Employee-driven innovation. Unleashing the creative potential of employees in the cruise industry

Abstract

How could employees' knowledge and experience contribute toward the development of innovative solutions? And how could employees' everyday interactions with customers bring competitive advantage to a company?

All employees possess an essential expertise that could help companies produce great ideas. However, in traditional hierarchical settings employees do not have the rights to make decisions and are unable to bring their ideas to the front of the innovation process. This is particularly true in the cruise industry, which is characterized by strong rules and a specific management style. This thesis contributes to the unleashing of employees' creative potential in the context of the cruise industry.

The extensive literature review has identified the concept of employee-driven innovation (EDI). This concept aims to recognize ordinary employees and unleash their creative potential by providing the tools to innovate, an atmosphere to support the generation of ideas, and a work culture that enhances and encourages employee involvement.

The main purpose of this study was to contribute to the development of the EDI at Royal Caribbean Cruises (RCL), the world's second biggest cruise line company. This study was conducted aboard the Oasis of the Seas by applying qualitative methodology. Particularly, interviews and design probes were used to gain deep insights into the lives of the crew, and to build a concept based on their needs.

Based on these insights, seven guidelines for successful implementation of the EDI aboard the cruise ship were created. Implementing the guidelines would provide RCL the competitive advantage of successfully utilizing hidden knowledge about customers and contribute to its employees' well-being.