cultivate, initiate and strengthen this process. The transformation of creative thinking into new products, processes or business models is called innovation. (Chandy et al., 2006) Innovation is critical to maintaining business operations and positioning in the market, as well as fighting competitors. Innovation can be used as open innovation (in which participants of various resources are openly bundled) or as closed innovation (only for internal access and participation in research and development). (Chiarona, Chiesa & Frattini 2010) It can occur in different fields such as society, politics, philosophy and strategy (and strategic innovation can be divided into product innovation-inventing and implementing new functions on existing products-and process innovation-for efficiency Inventing brand-new products or processes for other reasons. (Fritsch & Meschede 2001) For many positions in the company, creativity is a required skill. It is needed for business functions such as product development and marketing, and support functions such as human resource management and IT. .Considering all this knowledge about importance, especially future importance, I want to learn more and delve into the subject. I want to research potential tools to cultivate creativity and better understand how to apply it. 2. Enterprise Creativity From the very beginning, I have been particularly interested in possible ways to cultivate creativity in a business environment. The creativity of a company is called corporate creativity. Corporate creativity can affect different levels in an organization. They are all related to each other. But it has different functions for the company, and at the same time strengthens different aspects of the creative process. The five levels of corporate creativity that can be applied are: 1. Strategy, values ​​and goals-it is important to be based on creativity in the company. Strategy The integration of direction, values ​​and norms, and goals is the basis for creating a creative environment in an organization. 2. Risk and experimental culture-It is important to develop a corporate culture of risk and positive errors. Employees should not be afraid of making mistakes, but should encourage them to implement Creative ideas. When mistakes occur, they should be rewarded, everyone should participate (and be aware of them) to avoid such mistakes in the future. Feedback guidelines should be developed and open communication should be promoted. 3. Thinking and work structure-the company should clarify its goals and dimensions, it wants creativity (and related innovation) to occur. Employees should be supported to see the overall situation and "look at the big picture" instead of focusing only on the small parts. 4. Catalytic Leadership-Exercising a supportive leadership style is essential for stimulating corporate creativity. Leadership style should encourage creativity in motivation and supply structure. It should provide help and support at the stage of need. 5. Employees-This level can be regarded as the performance level, because all the creativity that appears in a company comes from this level. Promote company diversification, but it is essential to emphasize matching mentality in the recruitment process. Diversity can be divided into superficial diversity and deep diversity, while superficial diversity can be directly identified (such as age, physical gender, and ethics), while deep diversity cannot be directly identified (such as sexual orientation, disability, and religion). The matching mentality is related to the company’s existing norms and strategic perspectives, and should promote the innovation process. (Oregan 2019) The companies considered to be the most innovative and creative (such as Apple, Microsoft, Tesla, and Google) follow these levels and are eager to align with them. There are also principles and specific measures that can promote corporate creativity. Below I will introduce and explain usability. The first principle is alignment-it just reflects the interconnection between all functions and levels. It strongly recommends setting and communicating clear goals, as well as taking measures such as team meetings and strategic weekends. It maximizes the usability of the company's creative thinking, so employees know the overall goal and can find their own way to achieve it. It is beneficial to propose goals, but not to propose all solutions. Employees should still have enough space to act freely and implement creative ideas-if employees argue that they are reasonable, management should be open to deviations and repositioning of goals and strategic goals. Only showing goals instead of specific paths also encourages the diversity of ideas, which can ultimately lead to solutions that must be more deliberate. The second principle is spontaneous activity-hoping to maximize the prosecution of ideas initiated by employees. Everyone can be creative and should have the opportunity to record creative ideas. The specific measures for this may be a system that embodies ideas. The system should record ideas, must be accessible and communicated by all employees, must be easy to use, should include follow-up help (less precise), and be based on intrinsic motivation rather than monetary incentives. The third principle of unleashing creativity in companies is unofficial activities. Read Less