CREATIVITY ASSIGNMENT
Student Name: Zenzi Tafari Francis
Student Number: 0537705122
Cardiff – Rabat
Creativity & Innovation Management- BSP5015
Term: 2014/2015
Module Leader: Fathallah Kassite
Group: Level 5
Creativity & Innovation Management
In the famous quotes of George Bernard Shaw, “Imagination is the beginning of creation. You imagine what you desire, you will what you imagine, and at last, you create what you will (Twisted Sifter, 2012).” To be creative is having or showing an ability to make new things or think of new ideas (Anon, 2015). Creativity is the ability to produce something new through imaginative skill, whether it is a new solution to a problem, a new method or device, or a new artistic object or form (Anon, 2015). Innovation is the act or process of introducing new ideas, devices, or methods (Anon 2015). Alan Kay quoted these words, the best way to predict the future is to invent it (Marati, 2012).
Introduction
This essay aims to provide a discussion on the importance and necessity of creativity and innovation in large modern organizations. It will include five themes based on studies conducted on one of the largest International beer brewing companies, namely Heineken. Firstly, matters of how leadership at Heineken facilitates staff acceptance and participation in innovation will be discussed, followed by how their vision contributes to a culture of creativity and innovation. Thirdly, discuss how diversity can be used to promote creativity and how its mismanagement could result in undesirable effects. The last two sections will focus on identifying an innovative or creative idea introduced by Heineken and discussing the benefits of it followed by, the potential risks that could be faced if the idea was to be implemented
Brief History
The Heineken Company was founded in 1864. The Heineken family entered the beer business when the 22-year-old Gerard Adriaan Heineken bought a small brewery in the heart of Amsterdam. Heineken family have built and expanded the
Student Number: 0537705122
Cardiff – Rabat
Creativity & Innovation Management- BSP5015
Term: 2014/2015
Module Leader: Fathallah Kassite
Group: Level 5
Creativity & Innovation Management
In the famous quotes of George Bernard Shaw, “Imagination is the beginning of creation. You imagine what you desire, you will what you imagine, and at last, you create what you will (Twisted Sifter, 2012).” To be creative is having or showing an ability to make new things or think of new ideas (Anon, 2015). Creativity is the ability to produce something new through imaginative skill, whether it is a new solution to a problem, a new method or device, or a new artistic object or form (Anon, 2015). Innovation is the act or process of introducing new ideas, devices, or methods (Anon 2015). Alan Kay quoted these words, the best way to predict the future is to invent it (Marati, 2012).
Introduction
This essay aims to provide a discussion on the importance and necessity of creativity and innovation in large modern organizations. It will include five themes based on studies conducted on one of the largest International beer brewing companies, namely Heineken. Firstly, matters of how leadership at Heineken facilitates staff acceptance and participation in innovation will be discussed, followed by how their vision contributes to a culture of creativity and innovation. Thirdly, discuss how diversity can be used to promote creativity and how its mismanagement could result in undesirable effects. The last two sections will focus on identifying an innovative or creative idea introduced by Heineken and discussing the benefits of it followed by, the potential risks that could be faced if the idea was to be implemented
Brief History
The Heineken Company was founded in 1864. The Heineken family entered the beer business when the 22-year-old Gerard Adriaan Heineken bought a small brewery in the heart of Amsterdam. Heineken family have built and expanded the