Corporate Innovation &

Entrepreneurship
Assignment 1:
Critical Evaluation of Selected Vignettes
Week 3 Assignment Workshop

• Q&A

• Assignment Guidelines and Additional Guidance

• Critical Analysis of Vignettes

• Initiatives for Creative Thinking in Case Study pdf

• Final Q&A
Q&A

• What questions do you have about the assignment?

• Jot down your question(s) on the Post-It Notes

• Stick to the wall

• Discussion/Answers
Check you have access to these …

• Assignment 1 Guidelines and Assessment Evaluation Criteria (Rubric)

• TUI Case Study (pdf)
• Assignment 1 Task:
• How might employees be encouraged to develop an entrepreneurial mindset?
• Learning Materials Weeks 1-2
Unit Learning Outcomes

On completion of this unit you should be able to:

1. Demonstrate the following knowledge and understanding:

• Demonstrate a systematic understanding and critical appreciation of theories and models
of creativity, innovation, entrepreneurship and change management in the context of
contemporary organisations.

2. Demonstrate the following skills and abilities

• Synthesise individual and organisational theoretical perspectives to systematically
promote the potential for creativity, innovation, entrepreneurship and change in practise
 Assignment 1
• You will be provided with vignettes which detail various scenarios in selected organisational contexts of direct relevance to creative thinking with
a view to enhancing innovation and corporate entrepreneurship. You are required to undertake an in-depth critical analysis of each scenario
integrating theory and practice throughout and fully supported by influential theories, models and frameworks to demonstrate a critical
appreciation of how this is/not achieved and including feasible recommendations (2400 words).
• The assignment focuses on creative and innovative thinking (C&I) and requires a critical analysis and evaluation of selected vignettes connected by
a common theme, complex problem solving / opportunity finding for innovative responses to support TUI’s Sustainability Agenda

1. During the first half of the unit, you will need to conduct a critical evaluation of selected vignettes on creative and innovative thinking that can
lead to innovative response(s).
2. For example, it may relate to how to stimulate entire teams to be develop creative and innovative thinking skills, or how an organisation’s
approach to creative problem-solving might be improved
3. Your critical analysis and evaluation of the vignettes must align with C&I theories, models and frameworks introduced in the first two weeks of
the unit, extended through directly relevant independent wider reading
4. You will present your analyses and findings in report format (2,400 words (+/- 10%).
Assignment 1: Context

• The external environment currently creates a perfect storm that raises awareness of the need for creative and
innovative responses to increasingly complex problems and opportunities

• All employees need to be encouraged to develop an entrepreneurial mindset

• As future leaders, you are responsible for facilitating and sustaining the entrepreneurial mindset for your team
and the organization to support creative and innovative responses to complex problems and opportunities.

• TUI already have many initiatives in place but these have been ineffective

• WHY? Critical analysis is required.

 Vignettes:
TUI Initiatives for Creative Thinking - see TUI case study pdf

 General power hours and master classes available for anyone in the org to participate, however hard to bring learnings into action / apply in practice

 Some master classes have been delivered one-off by an external trainer, although there has been a lack of a TUI context in class discussion, and hard to
follow up after the session.
 Teams, departments or communities occasionally run hackathons. For example,
o 2021, a Northern regional hackathon led to solutions that were not applicable within legal and tech teams due to a lack of IT participants.
o Data Science hackathon led to solutions that lacked business appeal and were not applicable within the tech infrastructure due to a lack of
participation by user interface and software engineers.

 Commercial team has a Lightbulb Lab that mainly focuses on internal department issues.

 Marketing has an annual forum where anyone can share ideas to improve customer experience and has been quite successful in the past,

 IT organises knowledge sharing, innovation meetings although highly technical and not known to the wider business.

 Strategy group leads a monthly innovation forum, which is by invitation only and has executed great projects in the past. However, not all ground
running innovations can reach this forum due to a lack of early cross functional involvement.
 Q: Critical analysis of vignettes
 Informed by influential theories, models and frameworks introduced in this unit, your task is to critically analyse
possible reasons for the ineffectiveness of these initiatives in TUI
 Critically analyse how individual blocks might be preventing creative thinking?
 Critically analyse how techniques of structured problem solving (e.g. brainstorming, attribute analysis, role
storming, super heroes, analogy etc) might be useful in overcoming individual blocks and support creative and
innovative skill development (Mind gym)
 Critically analyse how systematic processes (e.g. CPS, Design Thinking, other) might be useful to improve the
effectiveness of initiatives
 Redefinition of problem or opportunity
 Creative idea generation

 How might a more systematic process using structured techniques improve the effectiveness of creative thinking in
TUI to support innovative responses to complex organizational problems and opportunities to support the
Sustainability Agenda?
 VIGNETTES: Critical analysis informed by influential
theories, models and frameworks, for example …

• Entrepreneurial mindset (Ref Kuratko)

• Growth versus fixed mindset
• Individual blocks (Proctor)
• Productive (creative) thinking is hard work (Hurson)
• Structured techniques for creative problem solving (Proctor, Van Gundy)
• Systematic processes (Proctor, Van Gundy, Brown)
• Creative problem solving
• Design thinking
• Others?
• Might suggest different systematic processes for different problems/opportunities
• Design Thinking for Products/Services focus
• CPS Process for Management/Organisational focus
• Extended through independent reading
• Assignment 1 is NOT about leadership, culture or change management
Completing your Assignment:
What am I required to do in this assignment?

• The assignment focuses on creative and innovative thinking skills and processes and requires a
critical analysis and evaluation of selected vignettes. You will be provided with vignettes which
detail various scenarios in the context of TUI of direct relevance to creative thinking with a
view to enhancing innovation and corporate entrepreneurship.
• You are required to undertake an in-depth critical analysis of given scenarios integrating
theory and practice throughout and fully supported by influential theories, models and
frameworks to demonstrate a critical appreciation of how this is/not achieved
• Your critical analysis and of selected vignettes must lead to clear conclusions and feasible
recommendations in the context of TUI including clear justification of your recommended
techniques and processes.
 Assessment Format
• TUI Context
• Introduction to company and scenarios (300)
• Critical analysis integrating theory and practice (1500)
• Conclusions (300)
• Recommendations (300)
• You will present your critical analysis and findings in report
format (2400 words +/- 10%)
• Reference list in Harvard Format
 Here are some of the requirements we will be discussing in the assignment workshops:

• You need to complete the guided learning to develop your understanding of influential
contributors

• You need to extend this through independent research using quality academic and
practitioner sources
Tips to • You will apply theory in practice for critical, in-depth analysis in the context of the

produce allocated vignettes

• Consider what are the main conclusions derived from in-depth analysis?

high quality • Draw feasible inferences and conclusions that are directly actionable

work • You must use in-text citations throughout to acknowledge others’ ideas in support of
your critical analysis

• You must use the Harvard Style of Referencing

• You can submit a draft to Turnitin to check the similarity

– each submission will overwrite the previous

• DO NOT USE AI software (e.g. ChatGpt; Quillbot; Grammarly etc)

• Third party (Academic offence)
Threshold
In order to pass Assessment 1,
minimum requirements
demand that you will need to:
Evaluate your
work before
submitting
  The submission deadline is before 10am on
Friday, 8th December 2023
 Word count: 2400 (+/- 10%)
Deadline  Submission will be via Turnitin BREO link under
8th December “Assessment and Feedback”
10 am  Good Academic Practice
 Your own words throughout
 In text citations to support others’ ideas
 Harvard referencing
 Do NOT use AI
Final Q & A