Recombinant Search and Breakthrough

Discuss about the Recombinant Search and Breakthrough.

Tourism and hotel industry in Australia is very saturated. Most of the hotels are making innovation in their businesses so that they can attract more and more customers. Australia is the very beautiful place and many people visit the place from national or international grounds. This industry is playing a major role in shaping the economy of the country (Richardson, 2008). This is because the tourism rate in the country is increasing and people are spending more in tourism and travel. Hotel and accommodation is the major requirement when any of the tourists visits the place. Thus, this new venture is a hotel in Sydney which has implemented new innovations in its processes and the products. This is because innovation is the major requirement for succeeding in such a saturated industry.

Creative process of idea generation:

Idea can be generated by following a particular process. This is because, following a process helps in generating the ideas in sorted form and it can easily be tested. (Drucker, 2014) Following is the process that has been used to generate the ideas:

Research: It is the first stage of idea generation in which the team who needs to generate the idea formulate the problem and research about the facts and findings associated with the problem. In this stage, all the team members need to collect the data about the problem (Bessant & Tidd, 2007). In this case the team has been set for collecting the data regarding the issues that the people are facing or the requirements of the customers in the hotels.

Represent: This is the major stage at which the ideas are being generated (Mok, Sparks & Kadampully, 2013). All the members of the team sits together and use one or more techniques of idea generation such as brain storming, idea box, mind mapping etc. are used. The techniques that are used in this case are mind mapping, Brain storming, visualization and day dreaming (Tidd & Bessant, 2015).

Refine: this is the last stage of the process in which the team has to make the representation of the ideas generated. This is the last stage in which all the ideas are evaluated and the best ones are selected t be implemented to make the innovation in the process and the product of the company (Crumpton, 2012).

Tools used to generate the ideas:

Brain storming: it is the technique or the tool that helps in developing the business idea. In this technique all the members of the team sits together and speak about their views and opinion regarding the issue (Windrum & Koch, 2008). It is the technique used when more number of ideas is required to resolve the issues to innovate the process in different ways. This is because innovation requires different type of thinking thus it is the platform where the ideas are not being wrong or right, the people just need to speak what they think.

Day dreaming: It is the best way to innovate the things (Szirmai, Naudé & Goedhuys, 2011). This is because, this technique allow the members or the thinkers to think beyond their imagination. It is the playful thought process by which great ideas can be generated. The aim of using this technique in this case is to develop the ideas that may be impractical but can be used to make innovation in the already existing processes or products offered by the hotel (Girotra, Terwiesch & Ulrich, 2010). Day dreaming allows the people to think about how their dream hotel would be and what services they want to have in their hotel.

Mind mapping: it is the technique that helps in making connection between different ideas so that a single innovative idea can be generated (Nemeth & Ormiston, 2007). In this technique, different ideas are being documented down and the curve lines are made to connect those ideas to become a single innovative idea.

Visualization: visualization helps the members of the team to think about the idea by picture prompts. This technique allows the members to think about something else by observing many visual picture so that they can make better innovation (Schilling & Green, 2011). Picture prompts allow the members to think about the associated intuition, connections and emotions. In tis ace, it is required by the thinkers to think according to the thought process of the customers.

10 ideas generated:

Following are some of the innovative ideas that have been generated in order to make innovation the process and the services that are being offered by the hotel to the customers.

1. Fashion mini bar: It is the innovation that results in providing fashionable clothes in the mini bar of the hotel room. This allows the customers to buy the fashionable products available in the mini bar (Eppler, Hoffmann & Bresciani, 2011). Any product used by the customers from the mini bar is being charge at the time of check out.
2. 1% expenses to charity: This is the technique that allows the customers to serve the society with the travel expenses they spend. The associated NGO with the hotel gets 1% of the expenses; the customers are spending on their travel and accommodation.
3. Pop up hotel room: It is the innovation that deals with serving the customers with the pop hotel room on any of the location they want. This is the portable room that can be made available to the customers at any of the location of their choice along with all the basic services such as ready to eat food, washrooms, Wi-Fi etc.
4. Availability of cycle with map: In order to make the practices more sustainable, the innovation is made in the sight-seeing process for the people living at the hotel. Cycles with the road and destination maps are available at the hotels for the tourists who want to visits the place in more environment friendly manner.
5. Luggage free travel: this is the most innovative service that can be available at the hotel. This service is basically for the regular visitors who visit the place for business meetings or for any other work. The luggage of the visitors can be kept at the hotel only and will be available for the customers the next time he or she will visit the hotel. The hotel staff will take care of luggage and provided the services such as laundry, ironing of the clothes etc. this allow the customers to have luggage free travel.
6. Crèche for children: the families who visit the place also bring their kids with them. There are places that the couple wants to visits but cannot take the kids there. So, in order to resolve this issue, the hotel can also provide the service of crèche at the hotel only.
7. Availability of baby sitters: the couples who have small kids can also take the facility of baby sitters which is available at the hotel (Ritter, Van Baaren & Dijksterhuis, 2012).
8. Photographer availability: Most of the people these are very much obsessed with photography. The honeymoon couples who visit the place can avail the facility of photographer at the hotel as well.
9. Souvenir shop: This is the shop that is can be there at the hotel campus which provides the customers with all the local items to show the heritage of the country.
10. Language translator availability: availability of language translator at the hotel also helps the business customers to conduct their meetings with the local people in Australia.

One best idea to be adopted:

One of the best ideas that have been adopted by the new venture of the hotel is the availability of the pop up rooms for the customers. This is the facility that provides the customers with one of the innovative service by the hotel (Hayes & Berninger, 2009). It is the innovation that deals with serving the customers with the pop hotel room on any of the location they want. This is the portable room that can be made available to the customers at any of the location of their choice along with all the basic services such as ready to eat food, washrooms, Wi-Fi etc.

The type of idea is extension and the innovation strategy that has been used is breakthrough. It is the strategy in which the organization thinks to release the service r the product to facilities the customers (Iyer, Doboli, Minai, Brown, Levine & Paulus, 2009).

Who: this is the question that asks about whom to engage in the innovation. The innovation is for the honeymoon couples and the friends group who visits the place for new experiences.

When: at the time of low season when few people visits the place.

Why: this innovation is required to be implemented in order to serve the market with a new service that can attract the customers.

What: This innovation means to provide new and comfortable experience to the customers.

Where: the innovation has been done in the basic accommodation service of the hotel.

How: The success of the innovation can be measured by the number of this service availed by the people and the customer satisfaction score.

Uniqueness of the product:

Scandic hotel is the chain that has used this technique or innovation to provide the facility of pop up hotel rooms to the people. This technique is very attractive and can divide a new experience to the customers who wants to make their trip fun.

The technique has been innovated by making changes in the locations (Kusluvan, Kusluvan, Ilhan & Buyruk, 2010). The hotel has also made some of the places in the vicinity of the hotel as well where the pop up room can be taken. The artificial nature has been created by the hotel so that customers do not need to go far aware from the property.

This service is very much related to the industry as it is about providing a new experience of accommodation to the customers.

It has been analysed that this innovative service provide a great value to the customers. It adds on the fun experience to the trip of the tourists. People dream of having luxurious bedding under the sky which is not possible every time (Richardson, 2008). Thus, providing such services between the natures gives a new and amazing experience to the customers.

Conclusion:

It has been concluded from the report that innovation is the very important part of the organizational success. As the new venture in the hotel industry is being established, thus making innovations in the services is very necessary to attract the customers. There are many idea generation methods used to develop the ideas such as brain storming, mind mapping etc. the idea of pop up hotel room is very innovative in nature and thus cab provide high business to the hotel.

References:

Bessant, J., & Tidd, J. (2007). Innovation and entrepreneurship. John Wiley & Sons.

Crumpton, M. A. (2012). Innovation and entrepreneurship. The Bottom Line, 25(3), 98-101.

Drucker, P. (2014). Innovation and entrepreneurship. Routledge.

Eppler, M. J., Hoffmann, F., & Bresciani, S. (2011). New business models through collaborative idea generation. International Journal of Innovation Management, 15(06), 1323-1341.

Girotra, K., Terwiesch, C., & Ulrich, K. T. (2010). Idea generation and the quality of the best idea. Management science, 56(4), 591-605.

Hayes, J. R., & Berninger, V. W. (2009). 13 Relationships between idea generation and transcription. Traditions of writing research, 166.

Iyer, L. R., Doboli, S., Minai, A. A., Brown, V. R., Levine, D. S., & Paulus, P. B. (2009). Neural dynamics of idea generation and the effects of priming. Neural Networks, 22(5), 674-686.

Kusluvan, S., Kusluvan, Z., Ilhan, I., & Buyruk, L. (2010). The human dimension: A review of human resources management issues in the tourism and hospitality industry. Cornell Hospitality Quarterly, 51(2), 171-214.

Mok, C., Sparks, B., & Kadampully, J. (2013). Service quality management in hospitality, tourism, and leisure. Routledge.

Nemeth, C. J., & Ormiston, M. (2007). Creative idea generation: Harmony versus stimulation. European Journal of Social Psychology, 37(3), 524-535.

Richardson, S. (2008). Undergraduate tourism and hospitality students attitudes toward a career in the industry: A preliminary investigation. Journal of Teaching in Travel & Tourism, 8(1), 23-46.

Ritter, S. M., Van Baaren, R. B., & Dijksterhuis, A. (2012). Creativity: The role of unconscious processes in idea generation and idea selection. Thinking skills and creativity, 7(1), 21-27.

Schilling, M. A., & Green, E. (2011). Recombinant search and breakthrough idea generation: An analysis of high impact papers in the social sciences. Research Policy, 40(10), 1321-1331.

Szirmai, A., Naudé, W., & Goedhuys, M. (Eds.). (2011). Entrepreneurship, innovation, and economic development. Oxford University Press.

Tidd, J., & Bessant, J. (2015). Innovation and entrepreneurship (No. 3). Wiley.

Windrum, P., & Koch, P. M. (Eds.). (2008). Innovation in public sector services: entrepreneurship, creativity and management. Edward Elgar Publishing.

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