simply clever creativity from business perspective radek Špicar external affairs director Škoda...
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SIMPLY CLEVER
Creativity from Business Perspective
RADEK ŠPICAR
EXTERNAL AFFAIRS DIRECTOR
ŠKODA AUTO, a.s.
PRAGUE 03/27/2009
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2009 - YEAR OF CREATIVITY AND INNOVATION
Good choice
Future competitiveness• Made in… vs Invented in…• Significancy of ideas and originality• New rising stars (Research investments growth in China
25% annualy)
Financial crisis and economic recession• Need to be creative and innovative• Innovation and Creativity as „sine qua non“ for future winners
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OBSTACLES IN EDUCATION
Character and quality of secondary education
No enterpreneurial skills No soft skills and creativity
traditional teaching approaches based on direct instruction or lecturing are no longer adequate
Character and quality of tertiary education
Low popularity of technical subjects Too much specialization- degree dictatorship Lack of practitioners, too theoretical
persisting isolation of universities from companies is no longer sustainable
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CASE STUDY: ŠKODA AUTO
BASIC FACTS:
Biggest private company in the Czech Republic
Over 26.000 employees worldwide (CZ, Ukraine, Russia, Kazakhstan, India, China)
Over 100 markets
Biggest R&D private investor in the Czech Republic:- approx. 1700 employees
- annual costs 230 mio EUR- design awards winner
Skoda Joyster: National Design Award Winner 2007
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CASE STUDY: ŠKODA AUTO
ŠKODA AUTO & universities:
Cooperation with 5 biggest technical universities from the whole country Positive role of structural funds
ŠKODA AUTO & Academy of Arts, Architecture and Design in Prague
Strange bedfellows: Industrial company and Arts school Beginning: Clash of civilizations Cooperation in technological/design centre Now very successful: win-win situation
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CASE STUDY: ŠKODA AUTO
Project Fit 2Age:
International project aimed at specific needs of older drivers
Students brought optimism into the solution – not only various aids for elderly people, but also aim at grandchildren, pets, hobbies – simply their whole life
Results will be used in designing concrete measures in new cars
