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Creativity innovation are interrelated components and both are directly proportional to each other the most creative idea can produce an innovative product or service in an organization or in this world ex. Steve jobs introducing the Macintosh OS during the years 1980's when the people are using an OS developed by Microsoft. Creativity may exist or emerge from anywhere or any person. Without the creative thoughts or ideas nothing in this world the food we eat or the technology existing today may not be existed. Today most of the organizations are having problems and the growth of the organization is declining the possible reason may be they may lack in identifying the problem or if know the existence of the problem they may not found the wright solution for it. If every organization is creative and innovative why so many people or organizations emerging in the market are busy in solving their issues instead of giving the right output. Researchers are searching for a wright process or a technique or solutions for the problems arising in the organizations and so many models both individual and organizational are proposed by many of the authors as we studied in the CFM like The big 5 (Costa & McCrae), Characteristics of MBTI, Thinking is Hard Work (Hurson, 2008), stages in Problem solving (Simon, 1977) techniques, Creative Thinking Process (Walla's, 1926), CPS (Osborne-Parnes).
All these days the management teams in organizations have a process or an idea in identifying the problem and they are using the problem solving techniques proposed by many of the CPS authors or they are redefining their own CPS technique or process but till today organization is facing issues like poor quality, employee engagement etc. It is because of the psychological factors that influence the human mind the reasons behind an employee may be anything like
He is placed in a domain he is not interested in.
His ideas are not evaluated.
Individual empowerment or lack of self-motivation.
Not receiving an appraisal or a bonus for the work done.
The responsibility lies with the mangers or the management teams in that organization in understanding both the organization needs and working towards the organization targets and motivating the groups or individual teams etc. Today to an extent the managers are creative in reaching organization goals and success and these results with the effort of J.P.Guilford (1950) E.Paul Torrance (1962, 1974). The contributions of these people remain in this world and they are widely used as assessments of creative talent. Most of the times the nature they proposed were agreed by most of the organizations and the creativity is measured from psychometric stand point.
Key Issues in the case:
Company seeks market diversification?
Seeks Investment in new technologies or updating their technologies.
Seeking some real change in the organization.
Key issues in the context of Creativity for managers:
Should the workplace filled with only the most creative people?
Can the creativity in employees identified by using structured techniques?
Is creativity holds a skill set that need to be inculcated by the employees?
Is organization so encouraging and supporting the creative ideas?
Are creative ideas which acquired through structured techniques evaluated and implemented?
Is the new structured closely monitored by the senior management team?
Application of Theories:
Numbers of approaches are emerging in day to day where some of the psychometric approaches are preferred by Torrance and theoretical approaches proposed by Weisberg (2006) stimulate the creativity and entrepreneurship. The organizational climate depends on the team's innovation and creativity and some factors that can enhance creativity in organization are:
Time: In 1996, Teresa Amabile completed her study in which she summarized as time to be a very important factor with regard to enhancing organizational creativity. Her study showed that the people who work under the time pressure lack in creativity. It was also said that the time pressure not only inhibited their work on the very same day but it also affected them in the days to come. It is seen that the people under time pressure can't deeply engross with the problem and thus they become less creative as people require time to bubble up the ideas.
In 1967, Guilford also made a similar point. He said that distractions and time pressures can hinder the creative process. Thus a person needs time to nurture his thoughts for a creative solution.
Competence of Staff: It is true that organization creativity requires time but to achieve it, it should be backed up by the competence of staff. In more general perspective, it can be said that one can rely on their staff that they are technically competent then one can push the boundaries of the individual staff to produce creative and innovative ideas. In other words if someone is said to be technically competent that doesn't mean that they are capable of producing creative and innovative ideas. The research done by Amabile showed that creativity depends on a number of factors like experience, talent, an ability to think in a new way, motivation etc. She said that individual creativity can be enhanced by domain- and creativity- relevant skills and intrinsic task motivation.
Different people has different opinions in their own perception a better definition in the competence required to discuss the importance of enhancing the organization creativity and it is in the area of the further research.
Space/resources to pursue ideas: Competence of staff which is the second important factor in enhancing organizational creativity can only be utilized if an individual is given space/resources to pursue ideas. This is because one can't show his creativity unless he is given a physical space that enhances the divergent thought process by which one can develop and try new ideas and also the finance required to fund such a pursuit. In 1997, Mumford et al found that resources are important not only for functional support, but also because having an adequate level of resources for the task /project influences workers' perceptions that the project is valuable and worthy of organizational support. Moreover, it is a known fact that many people tend to be relaxed in their comfort zones and when pushed hard within these boundaries they still are capable to produce creative and innovative ideas.
Open communication and full information sharing: Information plays a key role in completion of any task. One is known to work swiftly and creatively if he has the full information regarding a task/project. In today's world with electronic mail, electronic newsfeeds and intranet, it is possible to remain connected with each other and share the information with ease, thus proving information as no longer a bottleneck in business. Instead in the present situation, the real bottleneck is 'creative thought'. Some facts show that the amount of communication made and information shared is very important for successful running of the organization. Moreover Amabile, Kanter, Ford and McMaster and others have also supported the fact that the changes in open communication of the organization changes decisions and policies to the leadership voice concerns and hearing the ideas being heard will improve the creativity of the organization.
Supportive Organizational culture: Apart from the above mentioned points one should also have a supportive environment to enhance the organizational creativity. Support from a colleague/team/organization is bound to motivate an individual and helps his free mind to think more and in new ways. Therefore, a manager is required to adapt a situation by manipulating his present resources/organizational structure instead of looking for completely new resources/organization structure. An organization must be flexible, adaptable & should have the authority to change. The structure of the organization is the essential part which plays a major role in organization creativity. Because the structure is the one that allows the direct communication to decision making and it shows the clear path of communication flow between the departments and tangible progression of the solution to the problem and also to the development of the product to commercialize. The supporting creative teams may not need to be from inside of the organization this can be linked from outside into the organization whose culture or process can primate with the company culture.
Motivation of Staff:
Clear organizational Goals:
CoInnovateco uses Amicable Model (1983). CoInnovateco is a successful organization in identifying their needs and management. The management identified the requirements and introduced a Comprehensive innovation Programme which created the culture and attitude during that period. Time is allocated to create the ideas or to produce the ideas. Organization identified the creative thinking employees by group facilitation using structured techniques and they were given the leadership responsibility for the regular group facilitation of idea generation with their teams. In gradually developing every employee in any level have a fresh approach in fulfilling their daily tasks or solving their problems. Working in groups and the responsibility to actively disseminate the innovation throughout the company and helping the specific teams to achieve the success of innovation and processes established through it to evaluate the generated ideas and implementation responsibility is given to team level trained innovation managers. To be more natural in implementing the new process within the organization so far the existing company structures were utilized.
Suggestions to the CoInnovateco:
But any way when compared to most of the companies the company is ahead in recognizing it need of expansion in the diversified market but after the critical analysis of the company case study a point that came into mind is the matter of appreciation or the bonuses. A gift of appreciation for the special task done for the company gives more enthusiasm to an employee and this gives the ability to think further for the tasks and helps in growth of the company. From the psychological view if we are given an appreciation mail or if we are recognized we take special interest in the next tasks to maintain that recognition or else we will do the work as if we are doing for someone else and there is chance losing interest or enthusiasm in doing work.