Developing Creativity - Sony

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Developing Creativity for Business
Name: Ibrahim Alhobayb

Content
Abstract……………………………………………………………………………….. 3 Introduction……………………………………………………………………………4 Factors Affecting Creativity………………………………………………………….. 6 Stages of a Successful Problem Solving Programme…………………………………..7 CPS Framework……………………………………………………………………… 9 A critical look at creative problems facing Sony Corporation………………………..9 Application of CPS Models to Provide Solutions……………………………………12 Ways that Levels of Creativity Might be Measured & Assessed…………………….16

Abstract
Creativity is the use of an original idea to create something. Businesses should encourage creativity and innovation as it ensures the future success of a company. The creative process is fundamental and should be well guided and directed. Creativity occurs on the boundary of things, where a theory meets a fact. It offers a glimpse of a new era and new possibilities. This new possibility is often misty and unclear and is usually fragmented between what one knows and what has already been discovered (Ibbotson 2008). Alex Osborn, who is credited as being the father of brainstorming, initiated the creative process. After years of research and development, creative problem solving has evolved and can be used to develop skills and talents. Over the last fifty years, researchers have presented various methods and techniques of solving the problem of creativity. These problem solving models have been tested in various settings such as universities, high schools, organizations, and businesses (Isaksen & Treffinger, 2004).

Introduction
This paper will focus on employing Creative Problem Solving models to identify and solve creativity problems facing Sony Corporation. Sony Corporation is a multinational corporation whose headquarters are in Tokyo Japan. The Corporation majors in the electronics industry with products ranging from telecommunication equipment, entertainment and photography for both professional and home users. Innovation and creativity is a major factor in the success of the company. In an industry where competition is stiff, the players must ensure that they are ahead of their rivals. They must produce superior products and that often means that they must invest heavily in creativity. Creative Problem Solving is a methodological framework used to help users to achieve set objectives, overcome obstacles, and increase the chances of enhancing innovative performance. (Isaksen, Dorval & Treffinger, 1994). It consists of a model of the overall process and has three main components. These are: i. Understanding the problem.

ii. Generating ideas.
iii. Planning for action.
CPS can be viewed as a particular methodology that uses variety of techniques to organize divergent and convergent thinking towards problem solving. However it is important to note that CPS is not applicable in all cases. To determine the effectiveness of CPS in a given case, task appraisal is carried out. During this process, one has the chance to identify the people involved, the expected outcome, and the context in which the task exist. Using the information gathered, judgment on the appropriateness of CPS to the task at hand can be made. If CPS is found to be appropriate, the right methodology is designed. (Isaksen, 1995) To employ a CPS model successfully, one must understand the problem at hand fully. Fact must be differentiated from opinion. The underlying causes should be specified and the problem exposed explicitly. Solutions that are disguised as problems should be avoided as they do not provide a real end to the problem. A rational solution to the problem should be taken. This involves the use of alternative solutions to the problem. One way of doing this is to match solutions to the goals met. The solutions should be divided into long-term and short-term solutions in order to determine their life time. Once the solutions are grouped accordingly, any evaluating...
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