BROWN
ELEANOR BROWN, Director of Knowledge Works, shares some of her views on innovation and its impact on the Jamaican economy.
Q: Why must businesses innovate?
EB: Due to globalisation, we are forced to conform to global standards of 'competition' in both products and services. Trade agreements, such as DR-CAFTA and NAFTA, in effect have forced our businesses to look at adapting new standards of customer service and product development in order to compete with other countries.
Q: How can a business get more innovative?
EB: The first step is to establish a solid business case. Unfortunately, often we do not innovate unless we are forced to. The development of an effective and well-communicated business case is essential to get management 'buy-in'. The key is to ask what will happen if you do not innovate? For example, in one of our key industries, Tourism, we have to pay attention to the far larger players, such as the Dominican Republic with viable properties right 'next door'. The Dominican Republic now has the largest number of rooms in the Caribbean. Countries such as Belize and Costa Rica have found new ways to innovate and compete by developing high-end Eco-tourism products with high margins. In addition, these 'Eco-Tourism' products emphasise the utilisation of the local organic agricultural products, thus generating employment for local workers.
Q: What practical steps can be taken?
EB: Tap into employees on all levels. Usually the best ideas on how to serve customers come from the employees who interface with consumers on a daily basis. Customer-facing employees are usually the best at coming up with new ideas for creating new growth ideas. Unfortunately, our management system may not reward these employees for taking risks and most companies lack systems for developing innovative ideas and incubating new business ideas.
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