The ways that AbeBooks can use the three components of creativity Case Study

The ways that AbeBooks can use the three components of creativity - Case Study subjectThe firm that is analyzed in the paper is AbeBooks that has consistently been listed among the top 100 employers by Macleans Magazine get-go from 2003 to 2008. Despite this impressive rating, AbeBooks has is experiencing a high turnover on its employees of late. The manager of Email and Online Marketing, Antonio Frias explains that this two heads from this part have left at bottom a period of one month. Moreover, another exit of Christine Affiliates Manager in the Online Marketing team is eminent. If Christine resigns, all the three positions in this department would have been turned over within a month. This demonstrates that there is something that is not working surface in the management of the company. Furthermore, high rates of employee atomic number 18 linked to lower performance evidenced by decreased profitability and customer service. It is therefore critical to identify the causes of high employee turnover and propose strategies that can to reverse this trend. AbeBooks was emerged from Timeless Books founded by Cathy. Timeless Books loosely stocked second-hand books but Cathy realized that people were coming to into the store and requested from books that were not in the store. so she put up an advert in a commerce magazine where she listed about hundred books that she intend to purchase from other book sellers. Following her advert, she received many replies on the selection of the books available. (Kelleher, 2009, p. 2). However, she was faced by a problem of sorting out these replies and after sharing her concerns with husband, he proposed developing an online database to which listed booksellers and their books in well defined format. In 1995, AbeBooks was company started and enjoyed massive growth through the years. After seeing the company during its sign years, Cathy and Rick exited in 2001 and a new CEO was hired. In 2003, the last of the founders, Keith and Vivian left (Kelleher, 2009, p. 3). By 2009, AbeBooks had one hundred thirty-five employees and offices in Germany and Canada. The growth of the company has been fuelled by the increasing online inventory and increased numbers of customers and booksellers. In addition, AbeBooks has make acquisition of other companies which has enhanced its growth. Bent was replaced by Hannes in 2003 who formerly worked with the senior management at Dusseldorf in Germany (Kelleher, 2009, p. 4). Kelleher explains that AbeBooks business model can be described as both business to business and business to customer. AbeBooks makes profits by marketing services to booksellers and offering a secure course of study for ecommerce (Kelleher, 2009, p. 4). At AbeBooks, the marketing department primary goal is to attract as many buyers to the website and manage the customers experience when making purchases. The duty of Online Marketing team is to increase traffic to the site and the synergistic mar keting team is charged with the responsibility of managing the buyers experience. Before Antonio took over the leadership of Online Marketing employees, the department was headed by Sebastian Eberley who is a strategist who always adopted a practical approach and was up-to-date with development of good ecommerce (Kelleher, 2009, p. 5). On the other hand Antonio has a friendly, straight and adopts a