Using Innovation as a Strategic Management Tool in Today's Ever Expanding Experience Economy

As a creative industry, innovation has always been crucial to the success of the hospitality trade in general and catering in particular. While the experience economy equals and even supersedes the service-based economy, the importance of managing and encouraging innovation is a key skill for caterers at all levels.

The most successful caterers are well aware of the need to deliver original andhigh-quality products supported by exceptional service. Their goal is building a complete experience for a wedding, corporate event or gala that clients and guests can relate to as if it were designed for them personally.

Understanding the relationship between product, service and experience is critical. Competitive forces and the presence of increasingly knowledgeable and demanding customers will require caterers to challenge themselves to look at customer value creation in new and innovative ways. Ian will explore the need for innovation and suggest ways in which creative thinking can be used as a strategic management tool to help achieve superior event experiences. These will in turn support the exclusive goal of sustainable competitive advantage.

You will learn:
• How to identify and manage the various stages of innovation.
• How to foster the culture needed to encourage innovation within an organization.
• The role individuals within an organization play as they implement an
innovation-driven strategy.