Challenges and Opportunities in Promoting Organisational Creativity and Innovation

Corporate Innovation and
Entrepreneurship

EXECUTIVE SUMMARY
Document has presented number of innovations that Webasto has brought for their
customers considering the Lead User Methodology built on the work of Eric von Hippel.
Focusing on this methodology, organisation has reached to in the best 100 automotive suppliers
within the market through offering their clients with both roof systems and temperature
management systems and other products integrated into cars of various companies like Mercedes
and so on. But, in order to bring change within the market and due to heavy innovations
company sill become unable to deliver the best to it's customers in a short span.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
a) Demonstrate an adequate knowledge and understanding of challenges and opportunities in
promoting organisational creativity and innovation or developing corporate entrepreneurship 4
b) Alternative perspectives of influential contemporary theorists, contributors and models.8
RECOMMENDATIONS...............................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
It is very important for business to have creative and innovative thinking in order to
survive and sustain at marketplace for positive outcomes. As business is operate and run by
entrepreneurs so they requires individual who can take high risk and creative thinker for positive
outcomes. This is the era of modernization which make business to have innovation and creative
ides to survive and gain profits at market. The given organisation is based on case study of
Webasto which is co-creating innovation with lead users at business. The main aim of report is to
discuss about challenges and opportunities in promoting organisational creativity and innovation
or development of corporate entrepreneurship along with their models, theorists and contributors.
On the other hand, report is specifically considering the case of Webasto that was found in the
year of 1901. The main aim of report is to discuss about challenges and opportunities in
promoting organisational creativity and innovation or development of corporate entrepreneurship
along with their models, theorists and contributors.
MAIN BODY
a) Demonstrate an adequate knowledge and understanding of challenges and opportunities in
promoting organisational creativity and innovation or developing corporate
entrepreneurship
Creativity is defined to be an aspect in the organisation which focuses on innovation
which leads organisation to better capital gains. To facilitate the same it is crucial for an
organisation to create a conductive environment to creativity. When employees in an
organisation are encouraged to bring forward with their ideas of doing a task so that it leads to
better performance. In order to run business in competitive market, it is very important for
organisation to have creativity and innovation so that maximum gain can be achieved. Here,
creativity thinking is referred as ability in order to create new things having solution, method,
actual, physical evidence, concept, work of art and so on. This means out of box thinking in
order to perform work in an effective and efficient manner.
It requires individual having skills that bring perspective to work, fresh and unorthodox
and so on. This provides valuable asset to company in positive manner. There are different types
of creative thinking skills such as mindedness, communication, problem solving and
organisation. For thinking in creative manner, it is very important to examine various aspects for