of innovation is its employees. Other companies can learn from Starwood that thebest innovation can be found through listing and involving your staff instead of hiring some expert and paying him/her a huge amount of money.Another important learning for other companies from Starwood could be theimplementation of Six Sigma program. Six Sigma complements innovation andprovide a strong support to become more efficient and effective.
Q-3: How important do you think it is to have a culture of creativity? If acompany does not have such a culture, what could managers do?Answer:
It is very important for all the companies to have a culture of creativity. Ithas been evident from past few decades that most of the creativity that world isenjoying was came from internal ideas. The staff understands the capabilities andconstraints of the company better and hence they usually come up with morepractical and doable ideas. The culture of creativity also increase the staff involvement and they get the sense of being important for the company and it alsomotivates them and make them more loyal to the company and perform better.If the company does not a culture of creativity, the manager should try to changethe culture and make it culture that appreciate the creativity. The manager couldstart this by increasing the involvement of the staff related to the matters whichrequires creativity. The manager could also start a special reward program for thosewho come up with good creative idea. To change the culture, it is very important tochange the mind set. So this could be the first step for the manager in changing anorganization’s culture.
Q-4: What else might Starwood do to promote creativity and innovation?Answer:
Starwood is getting most of the creative ideas from its staff for free andthese ideas are also very effective. It should involve its customers too in thisprocess of creativity. It can promote the creativity and innovation from itscustomers while focusing on the below given points:
Special activities with the customers and finding their opinion
Provide gifts to its customers for giving any good idea
Use of internet and company’s website to know the expectations of thecustomers