1. ADRIANTO BUDI PRABOWO BAGUS PRIO SAMBODO CITRA DEWI
WULANSARI What's Stifling the Creativity at CoolBurst?
2. 2 Background CoolBurst is a fruit juice manufacturer based
in Miami, USA. Over the years of operation, management always apply
the same organizational culture. The result, over the last 4 years
annual revenue and profit Coolburst is stagnant. Currently, Luisa
Reboredo as new CEO should start thinking about how to make
Coolburst in order to survive in the future. The symptoms Annual
revenues stalled at $ 30 million and profit never increased in the
last 4 years Rootcause Colburst management still maintaining the
old culture of the company, without thinking on organizational
environment continues to change. CoolBurst Profile
3. Traditional Org. & Creativity 3 Culture Conservative
& politeness employees were loyal and formal, treated one
another with politeness. No one swore, complained or argued. Dont
fix it if it is not broken Tradition Creativity New Idea Jenkins
Trait - BIG Five Factors creative imaginative open minded divergent
thinking Openness to experience Weve got one creative person here,
and he makes everyone nervous
4. 4 Theoretical Analysis Maturity Behavior Birth Growth
Maturity Decline Death Time CoolBurst Company Life Cycle
Comunication quality becomes poorer. Stagnant. Maintaining old
habits & behavior Rejecting innovation Avoiding risk taking
Morale / work spirit become weaker. Neglecting the threats from
competitor
5. Analysis SWOT 5 Strength Efficiency set of system
Centralization of creativity on marketing & production Strong
based market share Weakness (company life cycle) Comfortable and
maintain the old way In-box-thinking No consideration on value
creation Rejecting innovation avoid risk taking Opportunity
Management doesnt know how to handle creative people Failed to get
the right people at the right time Threat Competitor hired Jenkins
and produce Mango Tango New entrants Drinks-Up SWOT CoolBurst had
to innovate, or it would evaporate
6. Theoretical Framework 6 Culture Change VMV - Helps
organization develop cultures (behaviors, values, beliefs and
norms) appropriate to their strategies and environments Self
Designing Organization Helps organization gain the capacity to
alter themselves fundamentally Organization Learning Knowledge
Management Seek to enhance capability to acquire and develop new
knowledge; focus on how to use that knowledge to improve
performance
7. 7 1. When the iPhone was released in 2007, Mike Lazaridis
and Jim Basillie, RIM's co-CEOs, publicly dismissed the impact of
the new device on the company's fortunes. (Again, in fairness,
former Microsoft CEO Steve Ballmer made the same mistake,
infamously referring to the first iPhone as "a toy.") Internally,
however, the company's senior management knew the technology
powering the iPhone was superior to the technology inside its own
devices. 2. When customers requested features like those offered on
iPhonessuch as a faster browser, more responsive touch screen, or
more diverse applications RIM suggested that customers actually did
not want those options because they would lead to higher data costs
or decreased battery life. According to one insider interviewed by
the newspaper, although RIM never stopped listening to customers,
the company adopted a "we know better" mindset that expected
customers to eventually come around to the corporate point of view.
Aware to competitor; Transparant with current condition; Listen to
your customers Learning from RIM Experience
8. Priority Solution 8 1. Discipline Thought Confront the
brutal facts Changing mind-set the CoolBurst new CEO and all the
other stakeholdes (Mental Modal). Provide meaningfulness on their
job profession (3M). Provide chat room/forums & Open discussion
where all people can speak their opinions. 2. Modify culture of
discipline, increase ethic of entrepreneurship, (freedom &
responsibility within a framework) Ex; Friday casualwear, team
learning problem solving.
9. Priority Solution contd 9 3. Change the style of leadership
Transformational leaders inspire their team members because they
expect the best from everyone, and they hold themselves accountable
for their actions. They set clear goals, and they have good
conflict- resolution skills . This leads to high productivity and
engagement.
10. 10 4. Roberedo must recruit external candidates, because :
The new ideas that applicants and new hires bring in stimulate the
thinking of others. New hires ask why we do things that way so we
are often forced to re-think the way we do things. It keeps our
employees on the edge because they know they must compete against
outsiders for jobs. 5. Total Quality Management is a description of
the culture, attitude and organization of a company that strives to
provide customers with products and services that satisfy their
needs. Priority Solution contd
11. PRIORITY SOLUTION 11 Creativity is a mental and social
process involving the discovery of new ideas or concept. It is the
ability to make or otherwise bring into existence something that
has a value (Skender). There are 3 techniques for igniting
creativity : 1. Brainstorming, work best in small groups of people,
but also be done individually. Brainstorming process starts off
with the problem clearly stated and recognized by all participants.
One person out of the group is choosen to write down all the ideas
that are suggested in order to make them simultaneosly visible to
all others. Brainstorming suggest solution to the problem, starting
from verry obvios answer, and often going to the extreme; 2.
Lateral thinking, using only tradisional step by step logic. Its
about finding a solution to problems through an indirect approach.
For example, a simple problem like opening a door. Now think of
some new solution except the doorknob; 3. Problem reversal, is
based on starting the problem in reverse. Change a positive
statement into a negative one. This will give opportunity to look
problem from radically diferent point of veiw, which may lead to
completely new and unexpected practical solution. We recommended
using hybrid combination between brainstorming techniques to
recognise the important issues on CoolBurst, and problem reversal,
so the employees knew well the correlation between their
contribution and what are the consumer needs
12. ALTERNATIVE SOLUTION 12 1. Re branding : see the market
from different angle with a different marketing strategies; 2.
Encourage visioning : invite the employees to think about where
they want the company to be in next 5 years; 3. Allow time for pet
projects : setting a side time for employees to pursue their own
work related interests; 4. Ensure senior managers support : This is
a critical point. Senior managers must provide sufficient resources
and training if any of this efforts are to succeed. And each and
every manager must be committed to the program; 5. Strategic
alliances : to expand market share
13. How to evaluate success (Alter, 2015) 13 1. Profit
Profitability is probably the first thing people think about when
measuring success. Is the business making money? This is fairly
common sense if there is money left after you have paid your
monthly operating expenses and debt, then things are looking pretty
good 2. A growing customer base The long-term growth of your
company is tied directly to your ability to not only reach your
customer base, but to expand it to accommodate your long-term
goals. All of those long hours spent on the research and
development of a marketing strategy prove themselves here. Did your
research pay off? 3. Customer satisfaction Customer satisfaction is
an indication that your company understands the needs of your
customers. Understanding your customers and being able to satisfy
their needs is crucial to the strength of your business. 4.
Employee satisfaction Employee satisfaction is another key
indicator of business success. Developing a work environment that
rewards employees for their hard work is imperative in attracting
and retaining quality employees. If workers know they are
appreciated, they are much more likely to go the extra mile when
needed. 5. Owner satisfaction Perhaps the most important measure of
business success is whether you the owner are satisfied with the
results of business ownership.
14. 14 DAFTAR PUSTAKA Alter, Michael. (2015). Five Ways to
Measure Success in Your Business. Retrieved June 14, 2015, from :
http : // www. surepayroll . Com / articles / small business /
how-to- measure success of small business . Cummings and Worley.
(2005). Organization. Development and Change, 8th Thomson
Corporation De Cagna, Jeff. (2014, August). BlackBerry's Strategic
Mistakes, and How to Avoid Them. Retrieved June 14, 2015 , http :
// www . Asaecenter . Org / Resources / Skender, Martina. (2010,
February). How to Create Creativity. Retrieved June 12, 2015, from
: http://sixrevisions.com/creativity
