COEUR Business Creativity Module “Introduction to the COEUR Business Creativity module” Andrew Turnbull, Carolyn McNicholas, Aberdeen Business School

Introduction into COEUR BCM Semester One 2010/11 Outline 1.Developing a vision 2.Foster sustainable success in a changing world 3.Content and structure of the BC module 4.Student tasks and challenges 5.Open questions

Introduction into COEUR BCM Semester One 2010/11 COEUR Competence in European Entrepreneurship COEUR is an European wide platform for a variety of activities and benefits focusing on idea generation and research 1.1The project objectives

Introduction into COEUR BCM Semester One 2010/11 Successful entrepreneurial development is a complex phenomenon which embodies several aspects Business Planning has been the focus of most efforts in recent years and many successful academic modules have focused on this area The early, ‘fuzzy’ phases of idea-management are mostly overlooked COEUR exclusively focuses on this first phase of the entrepreneurial process and aims to develop value propositions for new entrepreneurial ideas 1.1The project objectives

Introduction into COEUR BCM Semester One 2010/11 Goal and Process Develop entrepreneurial ideas with visionary strength and European dimension: a business model – a social innovation – a bridge from A to B Mix students in different multicultural groups to achieve diversity Let students work to a challenging schedule and let them be the owner-players of the process Don’t teach students or control their activities but let them learn from process: tutors act as coaches 1.2 The project method

Introduction into COEUR BCM Semester One 2010/11 Lectures Group working (in lab sessions/other) Research work Discussions, consultation on request and ‘idea check-ups’ with tutors 1.2 The project method

Introduction into COEUR BCM Semester One 2010/11 The Output Oral presentation of the ideas and value propositions to a jury, supported by visual aids The jury can consist of tutors and guests Written reports follow completion of the exercise, requiring evidence of group working, academic underpinning and market research 1.3 The project assessment

Introduction into COEUR BCM Semester One 2010/11 Benefits include: Experiencing European entrepreneurial challenges Finding and developing new ideas Working in intercultural teams Learning creativity techniques in theory and practice Experiencing project management Experiencing presentation challenges Practicing entrepreneurial networking And other personal challenges, experiences… 1.4 The project outcomes

Introduction into COEUR BCM Semester One 2010/11 2.COEUR – Foster sustainable success in a changing world The idea of COEUR is built on three factors and developments: 2.1The successful enterprise of the future 2.2The ‘Business Evolution Process’ 2.3Cultural diversity as a facilitator of change

Introduction into COEUR BCM Semester One 2010/11 Basic innovations require an adoption to the enterprise-surrounding in order to survive! 2.1 The successful enterprise of the future

Introduction into COEUR BCM Semester One 2010/11 Challenges of the future Future requires ‚mass customisation‘, the individualised mass product Beside specialist knowledge, knowledge about the context, the environment and the customer is essential People need not come together at the same place to work together, processes will be virtualised – physical disjunction 2.1 The successful enterprise of the future

Introduction into COEUR BCM Semester One 2010/11 Trends include: Globalisation - growth of traditional companies: the dinosaurs? Virtual (mini) small companies as pioneers of the information society Technical means of mass communication: inter-, intra-, extranet led company-frontiers and structures tend to disappear Economisation of life (and time!) Changing values and orientation 2.1 The successful enterprise of the future

Introduction into COEUR BCM Semester One 2010/11 Not any optimal single function counts but their co-ordination Rapid change requires quick learning and de-learning Enterprise as ‚virtual form of living‘ Productivity through Information 2.1 The successful enterprise of the future

Introduction into COEUR BCM Semester One 2010/11 Information holds the key to innovation. The future is in the past! Key considerations include: Strategic discontinuity, with information as the productive factor Basic customer/process orientation Merger and linkage of processes to solve problems and create added value Information and instinct combine to allow integrated insight 2.1 The successful enterprise of the future

Introduction into COEUR BCM Semester One 2010/11 Challenge: Change Change is speeding up! Change adopts a new quality: –Deterministic change –Stochastic change –Open Change 2.1 The successful enterprise of the future

Introduction into COEUR BCM Semester One 2010/11 Behaviour, Knowledge and Change-Categories 2.1 The successful enterprise of the future

Introduction into COEUR BCMSemester One 2010/11 Understand the Challenge: The 9-Dot-Problem 2.1 The successful enterprise of the future

Semester One 2010/ The successful enterprise of the future Competitive advantage: Comes through innovation and better serving changing needs Creates the opportunity to lead the market Increases sales and profitability Introduction into COEUR BCM

Semester One 2010/ The successful enterprise of the future Approaches can be: REACTIVE - see what other organisations do and then follow or imitate or PROACTIVE - set the pace and standard and for others to follow or imitate A risky business needing careful, skilful management and environmental scanning Introduction into COEUR BCM

Semester One 2010/11 New-To-The-World New Product Lines Product Line Additions Improvements/Revisions Repositioned Products Lower-Priced Products Six Categories of New Products Six Categories of New Products Introduction into COEUR BCM

Semester One 2010/11 1 Idea Generation 2 Idea Screening 3 Concept Testing 4 Business Analysis 5 Product Development 6Test Marketing 7Commercialisation 8Monitoring+Evaluation The 8 Stage NPD Process Introduction into COEUR BCM

Semester One 2010/11 The Future needs Entrepreneurs ! „ We are changing from a managerial society into an entrepreneurial society.“ John Naisbitt 2.1 The successful enterprise of the future

Introduction into COEUR BCM Semester One 2010/11 “Managers do things right, leaders do the right things” (Bennis/Nanus) Management Leadership Manager Entrepreneur Rule orientation Result orientation Fulfílling a task Following a vision Shareholder value Stakeholder value Mistakes as stigma Mistakes as investment Administration Learning 2.1 The successful enterprise of the future

Introduction into COEUR BCM Semester One 2010/11 Networks HierarchiesMarkets 2.1 The successful enterprise of the future Involves understanding:

Introduction into COEUR BCM Semester One 2010/ The Business Evolution Process

Introduction into COEUR BCM Semester One 2010/11 „Europe‘s New Economy“ „A new business generation is emerging in Europe, with shared aspirations, values and outlooks. The common features among Europe's 20 and 30-something entrepreneurs are far more striking than the differences. They create businesses with similar characteristics although they do so in quite different local circumstances and regulatory regimes. This new generation generally speaks English, runs non-unionised companies with flat management structures that are international in outlook.“ Charles Leadbeater, Centre for European Reform 2.3Cultural diversity as facilitator of change

Introduction into COEUR BCM Semester One 2010/11 Global Entrepreneurship Following the idea of global standardisation, taking US experiences as core benchmark. Local Entrepreneurship Following the idea of the transnational enterpise, adapting strongly to local conditions. EuroPreneurship AfroPreneurship SinoPreneurship... Entrepreneurship Orientations 2.3Cultural diversity as facilitator of change

Introduction into COEUR BCM Semester One 2010/11 A Single Europe ? 2.3Cultural diversity as facilitator of change

Introduction into COEUR BCM Semester One 2010/11 A Single Europe ? 2.3Cultural diversity as facilitator of change Heaven French cooks British police German engineers Swiss organizers Italian lovers Hell British cooks German police French engineers Italian organizers Swiss lovers The Vision European diversity is fostering creativity in business and society to support sustainable future development!

Introduction into COEUR BCM Semester One 2010/11 Learning EuroPreneurship (EFER 2004) 2.3Cultural diversity as facilitator of change An EFER research shows major gaps in entrepreneurship- education:  Action-oriented learning  International collaboration, exchange, research

Introduction into COEUR BCM Semester One 2010/11 Changes in the way we do business increase the significance of entrepreneurship Co-operation and creative problem solving become significantly more important for sustainable entrepreneurial success European diversity is an asset for the development of European entrepreneurship culture 2. Summary

Introduction into COEUR BCM Semester One 2010/11 The COEUR-Basis Experience creativity and entrepreneurial learning in intercultural teams 2. Summary Euro- Preneurship Process orientation Business Creativity

Introduction into COEUR BCM Semester One 2010/11 3.Content & structure of the BCM module 3.1The BCM topics 3.2The BCM process 3.3Assessments and deadlines

Introduction into COEUR BCM Semester One 2010/11 4.Students tasks and challenges 4.1Individual timetables 4.2Coordinating team members 4.3Agreeing/using technical and organisational resources