Task 3: Innovation Report- Corporate Social Responsibility

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Task – 3 Innovation Report
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Table of Contents
Introduction......................................................................................................................................3
Define the corporate social responsibility/sustainability/industry challenge in need of an
innovation response.........................................................................................................................4
Demonstrate how sources of ideas influence the development of the innovation and creative
solution............................................................................................................................................6
Apply the strategic innovation model..............................................................................................8
Consider the most appropriate leadership approach for the innovation response proposed..........11
Formulate an innovation implementation approach that would give this innovation response the
best chance of succeeding..............................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
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Introduction
Innovation is considered as a process to make effective changes in the current working and
products. It contains a huge significance in the business and organization to make a competitive
advantage in the targeted industry. Corporate social responsibility is another significant term for
the business for the attainment of the targets. This report is based on the innovation in the
corporate social responsibility. This report will identify the different challenges in the corporate
social responsibility to make an innovative change. In next, the report will be made its focus to
interpret the source of ideas which effects on the development of the innovative ideas and
creative solutions. After it, a strategic innovation model will be introduced and explained in the
report to use in the development of the innovation and also to overcome the challenges.
Appropriate leadership approach is required to implement an innovative idea in an effective
manner. Formulation of the innovative implementation approach will ensure in the succeeding in
the implementation in the last of the report.
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Define the corporate social responsibility/sustainability/industry challenge in
need of an innovation response.
Corporate social responsibility term clearly indicates it sense towards the society. It is essential
for the big corporate and big business groups to work for the society which can support in the
maximization of the support in the social betterment. It is a management concept which is
developed for the companies to integrate its resources for the social development and
environmental betterment. It is essential to work on the social needs of the organizations. All of
the social and environmental betterment intentions are linked with the operations and interactions
(Adeyanju, 2012). CSR concept is effective for the organizations to make a balance in the
organizational position and brand image in the targeted market. Economic, environmental and
social concerns are considered by the organizations in the CSR concepts which are considered as
a triple bottom line approach in the organizations. The triple bottom line approach is also
considered the expectations of the shareholders and stakeholders of the organization which helps
to manage the sustainability in the organization. Strategic implementation of the CSR is required
for the organization to manage the balance in the organizational operations and also triple bottom
line approach of the organization (Hopkins, 2012).
CSR concept contains different challenges which develop the need for innovative solutions for
the effective implementation of the CSR activity in the organization. Some of the challenges are
given below –
Lack of community participation – CSR activities are based and focused on the targeted
society and it is essential to have the appropriate participation of the society in the CSR
activities. CSR is a combination of society and corporate to work on social needs. Lack of
community participation negatively effects on the CSR activities and programmes organized by
an organization. It is essential for the companies to have effective involvement of the people in
the CSR activities and programmes organized by the companies (Crane and Glozer, 2016).
Issues in transparency – It is significant to manage transparency in acts and intentions of the
CSR activities which are organized by an organization. Lack of transparency in the CSR is one
of the leading issues in the CSR implementation. It is essential for the companies to manage the
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transparency in the CSR activities organized by the companies for the betterment of the society
and environment.
Narrow perception towards the CSR – It is identified that most of the CSR activities and
programmes are narrowly focused. These are specifically focused on the issues which restrict the
area of the CSR activity of the organization. It is essential for the companies to have a broad
concept and perception which can support the organization to make entertain the large audience
of the organization (Sharma and Kiran, 2013).
It is essential for the organizations to work on these challenges which can help in the effective
implementation and also enhance the positive effect of the CSR on the targeted audience of the
company. These challenges generate the needs of innovative ideas implementation in the CSR
activities and approaches organized by the companies.
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Demonstrate how sources of ideas influence the development of the innovation
and creative solution.
Different sources of ideas effect on the implementation of the innovation and creative solutions
of an organization for implementing the CSR activity in the organization. CSR is implemented
by the companies and big corporations in which sources of ideas support in the effective
implementation. Different sources of ideas are given below which has a huge potential to effect
on the development of the innovation and creative solution –
Society – It is the key source of an idea which has a huge potential effect on the implementation
of the solutions and ideas. CSR is focused on the social needs and environmental concerns in
which society effects positive to develop solutions and ideas for the effective implementation of
the CSR activities. A company can make a research on the society which can help in the
development of the solutions for the challenge in the CSR activities. Social consideration in
solution development is effective. It can provide real results and solutions to the organization
which is easy to implement in the organization (Chua, et. al., 2015).
Employees – It is another source of an idea which can effect on the solutions and ideas
development. CSR activities are implemented by the organization and discussion with the
employee on the CSR challenges helps to make an effective solution and idea for the
development of the CSR activity. Employee’s skills and experience support in the development
of ideas to overcome the CSR challenges in the organization. The employee has specific skills
and has a communication path to communicate with the management in the organization. It has
huge potential to take an effect on the innovation implementation in the solutions.
Customers – It can also be used by the organization to make a solution in the CSR challenges.
All of the organizational activities and functions are targeted to the customers so it is essential
for the company to consider the customers in the solutions development of the effective CSR
implementation. A company which wants to work for the society and environmental
development can analyze the customer needs and demands in the area of CSR. A company can
make a research on the customer needs and demands which can help the company to work on the
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social and environmental needs. It is required to identify the most significant area to implement
the CSR activities which can help the company to work on it (Mahr and Lievens, 2012).
R&D team – Each and every organization have research and development team which can be
used by the management to identify the ideas and solutions for effective implementation of the
CSR activities. The research and development have a direct connection with the management
which directly effects on the development of effective solutions and innovation in the CSR
implementation. The research and development team can make proper research on the identified
challenges in the CSR and can produce effective solutions for its implementation in an efficient
manner. Research and development team has the proper resources to identify innovative
solutions (Parjanen, 2012).
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Apply the strategic innovation model
Figure 1: Model of Strategic Innovation
Source: Reboud, et. al. (2014).
Innovation is the process which means producing something unique and different with new and
creative ideas. Innovation is the method of providing different products to customers by creating
uniqueness in the products. This attracts the customers and influences them to purchase more
products.
The above model depicts that there is an interrelationship between the natures of the environment
of the target market, types of planning response which are necessary for the market conditions,
and the innovation type which is commercialized.
The model of innovation in strategic management explains complexity, uncertainty, certainty,
and simplicity. In the above model, innovation framework of the strategic management provides
a range of planning response for the given type of innovation and environment which needs an
examination of the firm’s processes. The framework includes seven key units which were
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proposed by Bessant, Adams, and Phelps who identifies the analysis of the extant literature’s
following review. The framework includes –
(1) Innovation strategy (for instance, leadership and strategic orientation)
(2) Inputs (for example, financial resources, physical resources, and people)
(3) Portfolio management (for example, risk or assessment of return)
(4) Knowledge management (for instance, generation of idea, capturing of the knowledge, and
flowing and transferring of information)
(5) Commercialization (for example, sales, market research and testing)
(6) Organization and culture
(7) Project management
The model proposes the interest of mechanism so as to measure the management of innovation
behaviours of small and medium enterprises and seems to be applicable to both types of the firms
high tech and low tech.
According to the model, the certainty includes networking of the administrator which consists of
the imitative innovation, skills of project management and competence, structured operational
planning response. The complexity includes the CEO which consists of innovation on the basis
of new technology, planning response of structure strategic, broad competencies and adaptive
learning. The uncertainty includes innovation in the salesman which consists of functional
structures, innovation based on the technology, intuitive strategic planning, technical or scientific
competence. The simplicity includes differentiated the shopkeeper which consists of product or
service differentiation, unstructured informal planning response, static dominated and traditional
innovation (Reboud, et. al., 2014).
The model explains the uncertainties, simplicities, certainties, and complexities which are related
to the innovation in the strategic management in small and medium enterprises. The small and
medium enterprises are the organizations with medium scale businesses and aims to expand their
businesses with building innovation in its strategic management.
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Strategic management is the process of managing the strategies of the business which helps in
developing of the goodwill of the business. The small and medium enterprises make strategies in
its business so that they can make higher revenues and increase the profitability of the
businesses.
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Consider the most appropriate leadership approach for the innovation
response proposed
It is essential to use the appropriate leadership approach in the effective implementation of the
innovative ideas in the response to the identified challenges. Different types of leadership
approaches are used in the organization according to the perceptions and needs of the
organization. Directive leadership approach is used to manage the regulatory power in a group of
people. The higher management has the potential to make a decision and implement the changes
in eth organization. The higher authority contains the power to make a decision and implement in
the organization. Employees are not considered by the higher management in the decision and
policy making. This leadership approach is effective to make a fast decision on the identified
problems but lack of innovation is found in the implemented decision in the organization
(Giltinane, 2013).
Participative leadership approach is used in those organizations which have a positive perception
regarding the employees. The higher management and board of directors are considered in the
organization leaders and this approach helps to consider employees in the decision making and
effective environment development in the organization. This leadership approach is effective to
get the involvement of the employees and other stakeholders in the solution development based
on the challenges. Innovation needs the participation of the employees and stakeholders which
can support in the effective solution development. It is essential for the companies which are
working on the CSR activities to involve the employees and stakeholders to get a better solution.
The participative leadership approach is effective to use in the innovative response against the
identified challenges. The use of participative leadership approach supports an organization to
use the human resources in the solution implementation by the organization. The participative
leadership supports to consider the ideas of the employees in the decision making. It is essential
for companies to utilize the employees and resources in the solution implementation against the
CSR challenges (Lam, et. al., 2015).
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Formulate an innovation implementation approach that would give this
innovation response the best chance of succeeding.
It is essential for the organization to use the innovation implementation approach. It helps to
implement the innovative ideas in an effective manner which can help the company to enhance
the potential success factors opportunities. 3 step models for successful implementation of
innovation is effective to use in the organization. Steps of innovation implementation are given
below –
Identification of the innovation – It is the first step which helps to identify the type of
innovation is required to implement in the CSR challenges. This first step is focused to evaluate
the innovative idea on the different terms. The innovative idea should be effective against to
requirements, problems, challenges, and benefits which can help the company in the effective
implementation. It is essential for the company to evaluate the solution on these terms.
Involvement of the right people – It is essential for the organization to involve the right people
in the implementation of innovative solutions against the CSR challenges. It is essential for the
company to involve the people which have the right set of skills needed in the implementation of
the innovative solution. Involvement of the right employees in the solution can help the company
to enhance the benefits and possibilities of success. Generally, CSR solutions have a huge need
to be implemented by the person which is having effective communication skills which can help
the company to enhance the possibilities of success. The effective implementer can enhance the
opportunity of success in the implementation of the solutions (Somech and Drach-Zahavy,
2013).
Test, evaluate and analysis of steps – This is the final step which indicates that test and
evaluates all of the steps in the implementation of the solutions against the CSR challenges. It
enhances the potentials of the success of the organization.
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