STO306 Current Issues: Brittany Ferries' Innovation and Creativity

This report evaluates the business issue of innovation and creativity at Brittany Ferries, examining the application of quality management, disruptive and technology innovation, and brainstorming. The company has implemented various innovative practices and policies to maintain competitiveness in the shipping industry. By implementing these concepts and processes, Brittany Ferries has attained a competitive advantage. The report discusses theoretical aspects of the core concepts and how the organization has implemented them to address innovation and creativity. Examples include the introduction of LNG-powered ships and the PEGASIS cruise ferry, which demonstrate the company's commitment to environmental sustainability and innovation. The report concludes that Brittany Ferries has successfully managed innovation and creativity, recommending further development in operations and human resource management to enhance its innovative capabilities.

Running Head: BUSINESS ISSUES 1
Contemporary Business Issues

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Part 2:
Executive Summary
Innovation is a strong driver in creating competition and for the survival of an organization and
its business. Creativity and innovation can be defined as the application of new ideas, knowledge
and approaches that generate new competencies and sustainable competitive advantage. The
major goal of this report is to evaluate the business issue, i.e. innovation and creativity. It
includes three course concepts, i.e. quality management, disruptive and technology innovation
and brainstorming, which are used to evaluate concepts to overcome the issue of innovation and
creativity. This organization has implemented various innovative practices and policies to stay
competitive in the shipping industry. By implementing these concepts and processes, Brittany
Ferries is able to attain more competitive advantage in shipping industry in United Kingdom.

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Table of Contents
Part 2:...............................................................................................................................................2
Introduction......................................................................................................................................4
Business Issue Theoretical Review.................................................................................................4
Quality Management....................................................................................................................5
Disruptive and technology innovation.........................................................................................5
Brainstorming...............................................................................................................................6
Evaluation of organisation’s Business Issue practices....................................................................6
Conclusions and Recommendations................................................................................................8
References........................................................................................................................................9

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Introduction
In today’s competitive business environment, most of the organizations need to deal with
different business issues like; innovation and creativity, globalization, e-networks, cyber security
and Big Data. These issues affect the growth and success of company in perspective industry.
Each and every organization creates and implements various strategies and policies to overcome
these issues. This report includes the discussion about a business issue that is confronted by
Brittany Ferries Company in United Kingdom (Brittany Ferries, 2018). The company has
successfully managed the issue of innovation and creativity in relation to its business processes
and services. It discusses the three core concepts, which are related to innovation and creativity
practices. These concepts are such as; quality management, disruptive and technology innovation
and brainstorming. Theoretical aspects of these course concepts are included in the report.
Moreover, there is the discussion about how the organization has implemented these course
concepts to deal with the chosen issue. The data is collected from the secondary sources by the
use of qualitative methodology. Brittany Ferries is successfully able to manage this issue by
implementing effective practices.
Business Issue Theoretical Review
Any organization cannot attain sustainable innovation by one-sided approach. It needs an
understanding of what innovation is, categorizing the concepts for assuring evaluations and
differentiated methodologies for companies to make their innovation skills and creativity
stronger. Innovation is the process of balancing the opposing and generally complementary
variables. There are various frameworks, which may assist to have a holistic outlook. Innovation
and creativity are two important factors, which are required for the growth and success of a
company (Anderson, Potočnik, and Zhou, 2014). Moreover, creativity is the capacity of doing
something unusual and original. Innovation is the development of something, which has never
been developed earlier and it is identified as unique product or service. To understand the
concept of innovation and creativity, Social Cognitive Theory of innovation can be used. This
theory states that today’s companies are using technology and advanced methods to innovate its
business practices and processes. The youth is shifting from traditional innovation to
technological innovation. It is a good indicator of future market potential (Ratten, & Ratten,
2007). Three major concepts, which can be used to analyze the innovation and creativity

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practices at Brittany Ferries, are quality management, disruptive and technology innovation and
brainstorming. These concepts assist the organization to ensure that it runs its business activities
by implementing various practices to deal with the issue of innovation and creativity.
Quality Management
In today’s competitive business environment, emphasis on quality as a competitive tool is
replaced by emphasis on innovation and creativity. In an organization, managers require to know
how to adopt quality management practices to attain innovation performance along with quality
performance. Quality Management is the process that ensures that a company, products and
services are consistent. It includes some major components like; quality control, quality
planning, quality control and improvement in quality. It is emphasized not only on the quality of
products and services, but also on the resources and ways to attain it. With the increase of
competition in market, companies are struggling for superior innovation in products and services
(Bon, and Mustafa, 2013). It has potential to strengthen a company’s products, processes and its
administrative innovation, when strategically associated with the internal situations. An
organization can use different types of quality management to implement and influence
innovation. Social quality management assists the organization in enhancing the product
innovation in different ways.
Quality training improves the skills and abilities of employees to enhance the teamwork and
reduce the errors that have a large impact on product innovation. Moreover, encouraging better
relationships in supply chain can assist in information sharing process about innovative products
and services. For example, Sony has collected the data related to quality issues, which are arising
in Japanese marketplace. Based on this information, the company has contacted with its technical
and quality management specialists. Sony has accelerated its quality improvement by enhancing
measures and promoting innovative products. Thus, dealing with quality management issue
assisted the organization to engage in innovation and creativity (Dawson, and Andriopoulos,
2014).
Disruptive and technology innovation
Disruptive and technology innovation are the major types of innovation, which develops a value
network and market that disrupts the current marketplace. It refers to the application of
innovative processes and practices that affects the operations of company and its perspective

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industry. For example, Adidas is the organization that is implementing disruptive innovation to
its business practices. It is re-innovating its business processes and models. In addition to this,
technology innovation is also a major activity, which can assist in analyzing the innovation and
creativity issue. This is the process of applying major technology changes in its current products
and services. Under this, an organization implements or upgrades its technologies for improving
business operations (Ibrahim, Amer, and Omar, 2011). Adidas is the best example from real
business world that aims to implement technology innovation by including advanced and modern
technologies in its manufacturing process. To develop technology innovation, the organization is
increasingly using new software, like; CAD. However, these types of innovation are sustainable
and beneficial for the organization, but they are very expensive.
Brainstorming
Brainstorming is an approach, which can be an effective way to generate new and innovative
ideas and thoughts on any specific issue. These ideas can be clarified and reviewed to find out
the best idea and best approach (Rawlinson, 2017). This technique is most appropriate with
group of 8 to 12 people and in the relaxed atmosphere. Brainstorming plays an important role in
the process of innovation and creativity. There are different types of brainstorming like; team
brainstorming, individual brainstorming and nominal group brainstorming (Lee, Wan, Shi, and
Li, 2014). There are so many examples, which have chosen brainstorming technique in its
innovation and creativity process. These companies are like; Apple, Google, Samsung etc.
Evaluation of organisation’s Business Issue practices
In addition to effective environmental sustainability practices, Brittany Ferries organization is
implementing various concepts to manage innovation and creativity in the business practices.
This is the organization, which is continuously focusing on innovation and creativity in its
shipping services and operations. Brittany Ferroess is a leading ferry and holiday operator in
Europe, which has integrated a brand campaign that assisted the orgaization in building its
successfull practices across digital, television and press sources (Brittany Ferries, 2018). It has a
large impact on the company’s brand and its competitive position in shipping industry. As
mentioned in the first part of the report, Brittany Ferries has implemented various innovative
practices to develop environmnetal sustainability. For example, this organization has introduced
the ships, which are operated by LNG (Liquefied Natural Gas). This gas reduces the presence of

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CO2 and airpollutants. This was a type of disruptive innovation that disruoted the existing
marketplace and affected the industry trends. Brittany Ferries introduced fiirst ship, i.e.
Honfleuer, which has reduced the pollution via its shipping activities. It had a large impact on the
competitve players in the industry. The organization has implemented disruptive innovation
successfully and it assists the orgaization in gaining more competitive advantage over its
competitors (Sigala and Kyriakidou, 2015).
Moreover, Brittany Ferries is using quality management processes to overcome the issue of
innovation and creativity. Under quality management process, first it has focused on improving
the decision making process of company. It has selected the social quality management process
that affected not only its services but also its internal structure. In addition to this, it is
conducting quality training program that asists in establlsihing team spirit and developing
innovative ideas. The business environment with quality management practices supports Brittany
Ferries in promoting internal innovation (Leavengood, Anderson, and Daim, 2014). Quality
management is the process that helps the organization in managing business issue of innovation
and creativity.
The above concepts assisted Brittany Ferries in enhnacing and promoting innovation in
organizaational processes. Apart from these concepts, brainstorming is the technique that
encourages creativity among people of organization. It can assist them in generating new ideas
and thoughts regarding business activities (Rivas-Hermann, Köhler and Scheepens, 2015).
Brittany Ferries also implements brainstorming technique for implementing creativity in its
technical and shipping processes. The organization has created a team of experts, which give the
best and creative ideas to develop new products and innovations.
One of the best example of innovation and creativity at Brittany Ferries is a new cruise ferry, i.e.
named as PEGASIS (Power Efficient Gas Innovative Ship). It is the most eco-friendly cruise
ferry to run in United Kingdom. This innovation assisted the organization in replacing Pont-
Aven and it is operated on longer routes between Spain and United Kingdom. By implementing
the above core concepts and inovative practices, Brittany Ferries is able to deal with other issues
and develop its emission and pollution reduction capabilities (Sahut, and Peris-Ortiz, 2014).
Innovation of this new ship enabled the organization is reducing emmision of CO2 by 20%,
sulphur oxide by 99% and Nitrogen Oxide by 80% in comparison to other traditional ships. It

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enhnaces the brand image and reputation of Brittany Ferries organization in UK and other
countries, where it operates its business. Thus, it can be stated that Brittany Ferries has
successfully implemneted these concepts and dealt with the business issue of innovation and
creativity (Schniederjans, and Schniederjans, 2015).
Conclusions and Recommendations
It is hereby concluded that innovation and creativity are two major components for an
organization to enhance its business processes and activities. Each and every organization needs
to make innovation in its practices because it is good to implement changes in the process. The
above report concludes that Brittany Ferries is implementing various concepts to deal with the
issue of innovation and creativity. The report discusses three concepts, i.e. quality management,
disruptive and technology innovation and brainstorming.
Moreover, it can be recommended that Brittany Ferries should identify some more approaches of
innovation and creativity. It should focus on development of its operations management and
human resource management. It should give proper training to their drivers, so that they can
manage the speed of ships. To become more innovative and creative, it should hire experts to
deal with different issues, confronted by Brittany Ferries.

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References
Anderson, N., Potočnik, K. and Zhou, J., 2014. Innovation and creativity in organizations: A
state-of-the-science review, prospective commentary, and guiding framework. Journal of
Management, 40(5), pp.1297-1333.
Bon, T.B. and Mustafa, E.M.A., 2013, Impact of Total Quality Management on Innovation in
Service Organizations: Literature Review and New Conceptual Framework, Elsevier Journal.
Brittany Ferries, 2018, About Brittany Ferries, Retrieved from
http://www.brittany-ferries.co.uk/information/about-brittany-ferries. (Accessed on 14 February
2018).
Dawson, P. and Andriopoulos, C. (2014). Managing Change and Innovation, Sage Publishing,
London, U.K.
Ibrahim, I., Amer, A., and Omar, F., 2011, The Total Quality Management Practices and Quality
Performance: A Case Study ofPos Malaysia Berhad, Kota Kinabalu, Sabah. Paper presented at
the International Conference on Business and Economic Research.
Leavengood, S.A., Anderson, T.R. and Daim, T.U., 2014, Exploring Linkage of Quality
Management to Innovation, Portland State University.
Lee, C.B., Wan, J., Shi, W. and Li, K., 2014. A cross-country study of competitiveness of the
shipping industry. Transport Policy, 35, pp.366-376.
Rawlinson, J.G., 2017. Creative thinking and brainstorming. UK. Routledge Publications.
Ratten, V. & Ratten, H., 2007, Social cognitive theory in technological innovations", European
Journal of Innovation Management, Vol. 10 Issue: 1, pp.90-108,
Rivas-Hermann, R., Köhler, J. and Scheepens, A.E., 2015. Innovation in product and services in
the shipping retrofit industry: a case study of ballast water treatment systems. Journal of Cleaner
Production, 106, pp.443-454.

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Sahut, J. M., and Peris-Ortiz, M., 2014, Small business, innovation, and entrepreneurship. Small
Business Economics, 42(4), 663-668.
Schniederjans, D. and Schniederjans, M. 2015, Quality management and innovation: new
insights on a structural contingency framework. International Journal of Quality Innovation.
Sigala, M. and Kyriakidou, O., 2015. Creativity and innovation in the service sector. The Service
Industries Journal, 35(6), pp.297-302.