Strategic Analysis of Creative and Innovative Management at Emaar

This report provides a comprehensive analysis of Emaar Properties' creative and innovative management (CIM) strategies. It begins with an executive summary and introduction, defining innovative management and its importance. The main body delves into Emaar's organizational structure, current CIM processes, and steps taken to lead innovation, including communication strategies and value generation. The influence of Emaar's vision and mission on CIM is assessed, highlighting its focus on innovation, quality, and excellence. The report examines the benefits of CIM ideas for stakeholders, the process of collecting feedback, and establishing key goals. It also identifies barriers to implementation and proposes a strategic plan for smooth execution, concluding with a summary of findings and references.

Creative and
Innovative
Management

TABLE OF CONTENT
Executive summary :.......................................................................................................................4
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Introduction of organization........................................................................................................4
Current CIM processes................................................................................................................5
Steps taken to lead others in innovation management.................................................................6
Influence of vision and mission on CIM process........................................................................7
Benefits of CIM ideas to stakeholders.......................................................................................10
Collecting feedback, establishing key goals and priorities for implementation of CIM...........12
Barriers to implementation of CIM ideas..................................................................................13
Strategy plan for smooth implementation of CIM.....................................................................15
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19

Executive summary :
The report has been written to bring forward various aspects of creativity, innovation and
management on which Emaar company is working, which is one of the largest companies of
projects development in UAE. The company business networking channels and involvement in
building diversity and creative thinking within funnel are explained in this report, analysing vivid
importance of innovation into company business framework. The report has been written with
high detailed constructional planning for implementing innovation and creative management into
business world with high level dynamic changes coming in industry and among customers
market share. The report also has examined importance of discussing innovation with
stakeholders and how their decisions with may affect company business services on long term.
External and internal stakeholders are an integral part onto which high development, innovation
funnel along with creativity management can be further developed. Report examines the time,
frequency and communication planning of business models through which stakeholders is
determined to perform their varied responsibilities and tasks. There has been high focus given to
various functional ethics onto which higher business development goals are strategically framed
for higher profitability and goodwill.
INTRODUCTION
Innovative management can be defined as the groupingof the management of innovation
actions and change management. The management permits the business to response on external
or internal opportunities and applies it’s creativity for introducing new ideas, services or
products. In other word, innovation management is a simple procedure of coming along with
new ideas or products and develops the business. It is a systematic approach of creating, listing,
analysing and validating new ideas and puts them into real practices. It plays essential role in the
business because it supports to generate high profit margin and keeps ahead from the competitor.
It raises good will of organization as well in the global market (Stojcic, Hashi and Orlic, 2018).
Creativity is the source of innovation because initially idea generates then it implements into
practices and give a form of product or services. While creativity and innovation management
are the combination process that fills gap in management literature between the hypothesis and
experiments of conducting imagination and innovation. Creativity and innovation are the
essential activity in the workplace because creativity leads exploration of new ideas or concepts
4

while innovation leads financial benefits within company. To understand role of creative and
innovative management has an example of Emaar Properties. The brief study helps to understand
significance of CIM process in the business.
MAIN BODY
Introduction of organization
Emaar Properties is a real estate developing organization which is headquartered in
Dubai, United Arab Emirates. It is public joined stock company which offers number of services
i.e. commercial, residential property development. Organization operates globally and offers
property development and management services to people (Bouncken, Brem and Kraus, 2016).
It has good presence in 36 markets around the Middle East, North Africa, Pan-Asia, Europe and
North America. Emaar Properties Dubai is one of the most famous real estate developers in the
UAE and it is popularized for various large-scale projects i.e. developing Burj Khalifa and the
tallest building in the world. The organization is listed in the Dubai Financial Market and famous
as first property company which offers shares to foreign nationals. The Dubai Mall was
developed by Emaar Properties in 2008 which is famed as world’s largest shopping mall. Emaar
Properties operates in various countries through their subsidiaries which is located across the
world. It has established number of property development and projects in Egypt, Pakistan, India,
US, Saudi Arabia, Turkey and others. Dubai Marine is one of the most famous real estate
properties of Emaar in UAE. Emaar has developed various real estate industry in India,
contained residential, commercial and hospitality sectors. The organization has launched “True
Emaar lifestyle “for focusing on establishing the brand “Emaar India”. Hyderabad Convention
Centre was developed by Emaar Property in 2005. Downtown Erbil was launched by Emaar
organization in 2013 in North Iraq.
Current CIM processes
Emaar Properties has announced plan to establish it’s 3D printed home in Dubai, United
Arabic Emirates. It is the first step of Emaar towards their large ambition and source of get
positioning as “leading adopterof advanced construction technologies”. Organization has
awarded the contract for the structuring of the first 3D printed model home in UAE. It just
imagination for the people but organization turns the ideas into real practices by taking contract
of 3D printed House. The theme of the house is to use innovative construction method to
manufacture faster at lower cost along with unique and attractive design (Perry-Smith and
5

Mannucci, 2017). Organization concerns for environmental issue so they give statement that they
reduce pollution and waste while building 3D technology model.The main goal of the advanced
3D technology is not only gain higher positioning as an early adopter but also maintain long-
term values for the customer because 3D printing leads various benefits i.e. reduce cost of
construction, use of efficient quality material and leads higher level sustainability in the project.
It also supports to accelerate the innovation ecosystem in the Dubai city by starting up advanced
construction technology. This project is quite advance project which is taken by Emaar but
primary it has delivered world-class communities i.e. Downtown Dubai, Dubai Marine, Arabian
Ranches and Emirates Living. The main goal of the organization for the Dubai is to shape the
future of city along with iconic project i.e. Dubai Creek Harbour, Dubai Hills Estate, Emaar
South and others. Currently organization has constructed Mina Rashid. Arabian Ranches lll has
launched by Emaar last year which gives outdoor sports facilities (RoseHölzle and Björk, 2020).
Currently organization continues to invest in India realty sector by the help of Joint venture
because India is one of the three crucial market except Egypt and UAE. Emaar gets good
opportunity to growing it’s business on wide scale. Thus, Emaar has planned various
construction projects in countries in which 3D advanced technology model is one of the
important CIM process.
Steps taken to lead others in innovation management
Innovation and change are constant aspects of the business environment and it is necessary for
every organisation to incorporate these in their daily activities and challenges so that correct
strategies can be adopted which are in accordance with the innovation and change (Khalili,
2016). An Emmar property based in UAE has always been on the top in the real estate
development business because of the integration of such innovation in their designs and
processes used by them:
Concentrate on communicating “why”: The basic step before the communication of the change
or innovation is determination of the reason why it is being brought. When the concentration is
on making other understand why the change is needed rather than what change is needed or how
a change will be implemented. When the subordinates who usually are mainly affected parties in
a change, are made to understand that why this change is necessary to remove the redundancy
6

that has crept in, it becomes easier for the leaders of the Emmar to implement change. Therefore,
the communication and understanding of why is important.
Value generation: The next step in the creativity and innovation management is making them
understand how the change in the existing system will lead to value addition for the entire
organisation. When the positive aspect and immense benefits that the desired change will bring
are presented, many of the people tend to believe in the change and also understand the need to
let go of older habits. This helps the manager of Emmar in making their employees acknowledge
the benefits and positive effects of the proposed changes before any negative aspects can take
roots (Perry-Smith and Mannucci, 2017). Therefore, this also helps Emmar in leading others
towards innovation.
Removal of failures: The resistance to change is unavoidable because the uncertainty that it
brings into the lives of people is bound to leave them confused and hence they resist. However,
the management works upon this attitude by making them understand the need to take risks and
take higher jumps. The change in the mental perception is more difficult but at Emmar the
managers use different games such as awarding that personal who was a major failure in change
or even the person who overcame all the potential obstacles. Emmar finds this as the most
challenging aspect especially for older people who face more challenges and are more threatened
by the changes that are being adopted and therefore, they work upon them harder.
Constant Process: The best strategy that Emmar uses which make them champions in change
implementation is the constant upgrading and changing of the system (Bouncken, Brem and
Kraus, 2016). They regularly identify the changes in the technological and human way of
operation and all the latest developments are adopted in the organisational practices. This had
made the people and employees of the company flexible with the change where they are
constantly being engaged in new learning and being upgraded about processes. Therefore, this is
another strategy from which others can get influenced and implement changes in their
organisations on a regular basis rather than on the frequency of once in a while.
It can collectively be concluded that some of the critical aspects presented above has helped the
Emmar properties in creating an example before others regarding the change management and
implementation process that can be used and implemented.
7

Influence of vision and mission on CIM process
Emmar Properties works with the vision of becoming the pioneer of master- planned
communities in the entire world with most valuable and admired real estate developments.
The Mission on the other hand is to shape new lifestyle with sharp focus on excellence in
designs, build quality and timely delivery (About Emmar, 2020). The statement also includes the
use of competencies and expertise in properties, shopping malls and retail industry, hospitality
industry and leisure and their development collectively.
Through the statement of vision and mission, there are several characteristics that emerge
out which seem to be necessarily implemented in all the activities performed by the company.
These are: Innovation, Quality, Excellence and Pride (Shiu, 2017). The very core activity of
Emmar is to develop innovative designs that has not been imagined before and proves them as a
leader. This proves the need to integrate the creativity and innovation management in their entire
process where the real estate development was beyond the common designs that are seen. The
employees and workers in the company are constantly coming up with new ideas regarding the
designing and the leaders here consider and ponder upon these ideas instead of rejecting them
out rightly. This is the key behind their innovative designs where they all work collectively. For
Emmar, CIM process is not something that they need to follow and rather it is inherent in the
manner they perform, the different activities that take place in the organisation, the resource
allocation, planning performing etc. all the aspects of the company.
The project of Burj Khalifa that was undertaken by the company is the most prominent
example of the innovation and creativity at its best where the building which has been designed,
the manner in which the construction has been undertaken, can be used for self justification of
the innovative practices that they adopt. Their desire to present innovation and creativity extends
to the manner in which they have expanded over so many countries over the years and their
buildings are always described as innovative and excellently planned (Goller and Bessant, 2017).
This is the reason why the design and structure of Burj Khalifa is still appreciated all over the
world and the work of Emmar Company is admired relentlessly.
Therefore, it can be said that the vision and mission of the company are properly in
alignment with the different aspects of the creativity and innovation management in an
organisation and for Emmar as well the integration of CIM has always been a priority in order to
complete the different tasks that they undertake in the form of real estate building.
8

Emaar Properties being one of the most developing and highly innovative real estate
development company having operations internationally providing property development and
management services. The analytical tools of potential creative and innovative management
within company are highly functional and dynamically strong to bring high end targets
completion within its all services. Emaar properties in Dubai is one of the largest real estate
developers in UAE known for high innovation within large scale projects such as developing
Burj Khalifa, the tallest building in world. The organization has strong tools deployed within
framework to explore creativity and diverse innovation which encourages innovation to deliver
all round development within changing dynamic business world (Shiu, 2017.).
 Divergent tools explain amalgamation of various ideas to create high term creativity within
company framework for bringing large term innovation in short span of time. Within this tool
all ideas are appreciated from various management leaders and there is no term of criticize and
judgement within ideas which enables Emaar to innovate and generate new ideas. Innovators
are free to generate new ideas and formulation of various business management creative ideas
which are highly appreciated by company managers. Divergent analytical tools of innovation
encourage the growth of diverse knowledge and creative talents which are highly potential to
built growth and inject functional efficiency within all over project developments at Emaar
group (Pierce, Davies and Kryder, 2019).
 Convergence analytical tools are intended for clarity within purpose for enabling organize, filter
and select the best idea generated within divergence process. This step requires different
mindset where tools used for this phase are highly different and focused towards using the best
innovation model which is ideal with focus towards resource optimisation. Emaar company
synthesis the various ideas which come under analysis under divergent phase and focus
towards the best innovation which will further add to company goodwill.
Benefits of Creative innovation management
The overall goodwill of Emaar is highly appreciated and recognised as one of the biggest real
estate company producing large properties and projects which are highly injected with strong
innovation business models. Innovation works as fundamental tool in all company business
operations which enhances the various tools for reaching competitive edge on various
9

parameters. Emaar goals are highly functional to build diverse workforce who are able to pool
innovative ideas, creativity within their functions through which overall goodwill can be
developed and also it motivates employees to work fundamentally towards set goals.
Risks of Creative innovation management
The potential risks of creative innovation management which Emaar may face in optimum
utilization of implementing innovation are high capital investments within various scenarios,
high human resources development which are hugely talented and experienced project
developers. There is also risk of climate change which regulates change within project
development and also impact further goals on which company optimises business goals. Creative
innovation management faces risk of dynamic business world where situations are highly
dynamic and rapidly changes within scenarios also impacts growth perspectives on which further
goals need to be reassessed. There is also potential risk of divergence and prioritisation which
may impact company decisions while working towards project development on various aspects
along with functions of planning and controlling.
RISK OF CIM PROCEDURES
Changing factors globally with rapid evolvement in technology parameters and various climate
changes impacts the investment which is involved within company procedure for bringing large
technology networks and functionally leveraging various creative development projects. Emaar
may face the risk of various dynamic forces which are under continuous change and evolving
fundamentally with large focus towards competitive business environment.
BENEFITS OF CIM
The various benefits of CIM On company performance management can be understood with the
massive focus towards bringing new working parameters which not only evolves company
stakeholder’s image, but also builds strong goodwill among global audience. Emaar through
CIM procedure will be able to productively develop its productivity cycle and technical
efficiency to serve business objectives.
Creative and innovative management idea to stakeholders of company
10

The creative and innovative management idea to stakeholders of company will
highly positively impact the scenario and functional chain to bring more signified change
into infrastructure for bringing effective evolution of innovation into system, Emaar
company can bring in the use of artificial intelligence where the new mechanism will enable
to build strong branding and high valuable marketing segment for gaining higher customer
satisfaction onto global benchmarks. Artificial intelligence will not only improve overall
functional structure and bring in more profitable project development projects into work
parameters, but also enable company to bring in higher technical efficiency .
Benefits of CIM ideas to stakeholders
Emmar properties being one of the biggest company in Dubai having high innovation and
creative design within its buildings has various stakeholders which are investor , employees,
customers, suppliers and government entities . Stakeholders have huge and diverse influence on
business, where all decisions and planning of further resource implementation should be done
with high priority towards them. With changing business world the companies have to amend
their decisions and planning within project development scenario as per the desires and demands
of stakeholders where their role and satisfaction is highly important for long term growth and
profitability goals.
There are various reasons and benefits of CIM idea communication to stakeholders as engaging,
consulting and monitoring overall performance growth have huge role to play within their
function levels.
 Employees are key stakeholders of Emaar who are given huge importance as they are the core of
all development within various business goals and project management. Creative and innovation
management will not only motivate them within their functional goals and responsibilities, but
also keenly develop diversity of communicative ideas and rational development within company
(Micheli, Wilner and Beverland, 2019).
 Vendors and sub contractors of Emaar gain more trust and positive relationship is built within
them when they are involved in implementation of CIM procedures. There is overall
development in operations by application of creative thoughts as innovation evolves overall
productivity within project development and operations are smoothened by shortening the
whole procedures.
11

 Clients are also an important arena of stakeholder within Emaar where satisfaction and
commitment of high quality innovation integration in all projects are the important fundamental
goals of company. CIM ideas enable company to evolve and absorb new ideas with changing
business world where relative synergy of demonstrating efficient operations innovates overall
productivity in company. The Emaar company has various international clients all over world
where project development goals are highly focused towards integration of innovation, best new
technology resources which leverages goodwill.
 Investors are other highly important stakeholders for company where CIM ideas will
communicate the strong vision of innovation, creative development and implements trustworthy
image. Emaar focuses highly towards its investors where core goal is to keep them utmost
satisfied and supply utmost information of company worldwide operations. Creative and
innovation management will highlight various business goals and productive enhancement on
which further development models are relatively grown, communicating these to investors will
highly upgrade goodwill and profitability within company revenue for future optimisation (Liu
and Atuahene-Gima, 2018).
 Communicating creative and innovation management idea to stakeholders within Emmar will
focus towards the key objectives of Emaar on which higher productivity is focused for gaining
strong project development patterns. The communication and engagement of stakeholders is
highly important for establishing the funnel of creativity among their working parameters
through which they gain knowledge of various fundamental key horizons on which further
productivity is largely focused in Emaar.
 The creative and management idea to stakeholders of company of inducing artificial
intelligence into system shall be fundamentally communicated among stakeholders by
electronic media usage where various parameters can be rationally explained. The
communicative business scenario shall be highly innovative to bring in high innovation
and strong planning of management into world level. Stakeholders shall be motivated to
keep in increasing the funnel of innovation, creativity management into usage and
communication shall also extend the various benefits which come under analysis and
whose impact will be long lasting onto company marketing performance.
12