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 Example The firm that is analyzed in the paper is AbeBooks that has consistently been listed among the top 100 employers by Macleans Magazine starting 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 department have left within 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 well in the management of the company. Furthermore, high rates of employee are 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 fr om Timeless Books founded by Cathy. Timeless Books generally 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. Consequently she put up an advert in a business magazine where she listed about hundred books that she intended 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 initial 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 135 employees and off ices 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 made 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 platform 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 customer’s experience when making purchases. The duty of Online Marketing team is to increase traffic to the site and the Interactive marketing team is charged with the responsibility of managing the buyers’ expe rience. 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 effective ecommerce (Kelleher, 2009, p. 5). On the other hand Antonio has a friendly, straight and adopts a