Assignment front sheet

Learner name Assessor name

The Su Myat Maw

Date issued Completion date Submitted on10.1.2015 28.2.2015 28.2.2015

Qualification Unit number and title

Edexcel BTEC Level 7 Diploma inStrategic Management andleadership (QCF)

UNIT - 8(Edexcel Unit – 6) Creative &Innovative Management

Assignment title Creative &Innovative ManagementIn this assessment you will have opportunities to provide evidence against the following criteria.

Criteria referen

To achieve the criteria the evidence must show that the student is able to:

Taskno.

Evidence

1.1Evaluate current creative and innovativemanagement processes in an organisation 1 Pg. 5

1.2Explain how to lead others to positively embraceinnovation and change 1 Pg.11

2.1

Assess the influence of vision and mission ofcreative and innovative management process in anorganisation

2 Pg.9

2.2 Use analytical tools to identify potential creative and innovative management ideas

2 Pg.15

pg. 1

2.3Assess risks and benefits of creative andinnovative management ideas 2 Pg.19

2.4Use Change models to support the implementation of creative and innovative management ideas

2 Pg.21

3.1

Produce an appropriate rationale to persuade stakeholders of an organisation of the benefits of a creative and innovative management ideas

3 Pg.27

3.2 Communicate a creative and innovative management ideas

3 Pg.28

3.3

Establish key goals and priorities for implementation of a creative and innovativemanagement idea using feedback from stakeholders

3 Pg. 29

4.1Assess the barriers to the implementation ofa creative and innovative management idea inan organization

4 Pg.32

4.2

Plan a strategy to overcome identified barriers to the implementation of a creativeand innovative management idea in an organization

4 Pg.35

4.3

Explain how a strategy plan for overcoming barriers will ensure innovative change is achieved

4 Pg.37

4.4

Communicate a strategy plan for overcoming barriers to relevant stakeholders n an organisation

4 Pg.40

Learner declaration

pg. 2

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Learner signature: Date:

Unit Contents

No. Particular Page No.

1 Company Profile 4

2 Task 1 5-11

3 Task 2 9,15-21

4 Task 3 27-29

5 Task 4 32-40

6 Conclusion 43

7 Reference 43

pg. 3

Company Profile

Recent years, most of enterprise business organizations as well

as new organizations are meet rapidly changes environment by

internally and externally. Due to competitive pressure, every

company need to adopt creative and innovation management which is

one of priority factors in today. By change and make the

innovation, the organizations can survival to stand in their

industry.

Initially I would like to introduce the organization which is

Shwe Pu Zun (SPZ)Cafeteria and Bakery house in Myanmar. As a

international consultant, I will be reported how the innovation

and creation is important and essential for organization

Shwe Pu Zun (literally means Golden Prawn) as the proprietor's

former business was fishery; a few year later, Shwe Pu Zun change

from fishery business to bakery business.

Now, Shwe Pu Zun Cafeteria and Bakery house is very famous brand

of cake, bakery food and cold drink in Yangon. It is an

innovative manufacturer of high –quality bakery items and

delivered the great services for our customers.

It was established in 1978.Shwe Pu Zun is situated in Anawrahta

Road, Lanmadaw Township Yangon, this is main branch. In 20

century, Shwe Pu Zun organization started opening another

branches that are located on Minnandar Road, Dawbon Township and

Oaktarathiri Township in Nay Pyi Taw.

pg. 4

Introducing the products of Shwe Pu Zun, it has the vast

majorities of products which are cakes, cookies, bread ,pastries,

ice cream, faluda, Domino, Koolfee and fruit jelly ice cream. The

opening hours are 8:00 am to 8:00 pm, 7 days a week.

Shwe Pu Zun decorated the best design to attract the customers,

also orders accepted for birthday cakes, wedding cakes. To

represent the other business of Shwe Pu Zun, it has own coffee

plantation in Shan State and own family dairy farm for fresh

supplies to use to Shwe Pu Zun. Therefore, the company offers the

fair prices to customers with the best quality and tasty food.

Criteria 1.1 (Evaluate current creative and innovative management

processes in an organization)

For Shwe Pu Zun Company, firstly I will need to analyze the

current procedures and production flows by applying researching

methods. According to examine of Shwe Pu Zun creative idea and

innovative management process, it needs to evaluate the process

of CIM which has sequential process. There are 8 steps: idea

generation, screening new idea, concept testing, outlining

marketing strategy, business analysis, product development, test

marketing and commercialization. Evaluation the process of CIM

of Shwe Pu Zun company, I will access product development

History.

Idea Generation

pg. 5

As is shown in analyzing product development history, SPZ Company

of idea creation was starting from baking department. The

professional bakers created the new different products in the fee

time. After that, they would discuss and suggest about the

creation products from their peers bakers and supervisors. Then,

they reported to the owner of Shwe Pu Zun Company about the new

product.

Sometime, supervisors might give some ideas to the bakers for

innovation of new products which came from the competitors. While

idea come out, professional bakers considered this product was

possible or not for new production. They would try to test it

about 10 products and checked the quality and tasty at this

moment.

However, most of the creation idea such as (extends new business

lines, new process, new products and new supply chain) which came

from top levels or owner. They would command some guidelinesto

the middle levels of this company. Middle level started new

operation, provided other procedures and facilities to their

lower level or subordinate. Most of the important case are

defined the upper level.

As a consultant, idea generation for Shwe Pu Zun Company, it

always come from the top levels and professional bakers so that

the informationprocessing is strictly command and control. In

addition, idea is rarely come from lower level. Therefore, to

suggest the idea generation process of Shwe Pu Zun, the company

pg. 6

should be create research and department team. There will include

the foreign professional cake designers, current professional,

market researcher and innovation staffs in this team. Then,

produce creative idea should be generation by 3 months and the

company arranges cake creation fair or competition events in

twice a year.

Screening New Idea

For this stage, the company didn’t have to show screening new

idea. It means the company didn’t represent standard criteria for

each new product. They didn’tcontemplate about the capability,

availability of resource and some technology for production. The

main reason why Shwe Pu Zun Company doesn’t consider for the main

issues of new product, their brand is famous and popular in

baking industry. So, SPZ Company doesn’t need to launch new

products to their potential customers. Considering other factors,

it doesn’t effect to other products because it depend on the

different tasty and different quality.

To be reconstruction the screening stage of SPZ Company, it needs

to produce certain criteria of new products detailing. While the

production new products, it can illustrate profit levels and

market levels. Other factor, SPZ Company is available resource

(human resource, technology resource, physical resource and

financial resource) for creation products. However, I suggest to

SPZ company that need to take a responsibility person or group

for the new product lines.

pg. 7

Concept Testing

In past, some new product development, firstly the cake artists

considered the design, tasty and quality. They produced the

sample product about 100 items and tried to test this product to

some staffs which might be any level in this company. They

checked the feedback from these staffs and changed some other

factors such as design and package. As well as, they listened

from feedback of top level command. As can be seen from

evaluation of concept testing in Shwe Pu Zun, this company ran

the traditional ways of testing for new product.

So, I will suggest the concept testing for present time, the

company needs to check the internal processing which involves

manufacturing, package and distribution for new products. When we

test the items, we will consider the feedback from our staffs as

well as customer. To get the customer feedback, we will

distribute new products to potential customer as a gift by giving

‘Buy one get one’. And then, company will launched the new

products’ video in every branch. Above the description procedure,

it can improve the concept testing stage and we can know both the

customer value and potential demand.

Outlining possible marketing strategies

In past and current procedure for designing marketing strategies,

Shwe Pu Zun didn’t have any concentration about the marketing

strategy. Company was emphasizing only the affordable price for

new products. According to review by launched the SPZ new pg. 8

product, these items were be reached their estimation sale

demand. Because Shwe Pu Zun is branded company in baking

industry. So, marketing strategies didn’t be considered by the

Shwe Pu Zun Company for all their new products.

For this phase, I will advise before the new products are

launched, the company need to set up the marketing strategies.

So, Shwe Pu Zun Company need some market researchers who can

produce a good strategic marketing plan to besuccessful for new

products. And then, it needs to evaluate the result of concept

testing which can help the marketing strategies that should be

emphasis market segmentation, targeting and positioning (STP) and

marketing mix (4P’s or 7P’s) for new product. Therefore, outline

marketing strategies is one of the essential factors for new

products of Shwe Pu Zun Company.

Business Analysis

Considering business analysis phase of Shwe Pu Zun Company, they

were rarely analyzing business for new product. It means being

the Shwe Pu Zun Company is a successful company, while the new

product has been launched; all of the items were reached their

sale target. The company surely was known about their strengths

(available resources, some technology), some weakness,

opportunities and threat. However, Shwe Pu Zun Company never

produced the business analysis report.

Therefore, I will force to produce the business analyzing report

while they will produce the new product. There will involve the pg. 9

competitive activities, market trends, environment aspects which

involve PESTEL, SWOT, porter’ five forces for each new product.In

addition, the company needs to consider about a new product of

potential profit, cost analysis (“breakeven” and rate of return

analysis) with a defined period of time. By doing these, the

company is easy to estimate a new product may be successful or

not.

Product Development

Evaluation product development phase of Shwe Pu Zun Company, it

was easy to production. Because Shwe Pu Zun has the perfect of

technically and commercially of production of new product

development. To represent technically, it has full enough

resources, equipments, skills and competence qualification baker,

creative cake artists and so on. And then, SPZ company is branded

company, the new production would be successful in product

development history. However, it has some wasting problems for

new product operation because they didn’t calculated time

expense, production effort and so on.

So, for the product development phase, I will advised this

company that should be calculated time effort , defining resource

detailing and determining capability for producing new product

development. And then, the company need to aware of competitors

doing how can effect for new product development. Finally, it

need to consider the marketing mix (4P’s pr 7P’s) of initiation

new product.

pg. 10

Test Marketing

According to the examining this stage in Shwe Pu Zun, it has a

few considering for designing test marketing strategy for new

product. Being the successful branded company, company has a

little effort for new product market testing. It didn’t define

target marketing sector, potential buyers and length of testing.

Thus, by evaluation of this company, we can be seen “test

marketing” is low level stage of all performance.

Actually, test marketing stage is important for business. While

launching new products, the company will actually test their

potential customer. So, firstly company should introduce sample

product, select their test audience, define test branch for new

product. It needs to survey the customer feedback and evaluation

the test result. By doing these, we can exactly the buyer

potential, supply of new product situation, competitive action of

producing similar products. Test marketing can estimate sale

volume, priority of distribution that can be success for new

product development. However, it needs to be aware of timing,

considering resource for advertizing and promotional aspects.

Commercialization

In previous new production, the company has rapidly reached this

stage. After testing complete especially tasty and quality, the

company distributed their products. The company checked the sale

demand, and then it evaluated the production quantity in

commercialization stage.pg. 11

Therefore, I will force the correctly and completely all of

stages which can bring to be great progress of new products. And

then, it also needs to check sale demand and evaluation process.

So, the commercialization has been successful and full-scale

manufacturing.

Criteria 2.1 (Assess the influence of vision and mission on

creative and innovative management process in an organization)

Vision

To be no1 premierbakery and pastry shop in Myanmar

Above vision describes No1 Cafeteria and bakery house in Myanmar.

The vision will be support to improve all of the capabilities and

performance in Shwe Pu Zun. Supporting performance function that

include especially good quality, fresh food and tasty. And then,

the vision considers their customer can buy our products with

affordable price. Being assessing thisvision, as can be seen the

company are few weakness in part of creative and innovation idea

generating. The company sustains their brand name by filling

great performance sectors. So, the vision cannot support to

follow creative and management process in company.

Mission

Shwe Pu Zun Bakery is a committed team of talented

individuals who provide superior quality bakery, pastries

and wedding cake.pg. 12

Evaluation the missionstatement of this company, it will target

their employees as a family member. The company provides the

training each individual to be a talent person and always try to

their services to be higher for loyal customer and potential

customers. And then, the company wants to sustain a great quality

and tasty products. According the mission statement, that is not

indicating to support the creativity and innovation process for

Shwe Pu Zun organization.

Therefore, it needs to change vision and mission statements that

can support to improve the creative idea and innovation process.

There are following for future vision and mission:

Vision

To be no1 premier bakery and pastry shop in Myanmar: Our Company will be

living proof that caring, integrity, hard work and innovation at all levels create

success.

Mission

Our companies want to improve the brand position and expend it for the next

generation. We are passionate about innovation products that great tasty,

healthy and make every eating experience more satisfying.

The future vision and mission are emphasizing and support the

innovation and creation process for Shwe Pu Zun Company. The set

up vision is intended to No 1 bakery shop in Myanmar and this

pg. 13

will produce innovation idea for all of steps. As can be seen the

new mission that the company want to improve brand position,

produce innovation product that will be influence the customer

with tasty, creative design and colorful package. Therefore, new

vision and mission are always intended to be innovation idea and

innovation process in SPZ organization.

Criteria 1.2 (Explain how to lead others to positively embrace innovation and change)

To be known the innovation is at the essential factor for every

business enterprise, Shwe Pu Zun company understand this fact so

that they want to change effective and innovatively for their

process or products. As well as, SPZ Company will be considered

how to be positively influence for stakeholders’ participation.

In this situation, the company should use effective leadership

style for this organization.

Strategic Leadership for innovation and change

There is one thing to consider, getting the innovation and

change, we need someone who can lead with strategic leadership.

The one should have ability to foresee the innovation result.

Considering the facts about change strategically and keeping the

transaction flexible are the strategic leadership’s style. He/she

will set and maintain the vision, mission and will drive the

others to the direction of strategies to accomplish the

organizational objectives. Strategic leadership style should be

pg. 14

hold by the managers from the lower, middle and top levels of the

organization.

For the innovation and change, Transactional and Transformational

Leaders are in the group of important. Transformational leaders

will be actively to lead the changing. They make a setting goals,

vision and mission for SPZ Company. Transformational leadership

style tends to be creative and innovation. According to examine,

SPZ‘s owner and top management level should have the

transformation leadership skill. So, it can bring higher

performance levels by motivation and providing opportunities for

innovation and creativity. In addition, Shwe Pu Zun owner has

strategic transformation leadership style according to business

history, it means there could change successfully from fishery

business to bakery business.

For reviewing the transaction leadership style, those leaders are

leading their followers based on awareness and expectations about

their abilities and skills. They put focusing on the interactions

and communications between the followers and leaders in the first

place of their responsibility list. They must be sustaining the

current changing situation with innovative ways. This is

responsibilities and duties for transaction leader in company.

To hold the transaction leadership style, every department

manager should have this leadership style. So, The successful

change will be sustain effectively by their controlling.

Need To Embrace Innovation for SPZ Company

pg. 15

To influence the stakeholder participation for innovation, SPZ

company should use the five steps achieve consistent and

dependable innovation which are suitable for this company.

Describing these steps is _

1. Create an impetus for innovation that starts at the top.

2. Reform the risk-averse middle manager.

3. Adopt innovation in every department across the company.

4. Hire professional innovators.

5. Start "basic training" in innovation

Create an impetus for innovation that starts at the top

Evaluate of the Shwe Pu Zun Company, owners wants to innovate

their business and try to touch some new sectors according to

their business history. The business changed from fishery to

bakery in past. Therefore, starting for innovation, the owner and

top levels are innovation champion and always effort to innovate

and encourage their employee to participate in innovation process

and product.

pg. 16

Reform the risk-averse middle manager

Most of the companies often meet the risk-averse because of

middle manager. In SPZ Company, these conditions always occur

between employees and employer. So that SPZ Company needs

significantly control to overcome some risk for innovation. And

then, it does not use traditional ways and reduces some

discipline and restrictions for innovation. The owners of Shwe Pu

Zun must set up incentives for line manager to change their

concept. And then, the top level needs to explain the middle

manager why the importance of innovation and how to support to

sustain the organization. Finally, The SPZ’s owner need to

support any facilities for implements the innovation

Adopt innovation in every department across the company

Shwe Pu Zun Organization should make to involvement of the

employees’ effort for every department. It means that each

department has their different background and different opinion.

And then, they also meet different obstacles when they are

running their process. So that, they are still producing numerous

methods how to overcome these obstacles. If all of the

departments are organized to produce the creative idea, the new

product or process will be effective innovation.

Hire professional innovators

pg. 17

In order to find talent that’s capable of innovation for SPZ

Company. The professional innovators can lead to produce

fashionable product design with combining organic foods and

hygiene foods. Some innovators will emphases to change the

process of company. And then, they will research and development

to enhance SPZ products and process. However, SPZ Company should

be awareness for hiring professional innovators who has really

possessed the innovative and creative talent skills.

pg. 18

Start "basic training" in innovation

For idea innovation and structural creative problem solving, SPZ

Company initially provides basic training for employees to

enhance their thinking skills to be the highest level. But

training activity should be the international that can lead to

meet SPZ’ vision and mission. And then, the company arranges

workshops facilitating, scenario and case study by dividing

grouping. As well as, the company makes a competition fair for

product design with special tasty. After this competition, SPZ

Company gives some incentive reward for first winner.

The above procedures which can influence to accept all of the

stakeholders for innovation and change that can help to generate

the innovative ideas for SPZ organization.

pg. 19

Criteria 2.2 (Use Analytical tools to identify potential creative

and innovative management ideas)

To determine having potential creative or not that can be used

many different types of analytical tools such as PESTEL, SWOT,

Porter’ Five Forces , Value Chain Analysis, BCG- Growth Share

matrix and so on. Among them, we would like to use PESTEL, SWOT

and Porter’s Five Forces.

Industry Overview Porter’s Five Forces

Threat of New Entrant : LOW

To review the entry barriers isextremely high

High operation cost to start a baking business (e.g. baking equipments, ingredients, hiringthe baking chief ) and cake artist

Low profit margin

pg. 20

Supplier Power: LOW

Having many supplierto buy the baking ingredient needed

Obtained dough from others dairy farm ifnecessary

Buyer Power :

HIGH

Customers can choice many bakery and café shops in Yangon.

Various types of customers (local,tourism) want to try the taste.

Threat of Substitutes : HIGH

Many restaurants to choose from

depending on customer’s preferenceRivalry among Existing Competitors: HIGH

In baking industry, there are many industry members which set up specific differentiation strategies to compete for rival

Some café and bakery shop are quickly change their menu depend oncustomer tastes or preference.

Some baking shop competed with other menu such as specialty food,casual dining and quick –service restaurant retailer.

SWOT Analysis

Strength

Special tasty, healthy and

fresh foods, drinks

Weakness

Less potential promotion

strategy

pg. 21

Shwe Pu Zun possess their

famous brand in Myanmar

There has strong and

attainable business

strategy

Ability to build a loyal

customers

Innovative, attractive and

appealing in menu offering

in Shwe Pu Zun

Strong financial Strength

Having many experts

professional baking chefs,

skilled workers

/associates

Good location

High operation costs

Some branches are noisy

environment

No Delivery Service for

wholesalers and retailers

No collective bargaining

agreement

Opportunities

The industry life cycle is

still growth

Nowadays, consumers are more

Threats

Low switching cost for consumer

Substitute are convenient and

lower price

pg. 22

increase of awareness on

healthy and nutritional foods

International expansion

Growing interest of consumers

in international flavors

Large number of smaller buyers

in the industry

May be having a own dairy farm

in future

Higher involvement in Joint

Venture Program in Airline and

hotels industry

Booming baking training in

recent year

Many Competitors

Increasing food costs

Food safety and food borne

illness concern

Highly competitive fast food

chain restaurant

According to applying analytical tools, it can be indentify

potential creative and innovative management ideas for the Shwe

Pu Zun organization.

pg. 23

Propose the creative ideas of SPZ organization

The first one is Shwe Pu Zun should make the “Baking and Cookie

Club Party” and the second one is “Open the branches in Hotels

and joining to the airline industry for dessert”.

Baking and Cookie Club Party

Our parties are a real hit with families, children and couple.

They are great fun, unique and give the happiest and enjoyable

times for the families and couple. And then, these parties can

provide the children hands-on experience in the kitchen. Arrange

the party to be comfortable and providing cooking facilities.

The purpose of baking and cookie club party is to promote a

healthy attitude to learning about food and having fun with food.

And then, the company should arrange to join the every school for

educational cookery club. Finally, the baking parties can offer

an pleasure time for families and couple. By implementing Baking

and cookie club party, Shwe Pu Zun can get potential benefit and

improving the sale revenue and profit, another represent that

this is one of the marketing strategy.

Open the branches in Hotels and joining to the airline industry

for dessert

To open the small branches in Hotels, there can be penetrate the

niche market and attract the tourism by try to taste the Shwe Pu

pg. 24

Zun products. By extending the market, Shwe Pu Zun brand is more

loyalty not only in local but also the oversea. Another one is

joining the some airline industry by giving dessert. Because,

airline is one of the best to penetrate the market, most of

travelers would be taste the product and easy to influence

customer interest. Therefore, open the small branches in hotel

laundry and joining airline, there can improve the customer

interest, sustain Shwe Pu Zun brand and will be penetrate the

oversea countries. Being doing this project, the Shwe Pu Zun will

become one of the famous baking companies in local and oversea.

Criteria 2.3 (Assess risks and benefits of creative and

innovative management ideas)

Determining the creative and innovative management ideas of Shwe

Pu Zun organization, secondly we will need to access the

potential risks and potential benefits how to effects for this

organization. So, this is very important the considering about

these.

To represent the potential risks of these ideas_

Employee related risk

Schedule related risk

Expense related risks

Employee Related Risk

pg. 25

To estimate the employee related risk of creative management

idea, there may be poor customer services, employee disputes,

lack of training and departure of a key employee. For idea of

baking club parties, employee is a key success factors to fulfill

the need of customer requirement and offer the customer

satisfaction. And then, the opening branches in hotels and

joining airlines industry for desert, expert employee is need to

more than before that can help to sustain the brand loyalty.

Another potential risk is due to lack of training, the idea

cannot be successful and the important result may be decline the

brand image. So, Employee related risk can be effect to the

company.

Schedule related risk

Describing the schedule related risks, “Slow response to accept

the customers in marketing campaign “and “Slow response to be a

strategic partnership of hotel and airline”. It means the first

idea of baking club parties, the public are lack of awareness and

lack of interest about this programme in Myanmar. So, this first

idea is that customer response and customer interest may be

decreased. And the most reason is introduction stages.

For the second idea, it is linkage with the airline and hotels,

Shwe Pu Zun Company can meet some risks such as (rules and

regulations, impossible reasons to be strategic partnership of

airline & hotels, any finance rules etc.) These above reasons

pg. 26

which effect on idea to be implement. These include not only

“schedule related risks” but also “strategic risks”.

Expense Related Risk

To develop the baking club parties’ idea and linkage the

strategic partnership for airline and hotel industry, there need

high investment capital. Because the company start to implement

its, it required hiring the skillful person, training expense,

equipment and tools expense, decoration and design expense and so

on. Another we known as, we need to invest “fixed assets” for

developing these two ideas. Therefore, evaluating of the ideas,

it needs to consider expense related risk for Shwe Pu Zun

Company.

According to assessing the potential benefit for this company,

there are _

Productivities and product quality improvement

Competitive Advantages

Become industry leader in Myanmar

Productivities and product quality improvement

Being the implementing these development ideas, the shwe pu zun

company can increase the productivity rate and sale revenue. It

means due to the first idea of baking club parties, there will be

more crowed and customers will be enjoyable their free time and

pg. 27

the sale demand will be higher. So, the company will be more

productivity with sustain the high qualities.

Another ideas point of view, there will be good marketing

strategy in tourism industry. By giving the desert in airline,

most of the people may aware the shwe pu zun brands image

together with Myanmar.

Competitive Advantages

By implementing the innovation ideas, the company can get

competitive advantages such as the company will be greater in

their value, brand loyalty, high quality, fashionable and

colorful design, greater services, and talented people and so on.

Developing the baking club parties, the company will get

increasing awareness from the public and it is one of good

marketing strategy to influence the social activities. As well

as, linkage with hotels and airline, company brand will be well

known not only local but also the oversea among the competitors.

Become industry leader in Myanmar

Evaluate another potential benefit is to become industry in

Myanmar. For both ideas, that can provide to influence public as

well as tourism industry. If the company will develop these idea

step by step, the company will get competitive advantage, improve

their image and brand loyalty in Myanmar. In addition, it will be

pg. 28

easier to penetrate the global markets. Therefore, these two

ideas can support to become industry leader in Myanmar.

Criteria 2.4 (Use change models to support the implementation of

creative and innovative management)

When the producing the creative ideas for innovation, the company

should consider how to be effective changes for developing

these idea. So, as a company need to analysis which change models

are suitable for this organization. To represent the different

types of change models which are Business Model, 4 A model, Kurt

lwein Model , John P. Kotter’s Creating Major Change model and so

on. From these among change theories, the SPZ Company will use

“Business Model” and “John P. Kotter’s Creating Major Change

model” which are suitable applying for this organization.

pg. 29

Business Model

To introduce the business model which implements a plan that

includes generates revenue and make a profit from operations. The

models include the components and functions of the business, key

resource and expenses for implement the innovative idea. (Karan

Girotra, Serguei Netessine, 2014)

pg. 30

According to the business model for Shwe Pu Zun organization,

there are describing key activities, key resources, key partners,

value proposition, customer relationship, distribution channel,

cost structure and revenue system.

Initially the SPZ organization needs to represents the important

of organizational infrastructures which contain key activities,

key resources and key partners. Describing the key resources of

the SPZ Company which are baking raw materials and equipments,

talents skills cake chef and cake artists that can produce many

products a high quality with good taste. By hiring talent

persons, there can reduce waste time. Another is having the

expert baking training which can support a baking club partners

to be a successful. Due to designing creative package, there will

be improved the customer interest rate. The final important is

strong financial investment, if these will be strong, the company

is easy to implements it. The above capabilities are required to

run a company’s business model.

Describing the key partner’s networks of Shwe Pu Zun organization

is shareholders, suppliers and ISO organization. For the

innovative ideas, Shwe Pu Zun tries to be a key partnership with

airline and hotel. Being having a brand loyalty company, Shwe Pu

Zun has a mutal relationship with these partners.

The key activities of Shwe pu Zun organization is to produce many

new products with the creative idea, sustain the current product

pg. 31

with high quality. In addition, the company needs to manage their

working procedure effectively in daily schedule. There are

necessary thing for baking company. Representing another activity

of Shwe Pu Zun organization, it is dealing with hotels and

airlines to be a strategic partner. By doing these, brand may

be improve and market is easy to penetrate in local and global.

Secondly, it needs to describe what value offer for customers. To

overview the value of Shwe Pu Zun Company, baking club parties

can offer enjoyable pleasure time and providing special bakery

knowledge for children. Another, SPZ Company tries to be healthy,

high quality, good taste and fashionable package for each

product. Therefore, the brand image will be improve to be loyalty

in local and global.

Thirdly, the business models represent the customer relationship

for this company. To build the customer relationship, by

celebrating bakery events, word-of-mouth, linkage with trip

advisor web site and social media etc. As a SPZ company, it easy

to implement customer relationship because there has a goodwill

image.

From reviewing distribution channels of SPZ Company, the company

can touch with customers by offering desert in airline, opening

branches in hotel laundry. For wholesalers or retailer, the

company will be extending the distribution department. Another is

that existing branches can be joined and consumed by customers.

pg. 32

The most important is customer segmentation for this

organization. So, the company can provide to be satisfied for

customer by acquiring the customer requirements. The idea of

baking club parties is target for families, children and couples.

The idea of linkage with hotels and airline is target for tourism

industry.

To represent the Finance revenue system of SPZ company, it need

to clearly known the cost structure and the revenue system. By

examining the cost structure are baking equipment, decoration for

opening new branch, fashionable package design, marketing and

insurance that are the operational expense for this company.

Evaluate the revenue stream is enterprise sale and distribution,

offering desert and service fees from baking club parties.

John P. Kotter’s Creating Major Change

According to implement John P.Kotter’s 8 step models, the innovative ideas is following_

Establishing a Sense of Urgency

According to review of porter five forces and SWOT analysis for SPZ

organization, the company can be known the potential growth and

opportunities. Another is driving forces to change to be survival and

sustain for this organization. So, for this step, SPZ Company needs to

produce innovative idea for this organization. Being the sense of

urgency, the company produce the draft creative ideas .

pg. 33

Creating a Guiding Coalition

As this stage, the company should be considering how to lead the

change and how to develops the creative idea and so on. And then,

the company needs to embrace innovation especially for

stakeholders. Finally, the company should design the positional

power of responsibilities person, key expertise person to develop

the idea, account the credibility and define the leadership

style in this stage.

Developing a Vision & Strategy

According to examining the creative idea and guideline

association, the company need to develop a vision, mission,

objective, strategy which are fit with the macro and micro

environment. To set up the vision, mission and objective, this

needs to emphasis the creative idea. So that these will be

provided the potential growth and opportunities.

Communicating the Change Vision

By developing the new vision, mission and strategies, the company

need to how to implement and how to communication the new vision,

mission. So, while to communicate the vision of SPZ company, it

needs develop resource require, use effective leadership style,

set up new procedure and new ways by arrange the meeting,

presentation. This is necessary step for SPZ organization to

develop the innovative idea.

pg. 34

Empowering Broad-Based Action

In this stage, the company needs to communicate the employee who will

obtain the benefit from new vision. And then, it needs to set up a

compatible organization structure to be flexible with new vision and

need to have ways how to overcome the obstacles. While developing the

innovation process, the company always need to provide a training if

necessary. Actually, the new vision and mission can support not only

the potential benefit for organization but also each individual

employees benefit. So, the new innovative will be successful.

Generating Short-Term Wins

For the stage, the SPZ should apply from a good strategy plan. As

a example, SPZ company can obtain the contract with some airline

industry to provide the desert items. In this case, it can be

known one of the short term wins. For this short-term wins,

company needs to provide rewarding methods such as giving a

bonus, recognizing, promotion, entertaining plans and so on. By

doing these, employee will be motivates in changing process.

Consolidating Gains & Producing More Change

To propose this stage, the company changes innovation

continuously such as system, structure and policies that need to

check which is really fit with strategy, procedure etc. While SPZ

company make a more changing process, the company need to hire

more talent and experience persons to fill the require resource.pg. 35

As well as, company should be filled the required resources to

development of consolidation process for innovation.

Anchoring New Approaches in the Culture

By launching new innovation process, there may be improved better

performance and productivity oriented. And then, sit can be more

effective leadership and effective management. For the new

innovation, the organization should be change the informal

culture to produce the innovative ideas from all levels of SPZ

Company.

pg. 36

Criteria 3.1 (Produce an appropriate rationale to persuade

stakeholders of an organization of the benefits of a creative and

innovative management idea)

The Shwe Pu Zun Company needs to produces an appropriate

rationale to persuade stakeholders. Among the various types of

stakeholders, the SPZ company need to focus the “manage closely

group”. So, it requires representing the potential benefits from

these ideas for each level of organization. Firstly, the company

should be persuading the top management level which is the key

priority.

For the idea of baking Club parties, the potential benefits are

increased profit share and sale revenue, obtaining the market

share from baking industry. And then, It may be achieve the the

public interest due to the baking club parties ideas.

According to review of linking with airline and tourism industry,

the company can improved the strong business relationships,

having many strategic partnership with the SPZ company and easy

to penetrate the global market for this idea. It means giving the

desert in airline and opening small branch in hotel laundry, some

tourists may aware the SPZ brands image together with Myanmar.

Therefore, the above are potential benefits to influence the best

way for top management level.

pg. 37

For middle and low management level, the company need to

influences some incentives and reward plans for developing the

innovative ideas. Firstly, the company need to explains and

represent the detail of idea implementation step by step to be

interest. Another, company should has a reward plan. For example,

being developing the baking club parties , the employee can get

percentage profit per a building sessions. And then, by doing

these, there has many advantages for junior levels, the company

have been already provided the training for these staffs. They

can get baking experience from the baking club parties. It may be

improved customer relationships and can be known the customer

requirement. These are potential benefit for the employees due to

implement the baking club parties.

Another is linking with airline and hotel; it needs to represent

the potential benefit for employee. It means that some employees

have a chance to for other levels of career progression and

improve language skills. As a company, it will encourage

providing the training and academic session of each related areas

to be international standard baking company. So, the company

needs to explain the employees who will get the good

acknowledgement from the worldwide customers. By explaining about

the ideas detail step by step, all of the level of SPZ

organization will be actively participating and effectively for

each process.

pg. 38

Criteria 3.2 (Communicate a creative and innovative management

idea to stakeholders of an organization)

Being representing to influence and persuade way of stakeholders,

the company needs to consider how to communicate these ideas to

the stakeholders. For the top management level, the company

needs to use “testimonial methods and presentation methods

“especially target to explaining the idea of baking club parties

and developing the idea of linking with hotels and airlines.

In the testimonials methods of baking club parties, there will

include the decoration design, required equipments, how to offer

the services to the customers and so on. Especially, the company

need to apply the video testimonials for communicate to the top

management levels. Another is presentation methods which will be

describe the require resources, planning step by step, potential

benefit and risk for the developing idea of baking club parties.

Describing the communication method of linking with airline and

hotel, the company should be video clip presentation. In this

video clip, there will be included beautiful package design,

fashionable decoration for small branch in hotel laundry,

expertise talent person who offer the best service.

By choosing the communication ways for the each idea, the top

management level will be participant actively, provide the

suggestion, feedback, comments and discussing the opinion step by

pg. 39

step of each idea. Therefore, these methods are suitable to

communicate for top management levels.

For low management level of SPZ organization, the company will

need to effective presentation methods, workshops facilitation to

develop the innovative idea of baking club parties and linking

with hotels and airlines. However, company needs to define the

employees who should be involvement in each idea creative.

In the presentation, the company will need to represent step by

step developing stages, responsible person for each idea,

potential benefits for employee level. Presentation methods can

be used two ideas to communicate the employees.

And also for the workshop facilitation is target both ideas, that

are encourage to employees who will be understand the development

stages, lead the actively participant and accept the idea

development and so on. So, presentation method and workshop

facilitation are suitable to communicate to the employees.

Criteria 3.3 (Establish key goals and priorities for

implementation of a creative and innovative management idea using

feedback from stakeholders)

pg. 40

Monitor

Keep satisfied Manage

Closely

Keep informed

After the communicated the innovative ideas to the key

stakeholders, SPZ Company got some feedbacks and suggestion from

the stakeholders. That means some stakeholders has a positive

attitude and some are negative attitudes by evaluation the

feedback. As the SPZ organization, it needs continuously develop

the innovative ideas that the company need to prioritize the

stakeholders’ position of SPZ organization which are following :

The Stakeholder Mapping for SPZ organization

According to the stakeholders mapping of Shwe Pu Zun

organization, as a consultant, I will be divided four groups

pg. 41

which is important to develop the innovative ideas. Representing

these groups are keep satisfied, monitor, manage closely group

and keep informed by determining the interest rate and power

rate. From the stakeholder mapping, the company can be known

which group the key priorities is to involve for the

implementation innovative ideas. So, the company will only need

to analysis high interest groups of this mapping. In addition, it

needs to define positive attitude and negative attitude for each

group. The following figure is describing the detailing

stakeholder possible condition.

The likely situation of SPZ Company

pg. 42

Manage Closely Keep Satisfied

Evaluation of interest group of SPZ Company, there are mixed

situation negative and positive attitudes. Representing the

positive group of innovative ideas are owner, some shareholders,

some employees in Manage Closely Group. Examining in Keep

Informed Group, the positive attitudes are suppliers, some

strategic partners and customers. As the company, it doesn’t need

to consider the positive attitude persons. Because there will be

actively participants to develop the innovation ideas.

However, it needs to focus and considers the negative attitudes

persons to implement the ideas. For shareholders who has

unlikely remark, the company need to explain the detailing

potential benefit for long term, improved the value and brand

image, obtain to hold the market share and so on. And then, the

company should offer “project proposal” to these shareholders who

will read this. In this proposal contain investment capital,

potential benefit, project plan and any partnership. This can be

providing to start the interesting for developing the innovative

ideas.

For aggressive employees, there will be attract the reward plans

and incentives to be change the positive attitudes. And then, it

needs to fills the human resources if necessary. And then,

provide the training and arrange the academic seminar to get the

special knowledge of each related fields. By doing these, there

will be transform their mindset to develop the innovation ideas.

pg. 43

Finally, some strategic partners don’t want to be a strategic

partnership of a SPZ company. In this condition, company will be

deal with these partners and representing the potential benefits

and negotiate about rules and condition. It needs to persuade

this is “win-win strategy” so that these partners will be change

to be a strategic partnership of SPZ organization.

Criteria 4.1 (Assess the barriers to the implementation of a

creative and innovative management idea in an organization)

After determining the key goals and priorities stakeholders, the

company needs to assess the various types of barriers for

implementation creative and innovative management idea.

Representing different types of barriers for the development of

“Baking Club Parties”, there will be happened _

Inconsistencies of baking event planning

Lack of experience trainers

Inadequate resource capability

Attitudinal Barriers

Inconsistencies of baking event planning: When the development

idea of baking club parties, SPZ Company will be happened

inconsistencies of baking event planning. Because it is a new

line of business, sometimes setting up new business services are

not smooth operation and inconsistent situation. So, this barrier

is important for SPZ organization.

pg. 44

pg. 45

Lack of experience trainers: Being offer the new service to the

customers, it is actually need the experience trainers to provide

the better customer services. Experience trainers are necessary

persons who will be support the successful business. If the SPZ

Company hires experience trainers, it will be meet some

difficulties for hiring process. So, the barriers of lack

experience trainers are one of the difficulties to implement the

baking club parties’ ideas.

Inadequate resource capability: For developing the baking club

parties, the company needs to decorate to be fashionable and

colorful that will be interested the customers. Representing the

barriers of inadequate resource capability, the SPZ Company will

need the physical resources (baking equipments), technical

resource (baking process, design creation), and finance resource

to develop the baking club parties. These are a barrier for

developing stage of innovative ideas.

Attitudinal Barriers : Representing attitudinal Barrier, the

general public or potential customers cannot accept and interest

to participant the baking club parties. Because those may be lack

of knowledge, their personal feelings which can be waste a time

and money, having negative attitude. So, when SPZ company develop

the baking club parties, the attitudinal Barriers are need to

consider how effect on the company.

pg. 46

Another indentifying the various types of barriers for developing

the “linking with airline and hotels”, which are following _

Negative attitude barriers to be strategic partners

High Capital requirement barriers

Rules and regulation barriers

Required resource barriers to be international

Negative attitude barriers to be strategic partners: This is very

important which can huge effect the negative impact for the

development stage of linking with airline and hotels. Some are

avoided to be strategic partners with SPZ Company; it may be that

they have their loyal partners. The overview, when dealing with

airlines and hotels to be strategic partners, these are not

accepting the proposal project of SPZ Company. So, if these

dealing partner have negative attitudes, the SPZ Company meet

some difficulties.

High Capital require : To develop the any ideas which are needed

to require having a strong investment capital. That can fill to

support the requirement for development of innovative ideas. In

addition, any starting businesses there are need to have high

Capital investment so it will be running smoothly when initially

stage.

Rules and regulation : According to analysis barriers for

development the idea of linking with airline hotel, some barriers

may be occurs especially for rules and regulation. It means when

pg. 47

the SPZ company deal with the airlines and hotels, there will

need to negotiate about rules and regulation in contract proposal

stage. So, as a spz company can define these are one of the

barrier.

Required resource barriers to be international :This barrier

means when the company offers the desert in some airline, these

products are need to be good taste and high quality with

fashionable package design to attract the travelers. So, the

company need to use some resources and design are need to be

international standard.

Another one is that opening the small branches in Hotel laundry

will be needed to be the decorated branches and all of the baking

procedure need to be international. For example, staffs provide

service which needs to be international standard behavior.

Overall, the company can meet some difficulties to be internal

standard baking company.

pg. 48

Criteria 4.2 (Plan a strategy to overcome identified barriers to

the implemented of a creative and innovative management idea in

an organization)

As a consultant, indentified the potential barriers for each

ideas, the SPZ Company needs to assess the ways how to overcome

the barriers.

Firstly representing the overcome methods of Baking Club parties

_

The barrier of inconsistencies of baking event planning _the

overcome methods is need to set up a consistencies planning step

by step. After that the company makes a meeting to discuss and

suggestion about the baking event planning. And then, the company

test this plans, and need to evaluate based upon on this test

result.

Lack of experience trainers _ representing the overcome approach

is need to hire the professional person. And then, the company

provides training by monthly and then, supports the workshop

facility to improve the employees’ skills and experience. Another

one is “Internship programme or job training programme”.

Inadequate resource capability _ for this barrier, the company

tries to find the new ways to overcome this problem. Initially,

it needs to analysis the professional baking parties, and then

the company needs to account the required resource by dividing

pg. 49

the important priority. When the company finished the stage of

analysis, the company will already defined the essential

equipments and fills the required resource. By doing these, this

approach will be overcome effectively for this barriers.

Attitudinal Barriers : To overcome this barrier, company needs

to arrange the baking events or education programme to influence

customer awareness. It needs to celebrate in these areas which

are schools, public and private institutions to get the awareness

of the general public. So, it can be solve this problem as the

general public want to test it.

pg. 50

Secondly representing the overcome methods of linking with

airlines and hotel industry _

Negative attitude barriers to be strategic partners: for this

barrier, as a consultant, I found the new approach which are

producing “project proposal”. In this project proposal that will

be including the potential benefit and competitive advantage. And

then, the company needs to explain which can be bring to be

successful both business and to get “win-win strategy”.

High Capital requirement barriers: This is easiest ways to solve

the problem. First approach is to attract the shareholders to be

more investment in this project. Another one is bank loan for

long term liabilities to invest in this project. It can be

analysis the various types of long term resources which should be

chosen for this company.

Rules and regulation barriers: For this barrier, it needs to

explain this type barrier, when the company deals with another

strategic group, rules and regulations factors are needed to be

compatible reason. To be dealing with some other partners, it

will be handling by hiring business law persons who will arrange

to be compatible to set up the rules and regulation.

Required resource barriers to be international: Initially, to be

the international standard baking company, it will need to

analysis the process, decoration, and design. After that it will

pg. 51

be define the suitable design strategy which will be support the

niche market. In addition, the SPZ company need to hire some

professional person in each relevant area, then the company

arrange to provide a training and seminars for their employees.

Criteria 4.3 (Explain how a strategy plan for overcoming barriers

will ensure innovative change is achieved.)

The Project Plan of Baking Club Parties

No Project Description Estimate

started

Date

Estimate

Ended Date

Responsibility

key person

Overcoming Method - inconsistencies of baking event planning1 Draw a baking event

plans

4 May 2015 4 June

2015

The project

planers2 Meeting & Discussion of

this plans

21 June

2015

21 June

2015

Project Manager

and owners,

shareholders 3 Maintain the project 22 June 27 June Project Manager ,

pg. 52

plan 2015 2015 staffs Overcoming Method - Lack of experience trainers4 Weekly Trainings 3 July 2015 3 Sep 2015 Professional

trainers , baking

club parties

staffs5 Seminars 6 July 2015 10 Oct 2015 Professional

trainers , baking

club parties

staffsOvercoming Method - Inadequate resource capability7 Learning the ideas from

other baking club

parties

10 Oct 2015 1 Jan 2016 Project manager,

baking club

parties staffs8 Account and fill

resources

2 Jan 2016 20 Jan

2016

Project

manager,Finance

ManagerOvercoming Method - Attitudinal Barriers9 Celebrating baking event

parties

1 Feb 2016 3 May 2016 Marketing

department ,

Baking club

parties staffs

pg. 53

According the Baking Club parties strategy plan for overcoming

barriers, this can be supported to be achieved effective ways of

each barrier. The first overcome methods are targeted to solve

“Inconsistencies baking event planning”. In this planning, it

involved draw a baking event plans by a baking event planners

within a time limitation. Another the company needs to discuss

and suggest by makes a meeting. In the meeting, the project

manager, shareholders and owner should be involved to discuss and

suggest the baking event. According this feedback, the company

needs to update and maintain their plans to be a consistency and

systematic ways of baking event planning.

Another planning stage is describing the weekly training and

seminars. The company arranges the professional trainers who

will be support how to service the customers for baking event

parties. And then, it arranges the employee will need to attend

some training every weekly by defining the period. There can

reduce “The lacks of experience trainers”.

For adequate resource capability, the company set up a plan that

include learning the ideas from other baking club parties, and

then define to fill resources. The responsibility key persons are

project manager, finance manager and baking club parties.

As a SPZ company should be produce a procedure for attract the

customer interest. So, the company makes a plan baking event

parties such as private, public institute, school and so on. And

pg. 54

then, it started the duration from Feb 2016 to May 2016, it will

be lead by marketing department and baking club parties staffs.

The above planning can lead to overcoming the barriers and will be achieved in an innovation changes.

pg. 55

The Project Plan of linking Airlines and hotels

No Project Description Estimate

started

Date

Estimate

Ended Date

Responsibility

key person

Overcoming Method - Negative attitude barriers to be strategic partners1 Producing project

proposal

5 May 2015 4 June

2015

The project

planersOvercoming Method - High Capital requirement barriers2 Analyzing the long term

resource and dealing

with the finance

consultant

3 July 2015 3 July 2015 Project manager,

top management

levels & finance

consultant 3 Dealing with private

banks

6 July 2015 10 July

2015

Top management

levels and

finance manager Overcoming Method - Rules and regulation barriers4 Propose rule and

regulation to deal with

other strategic partners

20 July

2015

10 Sep 2015 Project manager,

business laws

consultant 5 Negotiation process 11 Sep 2015 20 Sep

2015

Project manager,

Top management

level, business

laws consultant Overcoming Method - Required resource barriers to be international

pg. 56

6 Analysis the process,

decoration, and design

to be international

22 Sep

2015

20 Oct 2015 Research and

department

staffs, project

manager7 Provide training,

seminars

25 Oct 2015 21 Dec 2015 staffs, project

manager,

professional

trainers

As is shown in project plan for linking with airline and hotel,

to overcome method approach is producing project proposal that

can be attract some airline and hotels. By doing project

proposal, it can reduce some negative attitude barriers. There

will be taking a responsibility by the strategic partners.

Another planning is to solve the high capital requirement

barriers; the first procedure is analyzing the long term resource

and dealing with finance consultant which will be given the

suggestion to solve the high capital requirement barriers.

Another is needed to deal with the private banks for this

situation by dealing with top management levels and finance

manager.

In the project plan, that needs to consider propose rule and

regulation session which can be support to implement the idea of

pg. 57

linking with airline and hotel. So, propose rule and regulation

is important for the company which can be taken the

responsibility by the project manager, business laws consultant.

Another one is negotiation process in the plan which will

maintain the propose law and regulation.

Another is filling the resourced required plan to be

international standard. Firstly, the research and departments

staff should analysis the process, decoration and design to be

international. Another one is providing training and seminar plan

which can be support the employees to be international standard.

Criteria 4.4 (Communicate a strategy plan for overcoming barriers

to relevant stakeholders in an organization)

This is very important to communicate a strategy plan for

overcoming barriers methods. According to the business

environmental situation, it should be consider how to communicate

the selected channels.

Illustration the communication medium types are following:

CommunicationCategory

Example of Communication Medium

Intrapersonal Internal communication (e.g. what we think, whenwe listen to an inner voice)

pg. 58

Interpersonal One to one, small group, emails, telephone callsand other activities that allow personal listening and response

Organizational Lectures, seminars, debates, meetings, memos, intranets, newsletter, workshops, displays

Community Local radio, talks, seminars, debates, local newspapers, bill boards, bus tickets, health fairs

Public/Media Newspapers, television, radio, internet, CD-ROMs, mobile phones

Source –“Communication: category:

http://www.healthknowledge.org.uk/public-health-textbook/organisa

tion-management/5d-theory-process-strategy-development/stragtegy-

communication-implementation”

For both ideas (baking club parties and linkage with airline and

hotels) , the company divide the relevant stakeholders and

relevant communication methods to overcome the barriers which are

following:

Professional skills persons

Owner and shareholders

Employees

Business Partners

General public

Professional skills persons

pg. 59

Professional skills persons mean that include project planner,

project manager, professional trainers, finance

manager/consultant, business law consultant. If the companies

deal with these persons, the communication method should be used

interpersonal communication category. Among them, one to one and

small group are better performance than other which can improve

effective work time. There will be more help project

communication plan. The estimate quantities are at least 5 times

for baking club quantities and 10 times for linking with airline

and hotel. Sometime, presentation and testimonial are necessary.

Owner and shareholders

It will need to communicate formal methods, another term called

organizational communication category. Especially should be used

the meeting for discussing top management levels. For both ideas,

the meeting times are at least 2 times a month.

Employees

To communication the employees, the company need to choose the

type of methods are seminar, workshop, memos, writing report and

intranets for development of these two ideas. That will arrange

possible weekly for these employees. It is only used the

organization communicate methods.

General Public

pg. 60

According to communicate these development ideas, the SPZ Company

needs to communicate the types are celebrating events; advertise

in newspapers and magazine, radio, internet and so on. It depends

on marketing budget.

Business partners

According to communicate the business partners, the SPZ Company

should be used presentation and project proposal to deal with the

partners. And then, another short term communication methods are

email, phones and fax that can be support to communicate

urgently.

pg. 61

Conclusion

To conclude, the creative and innovative management supports to

achieve the organization objectives and how much important of an

organization. In additions, we can understand supporting the

management processes for an organization and influence others to

effect change in an organization. And then, we are able to plan

to overcome barriers to implementation of creative and innovative

management ideas in an organization.

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pg. 64

pg. 65