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.

  • Research degree: PhD
  • Title of project: The synergy between strategic foresight and innovation management. The role of storytelling in organisational creativity within large corporations
  • Research supervisor: Professor Riccardo Vecchiato
  • Other research supervisor: Dr Evy Sakellariou

Biography

I am a Kingston University Alumna, completed both my Bachelor degree in Business Management and my Masters in Innovation Management and Entrepreneurship with Distinctions. For the best all-around academic performance for both degrees, I have received the Dean's Prize in 2019 and the Course Director's Prize in 2020. I was also honoured to be the Valedictorian at my graduation in 2019.

Currently I work as a HPL in the Department of Strategy, Marketing & Innovation. I am also a Research Associate at the KBS Research Hub, which specialises in research on strategic foresight that addresses techniques that public decision-makers can use for supporting innovation. As a Ph.D Student, I am keen to contribute to new knowledge in the field of corporate foresight and innovation. I am currently discovering science-fiction prototyping and I am keen to learn more about Artificial Intelligence and Machine Learning within the business context.

Areas of research interest

  • Strategic Foresight
  • Technological Innovation
  • Storytelling and Science-fiction Narratives
  • Organisational Creativity
  • Artificial Intelligence and Machine Learning

Qualifications

  • BSc in Business Management with Entrepreneurship Business Experience, Kingston University London
  • MSc in Innovation Management and Entrepreneurship, Kingston University London
  • Prince2 Foundation

Funding or awards received

  • Faculty of Business and Social Sciences Studentship

Publications

Kottasz, R., Bennett, R., Vijaygopal, R., and Gardasz, B. (2021). Driverless futures: current non-drivers' willingness to travel in driverless vehicles. Journal of Marketing Management, 1–34. https://doi.org/10.1080/0267257x.2021.1963309