Corporate Innovation and Entrepreneurship

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This document discusses corporate innovation and entrepreneurship, focusing on theories and models of creativity, innovation, and change management. It explores barriers to innovation and creativity and provides strategies to overcome them. The case study of Webasto organization is used to illustrate these concepts.

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Corporate Innovation and
Entrepreneurship

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
1. Theories and models of the creativity, innovation and change management..........................4
2. Barriers of the innovations and creativity................................................................................6
3. Appreciation to obstacles of the creativity and innovation in the organisation.......................8
4. Theoretical perspective to promote the creativity, innovation, change management..............9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Corporate innovation and entrepreneurship is the effective process and programmes
which target the leaders and manager of the company so that they bring continuous improvement
in the business in the business operations. This will provides the skills of organisation and
leadership to the people which is required to facilitate and leads to the innovation of the
corporate in the different parts such as creation of the new venture, good management of change
and planning of business entrepreneurial. By proper understanding of the issue and problems of
technology will make the effective leader of the innovation in the business. This file have the
case study of the Webasto business which explains and evaluate the effective and ineffective
style of the management in the business. There are the use of different theories and models of the
creativity, innovations, management of change and innovation on the basis of the organisation
which is contemporary. Evaluation of the barriers and support about the corporate
entrepreneurship, innovations, creativity related to the case study of the Webasto organisation. In
this file there is the critical evaluation which reduces the barriers of the innovation and creativity
in the organisation.
MAIN BODY
1. Theories and models of the creativity, innovation and change management.
Management of change model:
The focus of this type of model and theory is on the people to managing the change in the
organisation. It provides the changes at the level of the people and it gives less focus on the to
change but to how they react on the particular changes is the main aim (Al-Haddad and Kotnour,
2015). It includes five elements which helps the individual to adjust and changes themselves ads
per the changes in the organisation. These five factors of the change management theories are
required to make the changes in the Webasto software company.
Awareness: In the business of the Webasto they convince their workforce that they bring
the change in the activities of the business so that they will provides the software as per their
requirement of the new technology. By making awareness in the employees about that why the
company is adopting the change it will provides the effective and efficient reaction on this
(Babin and Ghorashy, 2019). To aware about the other company there is the need to make
changes in their software will make the fast and easy working will leads to the success of the
business.
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Desire: This steps will explains that the employees will have to take part and support the
management of changes. The people working in the business of the Webasto how they react
positively in the to make the changes effective. Webasto make the change more effective and
efficient for the company which is using their software of the in their vehicle like Audi. The
employees of the Webasto will make the effective reaction on the changes so that the manager of
the Audi will invest to purchase the new software in their cars
Knowledge: When the two step of the change management are completed then the next
step is to provide the knowledge and understanding about the changes to the people working in
the business of the Webasto (Paraschiv, Niţu and Savin, 2019). The manager will gives the
training and tech them to the employees about their roles and responsibilities in the changes and
that they have to do in the project to gain the large share of the customer.
Ability: When the knowledge is received by the employees then their need to apply them
in the particular task and projects of the business. By organising the programmes of training and
development so it will improve the learning of the people about the software. To increase the
sales of the software there is the need of the ability and capability of the workforce in the
business of the SAGE.
Reinforcement: This step of change management explains that the system is
implemented to make sure that the employees are focused to the new routine of the business. By
giving the bonus and rewards to the employees will reinforce the changes in the workplace of the
Webasto (Loganathan, 2019). Customers of the Webasto like Audi will purchase the software
only if there is new and effective changes is implemented which will increase the profits of the
Audi.
Creativity model:
Creativity refers to the process and practices from which the people communicates the
new strategy and concept. So the creativity is comes from the research and it is described by the
model of 4Ps which includes person, process, products and press which are discussed below.
Person: In the business of the Webasto they uses this model of creativity in which this
step includes the data and information about the persons habits, traits, personality, behaviour etc.
in which they perform, different activities. If the employees of the Webasto will have the higher
talent then it will explains the higher level of creativity (Astutik, Nur and Susantini, 2016). To

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make the software innovative and useful for then the Webasto will uses this model which have
the research about the level of the creativity of the people working in the organisation.
Process: There is the mixture of the motivation, perception, learning, thinking and
communicating skills with the other people in the working environment of the Webasto. So as
per this process of creative thinking have four steps in the business which teach the people how
to being creative in their working this will maintain the goods image of the brand.
Press: This step will explains the relation of the people and the working environment.
The people have to take the environment in the most unique way and this will shows how the
people will make their ideas and behaviour (Amabile and Pratt, 2016). The business of the
Webasto will be creative only when there is the effective relation in the workplace and their
workers.
Product: The creation of the products and service is possible when the ideas and
opinions of the worker are in the form of tangible. The software of the Webasto will be more
effective and creative when their ideas and opinion brings creativity in the working environment
of the business.
Innovation model:
Innovation is the best strategy of the company which leads to the higher creativity and
meets the demands of the customer. Webasto is the B2B so their all the customers uses their
software are the big industry of auto-mobile. This company make the innovative software with
the use of the new and advanced technology which satisfy the needs and wants of the customer.
The model of the innovation in the Webasto is the linear innovation model which includes some
steps like basic research, applied research and development (Drobyazko, and et.al., 2019). The
organisation make the effective and efficient decision in the process of the innovation of the
existing products and services.
2. Barriers of the innovations and creativity.
Innovations barriers:
In applying the innovation in the products and services lots barriers will affects the
growth and success. Webasto also faces some of the barrier while implementing the innovation
in the working environment of the business. Some of the barriers and restrictions of innovation
are discussed below:
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Lack of leadership: When the leaders and manager so the Webasto will not get
participate to apply the innovation in the business so because of the ineffective leadership it will
creates the restriction for the innovations (Zanello, Mohnen and Ventresca, 2016). The managers
and leaders have to more disciplined and innovative to bring the innovations in the business.
Direction are not proper to the worker so it is the main things which is the barriers to change the
things in the business.
Lack of focus: The aim and focus of the company is necessary for the success and
growth of the innovation in the process of the business. When the new innovative technology
will not as per the goals and objectives of the Webasto then there is no need to invest large
amount of money in the business (Heidenreich and Kraemer, 2016). The focus of the employees
is on the innovation is needed for the successful operations.
lack of collaboration: The collaboration is not possible in the teams and groups with the
internal structure and budgeting. The innovation is made by the Webasto to develop the software
which helps the other business so this barrier will creates the problem in implementing
Unclear process: There is requirement of the clear process to make the innovation
effective and efficient. The clear and understood process will gives the better ideas for the
innovation in the business operation of the Webasto (Bason, 2018). Ideas and opinion of the
workers will be finished because they did not have the clear structure and process to take the
ideas forward.
Creativity barriers:
In the working environment of the Webasto creativity will increase the performance of
the employees which make the good image of the business in front of their customer. But by
applying the creativity there will be the various barriers which affects the effective creativity.
Some of the barriers of the creativity that are explained below:
Behaviour and habits: Employees behaviour also increase the chances of the barriers in
the process of creativity because in Webasto because the people have the habit ton work in same
environment again and again and they did not want any kind of changes in their working.
Knowledge barriers: It is the biggest barriers of the creativity in the business and it will
influenced by the knowledge and understanding of the people. In the business of the Webasto
there is the requirement of the effective knowledge and experience of the employees leads to
make the creativity in the working environment.
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Barriers of feasibility: Development and generation of the ideas and opinion is very
expensive. So the way of success and growth of the innovation in the business of the Webasto is
much expensive. When they resolve this barriers then there is the proper working of the
innovations in the business. Webasto do not have the skilled staff in their workplace which will
create the problem in innovation of the new software.
Fear of experimentation: This is also the problem to make the business creative because
the people have the fear of fail when they try to put the new innovations in the business. The
leader and manager of the Webasto have the fear so they do not apply the new things in the
workings which make the business more creative (Mazzarol and Reboud, 2017). New ideas and
suggestion will increase the chances of the mistakes in the activities of the workers. They have
the fear to bring the new ides about the software in the business will work as the obstacle of
creativity.
Chasing perfection: This is the another obstacles of creativity in the organisation which
is happened due to the bad habits of the employees to wait till the products and services is
finished before presenting in the markets.
3. Appreciation to obstacles of the creativity and innovation in the organisation.
Webasto adopts various methods to overcome the barriers of the innovation in their
business which makes their working moire effective and efficient and attract the large number of
company to purchase the software. Because of the fear, doubt and uncertainty of the people it
gives the negative assumption about the people will cannot effectively and efficiently innovate
the software with the best features. Proper planning and analysing the data and information will
reduces the barriers of the creativity and innovation in the business operations. There is need and
requirement of the systematic plan to handle the large size of data of new ideas and technology
which. Webasto makes the effective planning by the manager of the new and advanced
technology is used to make the useful software of the business (Kohler, 2016). Employees and
the workers of the Webasto will be more dedicated and motivated to make the software of the
business innovative and creative and this will eliminate the chances of the obstacle to innovation
and creativity. By giving priority to the innovations and creativity on the regular basis will also
solve the problem of barriers.
Effective leader and manager are also plays an important role in overcoming these
barriers because they make the good team in which they involve the skilled and talented people

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of the company so it is easy to make the business innovative and creative. To eliminate the
barriers each and every employees of the Webasto have to focus on maintaining the good culture
of the innovation in the working environment. Training is given to the workforce of the Webasto
that they become more focused and motivate towards the goals and objectives of the company.
By giving the reward to the employees which brings the good and effective innovations
for the business. Webasto will organise the programmes of recruitment and selection from which
the company will select the people who have the ability and capability to run the business with
the proper knowledge of innovations in the business. By identifying the different Methodist and
concepts which improve the understanding and knowledge of the people working in the business.
Taking the guidance from the specialist and experts which provides the better ideas to overcome
the obstacles and achieve the future goals band objectives (Zahra, Neubaum and Hayton, 2016).
The manager of Webasto will make the discussion to make the innovation and creative software
which will attract the large number of the company which uses the software to make their
products and services better. To spend the large amount of money in introducing the new and
advanced software which will gives lots of benefits to the customer and people are get attracted
towards the business. Proper creativity and innovations will make the good and better reputation
of the company across the world. The company which have the high revenue and image will
wanted to purchase the software by innovation are being placed in the process.
Improvement in the behaviour and habit of the employees to accept the new changes in
the products and services will increase the sales and profitability. Constant research on the
solution of the barriers will also helps the Webasto to recover the barriers and obstacles of the
innovations and creativity. New methods and techniques will gives the best results leads to the
overall success and growth of the company in the future and present condition of the market.
Monitoring and analysing the activities of the worker so that they works in the best way
to manage the change of the innovation and creativity in the workplace. The barrier will reduces
only there is the proper checking of the functioning of the workplace because they are the only
one which make the efforts to implement the change in the business accurately. The Webasto
supply the large number of software to the industry which use these software as the raw material.
4. Theoretical perspective to promote the creativity, innovation, change management.
Webasto is British company which is famous for innovation and product differentiations.
Organization has goal to introduces new devices and services in market so that number of
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customers gets values of their money. To gain profitable outcomes in organization requires
promotion of creativity, innovation, entrepreneurship and change management. WebastoInc.
makes goal of the company for product and their services. Organization offers training &
development classes to employees so that number of employees learns new skills and shows their
skills which can lead creativity in services or products. To improve creativity organization
collaborates with innovative companies like Google and Apple which leads transformation in
technology and innovates new methods. Cultural diversity at workplace also good option which
can lead high creativity at workplace. For example number of employees who belongs to
different culture and region keep different skills and ideas who can lead creativity in ideas.
Organization invest more funds on R&D department so that creativity generates which converts
into innovation. Innovation technique also uses by organization to promote creativity in
company. For example innovation technique encourages employees to show their skills and
learns techniques for creativity. To promotes innovation at workplace organization keeps
brainstorming sessions for employees where they generate new ideas and resolves their issues
regarding services. The sessions keep four rules such as no judgement which is first rule of
creativity. Second rule is think freely where examines creative mind of employees at workplace.
Third rule gather number of ideas and examines which is validated for innovation (Trapp, Voigt
and Brem, 2018). Webasto is software company which has goal lead unique products which
generates high revenue. That's why organization focuses on R&D department and give stress to
employee at workplace. Thus, kind stress promotes innovation in the company. Organization
encourages employees to spend their time in competition before checking out. Organization
offers reward creativity to employees so that number of employees encourage to be active at
workplace. Thus, Organization promotes creativity and innovation at workplace and boost
employees to be active. To promote entrepreneurship, organization provides loan facilities to
enterpriser so that they enable to achieve their objectives over the years. Through the above
activities which is utilized to promote innovation and creativity in organization, can utilized by
entrepreneur. Webasto can offer resources which can promote entrepreneur to do changes in
products and their services. Organization offers business development classes for entrepreneurs
where they can take some ideas from successful businessman experience and can apply in their
business. It is also good technique to promote entrepreneurship in country. Webasto can create
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towns website services to entrepreneur. The main goal of the website to enhance popularity of
business so that organization gets Commercial benefits from other companies.
Webasto need to develop skills in their employees to adapt new technology and work to
make their employees to work in an changing environment and improve their effectiveness to
achieve their goals and objectives. Development of new technology help Webasto to achieve
their vision. Organization need to accept changes that help them in development of their business
in near future and need to expand effectiveness of their employees. Company need to develop
their business at a global level and understand changes in each and every economy to establish
their business easily over those economies (Goldsby and et.al., 2018). Need to analyse changes
in their customers preference. Entrepreneur maintain effectiveness of business and work towards
overall achievement of goals and objectives of organization. Work toward effectiveness of their
organization to grow in near future. Skills require to manage new technology and upgrade
business at a large scale. Webasto need to develop software that able to satisfy wants of their
customers. Engage customers easily towards services of their organization. Need to establish
business in developing market and maintain overall effectiveness of their organization
objectives. Overall development of business it depends on abilities of their employees. To
develop their business in near future they need to take care about abilities of their employees.
There is need of the ability and capability of the employees so that they will works
effectively and manages the new and advanced changes in the business. They have to make the
good strategies which will develop their skills and talent so the changes in the organisation will
make the good image of the brand. Improvement in level of the performance will initiate the
employees strength of doing the work and makes the working of them effective. Change will
leads to the successful achievement of the goals and objectives in the future of the Webasto.
Changes will make the software impressive and attract the customer so that it will increase the
profits and productivity of the business.
Webasto increases their skills and ability by appointing the new candidates which have
the skilled knowledge and understanding about the products and services. The strategy to bring
the new employees will also have the good understanding of the advanced technology which
make the business more innovative and advanced.

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CONCLUSION
It has been summarized that there are various barriers to the creativity which somewhat
hinders the operation of organization and thus impacts their overall performance. The change
management is basically the framework which helps the organization to respond to different
changes and adapt to different aspect. The most effective change model which the organizations
utilizes for adapting to changes is ADKAR model. This model helps the organizations to
overcome the uncertainties and effectively manage the different constraints of change. Besides
this, innovation plays an important role within organization and thus helps to achieve
competitive advantage. This innovation is one of the most important aspect in organization that
assist them to capture large market share. Innovation and creativity are the tow pillars of
organization and thus the companies faces wide variety of organizational barriers in the aspect of
innovation and creativity. These barriers somewhat affects the sustainability as well as
productivity of organization.
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REFERENCES
Books and Journals:
Al-Haddad, S. and Kotnour, T., 2015. Integrating the organizational change literature: a model
for successful change. Journal of Organizational Change Management. 28(2). pp.234-
262.
Amabile, T.M. and Pratt, M.G., 2016. The dynamic componential model of creativity and
innovation in organizations: Making progress, making meaning. Research in
Organizational Behavior. 36. pp.157-183.
Astutik, S., Nur, M. and Susantini, E., 2016, May. Validity of collaborative creativity (CC)
models. In The 3 International Conference on Research, Implementation and Education
of Mathematics and Science (pp. 73-78).
Babin, P. and Ghorashy, A., 2019, June. Leveraging Organizational Change Management to
Strengthen Benefit Delivery in Innovation. In 2019 IEEE Technology & Engineering
Management Conference (TEMSCON) (pp. 1-8). IEEE.
Bason, C., 2018. Leading public sector innovation: Co-creating for a better society. Policy
Press.
Cropley, D.H., 2016. Creativity in engineering. In Multidisciplinary contributions to the science
of creative thinking (pp. 155-173). Springer, Singapore.
Drobyazko, S., and et.al., 2019. Entrepreneurship innovation model for telecommunications
enterprises. Journal of Entrepreneurship Education.
Goldsby, M.G., and et.al., 2018. Social proactiveness and innovation: The impact of stakeholder
salience on corporate entrepreneurship. Journal of Small Business Strategy. 28(2). pp.1-
15.
Heidenreich, S. and Kraemer, T., 2016. Innovations—doomed to fail? Investigating strategies to
overcome passive innovation resistance. Journal of Product Innovation
Management. 33(3). pp.277-297.
Kohler, T., 2016. Corporate accelerators: Building bridges between corporations and startups.
Business Horizons. 59(3). pp.347-357.
Loganathan, N. E. O., 2019. Effective Change Management for Organisational Survival in the
Twenty-first Century: A Comparative View of the Kotter and ADKAR Change
Management Models. Interdisciplinary Journal of Economics and Business Law. p.198.
Mazzarol, T.W. and Reboud, S., 2017. Entrepreneurship and innovation. Tilde Publishing and
Distribution.
Paraschiv, D., Niţu, M. and Savin, M., 2019, May. Change management within companies.
In Proceedings of the International Conference on Business Excellence (Vol. 13, No. 1,
pp. 625-634). Sciendo.
Trapp, M., Voigt, K.I. and Brem, A., 2018. Business models for corporate innovation
management: Introduction of a business model innovation tool for established firms.
International Journal of Innovation Management. 22(01). p.1850007.
Zahra, S.A., Neubaum, D.O. and Hayton, J.C. eds., 2016. Handbook of research on corporate
entrepreneurship. Edward Elgar Publishing.
Zanello, G., Fu, X., Mohnen, P. and Ventresca, M., 2016. The creation and diffusion of
innovation in developing countries: a systematic literature review. Journal of Economic
Surveys. 30(5). pp.884-912.
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