Theories and Approaches to Creativity and Innovation in Organization - Coursework Example

Creativity and Innovation Executive Summary: Business organizations have grown to be highly competitive in the present times with the rising globalization. With newer organizations developing in every industry, organizations feel the need to take innovative measures and focus on creativity in order to gain competitive advantage over their competitors. This enables the companies to retain their old customers as well as gain new ones. Changes in the environment, and the world of business, demand for more of such creative activities on the part of the companies. Moreover with such needs, different organizations feel the necessity for effective management facilities and capabilities in order to handle the changes. Creativity has been obtained to be one of the major factors that enable organizations to be innovative in comparison to their competitors thus attracting customers as well as investors. Thus, there are certain theories and approaches that can be applied while considering such innovative measures. This particular study has focused on such theories and approaches and taken into consideration a case study on a particular organization to have an understanding on the needs and benefits of creativity and innovation in business organizations. Introduction: In the present times, the competition among the business organizations has increased to great extents such that organizations feel the immense pressure to gain competitive advantage against their competitive organizations. Thus, companies feel the need for innovative measures and creativity since it does not prove efficient and effective to continue with old measures that companies have been doing all the time. Constant changes and innovations are thus core issues in present day organizations. This might include innovations in their use of technological advancements, as well as trying to alter the demands of customers focusing on their competitors. The need for innovative measures has been into existence since years with the importance of creativity realized for the progress of the business (DeGraff & Lawrence, 2002, pp.1-2). Thus with the need for innovations and creativity, management of change within organizations have become a crucial factor in present day businesses, trying to incorporate new technologies and new processes with intentions to further develop the world of business. There are constant new developments in products and services and the way in which businesses are executed. Organizational learning and organizational change are two significant factors that organizations in the present times need to consider effectively in their strategic measures (Andriopoulos & Dawson, 2008, pp.4-14). The present study focuses on the need and use of creativity and innovation in business organizations over viewing theories related to the concepts and having an audit on a business organization evaluating it on themes around creativity and innovation. Managing Change in Organizations: Studies reveal that creativity among the employees of an organization is one of the major factors leading to innovations, effectiveness, and survival of the organizations in the industry and against their competitors. Employees contribute towards providing the organization with new and useful concepts and ideas that are beneficial for the success of the organization. It can be observed and expected that such new ideas may be applied by the employees in their work activities thereby developing the ideas more and thus transferring those ideas more to other individuals within the organization. In this manner, the organizational employees, in a group, would enable the business organization to adjust to different market conditions, identify newer opportunities, and hence grow (Shalley, Zhou & Oldham, 2004, pp.933-934). In this regard, the mental locks or the barriers to creativity are significant factors that need to be understood. In general the attitudes of individuals create barriers to creativity and innovation within organization. Such attitudes are formed as a result of the different social interactions of organizational members with intentions to successfully achieve different roles that they have been assigned to. Creativity would require considering both the internal and external environment of an organization such that different problems and challenges associated with the business as well as the market conditions may be identified, and hence undertaking the necessary measures (Allen, 2009, pp.2-4). Thus “creative Thinking is a cognitive process that supports divergent and convergent aspects of problem-solving and decision-making” (Allen, 2009, p.4). Thus it can be realized that the concept of group support has the potential to break such barriers and utilize their innovative ideas in the achievement of organizational goals and gain competitive advantage in the competitive business world as well. Cognitive Approaches to Creativity and Innovation: While several researches have been conducted on the need and use of creativity and innovation in business organizations, researchers have made focus on the cognitive approaches as well. By this, it reflects the cognitive thinking processes of the organizational members, in groups as well, that eventually assist a business organization to successfully achieve their goals and gain competitive advantage. Psychologists have focused on creative insights that enable individuals to use their intuitions and information towards a better activation of different measures. As creative cognition approach explains, creativity results from the appliance of usual cognitive processes and hence has been described as a mental phenomenon. In order for an individual to become an expert in a particular field, there are a number of years as well as experiences that are required. Thus when innovative ideas are suggested from individuals, they are developed from well developed skills and knowledge gained over years. Moreover, in the present times, the use of technology, including computers, has increased largely that supports the innovation and creativity within organizations required for the development of businesses (Simonton, 2000, p.152). Concept and Theory of Organizational Creativity: As obtained from different studies, “organizational creativity is the creation of a valuable, useful new product, service, idea, procedure, or process by individuals working together in a complex social system” (Woodman, Sawyer & Griffin, 1993, p.293). When organizational change is mentioned for any business organization, innovation may not be a part of such a change. Creativity within organizations also always does not include creating new products, ideas, or processes. It may at times reflect on an organization adapting existing processes or products that were earlier not given the significance that they should have received. Sometimes creativity may also involve adapting strategies or processes that have been created external to an organization. Thus in order to realize organizational creativity and its significance within an organization, it would be essential to understand the processes associated with creativity, the creative products, the people concerned with the creative approach, the entire system, and the way in which all the components connect to each other (Woodman, Sawyer & Griffin, 1993, pp.293-294). In this regard, the interactionist model of creative behavior may be discussed as well. This model was suggested and developed by Woodman and Schoenfeldt. According to this model, “creativity is the complex product of a person's behavior in a given situation” (Woodman, Sawyer & Griffin, 1993, p.294). Such a situation is particularly focused in regard to the influences of the society as well as depending on different contexts that eventually lead to creative achievements. Individuals within an organization get influenced based on different contexts and conditions and this factor enables them to create innovative measures in their work activities associated with their organizations. Thus this model takes into account the personality factors of different individuals as well as their cognitive and social psychology and their thoughts and justifications of creativity (Woodman, Sawyer & Griffin, 1993, p.294). Group Support for Innovation: From the above studies and learning, it may be realized that in order to achieve the creativity and innovation within organizations, group work and collaboration is highly essential among the organizational members. Here it may be discussed that different groups of organizational members integrated with members from different backgrounds, with the groups varying in sizes and structures, can enable a healthy approach towards sharing of innovative ideas and creative suggestions for the betterment of the organization. People working in groups would share different personalities as well. They would have different skills of training and knowledge. Their experiences would also vary. Thus such a varying group may be expected to bring effective opinions and suggestions on different relevant issues that focus on the needs and measures of creativity and innovations within organizations (Anderson et al, 2001, p.277). Studies suggest that creativity is one of the most significant factors in present day business organizations. If innovation is needed within an organization, then the business has to depend on creative activities. In this regard the organizational leaders, as a team, can be expected to provide the working teams with the motivation and strategies towards achieving the desired innovative powers and creative knowledge and measures. And more importantly an organization needs to realize the purpose, the intentions and the causes depending on which the creative actions would be decided or considered by the entire group. Accordingly, leaders need to create a suitable environment within the organization as well that would enable the organizational members to think rationally and innovatively looking above the traditional processes such that the present day competitions may be challenged and handled successfully (Jolly, 2003, pp.5-6). Thus from the above study it can be realized that creativity and innovation have become essential business strategies particularly focusing on the rising business competitions, where business organizations have to constantly focus on gaining competitive advantages over their competitors. In the present day several organizations are hence found to concentrate on innovative measures. In the present study, Apple Computer Inc. has been considered as a case study to have an overview on how creativity and innovation is essential in business organizations in the present say world of business. Conclusion: From this section of the study it can be concluded that creativity and innovation have become highly essential for business organizations to handle the changes in the business environments as well as the growing competition in the industry as a whole. However, most organizations depend on different techniques and approaches in order to make their organizations creative and innovative. Managing the change within organizations is an important factor that organizations need to focus on and in order to successfully achieve the changes, group work proves to be essential and effective. Thus group theory can be said to be an effective approach towards initiating and implementing creativity and innovativeness in business organizations. Creativity and Innovation in Business Organization: An Audit on Apple Computer Inc.: If the industry of technology is considered, then Apple Computer forms one of the pioneer companies in the industry. The headquarters of the company is in Cupertino in California, United States. The retail and developmental facilities of the company are spread across the world, with the company having more than 10,000 employees working for it. Steve Jobs and Steve Wozniak were the founders of the company and Apple was founded in the year 1976. Initially the products of the company primarily included hardware of computers. These included mostly the Macintosh Computers and their parts. The brand and image of the company has since then been associated with them providing cool products for their customers. The company has always focused on providing its customers with the best of quality products each time with newer facilities and developments. Hence innovation and creativity proves to be an essential part of this business organization. The working environment of the Apple Company is also such that the employees enjoy a casual nature of dress and attitude but with seriousness in their activities related to their assigned jobs. Thus they actually enjoy their work, and feel different from other work places in the world (Schneider, 2012). Apple Computer Inc. and Creativity and Innovation: In this section of the report, a discussion would be made on the innovativeness and creativity that Apple Computer Inc have reflected in their performance and activities since years. When innovation is discussed, this organization tops the list ranking the several varieties of innovation that the leaders of the company consider effectively and successfully (The World’s Most Innovative Companies, 2006). “The Company is committed to bringing the best personal computing, portable digital music and mobile communication experience to students, educators, creative professionals, businesses, government agencies, and consumers through its innovative hardware, software, peripherals, services, and Internet offerings” (Apple Computer, Inc.: A Case Analysis, 2012). While the company focuses on newer and innovative products for its customers, at the same time it also focuses on maintaining a healthy environment, keeping in focus the health and welfare of its employees, the safety of its customers, as well as the societies that the company serves to. The intention of the company is to provide innovative technological products keeping the safety of the environment and the management practices associated with the various activities. The company focuses on being the most creative and innovative trying to continuously improve the “environmental, health and safety management systems and in the environmental quality of our products, processes and services” (Apple Computer, Inc.: A Case Analysis, 2012). As an example of the ideas of innovation and creativity, a recent approach of Steve Jobs may be mentioned in here. Focusing on the current trends in the market and the changing market conditions, Steve considered transforming the company by building the Mac the center of the digital standard of living for its consumers. Regardless of all the recent successes that Apple Computer achieved, the company is in front of a competitive environment that keeps on changing on numerous faces (Apple Computer, Inc.: A Case Analysis, 2012). Thus the need for creativity and innovation can be all the more realized in the present global competition prevailing in the business world. Creativity from Every Corner: With continuous changes in the technology and industries for entertainment, Apple too is encountered with several challenges that require the company to become more innovative. Innovation is one of the core competencies of the company that has been reflected successfully thorough its products. In the recent times, the iPod has gained a large share in the market of digital music, which is around 70 percent. The company proved to be in an advantageous position being capable of proving to be the first mover in the industry of portable digital music. The innovation skills and creativity of the company get reflected through the stream of latest product releases by the company (Apple Computer, Inc.: A Case Analysis, 2012). These include products like the iPhone 5, the iMac desktop computer, the PC Mag, NFL Playbooks, Innovative education through the use of Mac Book Pro, ipad mini, and similar other products and services (Hot News, 2012). Even while the company considers employees for recruitment, they expect “creative thinking and solutions from everyone here, no matter what their responsibilities are” (Jobs at Apple, 2012). According to the company leaders, “innovation takes many forms, and our people seem to find new ones every day” (Jobs at Apple, 2012). However in regard to creative thinking, another issue that also needs to be focused is the fact that there are certain consumers who may not be efficient or successful is using the products made available by the company. For example, certain complaints have been observed against the use of Mac PC owing to its unavailability of parts easily around. Moreover, it cannot be repaired by one’s own self through trial and error that might be otherwise possible on a normal personal computer. Thus these are certain negative impacts of the innovative approach that Apple considers in their product development (Cult of Creativity: Why Apple’s Innovation Works Well for Apple, But Not for Anyone Else, 2011). An Analysis on Apple Computer Inc.: Their Challenges and Innovations: Although the company initiated its business making available to its customers the hardware and computer systems innovative in nature, yet the significant issue that the company had to face all these years and more in the present times is the growing competition. The company has been known to continue its innovative approaches but encounters difficulty when competitor companies start copying the new innovation and hence the creativity of the company gets affected. Apple Company’s move into the music world has certainly opened up several new opportunities for the company, yet the challenges remain. Another major problem encountered by the company is that the superiority of its operating system is not realized by the world as against the Wintel operating system that is used by Microsoft (Case Analysis of Apple Incorporation, 2011). Thus from the above information, it can be realized that the rising competition in the business world is a highly significant issue affecting the innovative powers and creativity of an organization as well. This would hence require further need for business organizations like Apple to consider effective innovative measures in order to gain competitive advantage in the industry. The Group Support at Apple Incorporation: It has already been discussed that Apple Incorporation has its focus on innovations and creative measures in spite of all the challenges that the business world presents in front of the company. Considering the theory of work groups, this section of the study would focus on the organizational structure of the company and how Apple considers group efforts in achieving the innovative product development and creativity for the organization. Steve Jobs had always been focused on not only the needs of the stakeholders of the company, but also on how the organization can consider effective measures towards creation of new markets, products, customers, and services. Jobs considered long term strategies for the company that would go beyond making only computers available to its customers. Hence iPod and iPhone proved to be highly successful innovative products for the company. These were more successfully since Jobs had focused on the trends and the demands and preferences of customers. In this regard, it would be necessary to mention that while Jobs planned such objectives and innovative measures for the success of the company, he ensured that the organizational members make use of their creative thinking in the achievement of such goals (Wooten, n.d., pp.5-6). Jobs perceived “his role as a leader to innovate by creating products that consumers do not know they want” (Wooten, n.d., p.6). Jobs ensured that the environment of the company would be such that the employees would love to work for the company. He allowed individuals to use their creative thinking and hence pursue their knowledge for the benefit of the organization. Employees are made to socialize in the working environment of the organization focusing on the fact that intelligence is the basic factor on which the actions depend. In order to allow the organizational members to work effectively towards innovations for the company, Jobs had initiated a positive deviant strategy through a learning organization created within the organization (Wooten, n.d., pp.8-9). As studies reveal “learning organizations are skilled at creating, acquiring, transferring, and retaining knowledge so that collectively members can use knowledge to produce results” (Wooten, n.d., p.9). Since learning organization is used in the company, thus knowledge among the different employees is shared with each other, thus allowing the members to work in groups. In this way, the organizational members can effectively discuss various issues, react accordingly, and also provide feedback that eventually allows the company to consider measures that would benefit the organization. The most creative approach used by Jobs was the transformational leadership through which he focused on gathering the core possibilities and opportunities for the company, such that innovations may be dependent on them (Wooten, n.d., p.9). “Apple Computer's business strategy leverages the company's unique ability to internally design and develop operating systems, hardware, application software, and services to deliver superior new products and solutions which are differentiated by their ease-of-use, seamless integration, and innovative industrial design” (Apple Computer, Inc.: A Case Analysis, 2012). In spite of continuous rising competition, Apple time and again redefines every market it serves by generating shining devices that “put the competition to shame” (Morrison, 2009). The reason that Apple could manage to succeed is because of the management team that Apple created that has its focus on building products that would be distinctive of the company against other competitive companies in the industry. Thus the creative thinking can be realized in this regard. Some of the techniques that Apple follows with this purpose include: Ignoring trends; Not backing down from struggles that the company can win; Flattening hierarchies within the organizational structure; and Paying less attention to market researchers and competitors in the market (Morrison, 2009). Conclusion: From the above study, it has been observed that creativity and innovation are major factors in the present day business world without which business organizations would fail to gain competitive advantages against competitive companies. Several researchers have focused their studies on the use of creative approaches in business strategies allowing innovations to prove successful for businesses. From the studies it could be obtained that working in groups focusing on the continuous changes in the market conditions allows organizational employees to be more effective on the successful achievement of organizational goals, particularly the measures that focus on innovations. The Apple Incorporation was considered as a case study in this particular study. From the audit of the company it could be obtained that the company, in spite of all the challenges and difficulties associated with changing market conditions and rising global competition, focuses on innovation being one of the core competencies of the company. Also, the group support theory could be well associated with the strategies of the company since Apple focuses on learning organizations where different organizational members are allowed to use their creative knowledge and thinking, share them with other members of the company such that they can collectively achieve the innovative goals of the organization. However, a major factor that needs to be considered by Apple as well as any other organization in regard to the use of creativity and innovation is that companies need to remember that with the growing competition, the innovations are easily copied by competitors and hence such creative thinking and use of innovative measures need to be an ongoing process in order to gain success as well as competitive advantage. Recommendations: Apple can be said to be doing very well as far as its innovativeness is concerned. The company has always focused on creative products and measures to attract more and more customers. However, since the competition in the industry is ever-rising, it is recommended for the company, that the company should keep focused in the group works and innovative approaches such that further competitions in the industry can be successfully encountered by Apple. The company needs to keep in focus that challenges will be there in future and they will be more with rising competitions. Thus the process of change and innovativeness need to be continuous for the company. References Allen, C.D. (2009), Creative Thinking for Individuals and Teams, Carlisle, available at: http://www.carlisle.army.mil/USAWC/dclm/AY10%20Creative%20Thinking%20Allen.pdf (accessed on December 28, 2012) Anderson, N. et al (2001), Handbook of Industrial, Work & Organizational Psychology: Volume 2: Organizational Psychology, London: SAGE Andriopoulos, C. & P. Dawson (2008), Managing Change, Creativity and Innovation, London: SAGE Apple Computer, Inc.: A Case Analysis (2012), brainmass, available at: http://brainmass.com/business/business-analysis/374971 (accessed on December 30, 2012) Case Analysis of Apple Incorporation (2011), 123helpme, available at: http://www.123helpme.com/view.asp?id=121568 (accessed on December 31, 2012) Cult of Creativity: Why Apple’s Innovation Works Well for Apple, But Not for Anyone Else (2011), wordpress, available at: http://divinecovenant.wordpress.com/2011/10/07/cult-of-creativity-why-apples-innovation-works-well-for-apple-but-not-for-anyone-else/ (accessed on December 30, 2012) DeGraff, J. & K.A. Lawrence (2002), Creativity at Work: Developing the Right Practices to Make Innovation Happen, New Jersey: John Wiley & Sons Hot News (2012), apple, available at: http://www.apple.com/hotnews/ (accessed on December 30, 2012) Jobs at Apple (2012), apple, available at: http://www.apple.com/jobs/us/index.html (accessed on December 30, 2012) Jolly, A. (2003), Innovation: Harnessing Creativity for Business Growth, London: Kogan Page Publishers Morrison, C. (2009), How to Innovate Like Apple, cbsnews, available at: http://www.cbsnews.com/8301-505125_162-51330240/how-to-innovate-like-apple/ (accessed on January 1, 2013) Schneider, L. (2012), Apple Computer, Inc., About, available at: http://jobsearchtech.about.com/od/companyprofiles/p/AppleComputer.htm (accessed on December 30, 2012). Shalley, C.E., Zhou, J. & G.R. Oldham (2004), The Effects of Personal and Contextual Characteristics on Creativity: Where Should We Grow from Here?, Journal of Management, Vol.30, No.6, pp.933-958 Simonton, D.K. (2000), Creativity Cognitive, Personal, Developmental and Social Aspects, American Psychological Association, Vol.55, No.1, pp.151-158 The World’s Most Innovative Companies (2006), businessweek, available at: http://www.businessweek.com/stories/2006-04-23/the-worlds-most-innovative-companies (accessed on December 30, 2012) Woodman, R.W., Sawyer, J.E. & R.W. Griffin (1993), Toward a Theory of Organizational Creativity, Academy of Management Review, Vol.18, No.2, pp.293-321 Wooten, L.P. (n.d.), Building a Company the Steve Jobs’ Way: A Positive Deviance Approach to Strategy, Umich, available at: http://www.bus.umich.edu/NewsRoom/pdf/wootenjobspaperFINAL1.pdf (accessed on December 31, 2012) Read More