STRATEGIC MANAGEMENT AND LEADERSHIP

ELECTRONIC ASSIGNMENT COVERSHEET
Course/Unit Information
Course Pearson BTEC Level 7 – Diploma / Extended Diploma in Strategic
Management & Leadership
Unit No. Unit 6
Unit Name Creative and Innovative Management
Schedule Name CIMONL2003B/CIMONL2003C
Instructor Information
Name Raman Subramanian/Bincy Kaluvila
Assignment Information
Full/ Part Assignment Full Assignment
Date Assignment Issued 15/03/2020
Date Assignment Due 11/04/2020
Student Information
(To be filled by the student prior submitting the assignment)
Name Mani Karan
Student ID ONL1002003B07
Email [e-mail]
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1STRATEGIC MANAGEMENT AND LEADERSHIP
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Table of Contents
LO1: Importance of creative and innovative management in the organisation...............................5
1.1 Evaluation of the current innovative management process...................................................5
1.1.1 Empowering innovation in every level...........................................................................5
1.1.2 Embracing failures and facilitate learning......................................................................6
1.1.3 Innovative and systematic decision making...................................................................7
1.1.4 Focusing on organisational flexibility............................................................................7
1.1.5 Encouraging creativity....................................................................................................8
1.1.6 Future orientation in innovation.....................................................................................9
1.2 Lead others to embrace innovation and change...................................................................10
1.2.1 Effective leadership......................................................................................................10
1.2.2 Financial benefits..........................................................................................................10
1.2.3 Skill development.........................................................................................................11
1.2.4 Employee encouragement programs.............................................................................12
1.2.5 Open communication....................................................................................................12
LO2: Support creative and innovative management process for organisations............................13
2.1 Influence of mission and vision on creative and innovative management process.............13
2.1,1 Mission statement.........................................................................................................13
2.1.2 Vision statement...........................................................................................................15
2.2 Analytical tools to identify potential creative and innovative management ideas..............17
2.2.1 SWOT analysis.............................................................................................................17
2.2.2 Organisational structure................................................................................................20
2.2.3 Training and development............................................................................................21
2.2.4 Employee involvement.................................................................................................21
2.3 Risks and benefits of creative and innovative management ideas.......................................21
2.3.1 Potential benefits..........................................................................................................22
2.3.2 Potential risks................................................................................................................22
2.4 Change models to support implementation of creative and innovative ideas.....................24
2.4.1 McKinsey 7S model.....................................................................................................24
2.4.2 ADKAR model of change management.......................................................................27
LO3: Influence others to effect change in organisation.................................................................28

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3.1 Rationale to persuade stakeholders for creative and innovative management idea.............29
3.1.1. Stakeholder Overview.................................................................................................29
3.1.2. Stakeholder Analysis...................................................................................................29
3.2 Communicate a creative and innovative management idea to stakeholders........................32
3.2.1. Mode of communication with stakeholders of Amazon..............................................32
3.2.2. Important Aspects of Communication.........................................................................34
3.3 Establish key goals and priorities for creative and innovative management idea...............35
LO4: Plan to overcome barriers in creative and innovative management ideas............................37
4.1 Assess the barriers of implementing creative and innovative management idea................37
4.2 Strategic plan to overcome the barriers...............................................................................38
4.3 Explanation of the chosen plan............................................................................................40
4.4 Communication with the stakeholders.................................................................................41
Conclusion.....................................................................................................................................42
Reference...................................................................................................................................44

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Executive summary
Amazon is one of the innovative and creative organisations across the world. The company
successfully maintains its innovativeness in product or service in order to focus on the major
principle of satisfying the needs of the customers. It is important to note that there are certain
risks that the organisation is facing in terms of uncertainty of the market, financial crunches and
aggressive organisational culture for continuous innovation and creativity. Therefore, the report
puts emphasis on the different change management models like McKinsey 7s Model and the
ADKAR model so that it will be effective to implement a change for Amazon to gain better plan
to overcome the barriers. Therefore, the research firstly defines and explores the innovation
process in Amazon and then finds out the risks. Finally, propose a change management model
that can help to meet the mission and vision of the company effectively.

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LO1: Importance of creative and innovative management in the organisation
1.1 Evaluation of the current innovative management process
The current discussion is going to discuss the innovative practices in Amazon. It is
important to note that the Amazon is very famous for its innovative management ideas. From the
report of Tucker (2018) it can be stated that there is a strong innovative culture in Amazon that
guides the management to encourage creativity and innovation in management process. The
official website of the company also corroborates the same fact that innovation and creativity are
the guiding principles of Amazon to serve better to the customers. The primary focus of the
organisation is in its customer satisfaction measures (blog.aboutamazon.com 2019). Therefore,
innovation and creativity in the management process is highly relevant and significant for the
company to implement the culture of innovation within workplace and ensure meeting the
satisfaction of the customers’ properly. Therefore, some creative and innovative steps have been
followed by Amazon in order to continue its innovative management process.
1.1.1 Empowering innovation in every level
Innovation is considered to be the driving factor for the success in business for Amazon.
The organisation encourages its employees to come up with new ideas. In fact, the employees are
also empowered to identify the problems and resolve it with new solutions. The purpose of
infusing innovation in every level of the business is to get high customer satisfaction. From the
research of Satell (2018) innovation and creativity in business practice are mostly manifested to
meet the needs and demands of the customers. It is definitely considered to be one of the crucial
part for the organisational sustainability and value creation. Companies that offer unique and
innovative experience to the customers, get enough competitive advantage in the market.

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Customer obsession is identified as one of the guiding principles of Amazon. Therefore, the
company is highly interested to engage its customers through offering unique and innovative
experience. For this, it is pertinent to continue the innovation process and ideas in every level of
the workplace. In order to continue the innovation and creativity in every level of the
organisation, Amazon follows some process. For instance, once an employee of any level comes
up with a big idea, he or she has to write a working backwards plan that is known as PRFAQ
(blog.aboutamazon.com, 2019). It is a press release outlining the vision of the plan and the
customer benefits by it. Therefore, a well planned innovation and creativity framework has
already been existed in Amazon.
1.1.2 Embracing failures and facilitate learning
The long term planning is also played significant role in creating and executing an
effective innovation and creative process in Amazon. It is important to note that the company is
highly interested in taking calculated risks for long term benefits and commences a number of
pilot testing. It does not mean that all those tests are successful. Many of them are scrapped or
failed. However, it is not a problem for Amazon because the company believes in the proverb of
“failures are the pillar of success”. Therefore, it becomes easier for the employees to think out-
of-the-box and implement it as a pilot testing. As a matter of fact, the embracing failure also
motivates the Amazon employees to think more creatively without bothering about the
execution. This flexible workplace culture definitely supplements the innovative and creative
management practices in Amazon. According to the research of Mejia (2018) it can be stated that
creative environment is a very important part for motivating the employees for innovative
thinking. Otherwise, it will never be possible for the workers to think freely if the risks and

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limitations are haunting in the back of the mind. Therefore, Amazon provides a psychological
assistance to the employees to think differently and make it a success.
1.1.3 Innovative and systematic decision making
In the decision making process also there are certain specification and techniques that
Amazon follows in order to balance it with the creative and innovative management practice. As
per the official website, it can be stated that the organisation follows two types of decision
making in terms of the one-way doors and the two-way doors. In other words, it can be stated
that the organisation mainly emphasizes on the reversible and irreversible decision making
process. Most of the innovative and creative programs in Amazon are associated with two-way
doors policy (blog.aboutamazon.com, 2019). It means if any of the experiment does not work
and fails to get the customer attention then the workforce is ready to change it and replaced with
something better. It is a genuine example of continuous improvement where the organisation is
strictly focus on innovation and creativity. It can be stated that the continuous changing practice
is highly effective for the business companies to ensure the success in business. At the same time
the continuous changing practice is also relevant in the context of facilitating creativity and
innovation in workplace. Through the continuous change process the organisation can design and
execute new ideas and it is pivotal for the organisation to shape its organisational culture
accordingly.
1.1.4 Focusing on organisational flexibility
As per the research of blog.aboutamazon.com (2019) it can be argued that flexibility in
workplace is a determining factors for creating an innovative and creative workforce. The
purpose of organisational flexibility is to develop the knowledge and skills of the employees by
providing them different assignments. Organisational flexibility can be defined as a practice