Concepts of Creativity and Innovation - Example

Concepts of Creativity and Innovation (Business and I/O Psychology) Introduction Although women have made significant progress in the workplace, leadership opportunities remain limited. An interesting, if not alarming, phenomenon reveals that women aspiring for increased responsibility and recognition at work are acutely aware that they often compete against each other for the small piece of power granted to them. As such, women view their female colleagues as rivals and unhealthy competition ensues (Sills, 2007). Research has revealed that many successful women in business are reluctant to assist other women (Rindfleisch, 2000: 172). Previous researchers have labelled this phenomenon the “queen bee syndrome.” My doctoral research interests include studying the phenomenon of Female Rivalry in the Workplace and Beyond. Gender Loyalty Theory My anticipated dissertation will identify the motives, which explain this behaviour; and analyze the sociological and psychological antecedents, which lead to female rivalry in the workplace. It is my position, that in order to change the experiences of women in the workplace, rather than masking or ignoring tensions and complexity embedded in different perspectives and experiences of women, there must be open and transparent discussions, which raise consciousness (Marvin 2006). Furthermore this study aims to provide a framework for establishing a theory titled, Gender-loyalty ™ among women by employing self-actualization frameworks to increase self-worth which should subsequently lead to altruism, improve intra-gender relationships and decrease unhealthy competition This research will also determine which of these factors can be generalized to other areas of female interaction beyond work, particularly as it relates to the role of the mistress involved in extra-marital affairs. As part of the plan for extending the research beyond the dissertation, I am writing a book, “Girl, Leave Her Man Alone” and launching a web site of the same title. While the book focuses on infidelity and the other-woman’s competitive role; the web-site, leavehermanalone.com will address infidelity and the dynamics of women in various career, relational and social situations and attempts to explain, uncover and educate women about the origin of highly destructive behaviours and how to combat them. This project will focus on the launch and branding of these products as well as the positioning of the Gender-Loyalty™ theory. New product Improvement For contemporary firms and institutions, innovation and creativity plays a pivotal role in development of new products and in development and implementation of feasible strategic plans. Modern firms select and recruit creative labour forces with the intent to generate new ideas and concepts that will take the firm to the next level and enhance their sustainable competitiveness as highlighted by Dietrich (2004). According to Weick (2003), creativity is the underlying factor in acquiring inimitability and developing a valuable and costly -to -imitate workforces. The need for innovation and creativity is enhanced by a greater need by firms to develop unique, inimitable, rare, and costly to substitute organizational resources, efficient, quality and effective products and services that meet the needs of the changing business and market environments and fully meeting the needs, tastes, preferences and expectations of their customers as implied by Dahlén (2008). Thompson (2004) highlights that innovation and creativity among the labour forces ensures employees are able to develop systems and programs that generate alternative means of accomplishing a task and helps in efficient solving of problems and improving the decision making processes. This is vital for the survival and development of firms and more so in enhancing the firm's sustainable competitive advantage against its competitions (Michalko, 2000). The new product launch, the Girl, leave her man alone website leavehermanalone.com and book seeks to assess infidelity and the dynamics of women in various professions, relationships and social situations and seeks to highlight, uncover and educate women about the origin of highly destructive behaviours and how to counter them. The new book and website product launch is a unique new idea owing to the fact that the product is taking the issues about women from a completely new perspective and dimensions as it analyzes women in relation to rivalry and competition against each other and the enhanced need to improve female gender loyalty. The product launch is essentially important to women in enlightening them about the negative implications their intra-gender rivalry causes. Among the felt impact is the inability for women to realize their goals and objectives that are to acquire equality with male counterparts and enhance their opportunities in political, economical, social, financial, religious and educational platforms. By investing in intra-gender rivalry, it distracts them from attaining their anticipated outcomes and at worse, it offers opportunity for forces against women power to prosper and further limits their capacities and chances to progress together and individually as a woman. Not that the product launch seeks to paint the male counterparts as villains, but it offers women a forum to fully comprehend that capitalizing on limiting each other's progress be it job-wise, promotion wise, economic wise and socially, and dwelling on intra gender competition, it gives the male counterparts the chance to do what they want to do with women and get away with unethical conducts such as infidelity in relationships. This is because women are so engrossed in competing against each other to fully mobilize support to safeguard each other against mistreatment or any other form of oppression. The numbers of women not accessing promotions, jobs and success opportunities because their female counterparts stood in the way are many as illustrated by the large female population that exists globally and only a handful of them has been successful in getting high political positions, gaining economic success and rising in the social ladder. To improve the website, it shall be designed and hosted using updated state of the art technology that is not only customer friendly but also, allow live web discussions among participants. This is because technology enhances and supports innovation as indicated by Thompson (2004). The website will have an array of tabs that contain varied subjects covering rivalry among women, ways to counter intragender rivalry, causes of intragender competition, ways women can improve loyalty to each other, consequences of intragender rivalry among women among other related topics. In addition, navigational services and 'add to cart' tab for publications materials on sale. The website will have direct links to leave her man alone fan pages registered in social media networks such as Face book and Tweeter. The website will have a review section that the site visitor can review the content of the website and suggest their own ideas and outlook on female rivalry between each other. For the book, the book will be available in soft and hard copy. A preview of the soft copy of the book will be available at the website and can be acquired by purchasing it online or through distributor's shop. The website and the book will have relevant information about the Gender loyalty theory that employs self-actualization structures and mechanisms to improve women's self worth that results to altruism enhance intra-gender correlation and minimize unhealthy intragender rivalry. To enhance awareness of the website and book, funds shall be allocated in endorsing and supporting corporate and social initiatives and programs that deals with issues about women. By linking the website to social media networks, it broadens the level of global awareness of the product and improves the probability of many women and even men participating and effecting the recommended behavioural changes that foster loyalty among women. Use of social media increases the number of prospective customers who buy the book and even generate important and valuable insights that adds to improving the content of the female intragender rivalry. Availability of the book in soft and hard copies make it easy to distribute and deliver it to potential customers globally. Since some human behaviour such as intra gender rivalry among women is mainly done unconsciously, launching the book and the website creates a consciousness and awareness of the trend and behaviour and will help women guide their actions when interacting with each other and when involving themselves in activities that influence each other's life. Developing a brand Identity for a new product Developing a brand identity for a new product or service entails developing a suitable, easily recognizable and memorable name for the products or the services. According to Michalko (2000), brand identity refers to the exterior expression of a product or service, which constitutes its name, trademark, communications and visual outlook. Developing a suitable brand identity is important as it helps distinguish a product and service from the impact of rivals and is vital to consumer recognition as highlighted by Dahlén (2008). The book is titled '“Girl, Leave Her Man Alone”. The title name is both appropriate and relevant to the topic under discussion, that is, female intragender rivalry and generating gender loyalty. Rivalry among women stems from the other woman's competitive role in pursuing to have dominance in the small piece of power granted to them. Both the book and the website are new information based products meant to create awareness of female rivalry, enlighten women on the part they play, assessing causes of the female competition and developing strategies that will help encourage and enhance gender loyalty among women. The name of the website is leavehermanalone.com. The name is not only catchy and memorable but also highlights the contents of the website. The domain name matches the book, which makes it easy for the existing and potential customers to find and associate with. For effective branding therefore, the brand name for the book and the website are similar. To enhance and to develop a strong brand identity, the methods for promotions and advertising are key as stated by Thompson (2004) which for this brand will include organizing and attending trade fairs and exhibitions, TV and radio advertisements, use of posters and use of billboards. In addition, celebrity endorsement using a popular celebrity who advocates for the rights and welfare of women will be used in campaigning for and readying the target audience for the products launch. This will be crucial in creating awareness, informing the target audience about the products launch, the book and the website contain, and offering other messages meant to attract the attention of the customer and to ensure the products are memorable especially at the point of purchase. In order for one to log into the website, they will be required to sign up by answering a five-question questionnaire and register for free. The sign up is made simple to encourage more people especially women to participate and register. Nevertheless, they will need to purchase the publications such as the book in order to have a full view of the book. The book will be available at a relatively affordable price to create a suitable brand positioning and identity as a quality, enlightening and affordable brand. Effective brand identity entails delivering the products and services to the right locations. Therefore, to ensure the books are easily accessible and available to a customer whenever and wherever they are, online book sales will be established. To ensure the website is accessible and easy to trend, it will have direct links to developed fan pages in Face book and Tweeter. The website will have a primary keyword to ease navigation to the site and help in on-page SEO. The primary keyword for the website is 'gender loyalty'. The website and the book will have a similar brand slogan. The brands' slogan will be ' gender loyalty equals gender power'. In addition to brands having feasible and suitable names and a slogan, it is virtually significant to have a unique, inimitable and recognizable brand logo as suggested by Catling (2007). The logo for both the website and the book will be three female illustrations/ outlines holding hands, and making a circle. This is meant to portray what the brands are all about, which is women uniting and developing loyalty among each other in order to expand the power platform extended to them and limiting their intrigue. The brand names, slogan and logo are easy to remember, transcends patterns and generate positive connotations. These are integral elements in developing a sustainable brand identity. Developing a strong, reliable, consistent, credible brand identity is a battle half worn as it generates increased interests and curiosity from existing and potential customers, which subsequently leads to increased market share, brand loyalty and profitability for the brands. Since hosting and running a website costs substantial amount of money, the brands will sell some of its web space to programs and initiatives aiming to inspire, educate, develop and empower women. This will be helpful in linking the brand with other women related projects that attract and retain the attention and loyalty of women. Barriers According to Hussey (2001), there are varied elements and factors that hinder sustainability and success of new product developments. Among barriers that may interfere or disrupts the launch and success of the book and the website thereafter includes Lack of sufficient resources Lack of adequate resources needed to successfully diffuse the new brand into the market hinders success of the book and the website. Substantial amounts of resources including financial resources, capital resources and human resources are needed in designing and hosting a website, buying relevant updated technological solutions such as software, managing, monitoring and updating the website and in publishing a book online and in hard copies. More money is needed to ship out or supply the hard copies of the book in overseas countries in terms of exporting costs, storage costs, distribution and transportation costs that may discourage overseas book distributors from stocking the books, which will influence the sustainability of the brand. Inefficient management Developing innovative, valuable and unique products and services that meet the needs and expectations of the intended user and effectively and efficiently implementing, monitoring and managing them is a different ball game altogether as suggested by Higgins & Reeves (2006). If by any chance, its management is not competent enough in aligning and altering the products to suit the constantly changing consumer attitudes, behaviours and environments, the new products are bound to fail. It is important therefore, the management that is put into place to manage and monitor the new products to be not only capable, but also, flexible to changes and are quick alterations and product/ brand remodelling where necessary. Stakeholder barriers The success of the new website and book may be hindered by stakeholder barriers that include slow adoption and acceptance by the intended users. Women as the main market segment targeted by the website and the book may be unwilling to compromise their positions to encourage gender loyalty and at worse, they may not support the perspectives and opinions suggested and represented by the brand. This will have negative implications such as reduced volume of sales, members and the intended message may not be effectively conveyed. Book suppliers may impose barriers in form of high costs of supplying their services such as publishing and web designing and hosting, which will affect the launch time lines and sustainability of the new products. Investors may be unwilling to invest in the new idea since; the perspective is a new one, which may limit access the brand has to endorsements and sponsorships. There is anticipated threat of resistance from other quotas such as from men who may view the book and the website as a means or a strategy of women to domineer and overtake them in acquiring influential and powerful positions in the workplace, socially, economically and even politically. Competition Any new product faces the threat of competition from existing and emerging brands as stated by Tanner (2003). Competition may arise in terms of easy availability and accessibility to substitute and alternative products, which may be similar books covering the topic in the same perspective and websites carrying similar content as this new one. Time of entering the market Selecting the most appropriate time to enter a market with an innovative product or service is critical to the success and sustainability of the product/ service as described by Higgins & Reeves (2006). A product meant to enter a new market as an early entry but delays, it may be overtaken by other competitors and thus impact negatively on the launch of the product, its diffusion and it may fail to reach and satisfy the intended users. Timing of the market entry of the book and the website into the market therefore, is a threat and eventually may become a barrier to the brand's success if not done appropriately and at the right time. Solutions to overcoming these barriers and challenges To counter the barriers of lack of adequate resources, it is essential to develop strong and credible product endorsement proposals to entice potential sponsors to invest in supporting the brand. In addition, investing in effective communication models and advertisement campaigns to ensure the target segment is well aware and understand the product, which is essential in gaining and retaining their confidence and loyalty vital in ensuring reliable supply of resources in terms of profits and returns on investments and gaining their loyalty. This is key to brand sustainability. Building strong brand identity and developing effective awareness campaigns that enlighten the stakeholders on the value of the website will help in safeguarding the brand against the stakeholder barriers including influencing the perceptions of men of such a book or website. Developing unique, inimitable, un-substitutable and costly to copy brands is the best strategy in countering market competition and enhancing a brand's competitive advantage as proposed by Lewis (2004). In regards to countering competition of the book and the website, it means regularly evaluating and integrating new technological solutions to routinely enhance the uniqueness and value of the product that meets the changing demands of the customer and changing market environments. References Catling, T. (2007). Creative thinking a truly renewable energy resource. The British Journal of Administrative Management, 22-23. Dahlén, M. (2008). Creativity unlimited: Thinking inside the box for business innovation. West Sussex, England: John Wiley & Sons Ltd. ISBN: 9780470770849. Dietrich, A. (2004). The cognitive neuroscience of creativity. Psychonomic Bulletin and Review, 11(6), 1011-1026. Higgins, M. & Reeves, D. (2006). Creative thinking in planning: How do we climb outside the box? The Town Planning Review, 77(2), 221-244. Hussey, D. (2001). Creative strategic thinking and the analytical process: Critical factors for strategic success. Strategic Change, 10(4), 201-213. Lewis, C. (2004). Being creative in the workplace. The British Journal of Administrative Management, 24-25. Mavin, S. (2006b). Venus envy 2: Sisterhood, queen bees and female misogyny in management. Women in Management Review, 21(5), 349-364, Emerald Group Publishing Limited. Michalko, M. (2000). Four steps toward creative thinking. The Futurist, 34(3), 18-21. Rindfleisch, J. (2000). Senior management women in Australia: Diverse Perspectives. Women in Management Review, 15(4): 172:180. Sills, J. (Jan/Feb 2007). Catfight in the Boardroom. Psychology Today. New York, 40(1):61-62. Tanner, D. ( 2003). Creativity management – roadmap to building a more innovative organization. Strategic Direction, 19(4), 2-3. Thompson, J. L. (2004). Innovation through people. Management Decision, 42(9), 1082-1094. Weick, C. W. (2003). Out of context: Metaphor to encourage creative thinking in strategic management courses. Journal of Management Education, 27(3), 323-343. Read More