Creativity Building in Tesco

This dissertation investigates the key requirements for building creativity within an organization, using Tesco as a case study. It employs an interpretivist philosophy and inductive approach, utilizing a descriptive research design and survey strategy. Data was collected from 10 senior Tesco managers using both primary (survey) and secondary (literature review) methods. Qualitative analysis, including thematic analysis, and quantitative analysis (SPSS) were used. Findings highlight the importance of key requirements such as allowing failure, providing time for free thinking, and encouraging cross-team learning. Obstacles identified include fear of failure, lack of direction, and communication breakdowns. Recommendations include promoting a culture of innovation, providing resources, and addressing employee concerns. The study concludes that while creativity is linked to success, it doesn't guarantee increased employee performance, and a positive work culture is crucial.

Dissertation
(Analysis of key requirements for creativity building in organization,
identification of obstacles and ways to overcome it: - case in Tesco)
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ACKNOWLEDGEMENT
First and foremost I would like to express my gratitude to my mentor who has assisted
me in providing knowledge and enough support for carrying out the research in an effective
manner. Next in the series I would like to thank my friends, colleagues and family members who
have assisted me at every stage of thesis. With their support I was able to complete my
dissertation in an effective manner. Lastly I would also like to acknowledge my team members
who have helped me in gathering information and analyzing it later.
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ABSTRACT
In the present scenario role of creativity has increased significantly. With the presence of
greater knowledge base and level of curiosity, more number of ideas, patterns as well as
combinations can be achieved. This is then correlated to creation of new and innovative products
and services. There is huge importance of creativity for the business. There is presence of
significant level of creativity. This includes discovery, invention as well as creation. It has been
gained that higher creativity results in bringing greater innovation in the business. This assists
the business in attaining success in long run course of time. Further it resolves the issues that are
related with performance of the employees. The research issue is the declining growth of the
organization. This is as a reason of use of similar ways of doing things. In present market there is
greater demand for the business to bring creativity in the firm so as to enhance growth in an
effective manner.
For the purpose of fulfilling purpose of investigation wide range of techniques are being
applied for the purpose of gaining evidence and making analysis in order to respond towards the
questions for investigation. In the present dissertation on key requirements for creativity building
in organization, identification of obstacles and ways to overcome it interpretivism philosophy
has been employed. Further inductive approach has been applied. In addition to this in the
present dissertation that aims at making analysis of the key requirements for creativity building
descriptive research design and survey research strategy has been used. For the present
dissertation on key requirements for creativity building both primary as well as secondary
methods have been employed. Under primary data collection survey technique was adopted and
sample size of 10 senior managers from company has been taken. The analysis of the collected
data has been done by using qualitative and quantitative technique. The former analysis will be
carried out by development of themes so that better understanding can be generated and valid
conclusion can be drawn. Moreover quantitative analysis is done through use of technique such
as SPSS.
The findings of the study provide that there is greater importance of several key
requirements that assists in building creativity within the organization. In addition to this several
obstacles have been determined that affects development of innovative ideas in the employees.
From the outcomes it has been gained that working culture is positively linked with success but
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there is little impact of independent variable on dependent. Along with this it has been examined
that creativity might not increase the employees work performance. Thus it is negatively
associated with the success of the organization. One of the majors being determined is fear of
failure. In addition to this recommendations have been provided with the aim to address the
issues that are being faced while building creativity. It is recommended that promotion of
creativity in an organization requires good teamwork. From the quantitative analysis it has been
gained those employees who possess moderate experience that allowing failure with reasonable
time is the key requirement for creativity building.
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TABLE OF CONTENTS
CHAPTER-1 INTRODUCTION ....................................................................................................1
1.1 Background............................................................................................................................1
1.2 Rationale for the study...........................................................................................................2
1.3 Research Aims.......................................................................................................................3
1.4 Research Objectives...............................................................................................................3
1.5 Research Questions................................................................................................................4
CHAPTER-2 LITERATURE REVIEW .........................................................................................5
2.1 Introduction............................................................................................................................5
2.2 Concept of creativity and its importance in retail organization.............................................5
2.3 Four P's of creativity..............................................................................................................8
2.3 Key requirements for creativity building in the organization................................................8
2.4 Identification of the issues faced while building creativity in firm.....................................10
2.5 Conclusion...........................................................................................................................12
CHAPTER- 3 RESEARCH METHODOLOGY ..........................................................................14
3.1 Introduction..........................................................................................................................14
3.2 Research philosophy............................................................................................................14
3.2 Research Approach..............................................................................................................15
3.3 Research purpose.................................................................................................................15
3.4 Research strategy.................................................................................................................16
3.5 Research methods................................................................................................................17
3.6 Data collection.....................................................................................................................18
3.7 Sample selection..................................................................................................................18
3.8 Data analysis........................................................................................................................19
3.9 Ethical consideration............................................................................................................20
3.10 Research limitations...........................................................................................................20
CHAPTER-4 DATA ANALYSIS ..........................................................................................22
4.1 Introduction..........................................................................................................................22
4.2 Qualitative analysis..............................................................................................................22
Thematic technique....................................................................................................................22
4.3 Quantitative analysis............................................................................................................44
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CHAPTER-5 CONCLUSION AND RECOMMENDATION .....................................................47
5.1 Conclusion...........................................................................................................................47
5.2 Recommendations................................................................................................................49
Limitations and future research.....................................................................................................53
References......................................................................................................................................55
APPENDIX....................................................................................................................................59
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CHAPTER-1 INTRODUCTION
1.1 Background
In the recent era of competition, innovation is regarded as tool for entrepreneurship.
Further both innovation and entrepreneurship demands for creativity. In the current scenario, for
the purpose of increasing survival the major focus is being paid on improving creativity within
business (Creativity in an organization, 2015). Creativity is referred to as the function of
knowledge, curiosity, imagination as well as evaluation. With the presence of greater knowledge
base and level of curiosity, more number of ideas, patterns as well as combinations can be
achieved. This is then correlated to creation of new and innovative products and services. There
is presence of significant level of creativity (Reynolds and et.al, 2007). This includes discovery,
invention as well as creation. Discovery is regarded as lower creativity level. Moreover, creation
is higher creativity level. But formation is the uppermost of all in context of creativity. For
instance, in an organization creation can be in terms of developing a technology or process that
can be used with the aim to survive in the market in an effective manner. In the present
environment there are greater alterations in the needs and preferences of the customers. For the
purpose of meeting the changing needs of the customers it is important for the organization to
bring creativity within its offerings that includes the products and services that are provided by it
(Kent, 2007). With this business can increase base of clients to a significant level. While
performing a particular job for long term the work becomes monotonous for employees. This
gradually decreases the interest of the personnel towards accomplishing the business operations
with effectiveness. This calls for creativity in the products and services in order to increase
motivation of the employees towards the work. Along with this another major aspect that
compels to for creativity development is due to product life cycle (Nguyen, Wood and Wrigley,
2013). The product development starts with introduction followed by growth then comes the
maturity and lastly it decline. Thus it is importance to bring development in the product at the
time it reaches stage of maturity. This is in order to increase sustainability of the product in long
run course of time.
In the present study analysis has been carried out in detail about key requirements for
creativity building in organization. Through this retail business can demonstrate their position
within the global market. With this enterprise can enhance its growth in the market. The firm
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selected for present dissertation is Tesco. The company is British grocery that operates at
multinational level. Further it is general merchandise that has headquarter in UK. With context to
profit, the company stands at third position from amongst the largest retailer in the world. In
addition to this; Tesco is the largest retailer that is standing on second position in the world as
examined in terms of income. The firm possess its outlets in across 12 countries around Asia and
Europe. It is market leader in grocery sector in UK. Tesco has grown organically and with the
assistance of acquisition unless it has owned more than 800 stores. As the company is too large
thus it is important for the firm to bring creativity with the aim to survive in the market. The firm
carries the same through diversification and expansion strategy that has assisted it in enhancing
its growth to a significant level (Gagnon and Chu, 2005). The company has started its operations
in international market which requires it to meet the needs and preferences of the customers so
that it can attain success. This can be done through infusion of creativity within business
operations that makes work more interesting. Along with this it provides motivation to the
personnel for accomplishment of their duty with zeal and enthusiasm.
Tesco has introduced several schemes within the aim to attract large number of
customers. This has resulted in increasing the customer base of the firm in an effective manner.
The present report entails to understand the importance of building creativity within the
organization. The role of creativity within the business acts as an aid in increasing its potential
for growth (Palmer and Quinn, 2003). This thereby results in increasing the profitability of the
organization and assists them in bringing improvement within their operations. On the basis of
the customer need the company has developed its store format. This includes Superstores, Metro,
Express, Extra as well as one stop. These are effective in satisfying the needs of the customers in
an appropriate way. Further this present amount of creativity that firm is incorporating in order to
gain an edge over competitors.
1.2 Problem statement
The major aim of the present research is to analyse the key requirements for creativity
building in organization, identification of obstacles and ways to overcome it. The research is
being carried out in the areas of factors that assist in building creativity within the firm. In the
present dissertation the research issue is the declining growth of the organization. This is as a
reason of use of similar ways of doing things. In present market, there is greater demand for the
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business to bring creativity in the firm with the aim to increase growth in an appropriate way. It
is important for the business to enhance its grow and expand its operation through creation as
such assists it in increasing its customer base as it grabs the attention of customers in an effective
manner. This is an issue because it has greater impact on the long-term sustainability of the
organization to a greater extent. The role of creativity building is effective in motivating the
employees to work with fullest potential (Donnell, Hutchinson and Reid, 2012). This assists in
accomplishment of the defined targets in an appropriate manner. In order to survive in the market
there is increased importance of firm towards building creativity within the firm so as to attain an
edge over competitors. This assists in increasing revenue of the business to a greater extent. This
is an issue now because of the reason that with the increase in number of new entrants there has
been greater competition among the firms. In order to deal with this the company has to bring
creativity within its operations otherwise it might not sustain in the business environment for
longer time period. In modern time still there are wide range of business that makes use of
traditional approach and does not makes innovation within their product. However, such results
in adversely affecting the product performance. The present report would highlight on the key
requirement, which are essential for building creativity in the organization. Further, it presents
the issues that are faced by the business in carrying out such. In addition to this, it would guides
the business regarding the actions that can be taken by the firm with the aim to overcome the
issues.
1.3 Research Aims
The present dissertation aims at: To analyze key requirements for creativity building in
organization, identification of obstacles and ways to overcome it: - Case in Tesco
1.4 Research Objectives
 To explore the concept of creativity and its importance in retail organization
 To assess the key requirements for creativity building within businesses
 To identify the issues faced while building creativity in Tesco
 To recommend the strategies that can be adopted by retail organization such as Tesco for
overcoming the issues.
1.5 Research Questions
 Is creativity building brings success for the retail business like Tesco?
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 Do creativity building is implemented within firm like Tesco?
 Do Tesco face issues in implementing creativity building within organization?
 What can be alternative strategies that could be adopted by retail business with the
aim to overcome?
1.6 Significance of research
The present dissertation is appropriate in making assessment the key requirement for
creativity building and also assists in determining the obstacles faced by the organization. The
significance of the present investigation are stated in the manner as under:
 The present report would assist academicians in conducting their PH.D. In addition to
this it offers great deal of knowledge regarding the feasibility of creativity building
within business.
 Further it is of huge significance for the retail business that are engaged in working
through innovation.
 The present research is of importance for the thinkers in demonstrating creative
information in relation to the techniques that are being implemented within the
investigation.
1.7 Dissertation structure
Present research involves several chapters that are suitable in accomplishing the
investigation with greater ease. The chapter, which would be conferred in the present report, are
demonstrated in the manner as below: Chapter 1 Introduction: It is considered as starting part of the thesis. It covers the
overview of the phenomenon under subject matter. The chapter presents that framework
with respect to subject under research. The section starts with the overview of the topic
that needs to be investigated. It is consist of in depth knowledge regarding the
phenomenon under investigation and its association with the organization. In addition to
this it is comprised of aim and objectives of the investigation that are on the basis of
questions relating with subject under study. Chapter 2 Literature review: It is referred as critical part of the dissertation which
involves viewpoints of several researchers in relation to creativity building. Literature
review part of the thesis evaluates the several information as well as knowledge, which
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are being reflected from the prevailing piece of work in secondary source form. On the
basis of published data, detail analysis is done with respect to phenomenon under
research within this section. Chapter 3 Research methodology: In accordance with the objectives of the research this
chapter of dissertation includes the tools that can be implemented by the analyst while
conducting research. The section involves the tools that would be implemented by the
researcher. In addition to this the section involves justification with respect to choice of
particular technique would be given. Chapter 4 Data analysis and findings: This section includes the data that which is being
gathered through sources such as primary and secondary. This section would make
scrutiny of the information that would be collected. Data analysis and finding chapter is
imperative as under this researcher would gain suitable outcomes from the investigation
 Chapter 5 Conclusion and recommendation: This chapter is considered as the last section
of the thesis that demonstrates outcomes that have been gained from the data analysis. In
addition to this particular part includes appropriate suggestions, which can assists the
organization in overcoming various issues in the research.
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CHAPTER-2 LITERATURE REVIEW
2.1 Introduction
Following the section of introduction another section of thesis involves review of
literature. This part is regarded as an essential section of the dissertation. Under this viewpoints
of several analysts in relation to the subject matter under research is demonstrated with greater
effectiveness. The secondary information is being used with the aim to gather large number of
information. It is regarded as the basis that assists in carrying out investigation in forward
direction. With literature review, gap in the earlier researches can be examined in an appropriate
way. In addition to this the chapter makes evaluation of the viewpoints of various researchers in
critical manner. Therefore with this solid academic base can be developed in relation to
phenomenon underneath study. In the present report literature review would cover the concept
and importance of creativity for retail business. In addition to this it would also includes the key
requirements for creativity building in the firm. Moreover it determines the issues that are being
faced by retailer while building creativity in the organization.
2.2 Concept of creativity and its importance in retail organization
Creativity is defined as the most important driving innovation as well as commercially
competitive spirit. The term creativity is referred to as the function of knowledge, curiosity,
imagination as well as evaluation. In accordance with the views of Samiee, Yip and Luk, (2004)
in case when there is stronger knowledge base and level of curiosity, the greater number of ideas,
patterns as well as combination that can be achieved. This is further correlates with the creation
of new and innovative products and services. It has been assessed that mere knowledge regarding
something does not guarantee the formation of new patterns. But, it is critically assessed that this
is possible through generation of new ideas through creative thinking that might lead to
formation of new products and services to a greater extent. The firms that have performed the
best over a long period of time are those who possess creativity and innovation. As per the views
of Scott, (1999) creativity is defined as the generation of new as well as novel ideas. Innovation
is termed as applied creativity. It has been examined that creativity in aesthetic terms refers to as
the ability to produce useful ideas, originality, imagination or capability to join to more than two
elements in order to form a new unity or purpose. The resultant from creativity can be realistic,
impressionistic as well as surreal. Creativity is represented by the potential to create, bring into
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