Ms Bettina Gárdász

Research project: The synergy between strategic foresight and innovation management. The role of storytelling in organisational creativity within large corporations

Abstract

It is inevitable that businesses are facing rapid changes in market trends and there is an increased need for organisational creativity in order to create new inventions. Latest literature on strategic foresight indicates that there is a significant opportunity to explore the relationship between foresight and innovation in corporate organisations. Although there are many studies that focus on methods that help businesses ideate new product/service concepts; less attention is devoted to how storytelling can foster organisational creativity and innovation. This Ph.D. Project could significantly contribute to the field by the following: firstly, to extend knowledge on how to integrate foresight techniques such as scenario-planning into a company's innovation process. Secondly, to investigate how storytelling, specifically fictional narratives can help large corporations improve organisational creativity. The study aims to develop a framework which can be used by organisations to develop (future) inventions.