Drax UK: Analyzing Creative Innovation and Entrepreneurship Strategies

This research report conducts an in-depth analysis and evaluation of individual creative thinking skills within Drax UK, supported by academic sources. It examines the factors affecting individual creativity, identifies innovative skills of managers and workers, and recommends innovation theories for improved organizational relationships. The report discusses strategic and operational management challenges, highlights supporting innovations, and analyzes how Drax promotes creative ideas to achieve its goals. It proposes ways to build and sustain a climate supportive of corporate innovation and entrepreneurship, covering topics such as individual barriers to creativity, the CPS concept, and design thinking to promote creativity. The report aims to provide insights into Drax UK's approach to fostering innovation and offers recommendations for enhancing its creative capabilities, aligning with its strategic goals for growth and market share recovery in a competitive industry.

Running head: CREATIVE INNOVATION AND ENTREPRENEURSHIP
CREATIVE INNOVATION AND ENTREPRENEURSHIP
Name of the Student
Name of the University
Author Note

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Executive Summary
The purpose of the research paper is to conduct an in-depth analysis and evaluation of
individual creative thinking skills in Drax UK. It will also support relevant ideas of influential
contemporary contributions which are published in a quality of academic sources. It will also
discuss the ways which affects the individual creativity in organization. It will identify various
thinking and innovative skills of the managers and workers in Drax and will recommend suitable
innovation theories which will help the members of the company to establish a proper
relationship with the members of the organization.
The research paper is to discuss the strategic and operational management challenges
which are faced by the company in the present days. It will also identify the supporting and
sustaining creative innovations of the company. The next part of the paper will discuss on how
the company has effectively promoted the generation of creative and innovative ideas in
accomplishing the company goals. The paper will propose suitable ways showing how can the
company build and sustain a climate supportive of corporate innovation and entrepreneurship.

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Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Analysis...........................................................................................................................................3
Examination of the characteristics that drive individual creativity.................................................6
Individual Barriers to creativity.......................................................................................................7
CPS concept and its relevance in promoting individual creative thinking skills............................7
Design thinking and its connection with promoting creativity........................................................8
Recommendation.............................................................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

3CREATIVE INNOVATION AND ENTREPRENEURSHIP
Introduction
The aim of the paper is to critically analyze and evaluate the individual finding of
creative thinking skills which are present in Drax UK organization. The creative thinking skills
which are found in the company will be supported by relevant and quality academic sources.
Creativity and innovation is important to any organization regardless of the size, structure and
the sectors which are working in the units. According to Armstrong and Reitz (2016) creative
thinking and innovation is required in all types of organization from the small startup companies
to the multinational companies.
Block and barriers are factors which exist in the individuals who are present in the
organization. This assignment will align itself in analyzing the creative thinking skills which are
present in Drax and will develop a plan which will be able to promote creative thinking with a
view to enhance the recent innovations which are taken place in the organization.
Drax Group Private Limited is a British electrical power generating company which is
made up of downstream and upstream enterprises. The downstream enterprises of the company
are based in UK itself which is known to run the biggest fuel powered power station in Europe. It
is also known as the largest decarburization project in the UK which has involved in supplying
the country’s 9 percent of electricity. The Drax Group’s upstream enterprises are namely the
Drax Biomass which is the sustainable source of biomass for the power stations of (Drax,
Armstrong and Reitz 2016).

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Analysis
Creativity is the capability of the different employees who are present in every level and
unit of the organization who has the capability to act of conceiving something unusual or
original. Whereas by the term innovation means the implementation of something new and
something innovative which will change the working environment and culture of the
organization? Innovative skill among the workers and members in Drax will help the company in
creation of something new that has ever been created before and will be recognized as a product
which ahss some unique insight. The Board of Directors in the company has the ultimate
authority and right to take care and responsibility for the Drax Group’s social, corporate,
innovations, economic and environmental performances. Also the Executive committee directs
the sustainability and oversees the performance of the company. The Executive Committee has
also oversights to the risks which are faced by the company ethics and business conducts
(Dafnomilis 2019)
The company is constantly planning for innovations where it has upgraded itself from
enabling most of the power stations to run on wood pellets rather using coals. Coals are natural
resources which are not found in abundant. According to Clayton (2019)this could not be done if
the company had not implemented its innovative technology on a large scale. The company has
also developed a robust internationally improved supply chain in order to safely support the
wood pellets from the source where they are manufactured to Drax UK (Ericson 2018).
Critical Analysis and evaluation of the individual creative thinking skills in Drax
Individual creativity in organization refers to the use of the member’s own mind to
generate something original. It can also be contrasted with the team creativity of Drax UK,

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where the group of the members working in the organization work together and implement their
own individual creativity skills in order to improve the inventiveness of their own. In Drax UK
group creativity often occurs through the brainstorming sessions, individual meetings or the
implementation of the collaborative projects. According to Kunc (2018 )individual creativity is
known to occur only when the employees are well encouraged and allowed to identify time and
space to contemplate their own imaginative power.
Among the different individual creativity skills the top individual skills in Drax are
described:
Analytical Creative Skills – According to the author Madsen and Bentsen (2018)before thinking
something creative a person should be able to understand what does the problem state. The
employees over there with the help of the analytical individual creative skills examine things
properly and carefully in order to understand what they mean. After analyzing the text, set of
data, lesson plans they very carefully analyze and interpret it first then opt for solutions to the
problem.
Artistic Skills – Employees who work in Drax are known to have an artistic element which will
help the employees in retailing the display for the maximum impact of the problem in the
organization. Few other artistic and innovative tasks which includes in the development
managers are designing logos for the company, writing the advertisement copies, creating and
defining the packaging of the products of the company which includes the fire alarms and
installation of software which will help the organization in detecting the fire. It might also
include in creating an exam in order to test the working capability of the fire alarms.

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Individual creativity involves thinking of those thins and outcomes which were never
used by anybody in the organization before. The top management employees of the organization
set aside their personal assumptions or biases in their work and look and focus into a new and
complete new way in order to solve any problem or in place of innovating something. By
reaching to a problem with an open minded approach helps the members in Drax UK to build a
chance of creativity with innovative ideas (Zhang and Brown 2019).
Problem Solving Individual Skills – According to Nicholls (2018)creative problem skills stands
out to be innovative. A creative problem solver will always find new solutions rather than just
simply identifying the issue and implementing the norm. Top managers and leaders in Drax
brainstorm new ways to cut use energy and thus finds new way to cut energy use.
The Human Resource Department in Drax UK simply does not hire creative people in their
organization a because they are quite impressive. They always needed creative people in their
organization who will be able to solve the problems for them with innovative ideas. The workers
in Drax UK does not only have the ability to think creatively as well as using the creativity in
developing innovative ideas and solve important issues in the organization.
Examination of the characteristics that drive individual creativity
Cognitive thinking style is a concept which is used by Drax UK in cognitive psychology in order
to describe the ways which are used by the individuals to think, perceive and remember the
information. It is measured by the leaders of the departments by aptitude test which is so called
as the intelligence test (Ericson 2016).
The Personality traits are known to reflect the member’s characteristic pattern of thought,
feelings and their behaviors. Personality traiats includes someone being n introvert who does not

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like to interact with people much whereas the extrovert is expected to be sociable in different
situations and they have the ability to think creative.
The motivational traits is one of the primary function of the characteristics of the individual. This
includes the personality, needs, and personal goals of the worker in Drax UK.
The knowledge traits implies that if the employee is much knowledgeable about the task which is
assigned to them. The workers in Drax UK are known to implement these traits in creative
thinking as because the company is well known for its innovation and creative products which
are manufactured by the company.
Individual Barriers to creativity
Amold’s Conceptual block is where a leader has two very distinct which are interrelated such as
taking care of the present and building longterm sustained success for the future.
Joness’s Being perceptual means waiting for someone else to come up with the solution or
answer and then trying to engage if they feel like thinking creative.
They represent the blockage of creative thinking as beacsue in these two cases the members of
the organization does not have the mindset of solving the problem and does not act logically.
These problems does not exist in Drax as because the company does not consist of the employees
who re introvert or are not logical enough creative thinking. The company is known for its
innovation and creativity in its career. The company is known to provide training to the
employees which helps the employees in thinking creatively.

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CPS concept and its relevance in promoting individual creative thinking skills.
Alex Osborn is known as the founder of the Creative Education Foundation where he had first
developed the creative problem solving in the year of 1940. Despite the age of the model it is
known as one of the most valuable approach in problem solving. This model is used in dealing
with the obstacles which are faced by the company in dealing with the challenges in working life
of workers, improving the product, service and communication. It is also a useful tool which can
be used in Drax in order to encourage creative thinking and finding innovative solution in work.
The CPS framework separates the divergent and convergent thinking capabilities of the
members. Therefore it is used to combine the two separate ideas which helps in generating
potential solutions and possibilities which is also known as brainstorming (Nicholls, 2018).
Structured Techniques used within CPS
Attribute listing is a great technique which is used in CPS. It is a tool which is used to
ensure the possible aspecst of a problem which is examined. In Drax UK attribute listing is usd
by the top level managers of the company in breaking the problem down into smaller and
smallest bit of issues and distributes them to the departments which are untidy working in order
to achieve the group goal. Taking the example of Drax UK which has its business in developing
software and fire alarms. Suppose the product manager of the company is under a pressure in
improving the quality of the product. The most possible way as supposed by Attribute listing is
by breaking down the components of the fire alarm into pars like casing, switch, battery, and
electrical wires he will be able to develop the list of ideas in improving the parts and quality of
the product.

9CREATIVE INNOVATION AND ENTREPRENEURSHIP
Design thinking and its connection with promoting creativity.
Design thinking is the methodology which is used by the designers of a company in order
to solve various problems and find a desirable solution for the problem. A design of the mindset
is not only problem focused but also solution focused an action focused thinking. It offers a
structured framework for understanding and pursuing the innovative ways in promoting
creativity which will thus contribute to the organic and sooth growth of the company. The design
thinking process is known to involve a separate scale of observation which discovers the unmet
needs in the organization thus promoting creativity. Drax UK embraces design thinking as a
problem solving approach to innovation of the devices like the fire alarm and electronic
software. It also influences the decision making skills of the top managers working in the
organization.
Recommendation
It can be recommended that the company Drax UK should look ahead to offer a range of
products and services which are determined in delivering the needs of the customers exploiting
the emerging technologies The company’s Directors also see this project as a chance to boost the
existing resource and skill set, introduce new and creative ideas and ways of working and a
chance to mould new talent. However by undertaking various steps and procedure the company
is able to establish new product development which can be used by the company to develop new
offerings over and over.
Conclusion
In order to conclude the above research paper it can be said that Drax UK is an
innovative company which uses its creative thinkers and innovators in identifying new ideas in

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processing its business. The paper has focused in understanding the various creative thinking
skills used in Drax UK. The paper has also identified the blocks in creative thinking and
recommended ways in overcoming it. The paper has also Critically Analyzed and evaluated the
individual creative thinking skills in Drax. The paper has also identified the different individual
creativity skills the top individual skills in Drax. It has been able to examine the characteristics
that drive individual creativity in Drax. Further more it has recommended ways to improve its
innovative and creative thinking skills.

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References
Armstrong, D.V. and Reitz, E.J., 2016. The old village and the great house: an archaeological
and historical examination of Drax Hall plantation, St. Ann's Bay, Jamaica (Vol. 82). University
of Illinois Press.
Clayton, C., 2019. Drax group's bioenergy CCS (BECCS) project. Greenhouse Gases: Science
and Technology, 9(2), pp.130-133.
Dafnomilis, I., Lodewijks, G., Junginger, M. and Schott, D.L., 2018. Evaluation of wood pellet
handling in import terminals. Biomass and bioenergy, 117, pp.10-23.
Ericson, S., Anderson, K., Engel-Cox, J., Jayaswal, H. and Arent, D., 2018. Power couples: The
synergy value of battery-generator hybrids. The Electricity Journal, 31(1), pp.51-56.
Kunc, M., 2018. Strategic analytics: integrating management science and strategy. John Wiley
& Sons.
Madsen, K. and Bentsen, N., 2018. Carbon debt payback time for a biomass fired CHP plant—A
case study from Northern Europe. Energies, 11(4), p.807.
Nicholls, D., Wright, Z. and Huang, D., 2018. Wood and coal cofiring in Alaska—operational
considerations and combustion gas effects for a grate-fired power plant. Gen. Tech. Rep. PNW-
GTR-964. Portland, OR: US Department of Agriculture, Forest Service, Pacific Northwest
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