Over the past few years, there has been a great development of business in the nation of Hong Kong. Being an integral part of the well-developed China, the country has undertaken innovation and creativity as two major fundamentals of the administrative world. It is noted that along with a tremendous growth of population, the country has witnessed a development of competition across its commercial sector. According to Wang et al. (2016), in order to secure a leading position in the market and also be able to earn an increased amount of income, organisations noticeably concentrate on integrating innovation and creativity in its operations.
As opined by Goffin and Mitchell (2005), it is the technological and operative innovation elements that help a firm to continue and expand its business in the presence of various business challenges. Moreover, creativity in an organisation plays a major role in motivating and retaining employees in an association. Apart from production and delivery of goods, innovation has significantly restructured marketing, promotions and operations management all across the business industry of Hong Kong (Tsuiet al. 2014).Creativity and innovation goes simultaneously. Creativity and advancement inside a well-run organizations have dependably been perceived as a beyond any doubt way to achievement. Empowering innovativeness and investigating totally new and obscure before domains lead as come about to expanding the efficiency of the association. Urging the representatives to think outside about the case and giving them time and assets to investigate new territories for inventive thoughts is the way to savvy business arrangements (Sarmento 2011).
Innovativeness enhances the way toward taking care of issues. It doesn't make a difference in case we're looking at building up another technique or an imaginative approach to remain in front of the opposition. Inventive critical thinking gives that focused edge that any business is endeavoring to accomplish.
See Figure 1
This project takes into consideration a leading airlines organisation of Hong Kong namely, Cathay Pacific. To understand the existence of innovation and creativity through its various processes, techniques and business mission, the report tends to focus on the stakeholder of the company as well. Several barriers to the innovative and creative measures are highlighted as well. With an analysis of the challenges faced by the management in implementing changes, the project seeks to build up a developmental and communication plan for successfully implying innovation and creativity in the organisation.
 PLEASE SHORTEN THE ORGANISATIONAL BACKGROUND, JUST GENERAL DESCRIBE IT AND IDENTIFY THE ISSUES FACING, MAY BE 2-3 ISSUES;  LIST OUT 3 INNOVATIVE IDEAS OR CREATIVE IDEAS THAT HAVE BEEN OR COULD HAVE BEEN PRODUCED BY THE ORGANISATION USING SUCH PROCESSES AND TECHNIQUES]
As stated by Al-Azri, Waleed and George (2015), Cathay Pacific (C.P) is one of most extraordinary and successfully running airlines of the Hong Kong. It is noted that along with providing air travel services to the people, Cathay Pacific also plays a major role in carrying tonnes of cargo in its aeroplanes. Like any other airways, the organisation also tends to differentiate among its travel classes (first class, business class, premium economy and economy class). The ground handling services along with catering and in-flight entertainment act as major contributors towards the firm`s development.
See Figure 2
One of the factors that lead Cathay Pacific to be among the noble and well-reputed airlines not only across Hong Kong but also across the globe is the firm`s well-defined processes and techniques. Being a leader in its industry, the firm greatly depends and tends to constantly develop its various operations. As per Lin (2015), the management of the firm focuses on activities ranging from procurement of raw supplies, flight administration, on air services to gaining final feedbacks from customers. On the other hand, with an increase of rivalry among the nation, the company concentrates on building up new strategies and integrate them in the best possible manner. Internal and external problems are also solved tactfully with the help of the airline`s practically designed value chain. Additionally, processes and techniques in Cathay Pacific are mainly divided into primary (inbound, operations, outbound, marketing, service) and support (procurement, technology, human resource, infrastructure) operational activities. Concerning the primary section, the administration ensures a proper creation and delivery of product and services to its consumers.
On the other hand, support functions help the firm to develop process effectiveness and technical efficiency. According to Rajagopalan (2016), with a motive to provide with a safe and secure travel, the organisation sells the experience to its customers.
See Figure 3
In the modern times, Cathay Pacific is noticeably faced with tough completion and various other business challenges. Despite well-defined processes and techniques, the firm focuses on adding value and developing competitive advantage factors by integrating new innovation and creativity in its operations. The management tends to construct SMART targets to ensure a proper integration of modernization in the organisation (Sharma and Thomas 2015).
See Figure 4
As stated by Ahmed and Shepherd (2010), innovation and creativity being two separate individuals tend to largely depend on the vision and mission of an organisation. Cathay Pacific visions to be the most successful and finest airlines across the globe. In order to be the best organisation, the management also objects to endeavour to excel in all its initiatives and operations. Additionally, it is with the help of the workforce and their high-quality activities that the people shall choose Cathay Pacific as their preferable company over its rivals. The mission statement of the organisation is well designed to ensure passenger safety, build a winning employee team, deliver extraordinary services, enhance financial gains and further provide a hearty administration to the customers (SUTCH 2016). Supporting Hong Kong and guaranteeing social and ecological sustainability also forms part of the airline`s mission.With a motive to increase revenue margins and gain success, the administration of the firm also largely focuses on the welfare of its stakeholders, thereby hoping to meet their needs through regular modernization processes. Strive of creativity ensures excel of an innovation in the airlines. Based on the vision and mission of the enterprise it is inferred that the management of Cathay Pacific extensively takes into consideration innovation and creative management for the development of the company.
See Figure 5
Like every other business firm, Cathay Pacific majorly depends on its stakeholder groups for its development. The various divided parts of the organisation`s stakeholders also impacts innovation and creativity management. As stated by Verbeke and Tung (2013), being different from shareholders, the management of the firm makes sincere efforts to analyse its various stakeholders as well. A stakeholder is a person or a gathering of the populace who are directly or indirectly related to a business enterprise. For organisation stakeholders, they tend to take a deep interest and also often participate in the operations and performance of an association as they are affected by it. It is often that the administration of the aviation firm focuses on its stakeholders to integrate a change in a productive manner. The management also tends to control and supervise its stakeholders to ensure that the company benefits them, meets their demands and further does not hurt their perceptions. The four major stakeholder group of Cathay Pacific are customers, employees, suppliers and society (Doh and Quigley 2014).
See Figure 6
Among the various ideas of innovation and creativity, the redesigning of promotional activities tends to be the most economical and profitable in nature. The management has made efforts to collaborate with social networking websites for promoting Cathay Pacific. As compared to the already present advertising initiatives, the creation of ‘Cathay Fairy', distribution of free tickets through online competitions on Twitter, playing Youtube`s specialised channels in flights and building up cooperation with the public over Facebook shall be more profitable. The use of environmentally friendly materials during production of goods and services will also benefit the firm. In addition to taking steps towards forming an alliance with social and digital media brands, working towards societal welfare shall also add value to the airline`s concept of promotion.
Application of techniques and processes for idea generation[PLEASE ALSO STATE OUT WHAT IDEAS CX USED AND WHAT HAS BEEN IDENTIFIED FROM THE BELOW IDEA GENERATION, FOR EXAMPLE CX DO THE BRAINSTORMING AND COME UP WITH 3 IDEAS, THEY ARE….]
Thoughts are things that go back and forth and reasonably every now and again as well. In any case, the truly awesome thoughts as a rule spring out of the blue in snapshots of motivation. It winds up noticeably simpler to concoct awesome thoughts when we free ourselves from the commonplace, ordinary, customary musings that take up the idea space in our mind. Horizontal speculation is the way toward making a mental jump to what's by something, what has comparable examples of movement or development.
SCAMPER is a thought era system that uses activity verbs as jolts. It is an outstanding sort of agenda created by Bob Eberie that helps the individual in concocting thoughts either for adjustments that can be made on a current item or for making another item.
Brainstorming process includes causing countless for a particular issue (thought) with accentuation being on the quantity of thoughts. Over the span of conceptualizing, there is no appraisal of thoughts. In this way, individuals can stand up their thoughts openly without dread of feedback. Indeed, even unusual/abnormal thoughts are acknowledged with open hands. Actually, the crazier the thought, the better. Subduing down is less demanding than concocting.
As often as possible, thoughts are mixed to make one smart thought as demonstrated by the trademark "1+1=3." Brainstorming should be possible both separately and in gatherings. The average conceptualizing bunch includes six to ten individuals.
Both these techniques can be used by Cathay Pacific within their workplace to bring about the required changes.
[RISKS AND BENEFITS PART IS VAGUE, PLEASE IDENTIFY THE CONSEQUENCE (RISK) OF NOT IMPLEMENTING THE NEW IDEA (CHANGE). THEN DISCUSS SPECIFICALLY WHAT BENEFITS THE NEW IDEA WILL GENERAGE]
Risk involved for the change
The idea of ‘Cathay Fairy' and bonding with social networking sites will greatly impact the firm`s relationship with the community. Concerning employees, a change in the promotional activities of the organisation will directly impact their pay scale and job security. It is this particular period of time when the management tends to greatly depend on the workforce for the productive implication and utilisation of the various creativities. An improper delivery by the workers directly pressurises their job security. Further, an integration of innovation is followed by training and development processes of the employees.
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