Academic journal article Manager

Different Thinking

Academic journal article Manager

Different Thinking

Article excerpt

DIFFERENT THINKING Creative strategies for developing the innovative business by Anja Foerster and Peter Kreuz Published by Kogan Page ISBN: 978 0 7494 4840 0 208 pages. Hardback RRP £18.99*

www.kogan-page.co.uk

The introduction to this book sums up the whole essence of thinking outside the box in management when the author says:

"Business unconventionality means competing with your rivals in the fields of imagination, inspiration and initiative - and beating them. "

The authors provide plenty of examples from many different fields, such as car rental companies, banks, hotels, restaurants and bars and the public sector, to show how businesses who don't follow the trodden path can steal a march on their competitors.

The authors describe 17 rules of 'business unconventionality', four of which are:

* Glean inspiration from other industries. Example: The German customs authorities have set up 'E-bay-style auctions' to sell all the objects that they confiscate from cars to DVD players and coffee.

* Get out of those middle-of-the-market segments fast. Example: Birkenstock Sandals hired two designers and a super model to re-launch the company's 'anti-fashion' image. …

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