Creativity and Innovations in Cross-cultural Context Echange students: Annika Baessler , Germany Marianka Siuhai, Ukraine UL MLBS 4th year: Inese Danovska Gatis Eņģevīrs
QUESTIONS TO THE AUDIENCE: What is creativity? What is innovation? Why it is important? What drives creativity and innovation?
Outline of the presentation Interrelation between creativity and innovation Creativity and innovation in corporate context The advantages and inconveniences Creativity and innovation in cross-cultural corporate context Techniques to enhance creativity and innovation Conclusions Creative task : the Random Element technique
Interrelation between creativity and innovation Definitions • Creativity • Innovation • Cross-culture • Leadership 1 .
Creative Leadership in Cross Cultural Environment • is when an individual is leading a group of people with different backgrounds using different original and creative ideas, and maintaining equality and high motivation among the group members to reach specific goals. 2
Creativity vs. Innovation • Creativity and innovation often causes confusion for some individuals, as they don’t know the fidderence between them. • The main difference between creativity and innovation is the focus. 3
Creativity • refers an ability of thinking about new ideas. 4
Innovation • is the ability to confine the creative ideas and make them turn into reality. 5
Creativity vs. Innovation • Organizations often chase creativity, but what they really need to pursue is innovation. 6
Creativity and innovation in corporate context “There is no doubt that creativity is the most important human resource of all. Without creativity, there would be no progress, and we would be forever repeating the same patterns.” by Edward de Bono 7
Question: “How they can foster and enhance creativity and innovation in their company?” •traditional creativity and innovation research viewed the process of creativity and innovation by an individual • new studies show that entrepreneurs rely on their team 8
Creative leadership •Video on creative leadership: http://www.youtube.com/watch?v=1EF0ziuZO50 •5 styles of innovation leadership of theatre creators: – a dynamic blend of leadership, management and coaching – the leverage of dual leadership – the convergence of leadership and collective creation – a context of systemic leadership – the extensive use of lateral thinking 9
• Recommendations: – Recognize interdependance between leadership, management & coaching – Necessity of multiple bottom lines (double leadership) – Lead & guide team – Give them freedom for trails & errors – Introduce dynamic 2-way-communication 10
Example of BIC-Company • started as a plastic pen manufacturer • change in self-image to • affordable plasitc devices 11
Example of Ford • De Bono was asked by Ford Motor Corporate for advice • Ford’s question::“ How can we make our cars more attractive to consumers?” • De Bono’s question: “How can we make the whole driving experience better for Ford customers?” solution: buying parking lots in major city centres for Ford cars only! 12
Creativity and Innovation in cross-cultural business context In today's global business environment, where multinational companies are pressed to increase revenues in order to survive, creativity may hold the key to ensuring their new product development (NPD) efforts lead to innovations with worldwide appeal.
As a results Business is at the To be successful in an forefront of dealing inter-connected world, with the many and businesses of all sizes complex cross- and in every country must be able to cultural challenges compete effectively in of operating in a diverse, multicultural global environments environment . 14
The ability to manage this diversity is increasingly recognized by companies as a business imperative for a number of reasons: 1. Creating a diverse and inclusive workplace can determine a company’s ability to attract, retain and motivate the best talent 15
2 . A capacity to 3. The ability to recognize and respond manage critical to the diverse and relationships with changing needs of government authorities customers in the and local communities marketplace 16
The failure to recognize, respect and effectively reflect cultural differences in the workplace, the Cross-cultural marketplace or the community can understanding is at be a source of wasted talent, a premium for missed market opportunities, many businesses failed business deals and a reduced “license to operate” in the community. 17
Today’s global companies were built and will continue to depend on an open global economic environment 18
Techniques to Enhance Creativity and Innovation •various innovation purposes and stages of a company, e.g. a business plan creation, problem solving, product innovation, differentiation etc. • Mann (2007) innovation techniques highly structured and unstructured . Highly structured innovation Unstructured innovation techniques techniques logic, data and research based use of intuition and immagination TRIZ, SIT, Six Sigma and Brainstorming, Mind alike. Mapping, Six Thinking Hats, CPS, SCAMPER, Random Element 19
Techniques to Enhance Creativity and Innovation Highly Structured Techniques Theory of Inventive Problem Solving (TRIZ ) •one of the most creative thinking methods that have the systematic mechanism; •a large theoretical base with a big number of elements, e.g. 40 principles, program of problem solving of 40 steps. •200 -300 teaching hours to master it. 20
Systematic Inventive Thinking (SIT) •SIT Innovation Map of 5 elements : thinking tools, principles, facilitation, project management and organizational innovation . •5 tools: subtraction, task unification, multiplication, division and attribute dependency. • Function Follows Form : problem solving in problem in solution-to-the-problem way. SIT Innovation Map •Thinking ‘Inside The Box’. 21
Techniques to Enhance Creativity and Innovation Unstructured Techniques 22
Creative Problem Solving (CPS) •key idea: to redefine the struggles, problems and introduce innovative ideas to fight them. •CPS stages involves both divergent and convergent thinking phases Six Thinking Hats • situations when a group or a team shares different thinking styles, e.g. cross-cultural environment; •Main principle: each Hat is for different way of thinking. 23
Conclusions •Creativity refers to the ability of thinking about new ideas and to approach to common things in uncommon ways; whereas, the innovation is the ability and make the creative ideas to turn into reality. •Successful innovation today is the most efficiently achievable by a group of people with various specialized backgrounds rather than a team whose members have been trained only in one specific field. •Businesses need to learn how cultures differ in their concepts of creativity. The failure to recognize, respect and effectively reflect cultural differences in the workplace, the marketplace or the community can be a source of wasted talent, missed market opportunities and failed business deals. •Today one may use wide myriad of techniques to boost creativity and innovation. Such techniques are meant for various purposes and stages of a company, such as business plan creation, problem solving, product innovation, enhancing productive teamwork and alike. 24
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