You are required to produce a 2000 word (+/- 10%) report addressing the case questions. Your answer must be fully supported by quality academic theory introduced in the unit and quality academic sources from your wider reading around the subject area and referenced using the Harvard style.

You must submit a hard copy of your assignment and an electronic copy to Turnitin through the BREO course site (Assignments section) for this unit  by the stated deadline.

Report writing at this level needs to be entirely focussed and written clearly and concisely.  This is essential in answering the case questions in sufficient breadth and depth within the word limit, giving examples.

Assignment 2: case study

This assignment is mainly about climate and leadership of Creativity and Innovation and the handouts and reading materials for the last two sessions are particularly relevant.  The report will, of course, need to be informed by quality academic sources (including electronic journals) and be fully referenced using the Harvard style. It is recommended that you use outline numbering in your report using sub-headings relating to each of the questions set.

Case Questions:

1. Why is creativity and innovation important to Company A?
It is expected that students will relate this to the objectives of the company, sustainable competitive advantage and specifically to the need to creativity and innovation in scientific work. Students are also expected to emphasise the application of creativity and innovation processes to improving any area of any business.

2. How is creativity and innovation stimulated, supported and sustained?
This is central to the assignment.  Students are required to analyse the case for elements supportive of creativity and innovation (e.g. Amabile, Ekvall, Isakssen) using appropriate theoretical perspectives and models and giving clear examples, of which there are many.  This is a major part of the assignment and discussion should be extensive and in-depth.

3. How important was the appointment of the new CE to the process?
Again, this is central to the assignment.  Students are required to focus on leadership styles (e.g. transformational/authentic) drawing on key authors, and the role this plays in developing a supportive climate and culture. In this case there is a direct contrast with previously oppressive management.  This is the second major part of the assignment and discussion should be extensive and in-depth.

4. Why is effective communication so important to changing organisational culture? What are the techniques used by Company A to promote internal and external communication.  How do the informal reinforce formal techniques?
Shared meaning and understanding of the company’s vision and direction, including senior management values and attitudes, with reference to informal and formal techniques drawn out from the case.#p#分页标题#e#

5. Why is it important to replace senior managers who block change?
Converse of the above.

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