Role of Creativity in Enhancing the Competitiveness of Unilever Essay

Role of Creativity in Enhancing the Competitiveness of Unilever Company - Essay Example It is the spirit of creativity that has made the company a consumer giant with billions of customers buying its products globally. Creativity Index The global competitiveness report publishes country-wide index of economic creativity that defines how countries through their firms improve their productive activities. Though the index puts most developed countries high in the list (UK is ranked 8th in the competitive list) but crucial thing is that many developing countries are adopting newer ways and technologies and they are fast catching up with developed economies. The index shows how East Asian countries have become more creative to become competitive in several manufacturing processes. That is why it is important for the developed countries to continue with their creative ways to remain competitive globally (Global Competitiveness, 2012). Competitiveness through Creativity– A Unilever Way Unilever strongly believes that creativity can make a strong impact on the organisati on and the company attempts to bring forth creativity through diversity of minds. Unilever, in one of the study to research on creative teams, conducted 100 creative sessions using a questionnaire. Researchers finally received 78 completed questionnaires that had enough information. For our understanding, the problem fields to which study was initiated can be described as per the following. Field: alternatives for product A or think about ingredients for a particular benefit. Field: thinking about next generation product or a format for a new product called Y. Field: solving technical products such as how to improve dispensing of the cream or thinking for new application using a new ingredient. Field: cultural issues such as having more fun at work. Each creative session... This essay presents one of the best examples of the analysis of creativity role in the process of modern management of a company in the globalized world of today. As shown in the essay, creativity plays an important and crucial role in developing and sustaining economic competitiveness of advanced economies. Igniting creativity across all business activities is certainly a big challenge for the management of any firm and Unilever understood the importance of creativity and that is why the company has been able to expand across most parts of the world. It is the creativity that has made the company a consumer giant with billions of customers buying its products globally. The global competitiveness report publishes country-wide index of economic creativity that defines how countries through their firms improve their productive activities. It shows, that developing countries are adopting newer ways and technologies and they are fast catching up with developed economies Unilever strongly believes that creativity can make a strong impact on the organisation and the company attempts to bring forth creativity through diversity of minds. Unilever, in one of the study to research on creative teams, conducted 100 creative sessions using a questionnaire. Creativity helps the company to enhance its competitiveness. In today’s integrated economic world, companies just cannot survive without an all-round creative approach interwoven as the basic culture in the most aspects of the business activities.