BIZ301 Organizational Creativity and Innovation
Context: Innovation and creativity are growing in importance, within organisations pursuing excellence and growth, in a competitive business world. Organisations use various innovative methods and techniques to ensure competitive advantage within their market place and meet their customer’s needs. This assessment will encourage students to explore the methods and approaches undertaken by a leading organisation and to critique a global brand name. The aim of this assessment is to identify the success of Apple. Students will identify the attributes of the people, places,products and approaches that have made Apple the most valuable company in the world, with regards to market capitalisation. Instructions: Students will review and critique the case study: Design Thinking and Innovation at Apple by Stefan Thomke and Barbara Feinberg (2012). It may be helpful to print the case study and highlight useful sections and/or take notes as you read. The output will be a 1,200 word report that responds to the following four questions: 1) In the students view, how does innovation and strategy work together at Apple? 2) Identify the innovation approach Apple has successfully used to identify customers’ needs, and how did it help them to continue to stay ahead of the competition? 3) What role did Apple’s people have, in the company constantly coming up with innovative products, and how did the culture at Apple encourage/discourage them? 4) What impact did Steve Jobs have on Apple and what did he bring, personally, to the organisation? What was Steve Jobs view of process and innovation? You have the option of undertaking further reading on Apple, if you wish, in order to enhance your analysis. [...]