DMS113 Creative and Innovative Management Report: M&S Case Study

This report provides a comprehensive analysis of creative and innovative management, using Marks & Spencer (M&S) as a case study. It begins with an evaluation of current creative and innovative management processes, exploring ways to lead others in embracing innovation and change. The report then assesses the influence of mission and vision on generating creative ideas, utilizing analytical tools like SWOT and PESTLE analyses to identify potential opportunities and threats. It further examines risk assessment, change models, stakeholder persuasion, communication strategies, and the establishment of key goals for implementation. The final sections address barriers to implementation and strategies for overcoming them, including strategic planning and communication. The report highlights the importance of employee freedom, resource allocation, and effective leadership in fostering a culture of innovation, providing a detailed examination of the practical application of creative and innovative management principles within a real-world business context.

Creative and Innovative
management (DMS113)

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Evaluation of current creative and innovative management process...............................4
1.2 The ways to lead others to positively embrace innovation and change...........................5
TASK 2............................................................................................................................................6
2.1 Assessing the influence of mission and vision on generation of creative and innovative
management processes ..........................................................................................................6
2.2 Using analytical tools to identify potential creative and innovative management idea...7
2.3 Assessing risks and benefits of creative and innovative management idea.....................9
2.4 Using change models to support the implementation of creative and innovative
management idea..................................................................................................................10
TASK 3..........................................................................................................................................13
3.1 An appropriate rationale to persuade stakeholders of an organization of the benefits of a
creative and innovative management idea............................................................................13
3.2 Communicating a creative and innovative management idea to stakeholders...............14
3.3 Establishing key goals and priorities for implementation of a creative and innovative
management idea..................................................................................................................15
TASK 4..........................................................................................................................................17
4.1 Assessing the barriers to the implementation of creative and innovative management idea.
..............................................................................................................................................17
4.2 Planning a strategy to overcome identified barriers to the implementation of creative and
innovative management idea................................................................................................17
4.3 Ways through which strategy planning for overcoming barriers will ensure innovative
change...................................................................................................................................18
4.4 Communicating a strategy plan for overcoming barriers...............................................19
CONCLUSION..............................................................................................................................20
REFERENCES..................................................................................................................................

INTRODUCTION
Creative and innovative management is the practice of thinking new ideas and perception so
as to gain competitive advantage among the rivals. The organization needs to accept the changes
required to fulfil the needs and demands of customers. These changes not only give competitive
advantage but also provide up-gradation in technology and management, hence yields better
output for the company. In this report, M&S is taken into consideration to which management of
innovation and creativity is explained. Marks and Spencer is one of the leading supermarket
chain in UK having its headquarter in Westminster, London (Antony and Setijono, 2016). The
company mainly deals in providing luxury food products, clothing and home products. In this
report, the importance of creative and innovative management and understanding of the process
of same is explained. Apart from that, impact of change in the organization on others and
planning of overcoming the barriers of innovative and creative management within an
organization is also explained.
TASK 1
1.1 Evaluation of current creative and innovative management process
Creative and innovative management is the process of bringing strength to the organization.
New ideas and process help any organization to accept changes so that competitive advantage
can be gained. These process help the company to provide effective utilization of the resources
and thus increasing the productivity within firm. In case of M&S, following are the ways through
which company can implement new ideas and thoughts so as to increase its strength in rivalry
market.
Give employees a sense of freedom
By providing the employees a sense of freedom they are eligible to think differently about
their work. The employees in such situation are free to think and implement the changes so that
they can increase their productivity (Archibald and Archibald, 2016). These innovative ideas
help M&S also in increasing their profitability. Employees are the last resources which
implement the strategies and ideas within an organization. They can easily though about some of
the ways through which they can gain more productive output. Therefore giving employees
freedom of sense will help them in gaining more productivity.

Providing resources to implement new ideas
The employees should be left alone so that they can thought of giving their maximum
output. These output will yields in giving more productivity and efficiency so that utilization of
the resources can be done effectively. Providing resources to the employees help them in
thinking new ideas and accept the changes within firm. M&S continuously increase the
investments in the R & D department in recent years, like Food Research & Technical
Innovation so that they can motivate the employees to think differently. They should keep in
mind the concept of innovation for future use. These resources will help the company in gaining
competitive advantage and increasing its productivity.
1.2 The ways to lead others to positively embrace innovation and change
In case of implementing the changes of new ideas and perception the role of leader and
manager is important within M&S. They are providing them effective resources and freedom of
thinking also so that they can motivate them to yield better results (Armisen and Majchrzak,
2015). Following are the ways of six change approaches of Kotter and Schlesinger through
which leaders are embracing innovation and creativity within M&S.
Education and Communication: In order to lead the team within M&S, the leaders are using
this approach so as to provide proper education and communication with hem. This includes
various issues and challenges which hindrances the effective completion of creative and
innovative ideas. The leaders over communicate with the employees rather than under
communicate with them.
Participation and involvement: This feature allows the employees within M&S to participate
within the decision-making of implementing the changes. This allows the employees to feel
important and give feedback to the organization so as to implement the changes effectively.
Facilitation and Support: The leaders of MS& are providing the facilities of help to the
employees so that they can implement them effectively. In this support, they provides training
programs and education which is beneficial for them.

Negotiation and Agreement: In order to provide facility of implementing the changes within
M&S, the leaders uses different incentives scheme which provides motivation to the employees
to successfully implement the changes. This allows them to eliminate the resistance in changes.
Manipulation and Co-optation: Manipulation allow the leaders of M&S to handle the
resistance which are obstacles in the implementation of changes (Brem, 2016). Apart from that,
co-optation also uses by the organization with respect to team and individuals. Individual is
motivates by providing roles and responsibility in the team and the team leader is provided a role
as a part of change management team.
Explicit and implicit Coercion: This type of method is used by the leaders of M&S to threaten
the team members. They can threats by firing from the job or by transferring in different area of
the organization.
TASK 2
2.1 Assessing the influence of mission and vision on generation of creative and innovative
management processes
Mission and vision both have a great impact over formulating the strategies to implement the
innovative ideas and creativity. Mission is the short objective of a company through which they
can launch a new product or service. Apart from that, Vision is a long perceptive of company
through which they follow their larger objectives. In case of M&S, following are the mission and
vision of company.
Mission
The mission statement of company is “provide new quality products in the areas of cloths,
food, home and financial services”.
Vision
The vision statement of M&S is “the standard against which others are measured”.
The above mission and vision statement of company indicates to accept new and innovative
ideas (Ceptureanu, 2015). The innovative ideas and creativity mostly depends upon the mission
and vision statement of company. If mission and vision of company does not allow the

organization to accept changes they can not do to modify the strategies. The mission statement of
company suggest to provide new quality products and services within its sector. These quality
products can be manufactured with the help of new and innovative ideas. These ideas help them
to invest in research and development process of accepting new changes. In case of accepting
new changes the vision statement of company comes into existence. The vision statement
suggests to gain competitive advantage among its rivals (Kasemsap, 2016). This advantage can
be gained only through accepting new ideas which can help their customers to fulfil their needs.
The satisfaction of customers allow the organization to gain competitive advantage and hence
innovative and creative ideas will help the company in gaining its mission and vision statement.
As per the mission statement of M&S, the company wants to provide new and innovative
product to its customers. This can be achieved with the help of thinking about the changes in the
area of innovation. Apart from that, vision statement suggest that, it should be deliver the
standard products to its customers which can be measured as per the quality. In order to achieve
both the mission and vision statement, it is necessary for the company adopt the changes.
2.2 Using analytical tools to identify potential creative and innovative management idea
In order to implement new ideas and innovation various tools are used which help the
organization to identify potential creative ideas. Some tools which can be used by the leaders to
identify the innovative ideas are SWOT analysis. Following are the explanation of such tool.
SWOT analysis
It is the common tool which can be used by the leaders of M&S to identify the strength,
weakness, opportunity and threats. With the help of these identified weakness, new and creative
ideas can be formulated to fill the gap of success.
Strength
 The biggest strength of M&S is that it
is known as the recognised brand for
the customers within UK.
 The company also having a wide
variety of products for its customers.
Weakness
 The biggest drawback to the company
is that the products within the premise
of M&S are not trendy and out of
fashion.

This will help the customers to
purchase different products under a
single roof.
 Another weakness states that the
manual working within M&S increases
the cost of products as compared to
other retail stores.
Opportunity
 The biggest opportunity for the
company is that they can expand their
business across the globe by using
different ideas and
perception(Matthews and
Brueggemann, 2015).
 Another opportunity is that M&S can
segment its customers on the basis of
their needs and demands. This will help
them to satisfy more customers as per
their needs.
Threats
 The biggest threat of M&S is that it has
a big competition with its rivals. In
order to compete with other they have
to formulate advance strategies.
PESTLE analysis
PESTLE analysis is used to identify the external factors which have influence over the
functioning of an organization. In case of M&S which is going to implement the changes of
creative and innovative ideas, following is the explanation of the factors.
Political: It is the factor through which political situation is accepted by the organization. The
political relation between UK and China are good in terms of trade. They have incorporate £65.5
billion of trade between them in 2017. This allows M&S to think about creative and innovative
changes within the organization.
Economic: In addition to the political factors, the economy of UK is also relevant to perform
any type of changes within the organization. The inflation rate of UK in the year 2018 was 2.48
which forces the customers to spend more money for the same item they have purchased in the

previous years. In case of M&S, creative and innovative idea allows the company to produce a
healthy and cheaper product which will be in the reach of customers.
Social: These are the factors in which social factors of customers included such as perception,
trend, thoughts, taste, etc. In UK, people are becoming more health conscious as compared to the
previous era. They want healthy food in their lifestyle to make a good health. M&S is going to
launch a product which is healthy and tasty in nature.
Technology: This is the factor through which effect of technology is incorporated within the
product. The technology used by M&S to pursue the product is solar cookers. This technology
will not only allow to save electricity but also helpful in preventing the environment.
Environment: This is the concern related to protect the environment. The killing of animals
impact indirectly on the environment and disturbing the life cycle of nature. Therefore, M&S is
going to launch a vegetarian food product which is healthier for the humans and also for
environment.
Legal: This factor incorporates the legal issues within a business performance. The case of
Brexit has not left behind from anyone. Britain is going to isolate its country from Europe. This
will result into change in the policies of all the companies. Therefore, M&S is going to launch its
products according to the legal changes which will not harm its operations.
2.3 Assessing risks and benefits of creative and innovative management idea
Before implementing new ideas the senior management is capable of identifying the risks
and benefits attached with it. In case of M&S, following are the risks and benefits of innovative
and creative management ideas.
Risks
Financial Risks
In case of implementing any new idea, the biggest risk the company can face is financial
risk. The requirement of funds is necessary in case of focusing any changes. If shortage of funds
will not overcome, it will leads to a great loss to the company (Park, 2015). In order to overcome
this situation, M&S should focus on having backup of the risks of capital. These risks should
have been eliminated in order to make it successful.

Market failure
The failure of market can be done by many ways such as economic failure, customer
demands etc. Economic failure cannot be stopped by the company in any country. This failure
occurs due to the strategies of government operating in that country. In case of M&S, the
strategies of government can impact a lot to the financial activities within a firm. The
organization cannot survive in a market where the economic activities does not support the
company.
Benefits
There are various benefits of a company which is operating in accepting new ideas of
creativity and innovation.
Improved productivity and reduced costs
Innovation and creativity provides the biggest benefit of increasing the productivity of
employees and firm also (Ruiz-Jiménez, 2016). This increase in productivity will help M&S to
reduce the cost of their products. Implementation of new and advanced technology will assist the
company in gaining competitive advantage among its rivals.
Better quality product
innovation helps a company in producing better quality products according to the needs and
demands of customers. In case of M&S, the company can use different technology in its products
and services such as clothing etc. All these segment will be boosted if effective implementation
of strategies can be done. The customers will be satisfied with the services of M&S and thus
gaining a competitive advantage among its rivals.
2.4 Using change models to support the implementation of creative and innovative management
idea.
In order to implement the changes within an organization, there are many models which are
helpful. These models can be applied by the management of M&S so as to apply them
effectively. Following is the model of change with will explain the process of implementing the
changes within an organization.

Kotter's Model of change
There are many change models which can be used with the companies so as to implement
the new ideas. This model is helpful in implementing the changes within M&S. Following are
the eight steps which are helpful in implementing the changes within M&S.
Step 1: Create Urgency
In order to implement the changes within an organization, there should be a need for
urgency. Every department within company should be ready for the new changes so that it can be
implemented successfully. In order to implement the changes, the leaders of M&S should make a
convincing dialogue with the departments of discussing what is happening in the marketplace
and among the rivals. This will motivate the employees to work on implementing the changes. In
order to do this, the leader should identify the threats, develop scenarios and examine the
opportunities for new changes.
Step 2: Forming a powerful coalition
This step suggests that the leaders of M&S should not only manage the changes but also
they should lead the change. This will motivate the employees to work on it. The leaders should
find effective change leaders within M&S so that they can implement them effectively. They
should for a team to bring together, influential people, coalition people whose power will
influence others to do so. These people will enforce others with their job title status, expertise
and political importance. Once the team is formed they should work with a common goal so as to
attain successful implementation. These people should be emotionally called for the successful
changes. This will help the company in attaining new and creative ideas.
Step 3: Create a vision for change
In order to implement the change the leaders should have a clear vision in their minds. This
will help them to formulate effective strategies for the implementation of successful changes.
Open and clear strategies will help the employees to understand the ways by which they are
doing the changes. With the help of this they can work with more sense and achieve the vision of
implementing the changes.
Step 4: Communicate the vision

The vision statement of the changes should be communicated well with the employees who
are engaged in the successful implementation of that. This will help them to understand the idea
which can be useful for the changes within M&S. This communication will help the employees
to attain competition among themselves to provide better performance. The leaders can call
special meetings for communicating the vision of change. This will help them to remember the
vision and implement smoothly the changes.
Step 5: Remove obstacles
By communicating properly the change volunteers, there could be many obstacles which can
hinder the performance of others. These hindrances could be of funds, resources etc. The leaders
should formulate the strategies which can help them top eliminate the obstacles easily. This will
also help them to implement the successful changes within M&S.
Step 6: Create short term wins
A vision of change cannot be done in a single step. The leaders of M&S should divide the
tasks of changes so that it cannot be seems harder for the change volunteers. These small targets
when achieved should be celebrated so that every volunteer will be cheered. This will bring
motivation among them and help them to deliver their best in the successful implementation of
changes.
Step 7: Build on change
According to Kotter, most of the project failed due to early celebration of the short winnings.
The leaders should celebrate the short wins just for motivation. It should also allow the
employees to work continuously till the last step of successful changes. The employees should
keep working on improving the qualities of products and changes so that it can help M&S to
implement successful changes.
Step 8: Anchor the changes in corporate culture
In this final step, the organizations should check the changes whether they are fitting in the
core value of company or not. This will help them to finalize the changes within the firm. The
corporate culture, employees, legislations etc. are to be checked by the leaders to implement the
changes. In order to meet the success, the leaders should continue to support the changes.

TASK 3
3.1 An appropriate rationale to persuade stakeholders of an organization of the benefits of a
creative and innovative management idea.
The stakeholders of an organizations are the person who are influenced directly or indirectly
with its operations. There are many stakeholders of M&S such as shareholders, CEO, developer,
customer, sponsor, help desk, supplier, executives etc. In order to providing the stakeholders
benefit of creative and innovative management idea Mandelow's Power Interest Grid is going to
be used. Following are the stakeholders of M&S which will be benefited by implementing the
innovative ideas.
Mandelow's Power Interest Grid
According to the above discussed image of stakeholder analysis, there are four quadrants in
which interest and power is discriminated on the basis of roles of different stakeholders.
Following is the explanation of such stakeholders power and interest.
 High power less interested people: These are the stakeholders which have a good power
within the organization but does not have so much interest among the working and
operations of the company. In case of M&S, such stakeholders could be customers,
sponsors, regulators etc. In case of implementing the changes within M&S, these
stakeholders will be benefited by implementing the successful changes.