MGT5A9: Creativity and Innovation in WRG Event Corporation Report

This report provides an executive summary and detailed analysis of WRG Event Corporation's approach to creativity and innovation, specifically within the context of Olympic event planning. The report examines the company's focus on enhancing consumer experiences, utilizing digital strategies, and employing a lean innovation model. It delves into the ideation process used to gather client feedback and develop innovative event concepts, including plans for digital security. The report outlines WRG's proposed plans for the 2032 Olympic event, detailing strategies, vision, aims, and objectives, with an emphasis on digital security systems to prevent criminal activities and terrorism. The report explores the organizational culture, climate, and theoretical frameworks underpinning WRG's approach, referencing concepts from Edgar Schein and Gary Pisano. The report further examines current and future trends in innovation, emphasizing the integration of digital technologies and the promotion of youth participation. The report concludes with a discussion on the monitoring and evaluation of the proposed innovation plans. This report is a valuable resource for students seeking insights into event management, innovation strategies, and the application of theoretical frameworks in a business setting.

CREATIVITY AND
INNOVATION IN THE
ORGANISATION

EXECUTIVE SUMMARY
The report outlined Olympic event planning of WRG event corporation with regards to
innovation and creativity. It summarized about focus of company on innovation which based on
enlightening consumer experience to shape opinions, evoke emotions and serving digital
experience to its clients. Further, it analysed ideation process with the help of which the firm is
able to collect client feedback to develop concept for innovation plan. Thus, it outlined proposal
plan of WRG which comprise detailed analysis of current and future trends with regards to
strategy, vision, aims and objectives which are based on planned to implementing digital security
system at event to enable security and to prevent criminal and terrorism activities.
Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
Overview of organisation............................................................................................................1
Culture climate and innovation process......................................................................................1
Lean innovation model................................................................................................................1
Theoretical framework................................................................................................................2
SECTION 2......................................................................................................................................2
SECTION 3......................................................................................................................................4
CONCLUSION................................................................................................................................6
SECTION 4......................................................................................................................................7
REFERENCES................................................................................................................................7
SECTION 5......................................................................................................................................8
APPENDIX......................................................................................................................................8

INTRODUCTION
Creativity and innovation in an organisation plays a vital role in enhancing business
operations. It is the key to success which help in managing successful project of firms. The
report will be focusing on analysing innovation and creativity of WRG event company. It is one
of the leading event corporation which is managing is successful business functions by serving
client satisfaction. The report will identify innovation of Firm for the future Olympic event of
2032.
SECTION 1
Overview of organisation
WRG, is one of the leading event corporation managing its successful business functions
with the motive of innovation and client satisfaction. The creativity of organisation is reflected
in different of management style and events such as retail -promotion, finance activities, sporting
etc. Creative communication is the rationale of firm which demonstrate its successful
management of business operations. It employees approximately 150 employees in its different
branches that is Europe and US. Thus, the company is running success business functions from
last 25 years.
Culture climate and innovation process
The climate of organisation is based on positive work environment where event employee
is allowed to communicate with each other. It is the business strategy of environment which
helps the firm in establishing leading business environment. However, for innovation the focus
of firm is on gathering of different ideas on one specific business project and lastly the aim is to
select the best alternatives in order to manage innovation in event (Anderson, Potočnik and
Zhou, 2014). The enterprise is focused on managing innovation in services for establishing
success innovation with regard to changing clients requirement. The focus of company
innovation is on enlightening consumer experience to shape opinions, evoke emotions and
serving digital experience to its clients.
Lean innovation model
However, to manage successful innovation and creativity in services, the enterprise
focuses on lean innovation model, with the help of this functioning the firm is able to make
continuous improvement. In accordance to Olympic event 2032 it can be said that this model will
assist the firm in creating new and lively experience of the players and visitors. Implementing
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use of this model will assist combining four steps altogether where the focus of WRG will be on
collaboration of skilled employees to encourage effective ideas with regards to outdoor event.
Further, it will help in managing efficient processing and knowledge based creation in event
planning (Baer, 2012). In addition, it is the process model which aims at continuous
improvement and changes with the helps of which the organisation will set unique changes
upcoming Olympic event. Similarly, the model process assist WRG, in strategising plans which
helps in boosting performance.
Theoretical framework
The organisation culture, innovation and climate of WRG event corporation is related to
organisational culture and leadership concept of Edgar Schien. According to author, shared
beliefs and organisational values act as based for the firm in order to manage with dynamic
market trends and fluctuating internal environment. As per this belief, WRG is able to manage
stability and stability in business functions because the employees are focused on coordinating
their efforts towards one direct which is to manage innovation in event activities (Dubina,
Carayannis and Campbell, 2012). Like, this concept of shared practices the beliefs the company
will able to manage uniqueness in Olympic event of 2032.
The creative culture and climate of WRG is also based on the theory of Gary Pisano
where the author has discussed about innovation strategy which act as tonic for the firm because
it helps the organisation in managing time, money and beliefs with regard to innovation. In this
concept the scholar discussed abut strategic innovation and management which is nothing more
than coherence, mutual reinforcement of polices and employees behaviours towards one goal.
However, with the helps of this concept and theoretical consideration WRG is able to promote
strategic alignment of diverse groups in enterprise by clarifying objectives and priorities to attain
one competitive goal.
SECTION 2
The innovation concept for Olympic event 2032 of WRG, will be based on process of
ideation where the firm will focus on analysing strategical implementation in order to manage
innovation. Further, the organisation will develop concept for presenting detailed analysis of
event to client (Laing and Masoodian, 2016). This is with the motive of attracting customer
towards innovation and plans. In addition, the process allows in making detailed design which
helps in easy implementation. It also assists in determining effectiveness of innovation plan. Last
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step is concerned with implementation in which the planned changes and innovation are
implemented for testing.
Nevertheless, Olympic events are the activities do not limit innovation because in this
organisation holds various trends of establishing innovation like, for the event of 2032, the focus
of firm WRG is on encouraging youth participation in order to promote knowledge among
people about different sports activities (Klijn and Tomic, 2010). Further digitalisation has
boomed the business world, therefore setting digital activities in gaming event will assist in
managing successful innovation as per future trends and requirement. Thus, implementing sue of
ideation process will help in setting specific set of process which helps in collecting client
feedback to innovation management plan of WRG team.
Phase 1: Discover and strategy
In this phase of process WRG will aim at analysing needs of innovation and types of
innovation which can assist in managing successful Olympic events. However, in order to
discover different ideas and innovation the event tea will be focused on analysing currant
innovation trends by conducting client. In interview the focus of team will on analysing view of
people on different ideas such as digitalisation of vent where every activities will be digitally
acknowledge in order to make access simpler (Stones and Cassidy, 2010). Moreover, in this
discover stage WRG will analyse the needs of motivating youth for participating in sport
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Illustration 1: Ideation Process
Source: (Laing and Masoodian, 2016)

activities. Similarly, the event planners will analyse client views for promoting free entry of
handicapped people.
Phase 2: Development of concept
After collection of review and different innovation ideas the firm will draw presentation
over the Olympic vent where the team will be focusing in including all the ideas shared. Like the
free invitation and entry to handicapped people, encouragement of youth in sports activities with
players as an extra session (Amabile, 2016). Further, the team will determine the digitalisation
concept like using LED screen in entire auditorium in order to make satisfactory visitor's
attraction to sport activities. In addition, the digital security will be managed for establishing safe
environment f event. All these plans will be outlined for client presentation in order to make
proposal acceptable (Goldenberg, Mazursky and Solomon, 2017).
Phase 3: Detailed design
In this phase, event team of WRG will be focused on refining ideas and presentation in
order to work on approved design for final implementation. IN this the team will aim at setting
activities according to requirement of client. As per theoretical framework of WRG, than this
step the form will aim at analysing time and money required for final implementation to attain
competitive goals. However, in this phase the organisation will derive final setup to Olympic
event of 2032. This stage of ideation process will help in gaining client interests and satisfaction
to further activities.
Phase 4: Implementation
The last of phase of process is implementation of innovation and creative plans which are
presented to client. It is the stage of execution which is concerned to project completion. In this,
the focus of firm is on vendor management, productions, digitalisation, invitation, organising and
product launch as per client expectation. However, in accordance to plan to of Olympic event of
2032, WRG implementation will on inviting handicapped people to visit and show their
motivation towards sports. Further, the team will aim at digital security in order prevent safe
from crime and terrorism activities. Further, setting of digital screen in order to protect interest of
visitors for sports activities (Ekvall, 2016).
SECTION 3
Aim
“ To explore different types of innovation for Olympic event of 2032”
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Objective
 To promote participation of visitors in sports activities
 To invite and motivate handicapped population To digitalise Olympic event with regard changing innovation trends
Vision
The vision of WRG event corporation is to encourage my maximum youth participation
in vent in order to create awareness about sports activities.
Strategy
 Market researches for sporting trends and innovation requirement
 Collection of client feedback
 Allowing free entry to handicapped crowd Planning prior presentation in order to control and manage innovation according to
clients needs for Olympic event 2032.
Monitoring and Evaluation
As per creative plan of WRG, it has been analysed that the firm is basically focused on
managing innovation as per current trends and technological advancement. The focus of firm in
sat encourage participation of youth and handicapped people. On the other hand, innovation aims
at digitalising Olympic event in order to establishing easy access to security and consumer
participation (Edquist, 2013).
For monitoring success of event the team will aim at collecting client feedback via
ideation process in order to evaluate all the consideration with regards to innovation. Further, for
evaluating success of plan the firm will be monitoring success of solution and ideas. In addition,
monitoring will be also focused on determining relevancy of collected information which client
feedback with regard to event presentation.
Current trends and future trends in innovation
From the analysing the comparative study on the basis of current and future
trends. Innovation and creativity is very much distinct and necessary for the new approachable
task. Through WRG take better initiatives for further expansion. For that, company takes current
innovation by focusing on digital technology and enhancement in business growth (El-
Megharbel, 2015). All over, WRG planning to introduce new digital services for the new
participants by offering new services such as better visibility, quality, good experience and also
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give chance to Handicapped persons to show the talent and skills in Olympics games (El-
Megharbel, N., 2015). Overall, for that, company needs to make proper strategic plans and
process of implementing it in proper manner. Innovation fuels economic and improves the
quality of life. It gives better services and better task oriented output level and that helps to
connect current present with future growth (Baron and Tang, 2011).
With the help of rapid technological changes are often the most prominent examples such
as artificial intelligence, advanced materials, and the digitization of services. Overall, it brings
new opportunity and growth in order to take the best oriented goals and technological
performance. With the help of this current innovation WRG can also plan to take new growth
level to meet the needs of participants level. It takes better opportunity and growth for the
company to attract new customer oriented performance goals. Overall, it brings new better
opportunity and make better task oriented for the company profitability. With the help of new
digital technology and growth oriented process. This will give better growth and challenging
behavior. Overall, it brings new better approachable task oriented performance level. With the
help of highly technical growth and strategic planning this will help to recover the effective
planning for making future more profitable and challenging. Overall, it helps to brings new
company challenging growth and innovative productive outcomes.
CONCLUSION
Innovation and creativity of the organisation is base for successful management for
business operations. The report summarized about the innovation with regard to WRG event
corporation of UK which is planning innovative Olympic event of 2032. It identified about
theoretical framework which derives organisational culture and climate which helps the company
in managing creativity in business functions. On the other hand, it determined detailed analysis
of Olympic event with the help of ideation process. Thus, it concluded with proposal plan which
defined strategy, aim, vision, objectives of Olympic event in order to make comparison between
current and future trends of innovation.
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SECTION 4
REFERENCES
Books and journals
Amabile, T.M., 2018. A model of creativity and innovation in organizations. Research in
organizational behaviour. 10(1). pp.123-167.
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.
Baer, M., 2012. Putting creativity to work: The implementation of creative ideas in
organizations. Academy of Management Journal. 55(5). pp.1102-1119.
Baron, R.A. and Tang, J., 2011. The role of entrepreneurs in firm-level innovation: Joint effects
of positive affect, creativity, and environmental dynamism. Journal of Business
Venturing. 26(1). pp.49-60.
Dubina, I.N., Carayannis, E.G. and Campbell, D.F., 2012. Creativity economy and a crisis of the
economy? Coevolution of knowledge, innovation, and creativity, and of the knowledge
economy and knowledge society. Journal of the Knowledge Economy. 3(1). pp.1-24.
Edquist, C., 2013. Systems of innovation: technologies, institutions and organizations.
Routledge.
Ekvall, G., 2016. Organizational climate for creativity and innovation. European journal of work
and organizational psychology. 5(1). pp.105-123.
El-Megharbel, N., 2015. Sustainable Development Strategy: Egypt's vision 2030 And Planning
Reform. Retrieved November.
Goldenberg, J., Mazursky, D. and Solomon, S., 2017. Toward identifying the inventive templates
of new products: A channeled ideation approach. Journal of Marketing Research.
pp.200-210.
Klijn, M. and Tomic, W., 2010. A review of creativity within organizations from a psychological
perspective. Journal of Management Development. 29(4). pp.322-343.
Laing, S. and Masoodian, M., 2016. A study of the influence of visual imagery on graphic design
ideation. Design Studies. 45. pp.187-209.
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Stones, C. and Cassidy, T., 2010. Seeing and discovering: how do student designers reinterpret
sketches and digital marks during graphic design ideation?. Design studies. 31(5).
pp.439-460.
Online
Gary P. P., 2015. You Need an Innovation Strategy. [Online]. Available through:
<https://hbr.org/2015/06/you-need-an-innovation-strategy>.
Edgar Schein : Organizational Culture and Leadership. 2013. [Online]. Available through: <
https://thehypertextual.com/2013/01/17/edgar-schein-organizational-culture-and-
leadership/>.
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SECTION 5
APPENDIX
1. Evidence to Ideation process
Laing, S. and Masoodian, M., 2016. A study of the influence of visual imagery on graphic design
ideation. Design Studies. 45. pp.187-209.
Goldenberg, J., Mazursky, D. and Solomon, S., 2017. Toward identifying the inventive templates
of new products: A channeled ideation approach. Journal of Marketing Research.
pp.200-210.
Stones, C. and Cassidy, T., 2010. Seeing and discovering: how do student designers reinterpret
sketches and digital marks during graphic design ideation?. Design studies. 31(5).
pp.439-460.
2. Summary of theoretical framework
In accordance to framework by Gary, 2015, it has been outlined that the guidelines of study are
based on needs of innovation strategy which plays an important role in managing creativity in business process.
As per this framework the firm is able to manage uniqueness in business practices because it helps in setting
boundary of glass and material in innovation process of companies. However, as per framework of Edgar
Schein, it has been outlined that the author aims at setting shared beliefs and practices for establishing innovation
ins services. As per the views of author it has been analysed that common perception and views of employee in
an enterprise helps in attaining common goal.
9