What is Stifling the Creativity at CoolBurst

A Case Study

1. Case Summary
CoolBurst is a fruit juice manufacturer based in Miami, USA. Over the years of
operation, management always apply the same organizational culture for the last
4 years so that the revenue and profit for the company is going nowhere. Luisa
Reboredo as the CEO should start thinking to make CoolBurst can survive in
modern industry competition.

2. Problem Identification
CoolBurst management is still maintaining the old culture of the company and
avoiding that organizational environment is continuously change. This creates
stagnancy in 4 years that the revenues is stable at $ 30 million per year.

3. Problem Analysis
The communications quality become poorer from time to time and with old habits
maintained it creates stagnancy and the worker intentionally reject innovation
and also avoiding risk at work decision. Thus also creates weak morality and
careless about what competitor do.

4. Problem Solving & Recomendation

First of all, CoolBurst need a discussion forum where people can have a
brainstorming zone and all people can speak of their opinions. Brainstorming
forum can induce creativity from the people working in CoolBurst. This also
creates entrepreneurship for the employee and creates personal belonging for
the company. Leadership is also important to fine tune the creativity in the
company culture, transformational leader inspire their team and expect the best
from everyone. This can leads to high productivity and engagement. And the

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leader must also make important decision to recruit external candidates for new
ideas, to change the way most of the company do things, and creates
competition against old employee.