CREATIVITY ASSIGNMENT

Topics: Heineken brands, Creativity, Innovation Pages: 12 (3192 words) Published: April 16, 2015
Student Name: Zenzi Tafari Francis
Student Number: 0537705122
Cardiff – Rabat
Creativity & Innovation Management- BSP5015
Term: 2014/2015
Module Leader: Fathallah Kassite
Group: Level 5

Creativity & Innovation Management
In the famous quotes of George Bernard Shaw, “Imagination is the beginning of creation. You imagine what you desire, you will what you imagine, and at last, you create what you will (Twisted Sifter, 2012).” To be creative is having or showing an ability to make new things or think of new ideas (Anon, 2015). Creativity is the ability to produce something new through imaginative skill, whether it is a new solution to a problem, a new method or device, or a new artistic object or form (Anon, 2015). Innovation is the act or process of introducing new ideas, devices, or methods (Anon 2015). Alan Kay quoted these words, the best way to predict the future is to invent it (Marati, 2012). Introduction

This essay aims to provide a discussion on the importance and necessity of creativity and innovation in large modern organizations. It will include five themes based on studies conducted on one of the largest International beer brewing companies, namely Heineken. Firstly, matters of how leadership at Heineken facilitates staff acceptance and participation in innovation will be discussed, followed by how their vision contributes to a culture of creativity and innovation. Thirdly, discuss how diversity can be used to promote creativity and how its mismanagement could result in undesirable effects. The last two sections will focus on identifying an innovative or creative idea introduced by Heineken and discussing the benefits of it followed by, the potential risks that could be faced if the idea was to be implemented Brief History

The Heineken Company was founded in 1864. The Heineken family entered the beer business when the 22-year-old Gerard Adriaan Heineken bought a small brewery in the heart of Amsterdam. Heineken family have built and expanded the brand of the company in Europe and around the world but product diversification began relatively late in Heineken's history, because the company's emphasis had been on expanding its markets but has been developed in many aspects to quality of beer. Heineken owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Their principal international brands are Heineken and Amstel, but the group brews and sells more than 170 international premiums, regional, local and specialty beers and ciders, including Cruzcampo, Birra Moretti, Foster's, Maes, Murphy's, Newcastle Brown Ale, Ochota, Tiger, Sagres, Star, Strongbow and Zywiec (Freecasestudysolutions.com, 2015). So far, the unique Heineken has guaranteed the pure, premium taste of Heineken beer and the evacuation of a growing global business with the most international premium beer brands (Background of company, 2015). Heineken expanded using mergers and acquisitions, struggling between concessions to the market and its belief in the high quality, price, and standards that put it on the map in the first place. Pursuing quality excellence through innovations projected Heineken to success (Anon, 2015). 1. Leadership at Heineken

Heineken facilitates staff acceptance and participation in innovation by creating an environment in which employees find happiness in producing the best quality at all times, an environment that comes from the vision of the company. In the mission statement of Heineken, “We have a passion for quality and bringing enjoyment to life, whilst respecting individuals, society and the planet,” is where the leaders of the company determine the five values that the leadership of the company believes are the correct combination of values for its future. Their values represent what they stand for as a corporate citizen, a business partner and an employer. These values inspire Heineken and are embodied...
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