Creativity and Business Wealth Assignment Brief (London Cohort 6)

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This module considers how creativity and innovation lead to sustainable business. Students will develop appreciation of the role of culture, behavioural structures, systems and policies at global, national and organisational level on the development and sustainability of innovation.

The module explores the application of creative problem solving and the process of creativity with a focus on the role of team leadership, and the influence of corporate culture.

Students will become familiar with tools and processes that will enable them to become more creative, innovative and entrepreneurial in their business attitudes and practices.


1. Critically evaluate the development of creativity and innovation and its impact on sustainable organisations

2. Develop extensive and critical knowledge of the criteria for creating an innovative organisation

3. Critically review the structures needed to create an organisational environment that facilitates creative work practices in order to enhance business effectiveness

4. Develop an in-depth knowledge of the contribution of other business functions in enhancing organisational innovation and creativity


This module has three pieces of assessments, namely;

(i) Group case study written report – 50% of continuous assessment

(ii) Individually written essay – 50% of continuous assessment

Group Case Study (50%)

Exploring sources of innovation: Aravind Eye Clinics Case Study**

In this assessment students will be split into groups of no more than 5 students. Groups should read the Aravind Case Study (attached in MBAOW) as a starting point which is based on topics covered during the main lectures. The group is required to analyse the case study by firstly presenting the situation analysis of the case study and then addressing the following questions:

1. Discuss the basic forces (push and/or pull) which have been the source of innovation at Aravind Eye Clinics in India. Your discussion should include examples of other innovations in other countries which have come about due to similar forces;

2. You are a consultant to a small social enterprise in your country which wishes to emulate the success of Aravind. They need advice on an innovation strategy that takes lessons from Aravind Eye Clinics. What would you advise them?

Each group should produce a written analysis of the case study in a form of a report of no more than 3000 words. The content of the report should include

  • A brief introduction to the case study
  • A situation analysis highlighting the main issues surrounding Aravind the organisation
  • Answers addressing each of the 2 questions. The answers should be well justified by being based on an in-depth analysis of facts researched wider than the case study itself.

The answer should also demonstrate students understanding of underlying theory.

Individual Essay (50%)

Write an essay of no more than 2,000 words answering the following question:

Innovation is about big leaps forward, ‘eureka’ moments and radical breakthroughs – or is it?

Using examples from a sector of your choice, make a case for the importance of incremental innovation.

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