Masters
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Finance & Accounting
Pages 18 (4518 words)
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Royal Dutch Shell Student Name FINAL WORD COUNT: 4337 Innovation is the current trend of the world. To stay ahead in the fast race of innovation and technology, practices need to be looked into, new ideas catered and old schools of thought reformed. Innovation is a multi-organizational and multi-departmental process that involves the cooperation of departments like research and development, financial, and marketing; whether the innovation be related to products, organizations or processes (O’Connor)…

Introduction

Royal Dutch Shell is a trend setter in innovation. From a large, but weak and mediocre company to an innovative multinational, now being 2nd largest in revenue and highest in profits (Rijnbach), and with services in more than 90 countries, Shell has definitely revolutionized the concept of Energy Business. Shell uses multi innovation practices to enhance its innovative tendencies and maintain its name as a brand in the energy business. It has a Projects & Technology organization which heads research into different technological aspects for Shell’s Products and services, and aims at providing solutions for the technological hurdles faced by the upstream and downstream product organizations (shell). Like any organization, the Innovation Structure at Shell has its strong and weak aspects. Strengths of Innovation Management Structure The innovational structure at Shell manifests strengths not only aimed at energy but also at the well being of the Planet, its customers, and employees. Here is a look at the strengths of Shell’s innovation management structure. 1. ...
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