BSS057-6 Corporate Innovation and Entrepreneurship-8
Module code and Title: BSS057-6 Corporate Innovation and Entrepreneurship-8
Introduction to company and scenarios
The study describes creative approaches and innovative thinking to make innovative responses in “TUI AG and TUI Travel”, which is a “British leisure travel group”. TUI is founded in 2007 and merged with TUI AG in 2014. These are the leading companies in “tourism, cruise, and hotels” having a rich heritage of over 40 years in the industry. The study provides effective theories and models to help the organization in enhancing the “creative and innovative thinking” of its employees.
TUI organization has 1600 travel agencies and “leading online portals’ ‘ with an effective “travel value chain”. The organization provides “an unmatched holiday experience” to 27 million consumers in 180 regions. ”. The corporate culture and global responsibility of TUI organization have helped to provide services to its customers for over 20 years and fulfill its commitment to the sustainable tourism industry.
Vignette A
Critical Analysis
Vignette A critically analyses the creativity and innovative approaches TUI employees on the process of thinking for guiding to innovative responses. The pandemic situation has badly affected the “hotel and tourism industry” and also the TUI organization has to face several issues during that time. The Pandemic makes it difficult for the TUI organization to survive in the industry and maintain its business activities.
The pandemic makes it proactive for enhancing innovative and creative thinking ability to thrive and stay in the industry (Bíró and Németh, 2022). The situation after the pandemic insists the TUI organization pay attention to “Corporate innovation and entrepreneurship” and run its business properly.
The case study states that the TUI organization is a very renowned company in the “tourism and hotel industry” having strong tour operators. Creative thinking has helped the TUI managers to increase “innovation and corporate entrepreneurship” and it has a direct relevance on the growth of the company.
Therefore, the company needs to maintain its standard and should be more careful about its customers’ satisfaction. TUI organizations should improve services with innovative ideas and create a brand image in the market by fulfilling customers’ demands, desires, and market trends (Desnita et al. 2022).
In the given case study, it is clear that global responsibility is the main feature of its corporate culture for maintaining its “economic, environmental and social responsibility The pandemic has created several complex issues and created a hard situation in the tourism and hotel industry (Santos et al. 2022). Material unavailability, High customer demand, and an increase in employee shortage create complex issues like flight cancellation, flight delays, and making chaos.
The TUI organization needs to implement various modern technologies to provide information about flight cancellations and delays to customers (Erwin et al. 2022). The “fast-changing environment” of the TUI organization helps to create strong value and maintain its existing environment. This will help to become more flexible and modern in technologies in the global market and attract more customers to use its services.
TUI organization has taken initiative in its value of creating “trusted, unique and inspiring” services along with “leadership, workplace, technology, and organization”. The primary vision and mission of TUI organization help to bring growth and reflect the “characteristics of the countries, companies, and functions” in its workplace. The “general powerhouse and master classes” of the TUI organization help its employees to get proper training and encourages them to participate in organizational activities.
The company also provides an external trainer for its employees in master classes (Janet Yuen-Ha Wong et al. 2022). However, sometimes its employees cannot follow activities and training procedures after the training.
Conclusion
The innovational approaches in this Vignette help employees to develop an entrepreneurship mindset and encourage them to enhance innovative ideas. The study also mentions effective leadership style for promoting innovation, and critical thinking to achieve organizational growth faster. The organization’s innovative approaches help enhance and improve TUI employees’ critical thinking.
Moreover, the study provides recommendations for the entire team for enhancing its employees’ creative thinking and innovative ideas. The recommendations help to increase the potential growth of the TUI organizations. The TUI organization keeps its focus on the innovative, creative thinking of its employees to enhance its growth, and improve its services in the market.
TUI can create an innovative environment by allowing its leadership culture to motivate and encourage employees. This will help its employees to enhance their critical thinking, make limited thinking, and “think about out of the box” (Setchell et al. 2022). The team management and leaders of the TUI organization should encourage employees to get creative and unique ideas from them.
Recommendations
Brainstorming – Brainstorming is a “relaxed, combined and informal approach”, which helps to solve complex issues and encourage individuals. This approach motivates employees to bring innovative ideas to the company, which may be crazy in the initial stage. However, some innovative thoughts can help the TUI organization to build creative solutions and mitigate complex problems (Akmam et al. 2022).
The TUI organization can use the “brainstorming approach” for mitigating complex issues during the pandemic time it had to face. This approach can help to rectify the management and training problems of the organization. This will make TUI organization a famous company in the UK in the “hotel and tourism industry”. This approach enables employees and people to share their views, ideas, and throat and build higher management for the team leaders.
Role storming –The Role storming approach is almost similar to brainstorming, and it helps to build creative and innovative ideas for problem-solving strategies. This helps people and “employees to get out of their cells” and invent something new according to their strategies and techniques (Lv, 2022).
This approach enhances the concentration power of employees and makes them sensible and proactive in complex situations. The concentration helps to detect possible issues and take further innovations for mitigating the issues. The TUI Company should use this to implement new technologies in the time of providing training to the employees with proper materials.
Creativity – This depends upon various people and an organization, which helps the TUI organization compete with other companies and become more innovative in the “travel and tourism industry”. The organization implements various initiatives and guides its employees to be creative in their work for the organization (Chiwawa et al. 2021).
The theory of “Vygotsky on collective creativity” helps to enhance creative thinking about their work and create cognitive development and better social interaction. According to Vygotsky, “creativity arises from any human activity that produces something new” and he also says “Creativity comes from physical objects and makes new mental constructs”. Creativity helps leaders to alter, imagine new, and combine according to an individual’s personality and characteristics (Soukalova, 2022). Leadership quality is present in everyone and it just needs to be polished, this will build creativity and help the organization for future growth.
Figure 1: Belbin’s team development model (Source: Bersani et al. 2022)
“Belbin team development model”- This model provides nine roles for team development such as “Action Oriented, People Oriented, and Thought Oriented”, which provides interpersonal strengths (Zhu et al. 2022). Belbin’s model provides leadership training and it helps to improve employees’ skills and lead its management for organizational growth. The primary statement of Belbin’s model is that “a team role is a tendency to behave, contribute, and interrelate with others in a particular way”.
The TUI organization can use the “Belbin team development model” to solve complex issues created by the pandemic and keep its business running smoothly (Bitew et al. 2021). The pandemic has lowered the number of visitors, and tourists at Covid time and create issues for the “travel and tourism industry” and made barriers to maintaining their economic standard. The development model can help to solve training problems and infrastructure problems in the organization.
Vignette B
Critical Analysis
This vignette describes the employees’ mindsets, which have to promote various organizational activities and run hackathons. The case study provides a run of hackathons in the TUI organization by its communities and departments. “A Northern regional hackathon in 2021 take initiative to mitigate complex problems and these are not included in its tech and legal team due to the lack of IT participants (Jin et al. 2022). In contradiction, the “Data science hackathon” builds responsibility for mitigating issues and solving business appeal-related problems.
The issues were not incorporated into its tech infrastructure due to the lack of “user interface and software engineers” participation. Its “Lightbulb Lab” for the commercial team mainly focuses on solving internal department issues. The Marketing team of the TUI organization has an annual forum for everyone where an individual can share ideas for making improvements in customer experience and it has been proven successful in the past.
The IT team organizes “knowledge sharing, and innovation meetings”, which although highly technical but unknown to the wider business of the “tourism and hotel industry”. Therefore, The TUI organization should focus on providing new technological ideas to its employees to learn innovative technology (Luan and Kim, 2022).TUI organization also takes an initiative named “monthly innovation forum” for executing greater projects and it is led by TUI’s strategy group. Its “ground innovation forums” are unable to reach innovation due to a lack of its “early cross-functional involvement”.
Therefore, the organization needs to improve its employees’ operating skills, leadership management, and innovative thinking. These will help the TUI organization to increase strategic planning and organizational growth rate in every department. The TUI organization should be more concerned about its training process and guidance to its employees by making them skilled in the future (Mai et al. 2022). Proper training and guidance will help to make efficient and appropriate employees in the organization.
Furthermore, TUI employees will be more productive, and it will help the organization to gain more profit in the tourism industry. This will help team leaders to make employees understand, and realize, which is most necessary in any project. The team should implement the internal innovative process, which will help employees to represent their thoughts to TUI management and clients.
Furthermore, TUI organization should provide attractive incentives to its employees and acknowledge them for their precious work for the organization. This will help employees to enhance their critical thinking and innovative ideas, which will increase organizational productivity. Entrepreneurial mindset and critical thinking has supported the “continuous innovation and sustainability” of the TUI employees.
Conclusions
This vignette discusses the stimulation approaches for the whole team of TUI organization to make its employees more creative and innovative and able to mitigate complex problems. The study concludes innovative and creative thinking in the TUI organization, which is a well-established company in the “tourism and hotel” industry. TUI organization has provided various services like flight services, IT, finance, and product & purchasing to its customers.
The pandemic has created a lot of implications for the TUI group and it has faced several issues. The TUI organization should implement different theories, and models to make leadership strategies vital for enhancing “creative and innovative thinking” for its employees.
Leadership strategies like “Belbin team development model, Diffusion of Innovation Theory, Vygotsky on collective creativity, Brainstorming, CPS, role storming, and design thinking” can help the TUI organization better. Creativity is important to broaden perspectives and overcome future issues in the organization for enhancing its overall growth. Innovation is important to enhance productivity and brand recognition in the TUI organization and increase turnover for profitability.
Recommendations
CPS- “CPS (Creative Problem Solving)” process helps to break down complex issues into various parts and provides a better understanding. This is beneficial for the employees to generate various effective ways to mitigate implications in the organization and take the appropriate ones (Mai et al. 2022). The pandemic has created economic problems as the tourists were unable to come to visit places in the UK. The flights got canceled due to lower chances of affecting.
Design Thinking- This process is also beneficial for solving issues and it relies on “methods and techniques” for understanding customers’ needs and building discipline (Ting-Ting and Wei-Shan, 2022). This will help the TUI organization to build innovative ways of mitigating issues in employee training, economic problems, and management implications caused by the pandemic.
C&I theory – This helps to build control and intention to attain primary goals and become progressive with confidence. The C&I theory is very important for the TUI employees to build confidence in innovative ideas and critical thinking. Therefore, TUI should use this to enhance productivity and innovation for their future growth.
“Vygotsky on collective creativity” – This Theory of can help TUI to enhance the creative thinking of its employees and it encourages either to take part in creative thinking. Roger’s “Diffusion of Innovation Theory” is important to adopt new ideas and gain new innovative approaches (Xin and Jiang, 2022). This theory is based on social sciences, and it can help the TUI employees to adopt innovative ideas and new behaviors.
The organization should follow various strategies in adopting the theory and it provides factors like “relative advantage, compatibility, complexity, trialability, and observability”. These factors are important for “innovators, early adopters, early majority, late majority, laggards”. This innovative theory helps to run business, take effective initiatives and enhance the creativity of the TUI employees. This can build differentiation in the employees by making a comparison with other companies in the UK tourism industry (Yunlin and Chen, 2022).
The theory is important to build strong strategies for the TUI and make it one of the “best tourism companies in the UK ”. Therefore, TUI should use this strategy to enhance the innovation and critical thinking abilities of its employees and make them efficient in working. The increase in efficiency will help the TUI organization to enhance productivity and maximize profit for the organization. This will help to build brand imagery in the market, mitigate post-pandemic issues and attract more customers with stakeholders in its future.
Moreover, if the team leaders or management fined that employees are going on the wrong track, they should create strict guidelines. The employees cannot obtain the actual track to complete the project, the management and team leaders should properly guide those (Weston et al. 2022). Proper guidance will help employees to improve their skills and the leaders enhance the innovation process.
This will help the employees to support, encourage and advise other teammates and direct ideas on the right paths of industrial growth. The company should provide privileges to the employees, who are eager to create innovative strategies and frameworks. However, the organization has its unique leadership model of VIBE – “Vision, Inspire, Build team, and Execute”.
TUI organization’s working ways build a hybrid environment in its workplace and make a “culture of trust and passion” that is for all of the company’s colleagues (Adigüzel et al. 2022). This creation provides freedom to its employees to work and enhances their desire to work for the company and makes it more innovative.
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