Facilitating and Managing Joint Creativity at the Manufacturer–Retailer Interface

Abstract

Within the supply chain literature, little attention has been given to the development of creativity at the manufacturer–retailer (M–R) interface. This conceptual study closes this knowledge gap by justifying, developing and discussing a ‘Collaborative Supply Chain Creativity–Learning’ Matrix. If used, the matrix would promote more effective facilitation and management of joint ideational creativity at the M–R interface. The matrix itself is based, and justified, on the premise that managing ideation processes more effectively is a necessary precursor to any supply chain or supply chain’s partnership’s ability to create superior value. The matrix features 10 methods designed to facilitate both ‘divergent’ and ‘convergent’ creative activities. The ability to facilitate divergent thinking should promote the development of greater numbers of highly creative M–R ideas. The ability to engage successfully in convergent thinking should further ensure that only the most useful new ideas are developed. At net, greater creativity will result at any point within any supply chain setting where the human representatives ‘intersect and interact’ for purposes of addressing pressing problems or jointly pursuing attractive opportunities and creating value.