MGT5A9: Creativity and Innovation in the Organisation - WRG Report

This report analyzes WRG's proposal for the 2032 Olympic event, highlighting the company's focus on creativity and innovation. The executive summary outlines WRG's strategies, including discounted tickets, social care involvement, and a digital security system. The introduction emphasizes the importance of creativity and innovation for business growth. The main body explores WRG's organizational culture, innovation matrix, and future trends, such as consumer-centered innovation and digitalization. The report examines the firm's approach to managing innovation, including its plans to engage a large audience, and to involve people with disabilities in sports activities. The conclusion summarizes the key findings and emphasizes the role of innovation in enhancing business operations. The report also includes references to academic sources that support the analysis.

CREATIVITY AND
INNOVATION IN
THE
ORGANISATION

EXECUTIVE SUMMARY
The report is based on creativity and innovation of WRG Company which is leading
event organising company and now has prepared a proposal of Olympic event 2032 by
implementing various strategies of innovation keeping in mind its mission of promoting
shared values and beliefs. It has been found out that the firm has planned to offer discounted
tickets and reservation to public for limited period. Moreover, the innovation plan has
focused on involvement of social care association in event for free. Apart from this, as per
future trends the company has planned to implement digital security system at event to enable
security and to prevent criminal and terrorism activities. Thus, the report outlined innovation
matrix which is used by WRG to maintain effectiveness of its business and business
environment.
Table of Contents
EXECUTIVE SUMMARY...................................................................................................................2
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
CONCLUSION.....................................................................................................................................7
REFERENCES......................................................................................................................................8
APPENDIX.........................................................................................................................................10

INTRODUCTION
Creativity and innovation plays an crucial role for business as it helps the firm in
grabbing growth opportunities. The report will outline proposal of WRG from Olympic event
which will comprise its innovation plan for event. WRG is one of leading event organising
enterprise of UK, which deals in different kind’s activities every day. Besides, the report will
identify future trends of innovation which can help the firm in making Olympic event of 2032
successful.
MAIN BODY
Section 1
Innovation and creativity are two terms which plays essential role in managing
successful business operations.WRG is one of the leading events organising company with 25
years experience in various fields such as energy, retail, and financial, technological and
other professionals’ fields. It is known as creative engagement group and aims at delivering
unforgettable experiences and services to customers. The firm has launched various types of
events for different brands successfully. The management of firm focuses on hiring new and
creative staff in organisation in order to maintain innovation strategy of business. The core of
event business is based on innovation and creativity as per requirement therefore with every
event the company aims at impending new strategy for managing functions (Amabile, 2018).
Organisational culture plays a vital role in managing innovation in business functions. Like
for organising Olympic event the firm will be focusing on involvement of large audience.
The Olympic events by company will e different in all possible ways. For say the
management will make use of adequate man power to make optimum utilisation of resources.
Moreover, the resources which will based in even will be co friendly which will help in
promoting idea of protecting environment among public. The start cast of Olympic will
interact with public which will aid in making even more successfully. However, the rationale
behind organising this Olympic event is to make public aware about different sports and to
boost morale of handicapped people to take part in sports activities.

On other hand, it has been analysed that organisation culture and climate of WRG
event firm is based on theoretical framework given by Edgar Schein. The author states that
culture is shared assumption of organisation followed by very employees at the time of
external adaption and internal integration (Edgar Schein : Organizational Culture
and Leadership, 2013). The culture and climate of WRG is based on three key elements that
is shared, belies, values and norms. In addition, the scholar also discussed about leadership
role in culture which turns difficult with changes in technology and business environment.
The mission of company is to serve best services in order to grab attention of numerous
clients at one time, therefore the firm aims at organising every type of even such as financial,
fashion, technological etc. The working pattern of organisation is unified and aims at uniting
efforts of every employee. Apparently, innovation is the biggest target of any business
despite of its success because it helps the business in establishing competition. WRG believes
that, it is important for the firm to have innovation leadership in order to make its proposal
and business functions effective. Corning approach of innovation aims at execution of
strategies with leading boundary of glass and materials which can helps the firm in managing
discovering unique solution to difficult problems on the basis of long term research (Gary,
2015). According to author it is the technique which can helps the entity in diversifying
solutions o different costumer problems. Thus, in this Olympic event ten focus of company
will target large population at one time by organising consumer friendly even which is
Olympics with the help of eco friendly resources. Hence, the innovation by organisation will
focus on deriving unique strategies of delivering remarkable event experience to the entire
individual who will be related to services such as public, sponsors, star cast, sports tem,
caches etc.

Section 2
Innovation plan is must for the business to establish creativity in business functions
for which the firm will implement the use of innovation matrix which helps in establishing
sustainable solutions to global challenges. It helps the company in managing successful
business operations as it is centred on four key elements that is Human, disruptive, creative
and operational.
The Olympic event is itself a innovation plan for WRG, because of various reasons
such as, targeting large audiences is the plan which will helps the firm attracting large
population for event which will helps in future development of clients. This event will help
the firm in creating awareness about different sports which will help in motivating youth to
participate in sports and follow their passion (Ekvall, 2016). Further, Olympics is itself is a
event which us recognised by international public and is known for different sports therefore
it is an opportunity with WRG to implement innovation to increase interest of crowd such
free reservations for few hours, free entry of social care associations such as for physically
and mentally challenged individuals. The motive of establishing innovation in this plan is to
make people aware about organisational culture and climate. It will help in increasing
working spirit of employees. It is the event which will help in getting high reorganization not

only at domestic level but at international level. For establishing innovation in this event the
firm will focus on involving audiences in sports because it is the tactic which will help in
increase interest of customers to visit event function (Baron and Tang, 2011). Apart from
this, the firm is planning to call people from association of physically challenged people as it
will help in promoting event and will also create motivation among children’s to learn more
about sports. For making sustainable innovation, the firm will follow step wise process where
it will focus first aims at implanting clear sense of direction where every employee will have
share goals and values to organise Olympic event. In this the work division will be according
to working ability of staff and the management will focus on encouraging engagement of
every worker in decision making which will help in developing innovative strategy for
successful event (Edquist, 2013). Thus, as per innovation matrix of WRG, it has been
determined that company focuses on implementing innovation in its services on the basis of
shared practices. Hence, to increase participation of public, the enterprise has planned a
creative activity where the management will provide opportunity to physically challenged
people to participate in sport activities. Apart from this, the event will comprise the section
where the public will have the chance to direct interact with star cast and play sports with
them. This strategy has been innovated by firm to increase involvement of public in event
which will help in creating value of their services. In addition, to increase participation of
public the firm will implement the use of different innovation strategies such as marketing,
public relation, promotion, discounts, schemes, free accessories distribution, personal
interview etc. (Klijn and Tomic, 2010). Henceforth, Promoting idea of participating in sports
activities will be key message to all individual from Olympic event.
Section 3
As per future trends and increasing competition among event organisation it been
determined that, it is important for WRG to plan customer centred innovation instead for
focusing on internal business environment like the employees need to be provided training to
develop plan to increase interest of public in their services. Like in case of Olympic event
2032, it is essential for the management to launch consumers’ centred creation such as
discounted reservation and tickets. Moreover, the company can even focus on increasing
marketing to improve public relations and to create awareness about their brand. In
developing era innovation is key driver to growth and development for which the
management need to implement strategies like evaluating competitor’s services and
innovation. However, future business trends are related to digitalising business therefore the

organisation has planned to make all functions in Olympic event digitalised. Like
implementing biometric system and cloud computing software and digitalised security
system. These changes will help in reducing manual management of work and on the other
hand will be beneficial in protecting wrong entry. Like cloud computing will help in making
record of visitors as per ticket (Dubina, Carayannis and Campbell, 2012). This innovation
strategy will help enterprise in establishing safety measures for crowd. Like the digitalised
security will aid in preventing crime and terrorism activities which will be the biggest
innovation plan that will help in attaining trust of public, star cast and sponsors. Apparently,
the consumer centred innovation plan of WRG, demonstrates the focus of management plan
on future trends. Because offering discounts to public and planning sport activity for crowd
will help in grabbing their interest towards event and sport.
The innovation plan in proposal plan for event is as per future as it is focused is based
on public attraction and digitalisation. The proposal of WRG comprises detailed analysis of
innovation plan which the firm is planning to make event successful not only for public but
for sport recognition (Baer, 2012). On the other, the plan will also benefits sponsors
investment because the plan includes details and marketing for products of Sponsors
Company. For instance, if Nike will sponsor event than all event team sportsman and star cast
will be wearing its accessories or sportswear for effective marketing. In case coffee house
Costa us sponsoring event than the competition will be allowed to have own place in event
for selling refreshments to public which is another strategy that will assist in seeking sponsors
and will also help them in promoting their goods and services (Anderson, Potočnik and Zhou,
2014). The event of Olympics as per proposal will not only focused on innovating consumer
services but will also aims at creating different experience for sponsors for promoting their
goods and services which will help in making their investment worth.
CONCLUSION
The report summarized about creativity and innovation which plays essential role in
enhancing business operations. It analysed organisational climate and culture of WRG, one of
the leading event organizers which has implemented internal practices and innovation with
beliefs of shared values, morals, norms etc. Further, the report outlined proposal plan of
WRG for Olympic Even 2032. It evaluated firm’s innovation plan which are focused on
consumers and digitalisation. Thus, it concluded with analysis of innovation concept and
strategies which will be used by WRG for future Olympic Event.

REFERENCES
Books and journals
Section 4
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.
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.
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.
Edquist, C., 2013. Systems of innovation: technologies, institutions and organizations.
Routledge.
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.
Ekvall, G., 2016. Organizational climate for creativity and innovation. European journal of
work and organizational psychology. 5(1). pp.105-123.
Amabile, T.M., 2018. A model of creativity and innovation in organizations. Research in
organizational behaviour. 10(1). pp.123-167.
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/>.

APPENDIX
Section 5
As per Edgar Schein organisational climate and culture is based on shared beliefs and
values because it help in coordinating thoughts and making innovation in services. The theory
states that it the culture and climate of company needs to be focused on shared practices to
implementing stable working environment. It is the strategy which helps the management in
coordinating organisational functions with business and business environment. On the other
hand, you Need an Innovation Strategy theory of author states about different innovation practices, with
leading boundary of glass and materials which states that it is important for the firm to implement
innovation in business operation by deriving unified way of practising services.