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Ideation at Canon business services - exploring new approaches for service innovation
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Resumo(s)
Digitalisation, globalisation, and evolving customer demands are only a few of the factors
that are bound to transform the business process services industry for CBS. By investigating
new ways to address these imminent challenges, this thesis explores the feasibility of
implementing a formal approach to ideation to complement CBS’ service innovation practice.
Two workshops were therefore conducted to put theory into action by generating new service
ideas in a multifunctional team. Applying both divergent and convergent ideation techniques
revealed that the latter improved an idea’s novelty and creativity as opposed to the expected
increase in workability and relevance. Additionally, further analysis sheds light into the
potential influence of individual characteristics and group dynamics on creativity. The thesis
concludes with a discussion on the organisational implications of the findings and
recommendations for future research.
Descrição
Palavras-chave
Ideation Service innovation Creativity Divergent and convergent thinking