Creative Environmental and Innovative Practices - Case Study Example

Table of Contents Introduction 2 Organizational Outline 2 Analysis, Comparison & Contrast of Creativity & Innovation 3 Personal Reflection 9 Conclusion 10 References 11 Introduction Organizational success is largely dependent on the creative and innovation process which organizations tend to use so that attraction and retention of customers becomes possible. Different organizations employ different mechanism and methods to develop creativity and be innovation in the different activities which are carried out. This report looks at comparing the creative environmental and innovative practices which Google & Innocent UK looks to employ. The process looks at determining the manner in which creativity and innovation is being fostered by both the organization and the manner in which it impacts the long term performance of the organization. Organizational Outline Google is an organization which specializes in internet based services and products with its headquarters in California. The organization has continuously evolved and changed with changing business environment which has helped them to grow and be creative in the different strategies and business decisions which are taken. The organization presently employs over 32,000 employees which is bound to grow over time as the business is continuously looking to add different products and services for its customers. The organization has grown over size and has more than 60 offices in different regions of the world. This has contributed towards the long term prospect as it has helped the organization to bring about the required transformation so that better business decisions are taken. Innocent UK on the other hand specializes in healthy products like fruit juices, smoothies and veg pots. The company is of a much smaller magnitude as compared to Google but has looked towards understating the market and has thereby developed and designed products based on different needs of the customers. The organization roughly employs around 250 people as with every passing day is witnessing growth and opportunities which will help them to carry out the different activities in a better manner. The organization has developed its products by giving importance to taste and quality so that the customers remain satisfied and are contend with the different offerings (Tim, 2005). To attract and retain customers the organization has embarked on developing creating marketing campaigns which look at working on the different aspect and fundamentals which will have an influence on customers and will create the required enthusiasm which will force customers to purchase the same products again and again. Analysis, Comparison & Contrast of Creativity & Innovation Being creative and innovative is one of the most central needs of organization as it helps them to reposition themselves and cater to a new market. The importance of this maximizes in case of a company like Google which is very big in size and magnitude. The process looks at being innovative and developing new techniques and technologies which helps in the development of new and improved produces and services. This is further attributed towards taking different strategies which provides a competitive advantage and helps to act as a differentiator from other players in the market (Rothenberg, 2009). The success of an organization is thereby largely dependent on making the correct changes at the correct times and implementing correct ideas so that innovation and creativeness can be brought about in the manner different activities are carried out (Torrance, 2005). Creativity looks at coming up with ideas which are new, surprising and valuable whereas innovation looks at exploring those ideas so that they can be implemented successfully. The innovation and creativity strategies which Google & Innocent UK uses have been developed on the different needs and requirements of the business and include the external environment, resources at disposal and the present market situation (Bridges, 2003). Since, both the business are different in their own areas and fields so they have looked at employing strategies which are best suited for them and helps them to act as a differentiator in the market. The different facets which are visible to be present or missing in Google & Innocent UK while being creative and innovative are Working in Small Groups- One of the key areas which Google looks to rely while garnering creativity and innovation is to work in smaller groups. This has helped them to discuss different new ideas and come up with innovative ideas and solutions. The only consideration for Google is that they don’t have a formal process where the senior executives discuss the different ideas with their employees. This is matched by the fact that employees switch from one organization to another which has made ideas to be passed from one organization to another and has thereby impacted the manner in which creativity is being identified within the organization (Deem, 2005). Innocent UK on the other hand also look to work in small groups so that they can come up with innovative ideas and create a path through which overall prospect can be determined. On the other hand Innocent UK also has a formal process though which they look into ideas which are provided by different employees and based on it the desired objectives which will be achieved in determined. This has helped them to be innovative and creative and coming up with new ideas thereby becomes a better possibility (Pina & Torres, 2003). Employing the Correct Manpower: Both Google & Innocent UK has looked towards employing strategies where they look at hiring the correct manpower. This has helped them to ensure that the financials which are being directed towards the workforce is used in the best possible manner. Innocent UK is better placed with this regard as the turnover rate for employees is lower as compared to Google and has thereby helped them to develop the required team spirit and work in tandem with one another (Dent & Goldberg, 2009). In addition to it the manner and process which Innocent UK has employed has helped them to carry out different functions efficiently and has created the required dimensions through which better prosperity and creativity has been achieved. Organizational Structure: The success of Google is largely based on the fact that they look to employ a flat organizational structure in comparison to Innocent who has a hierarchy form of organizational structure. This has helped the process of communication to be clearer and faster for Google as it has helped to pass on new and innovative ideas clearly. Having a flat organizational structure has also enabled creation of new ideas and has helped to be more and more creative (Innah, 2009). In comparison to it Innocent UK uses a hierarchical form of organizational structure which delays the process of decision making and also results in impacting the manner in which decision are taken. Further the process of being creative and innovative is faster in case of Google and has thereby enabled the business to be carried out on grounds which are better and more reliable (Walsh & Wigens, 2003). Transparency: Both Google and Innocent UK looks at being transparent in the manner in which different activities are carried out. This has helped to foster a culture where the organization is able to bring forward the different developments and ideas which are being implemented. Google has a slight advantage in this regard as being able to employ a flat organizational structure has helped to be more and more innovative and has provided an opportunity to be transparent (Mostafa, 2005). This process has further led towards strengthening and intensifying the manner in which business process is carried out. Innocent UK has also looked at being transparent as their policies are developed in such a manner that it helps to ensure being transparent and at the same time remain innovative. Google has acted both in a creative way and has developed innovative strategies based on the above stated different core areas. One such can be seen from the example of cloud computing where Google has created a platform where all data can be stored, retrieved and used from any place. This has reduced the risk associated with loss of data due to some issues in the computer (Duncombe, 2004). Further being able to access it from different regions has enabled them to bring about a change in the outlook so that people are more comfortable in it. Innocent UK has also acted smartly in that direction as they have developed different products with different taste and has different packaging and designs which helps to appeal to a different set of people. This has helped them to be able to attract a different category of customers and has created a niche market for their different offerings (Davenport, 2013). Further, Google has looked at having specialized departments and people who look at bringing about innovative solutions and spend around 20% of their time in coming with new ideas. Innocent UK on the other hand doesn’t have such strategies but look to understand the different needs and requirements of the customers and based on it look at coming with innovative solutions (Aharoni, 2006). The approach which both the company have taken is different but the overall objective is to be successful and different so that they stay ahead of competition and is able to reflect upon the strategies which will fetch them the best possible returns over a longer period of time (Ellis, 2001). Innocent has looked at being creative and innovative in the manner products are packed and marketed. To be innovative Innocent has employed different mechanism as having special covers for bottles which helps them to differentiate their offerings. This is shown in below It is clearly evident that Innocent has looked to work on the different consumer touch points and has thereby developed and designed their offerings that it pleases different section of the society (Stewart, 2003). This has enabled them to act as a differentiator and having different packaging has helped to keep a long last image on the mind of the consumers which has thereby enabled them to attract customers easily (Harris, 2008). The manner in which the organization has looked at being creative will help to bring about the required changes and will carve a path through which the long term performance of the business will be determined. This has resulted in the product to be slightly expensive compared to other products which are offered by the competitors but the packaging has helped them to act as a differentiator. This is being matched by the slogan which they use “Tastes Good, Does Good” which is being reflected in their innovative packaging designs. Consumers are thereby able to understand the different brand value which the product provides and association with the product has become easy (Alvarez, 2008). The customer as a result is able to easy associate themselves with the different offerings and has helped them to determine the manner through which the overall business development will become possible. In addition to it the different mechanism which has been adopted to be innovative looks at using products which can be recycled thereby looking to take care of the environment and the society. This is being shown below Using recycled packaging materials and developing strategies which helps them act as a differentiator has ensured better reinforcement of the products. The packaging of the products are constantly undergoing changes with quirky new labels featuring fun, new ideas, engaging messages and creative, colourful visuals, reinforces the different aspect which Innocent has looked to work on (Lawson & Price, 2003). This has helped them to work on the different dimensions and aspect through which they are able to cater to a market and satisfy the different urge and needs of the customers. The innovation and creative strategies which Google & Innocent UK have used is thereby different and has looked towards garnering different aspect through which customer retention and attraction can be improved. The different fundamentals which both the organization has worked on have thereby resulted in using different strategies and have thereby brought about the required changes through which customer retention has improved (Piderit, 2000). This mechanism has further brought about the changes and has made both the organization to develop creative strategies and act as a differentiator while looking to provide different products and services. Personal Reflection Creativity and innovation is an important tool which provides an opportunity to act as a differentiator and develop strategies through which better customer satisfaction can be ensured. It is clearly seen that having strategies which helps to work on aspect through which differentiation is ensured creates the required scope through which business prospects multiplies. It also shows that it is difficult to think of a business which is not innovative as having the required strategies helps to create the required push through which customers attraction and retention becomes possible. The manner in which different learning’s are applied is clearly visible as being able to find out the different fundamentals and developing strategies which brings about a change in market perspective is very important. This will act as an important dimension and will help business to work on its strength and improve business process and development (Marsh, 2011). The application of different creative and innovative solutions in the real world brings forward the manner in which organizations work on the different aspect and fundamentals so that the business is able to identify the different opportunities and improve the process of carrying out different activities. This has helped me to understand the importance of creativity and innovation and the manner in which it provides edge to the business. It helps to act as a point of differentiation and provides the required scope through which continuous development becomes possible. This thereby becomes imperative that organizations look at being innovative and creative so that they are able to fill the void which the changing environment presents and based on it is able to develop the business fundamentals on stronger grounds. I feel that being able to revolve and use the different concepts of innovation and creativity will help to foster a culture which will allow the business to make timely changes and provide an opportunity through which business would be able to work on its strengths. Conclusion The paper thereby brings forward the manner in which different creative and innovative tools are being used by both the organization so that they are able to differentiate itself from its competitors. Both the organization based on their different needs and requirements have looked at making changes in the strategies which has been followed by them. Some of the strategies which they look to use are determining quality and pricing match, innovativeness in packaging, aggressive and creative marketing campaigns, designing the organizational structure, having more focused and evolving workforce and other areas which will help to improve the overall performance. This has thereby highlighted the manner in which the business has been able to transform the different activities and has been able to determine the path based on which the long term performance of the business and organization will be determined. This will help to bring about the required changes and will provide an opportunity through which better future performance can be expected. References Aharoni, Y. 2006. The organisation of global service of MNC. International Studies of Management & Organisation, Volume 26, Issue 3, pp. 37-49 Alvarez, R. 2008. Examining Technology, Structure and Identity during an Enterprise Systems Implementation, Information Systems Journal. p. 54-64 Bridges, W. 2003. Managing transitions: (2nd Ed.). Cambridge, MA: Da Capo Press: p85 Deem, R. 2005. Management as ideology: the case of ‘new managerialism’ in higher education. Oxford Review of Education. pp. 217-235. Davenport, T, 2013. Process Innovation: Reengineering work through information technology. Harvard Business School Press, Boston, Pp.56 Dent, E.; Goldberg, S. 2009. Challenging “resistance to change:” Journal of Applied Behavioral Science: 35(1): p25–41 Duncombe, S. 2004. Cultural resistance reader: New York: W. W. Norton: (2002). p36 Ellis, V. 2001. Enterprise or exploitation: Can global business be a force for good. The New Statesman. Retrieved on March 1, 2015 from Read More