Outline

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

2. Outline • Developing a vision • Foster sustainable success in a changing world • Content and structure of the BC module • Student tasks and challenges • Open questions Introduction into COEUR BCM

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

4. 1.1 The project objectives • 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 Introduction into COEUR BCM

5. 1.2 The project method 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 Introduction into COEUR BCM

6. 1.2 The project method • Lectures • Group working (in lab sessions/other) • Personal profiles • Research work • Discussions, consultation on request and ‘idea check-ups’ with tutors Introduction into COEUR BCM

7. 1.3 The project assessment The Output • Personal profiles • 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 Introduction into COEUR BCM

8. 1.4 The project outcomes 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… Introduction into COEUR BCM

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

10. 2.1 The successful enterprise of the future Basic innovations require an adoption to the enterprise-surrounding in order to survive! Introduction into COEUR BCM

11. 2.1 The successful enterprise of the future 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 Introduction into COEUR BCM

12. 2.1 The successful enterprise of the future 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 Introduction into COEUR BCM

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

14. 2.1 The successful enterprise of the future 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 Introduction into COEUR BCM

15. 2.1 The successful enterprise of the future Challenge: Change • Change is speeding up! • Change adopts a new quality: • Deterministic change • Stochastic change • Open Change Introduction into COEUR BCM

16. Behaviour, Knowledge and Change-Categories 2.1 The successful enterprise of the future Introduction into COEUR BCM

17. Understand the Challenge: The 9-Dot-Problem 2.1 The successful enterprise of the future • • • • • • • • • Introduction into COEUR BCM

18. 2.1 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

19. 2.1 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

20. New-To-The-World New Product Lines Six Categories of New Products Product Line Additions Improvements/Revisions Repositioned Products Lower-Priced Products Introduction into COEUR BCM

21. 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

22. The Future needs Entrepreneurs ! 2.1 The successful enterprise of the future „We are changing from a managerial society into an entrepreneurial society.“ John Naisbitt Introduction into COEUR BCM

23. 2.1 The successful enterprise of the future “Managers do things right, leaders do the right things” (Bennis/Nanus) ManagementLeadershipManager Entrepreneur Rule orientation Result orientation Fulfílling a task Following a vision Shareholder value Stakeholder value Mistakes as stigma Mistakes as investment Administration Learning Introduction into COEUR BCM

24. 2.1 The successful enterprise of the future Networks Involves understanding: Markets Hierarchies Introduction into COEUR BCM

25. 2.2 The Business Evolution Process Introduction into COEUR BCM

26. 2.3 Cultural diversity as facilitator of change „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 Introduction into COEUR BCM

27. 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. Entrepreneurship Orientations 2.3 Cultural diversity as facilitator of change EuroPreneurship AfroPreneurshipSinoPreneurship... Introduction into COEUR BCM

28. A Single Europe ? 2.3 Cultural diversity as facilitator of change Introduction into COEUR BCM

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

30. Learning EuroPreneurship 2.3 Cultural diversity as facilitator of change An EFER research shows major gaps in entrepreneurship-education: • Action-oriented learning • International collaboration, exchange, research (EFER 2004) Introduction into COEUR BCM

31. 2. Summary • 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 Introduction into COEUR BCM

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

33. Content & structure of the BCM module 3.1 The BCM topics 3.2 The BCM process 3.3 Assessments and deadlines Introduction into COEUR BCM

34. Students tasks and challenges 4.1 Individual timetables 4.2 Coordinating team members 4.3 Agreeing/using technical and organisational resources Introduction into COEUR BCM