Problem
Select a company that you are familiar with either through your direct interactions or via research. After conducting research on the company and gaining an in-depth understanding of its internal systems and external dynamics, design a "generative context" within which social media would be utilized as the primary medium (i.e., a channel or system of communication) in an attempt to cultivate and enhance employees' innovative capabilities through goal-oriented interactions with customers and the general public. Keep in mind that the value of generative contexts is in their ability to "organically" facilitate the emergence and formation of ideal collective behaviors through guiding individuals' interactions in the absence of a top-down structure (i.e., once a group is exposed to the generative context, the majority of the members will automatically engage in the behavior of interest). Your proposed generative context should create a co-evolving relationship between the employees and the firm's external stakeholders; employees should be able to consistently enhance their innovative capabilities (to improve products/services) while the customers/public develop a positive perception and trust towards the company through their interactions with organizational members. If designed well, the generative context can also enhance leader-member relationships and trust by revealing the leader's genuine care for employees' well-being and future. Present your design for the generative context using the following outline:
1) Background: Provide a brief background about the selected company.
2) Research Findings: Share your research findings regarding the firm's internal and external systems and dynamics relevant to this assignment.
3) Explain and Justify the Generative Context: Provide a detailed description of your proposed generative context. Analyze and justify how your generative context can form and guide the ideal collective behaviors, and fulfill the objectives described above (for both the employees and the customers/public). Specify the type of social media and offer relevant examples to shed light on some potential outcomes of your design. This case is focused on innovation and leader-member relations; therefore, you are highly encouraged to apply relevant concepts and practices discussed in class related to creativity, problem-solving, idea-generating, trust, and designing others' success. In addition, review the "Generative Glance" in Module 7.
4) Propose a General Plan of Action: Informed by the company's internal systems, propose a general plan for implementing your proposed generative context.
Resource: Middlebrooks, A., Allen, S.J., McNutt, M.S., Morrison, J.L., Discovering Leadership: Designing Your Success (mainly chapter 8 and 9)