Running head: Creative and innovative

1

Creative and innovative

management 2019

Table of ContentsIntroduction.................................................................................................................................................3

Task 1..........................................................................................................................................................4

Creativity and Innovation Management in Samsung...................................................................................4

Role of senior management in Innovation initiatives...................................................................................5

Task 2..........................................................................................................................................................6

Mission and vision promoting creativity and innovation.............................................................................6

Techniques use to creative ideas and innovative ideas................................................................................7

The potential risks and benefits...................................................................................................................7

Task 3..........................................................................................................................................................8

Propose and rationalize change management models..................................................................................8

Stakeholders in Samsung.............................................................................................................................9

The communication process to the stakeholders and ways to collect feedback.........................................10

Business goals for the implementation of new idea...................................................................................12

Task 4........................................................................................................................................................12

The possible organizational barriers..........................................................................................................12

Strategy to overcome the barriers to the implementation of the new idea..................................................13

Communication plan to the stakeholders...................................................................................................14

Conclusion.................................................................................................................................................17

References.................................................................................................................................................19

Appendix...................................................................................................................................................23

Introduction

The primary aim of this task is to outline and discuss how creative and innovative

management process has been used in Samsung. Samsung is one of the leading and biggest

consumer electronics companies that provide consumer electronic products and services to the

customers in the global market. The roles of senior management also have been drawn in the

task. It further explains the vision and mission of Samsung that help in promoting creative and

innovative management practices. The innovative ideas that have been adopted by the firm are

discussed in the report briefly. In today’s modern world, the organization uses change

management models like Kotter’s 8 step model and Lewin change model to initiate new and

innovative ideas in the organization. It is stated that stakeholders play a major and crucial role in

implementing new ideas. The paper highlights the significance of the stakeholders and it also

depicts information about the communication plan and strategy to overcome the barriers related

to communication. More detail of the task has been shown below.

Samsung Company was incorporated in 1969 with its headquartered is situated in Suwon, South

Korea. The company is a biggest manufacturer of electronic elements like semiconductors, chips,

and hard drive devices. It is one of the biggest manufacturers of smart phones and mobile

phones. With the success and growth of its electronics, the company has been well known

internationally as an industry leader in technology and now it has got rank in top 10 global

brands. The company dedicates efforts to creativity, shared value, and innovation with partners

and excellent people. An effective and innovative knowledge management system is used by the

corporation to compete with rivals in the global market (Samsung, 2019).

Task 1

Creativity and Innovation Management in Samsung

Over the last decades, Creativity and Innovation has become the key for achieving the success

and growth. Creativity means to generate new and unique ideas and Innovation means apply or

invent that idea. It increases the quality of the product and an organization. Creative and

Innovative ideas are very important to run the business and stay ahead of their peers. Without

creativity and innovation a company will be stuck doing things same old way. Therefore,

Samsung uses creative and innovative management process to attain various benefits in the

global market (Dawson & Andriopoulos, 2014).

With the help of creative and innovative management, Samsung is able to focus on the product

cost, quality, flexibility and customer satisfaction. The company achieved an award for

outstanding management in 1985.Samsung launched a new Smartphone GalaxyA8s in December

2018.It will launch new Smartphone Galaxy S10 series by adopting the a innovative and creative

management in the international market (Samsung, 2019). By this management, the firm resolves

and handles the queries and problems of the customers while selling the products and services

globally. It is further worth evaluated that Samsung won the gold for digital marketing in the

consumer good category for its customer service program and campaign. By implementing

creative and innovative management system, the firm has become no.1 brand in India. In 2012,

the company launched an extensive and unique program of organizational reform. The company

also redesigned management structures in each and every business area to use capabilities

throughout the entire company (Maital & Seshadri, 2012).

Role of senior management in Innovation initiatives

Senior management is generally a team of individual at higher level who focuses on the day to

day task of the organization. For the business it is most important to focus on creativity and

innovation. All the financial decisions come under the top level management thus senior

management are responsible for the planning and direction of the firm. In Samsung Company,

senior management includes executive manager, Finance manager, and sales manager etc. The

role of senior management is to handle and manage day to day activities and innovative ideas in

the organization. It is one of the significant roles that is played by senior management at

Samsung (Frow, Nenonen, Payne & Storbacka, 2015).

Furthermore, it is also reported that senior managers provide guidance to workers directly and

through the supervisor for the new innovative product. Ensure clarity and priority of the product

is another role of senior managers which are performed by them. Prepare budget for the

innovation and approve from the directors and stakeholders is other task which is exercised by

the top management. The top management is also accountable to hire qualified and talented

candidates for conducting business. The senior managers provide assistance and guidance to the

workers for implementing new policies and processes. They are responsible to encourage teams

and to communicate with the financial and others departments. If there is any barrier and issue in

the workplace then top management is accountable to reduce and eliminate this issue and barrier.

In this way, senior managers play a fundamental role in implementing new initiatives (Donate &

de Pablo, 2015).

Task 2

Mission and vision promoting creativity and innovation

Samsung is a digital electronic company which offers electronic products and devices to the

customers internationally. The mission of the company is to devote talent and advanced

technology for creating superior products and services that contribute to a better global society.

This mission helps the company to promote and enhance creative management practice

internationally. By focusing on the quality and features of the electronic products, the firm is

able to maximize the satisfaction level of the customers. The company tries to provide good

service and product efficiently by focusing on the long term mission. If the firm does not provide

good service then it losses goodwill and image in the global market. By focusing on the mission,

the organization can take risks and adopt changes in a constructive manner. The mission also

improves day to day activities; creates new and unique ideas and invasions for making a dynamic

image in the minds of the customers. In this way, it promotes and encourages creativity and

innovation in the global market. On the other hand, Samsung vision is to perform better day to

day activities and give good service and product with quality and fair price. It wants to become a

creative leader and improve the quality of devices and products. This also leads high creativity

and innovation globally. The company believes in customer relationship and satisfaction to cope

up with competitors. The other vision of the company is to become a beloved brand and

innovative and admire company at international level. If the company will become a leader in

consumer electronic industry then it will able to endorse innovative and dynamic ideas

internationally (Samsung, 2019).

Techniques use to creative ideas and innovative ideas

It is evident that Samsung uses various techniques and tools to generate innovative and creative

ideas. One of the significant and innovative techniques that used by the company is value chain

analysis. To develop new ideas, the company interacts with various partners to generate,

conceive and distribute products and services among the people. Engage in observation sessions

is another way to create innovative and effective ideas. Brainstorming and force field analysis

are other techniques that are helpful in develop and implementing new ideas and thoughts

(Samsung, 2019). Moreover, Samsung needs to maintain open and direct communication with

people to create and initiative new idea. It is found that Samsung is a global player in screen

technology, chip design and TVs. Therefore, the company is doing well in innovation area. The

organization also uses a methodology for systematic problem solving and further it is adopting

six sigma. At Samsung strategy and innovation center, the people drive innovation for the

company in diverse areas like artificial intelligence, automated mobility, digital health and

internet of things (Banović, Krystallis, Guerrero & Reinders, 2016). Knowledge management

system further was developed by Samsung to generate more revenue and to satisfy the

customers. The organization honored for outstanding design and engineering with 36 CES 2018

innovation awards that depicts that the company is showing interest towards the innovation.

Samsung has made investment in the various areas of 5G, AI and IoT over the past year. The

other innovative ideas include Tab S4, Samsung galaxy watch, knowledge management system

and HMD Odyssey that have been used and developed by the company (Skroupa, 2017).

The potential risks and benefits

The innovation leads higher competitive benefits in the context of Samsung electronics

company. Innovation is the development of customer value through solutions that meets the

needs and requirements of the customers (Nibusinessinfo, 2019). Innovation also increases

profitability and returns in the global market. The company can easily differentiate its products

from the competitors with the help of innovation. Samsung further improves brand recognition

and value with the help of innovation. The workplace productivity is also increased through

excellent innovation. All these benefits are taken by Samsung by adopting or implementing

various innovations. On the other hand, innovation also consists various risks such as losing

market share to competitors, losing key employees, failing efficiency and productivity and

reducing margin and returns. Sometimes, the customers do not take interest in the new

innovation thus; the firm has to face various issues while implementing new ideas (Kappel,

2019).

Task 3

Knowledge management idea has been taken from the above discussed ideas. With the help of

this knowledge management system, Samsung is selling electronics products and services in the

international market. Also, it helps in focusing on raw manufacturing and gaining long term

profitability (Jones, 2013).

Propose and rationalize change management models

The change management has been discussed below.

Lewin change management model: This model is used to analyze and evaluate how an ice

block changes its shape to transform into a cone of ice through the procedure of unfreezing. The

three stages of Lewin change management model include unfreeze, change and freeze. This

model can be used by Samsung for the implementation. This model is suitable because it helps in

making plans and policies for enhancing knowledge management easily because this model

provides brief information and knowledge about the change at initial stage. At the same time, it

does not try to reduce the complexities with opposition by evaluating and addressing it head on

(Managementstudyguide, 2019).

Kotter’s 8 step change management model: This model helps in bringing new ideas and

process effectively and efficiently. Kotter’s change management framework include create a

sense of urgency, develop an effective coalition, formulate a strategic initiatives and vision,

enlist a volunteer army, enable measures by reducing barriers, create a short term aims, sustain

acceleration and institute change. This framework helps in giving a clear direction and guidance

for implementing the innovative ideas in Samsung. The reason behind using this model is that it

focuses on the preparation and acceptance of change and also monitors on the values and culture

of the workers (Kotter, 2019).

Stakeholders in Samsung

The organizational stakeholders can influence or be affected by the organization’s objectives,

measures and policies. The stakeholders of Samsung include creditors, directors, government,

employees, owners, suppliers, unions and community. The company has developed and

enhanced a strong rapport with its stakeholders, pursuing each one with different strategies. With

effective and dynamic knowledge management system, Samsung frequently meets with its

stakeholders to address significant decisions and challenges, for example, operating and creating

a health research center and increasing the compliance of management within the organization

(Fu, Yi & Zhai, 2013). The company is in direct and open communication with its employees

and customers to create a better customer relation service by making and enhancing customer

satisfaction surveys. The firm also participates in government policies and strategies; one

innovative policy has helped generate an energy management system to minimize the firm’s

energy consumption by 10%. The knowledge management put direct impact on the stakeholders

such as creditors, customers and suppliers. The suppliers will get innovative ideas and opinion to

improve and enhance the production and operations. On the other hand, customers will able to

identify and judge the quality and features of the electronic products with the help of knowledge

management. The customers and employees are valued with the help of this knowledge

management system. In this way, knowledge management initiative helps in providing right

direction to the various stakeholders in the organization.

The valuable list of stakeholders benefits include valuable engagement, excellent understanding

of concerns and needs, dynamic decisions and improve communication. All these benefits can be

taken through innovative knowledge management system because this system helps in accessing

the knowledge and information of the organization when they need it (Iqbal, Ahmad, Sheeraz &

Bashir, 2012).

The communication process to the stakeholders and ways to collect feedback

The communication process to exchange the new ideas and thoughts with the stakeholders is

detailed below.

Planning: It is an important stage of the process to communicate and collaborate with

stakeholders effectively. Samsung needs to build a clear vision and determines the strategic goals

and objectives that are important at the workplace like customer acquisition, and revenue growth.

Prioritization: After setting the goals and objectives, the top management needs to identify and

analyze the priorities to maintain strong relationship with stakeholders such as customers and

suppliers.

Execution: It is significant step to cooperate with several stakeholders in the organization. To

execute the tasks, various project management tools and methods can be used by the company at

the workplace. It will help in making happy the stakeholders within the organization (Wang &

Wang, 2012).

Release: Providing self-service access to the innovative ideas is another way to develop

consensus and get stakeholders on company’s side. Software like product plan permits the

company to enhance and develop innovative ideas in the firm. It will further help in minimizing

the communication barriers which are raised between company and stakeholders (Herremans,

Nazari & Mahmoudian, 2016).

(Source: Kirsch, 2019)

The best ways to collect feedback of concerns and opinion include surveys, feedback boxes, user

activity, usability tests, and reach out directly. All these ways also will help in collecting reviews

and feedback of the customers efficiently. Furthermore, these ways help in reducing and

eliminating the issues related to quality, features and aspects of the product.

Business goals for the implementation of new idea

The primary goal behind this idea is to promote and enhance the knowledge and experience

among the customers and suppliers and to increase awareness among them to cope up with rivals

in the consumer electronic industry. It will further help in using the advanced and innovative

technologies and resources related to electronic products in near future. The knowledge

management system will also help in improving moral, encouraging connection with the several

stakeholders and retaining the potential and talented employees. The business goals include: to

improve and boost organizational agility, to maintain strong communication, to improve business

process, to maximize the rate of innovation, to create innovative customer service process, to

maximize profitability and to increase awareness among the customers in a hassle free manner.

These goals will help Samsung to achieve its long term mission and vision in near future (Yang

& Carless, 2013).

Task 4

The possible organizational barriers

There are enormous barriers which resist implementation of new and innovative idea in

Samsung. Resistance to change is one of the biggest barriers that can hamper the implementation

of new idea like knowledge management system in Samsung. In this barrier, the employees do

not want to learn new idea and process which is beneficial for them and they ignore the tasks.

Leadership development and enhancement is critical to the implementation (Lee, 2011). These

organizational barriers are related to inbound and outbound activities. If company wants to

eliminate these issues then it needs to strengthen its overall strategic planning. It will be helpful

in reducing the possible barriers and customizing its products as per the client’s need and

demand. Inadequate and ineffective learning leads various chaos and issues in the organization

during the period of change. No motivation and reward for growth is leading barrier in Samsung

that can affect the implementation of new idea at the workplace. The workers are not motivated

and rewarded for the success and development will not look out the opportunities rendered by

the company. One of the ongoing challenges in today’s modern era is lack of communication

which affects the success of the new idea. If the team members do not communicate effectively

and efficiently then they need to face issues while initiating the ideas (Savage-Austin &

Honeycutt, 2011).

Strategy to overcome the barriers to the implementation of the new idea

Training and development strategy can be used to overcome the barriers and issues to the

implementation of the new idea in Samsung. Generally there is a lack of training and learning on

recognition giving. The top management at Samsung needs to create a learning program, provide

direction, integrate training program into the existing management training curriculum and

enables team members to share notes. This strategy will help the employees to make understand

the objectives of developing new idea. A training and education program will permit the top

management to strengthen those skills and talents that each worker needs to improve and

enhance (Watson et al. 2018). This training program further will bring all the workers to higher

levels so they all have similar knowledge and skills. This would also reduce any weak links

within the firm who rely heavily on others to complete implementation process of new idea. This

strategy will provide a depth understanding about the new idea to the workers who are resisting

for initiating the innovative idea in the organization. It is worth noted from the various studies

that training and development program can be held by the company to teach the employees for

the new idea. This strategy will help in developing and improving the skills, talents and qualities

of the workers to handle the tasks and duties in an effective manner. Furthermore, it will boost

morale, self-respect and loyalty among the workers to implement the new and innovative idea in

the organization. The culture of the company can be improved and encouraged by conducting

training and development programs. This strategy also leads higher job satisfaction and job

security among the employees. Thus, the workers can attain desired goals easily. The set goal is

to attract and retain more customers and to maximize revenue and returns. By using this strategy,

the company can implement change management model such as Lewin change management and

Kotter’s 8 step change management model (Bey, Hauschild & McAloone, 2013).

Communication plan to the stakeholders

Communication plan is accompanied with the process activities which could be undertaken by

management to communicate with the stakeholders. In this case, company could take online and

team based communication plan for its stakeholders. This communication plan will start with the

formulating the strategies for the spreading information to stakeholders, implementing

procedural steps and follow up.

Identification of the stakeholders- Firstly all the stakeholders of the company would be

identified. Samsung Company needs to assess the dispersion of the imperative information with

the stakeholders and on the basis of same, required information will be shared with the

stakeholders. These stakeholders will be assessed and on the basis of it, the medium to be used

for the strategic communication plan will be prepared.

Developing communication plan- Each and every stakeholders will be assessed so that individual

communication plan could be developed by Samsung. For instance, mail to individual employees

and other stakeholders and also using the cyber computing enterprises resources planning and

other methods could also be used by company to communicate imperative information with the

stakeholder (Gui, Tang, & Yin, 2018).

Analyzing the current communication methods and resources- In order to strengthen the

communication among the stakeholders, Samsung Company needs to assess the available

communication methods. Company could use the financial reporting frameworks. This will not

allow company to send notice of its key financial details with the stakeholders (Leonidou, &

Skarmeas, 2017).

Analyzing and evaluating the factors affecting the stakeholder’s communication plan- Samsung

Company needs to assess which factors are affecting communication strategy of the company.

Nonetheless, For instance, company could use divulges its key imperative information on online

website where it could reflect what possible factors could be shared with the stakeholders.

Implementation of the communication strategy- This will requires changes in the financial

reporting frameworks and changes in the confidential data policies and regulation. In addition to

this, company could also hire more expert members in the newly developed communication

department where it could share imperative information with the stakeholders and also could

resolve the possible queries and issues of the stakeholders (Xia, Govindan, & Zhu, 2015).

After assessing the communication strategic plan for communicating information to

stakeholders, it could be inferred that company needs to implement the effective strategic

policies which could strengthen the communication process. Nonetheless, company could also

enter into the strategic alliance with other IT organization to boost its communication strategies

to communicate imperative information with stakeholders (Ryan, 2017). Samsung Company could

also use Kotter’s 8 step model and Lewin change model to initiate new and innovative ideas in

the organization which could be useful to eliminate the communication barriers in the process

system of the organization.

In order to mitigate the communication plan barriers which company might face, Samsung needs

to develop internal control system. This department will focus on only assessing the shared

information with the top most stakeholders. This department along with the top management

department will be aware about all the shared information with the stakeholders and they will

formulate the action plan if anything goes wrong due to the shared information (Bouzon,

Govindan, & Rodriguez, 2018).

Conclusion

It is concluded from the above discussed analysis that Samsung uses innovative and creative

management process to implement the new ideas at the workplace. It is analyzed that senior

management plays a leading role in taking initiatives in the organization. Along with that,

innovative mission and vision promote creative and dynamic management practices effectively.

It is also evaluated that innovative and unique techniques and tools to generate creative ideas and

opinion. In the innovation process, Samsung faces ample of challenges and issues like resistance

to change and lack of communication. Besides this, change management models and dynamic

strategies are used to overcome and minimize the organizational barriers. An effective strategy

and communication plan is used to eliminate and detect the organizational issues and challenges.

Now in the end, after assessing all the details of the Samsung business, it could be inferred that

company needs to strengthen its business process by using the advance technologies and system

process in its business. It is analyzed that Brainstorming and force field analysis are other

techniques that are helpful in develop and implementing new ideas and thoughts for strengthen

the inbound and outbound activities of the Samsung Company (Samsung, 2019). Therefore, the

crux of this report is that Samsung Company has developed core competency in cost leadership

and product differentiation strategy in market and competing with the rivals. An effective and

innovative knowledge management system is used by the corporation to compete with rivals in

the global market (Samsung, 2019). Company has also used life cycle stage planning strategy to

strengthen its overall sales throughout the time. Samsung Company has also focused on using the

Kotter’s 8 step model and Lewin change model to initiate new and innovative ideas in the

organization to strengthen its business process.