Table of Contents

1. Introduction...................................................................................................................................1
2. Creative Problem Solving (CPS) Process......................................................................................1
2.1 Object Finding.............................................................................................................................2
2.2 Fact Finding.................................................................................................................................2
2.3 Problem Finding..........................................................................................................................3
2.4 Idea Generation...........................................................................................................................4
2.5 Solution Finding..........................................................................................................................7
2.6 Acceptance Finding.....................................................................................................................9
3. Conclusion.....................................................................................................................................9
Appendix 1:.....................................................................................................................................10
References...........................................................................................................................................11

Table 1: Swot analysis of JFK Airport...................................................................................................3

Table 2: Attribute Listing - JFK Facilities.............................................................................................7
Table 3: Evaluation table for infrastructure...........................................................................................9
Y

Figure 1: Mind Mapping for Infrastructure............................................................................................4

 1. Introduction
The purpose of this research paper is to examine different creative and innovative approaches
to problem solving and development of new business opportunities. It will be analyzed how
the process of creative problem solving (CPS) is improving organization’s overall
performance and resolving the organization’s current issues and challenges. Moreover, the
paper will evaluate all the stages of creative problem solving and utilizing the application of
the various tools and techniques to solve organization’s problems and managerial challenges.
Accordingly, it will be presented the identification of creative problem process and
justification of the methods and techniques used for the chosen airport. This research paper
will evaluate John F. Kennedy International Airport, solving the issues and challenges that
the airport is currently facing.

2. Creative Problem Solving (CPS) Process

In today’s rapid changing world, organizations have to survive in the competitive
environment, when constantly dealing with obstacles and challenges. For improvement
operations, products or services, organizations need to encourage creative thinking and find
innovative solutions. In order organizations to be innovative and approach change, they need
to apply the method of creative problem solving. Accordingly, creative problem solving
(CPS) can be defined as a “Process of redefining problems and opportunities, coming up with
new innovative responses and solutions, and afterwards taking action about the same”. CPS is
a proven method for approaching a problem or a challenge in an innovative way [ CITATION
Ado18 \l 1033 ].
Furthermore, creative problem solving obtains a six-step model for effectively providing
solutions. The CPS model consist the following steps: objective finding, fact finding,
problem finding, idea generation, solution finding and acceptance finding [ CITATION Pro05 \l
1033 ].

Accordingly, JFK airport faces many issues and problems that require creative solving and
innovation implementation. In order JFK to achieve success and creatively solve the issues
that is currently facing it requires to generate new and effective ideas. Implementing the
process of creative problem solving will benefit the airport on long term solutions.
Accordingly, applying different tools and techniques from the CPS model to generate ideas
will solve issues on a more innovative way and search for potential solutions. Initially, for

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successfully completing the process of creative problem solving, many techniques and tools
need to be taken into consideration.

2.1 Object Finding

Arguably the first stage of creative problem solving is clarification and identification of the
problem. The objective finding stage fundamentally contains divergent thinking to generate
the context, background and symptoms of the potential issue. In order to define the
objectives, there are several methods that can be applied, such as: PEST analysis, SWOT
analysis, Porter’s five forces, screening method etc.[ CITATION Pro05 \l 1033 ].

Strengths Weaknesses
- Financial Situation - Increased passenger traffic
according to the size of JFK
- Differentiated products and culture
- Customer satisfaction
- Climate leadership
- Bad infrastructure
Opportunities Threats
- Contributes to lot of job - Competition from other airports
opportunities
- Fluctuations due to seasonality,
- Expanding into new and existing weather and other factors
markets

Therefore, JFK Airport faces many issues and challenges that needs to be taken into
consideration. Firstly, JFK has bad and old infrastructure that currently is causing many
issues for general operations. Secondly, for the past couple of years the customer satisfaction
is drastically decreasing due to bad organization, old facilities, lack of innovation, constant
flight delays, etc. Also, it should be taken into account that aviation is one of the industries
that are frequently exposed to risks and dangers and it has to strive to make it safer place.

Table : Swot analysis of JFK Airport

2.2 Fact Finding

Secondly, after the problem has been identified, collection of information, knowledge and
facts should be done. So, the second stage or fact finding should consist of gathering essential
information and facts in order to understand the problem. The technique that can be used for

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this stage are the five W’s and H (Who, Why, What, When, Where and How), [ CITATION
Pro05 \l 1033 ].

Accordingly, JFK airport deals with many issues in several key areas, since the airport has
been built and constructed almost six decades ago. The main problem that JFK faces is bad
infrastructure, in view of the fact that it hasn’t been renovated or rebuilt ever since the airport
exists. Firstly, JFK airport hasn’t been built with that level of traffic capacity that is facing
today. The airport was structured to handle 8 million people annually, but currently the traffic
is more than 30 billion people. The above-mentioned issues are causing delays, bad
organization of connecting flights and most important dissatisfaction of passengers [CITATION
Avi17 \l 1033 ]. Consequently, after the fact that the traffic is constantly increasing safety and
security measures needs to be taken into notice.

2.3 Problem Finding

Moreover, the third stage of creative problem solving is problem finding. This stage focuses
on defining the problem appropriately and resembles the center of which the future actions
will be based. There are many techniques in this stage that can be used. For instance:
laddering, goal orientation, boundary examination, progressive abstraction, why method,
decomposable matrices etc. [ CITATION Pro05 \l 1033 ].

Since JFK Airport is one of the busiest airports in USA and in the world, it generates
immense traffic which contain a high number of passengers on daily bases. Recently, the
number of passengers is constantly increasing, which consequently improves financial
performance. According to JFK Annual reports, in 2016 the airport generated 59 million
revenue of passengers[CITATION Fed16 \l 1033 ]. Further information in appendix 1.

Furthermore, the high rate of delays and cancelled flights is due to bad organization of the
airport itself and high demand traffic that JFK cannot handle. Low quality infrastructure, bad
communication between sectors and terminals are the key factors of the above-mentioned
issues. Besides, currently JFK terminals have a very unclear management and organization,
which is resulting in bad operations. The terminals all have its own management and do not
function mutually. There is no differentiation between domestic and international terminals,
or division by airline companies. Moreover, JFK should improve and relocate management,
expand facilities and boost organizational operations. Consequently, after brief examination
of the issue’s findings, it should be stated that customer satisfaction is decreasing
continuously through the years. Customers satisfaction should be on priority for JFK and it

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should be resolved with innovative and creative ways. This should be followed with
improvements in the infrastructure, improvements in the security systems and passengers
experience[ CITATION Ree18 \l 1033 ].

2.4 Idea Generation

Furthermore, in the fourth step or idea generation, it is important to create as many
alternatives and solutions as possible that are relevant to the problem. There are many
excellent and creative techniques that can be used in this stage of creative problem solving.
The techniques can be divided in two groups: analytical techniques and non-analytical
techniques. The first classification contains the following techniques: morphological analysis,
attribute listing, force fitting triggers, component detailing, sequence-attribute modification
matrix etc. On the other hand, non-analytical techniques can be considered as: brainstorming,
mind mapping, six thinking hats, lateral thinking and many more [ CITATION Her09 \l 1033 ].

JFK should expand and built new terminals and new runways in order to handle the traffic
and preserve customer satisfaction, which comes on first place. Or else the airport has to
renovate or rebuilt infrastructure so it can face its demands. So, another innovation would be
if the terminals would start differentiating by airline companies and accordingly to
international and domestic transition. Also, a new management and communication plan
should be implemented for improvement of the operations. Likewise, this will help
passengers orient easier with the transportation on the terminals. [ CITATION Rab18 \l 1033 ].

Moreover, improvement of transportation roads infrastructure should be done in JFK airport.

These innovations should be implemented since the number of passengers are increasing and
require improvement. More roads should be built that lead to the airport for reducing traffic
and blockage, in order for faster and easier arrival on JFK airport. This should be followed
with bigger parking spot or more parking spots that will be in the same surrounding
[ CITATION Qua17 \l 1033 ].

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 Figure : Mind Mapping for Infrastructure

Furthermore, improvement should be done for the public transport like the rail transit service.
The transit should rise the timetable, so there will be more transits until the airport, which
will offer more transportation opportunities for the passengers. Moreover, another innovation
would be if the train could have stops for every terminal of JFK. This would make
transportation for passengers more convenient, which will be easier and will safe time. Also,
improvements for the transportation has to be made if JFK wants to increase capacity of
annual passengers.

Another idea for JFK airport is to improve the already existing facilities in a more innovative
way. Consequently, if the passenger capacity is constantly increasing, the airport should
provide better facilities. So, there should be more restaurants and food courts, bars, duty free
shops, internal hotel and bigger resting areas, that will provide more comfort while the
passengers are waiting for their flights. Additional spaces for recreative activities, conference
rooms, centers for cultural or artistic use etc.

Feature Attribute Ideas

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 Waiting areas Old fashioned/Small Modern style and expand
Food Certain cuisines Variety of options

Recreative areas Wall outlets for charging Outdoor balconies, spa,

electronics rooftops, art galleries,
conference rooms
Table : Attribute Listing - JFK Facilities

Furthermore, JFK Airport should implement more resting areas. With usage of new
technology sleeping pods is a creative way to implement for this purpose. This creation can
make travel easier for passengers that have long connecting or delayed flights, so instead of
renting a hotel room for some hours they can rest and relax in the sleeping pods. The sleeping
pods can be transformed into seats or beds allowing passengers to isolate from the
surrounding environment. Also, they will provide power energy so that passengers can charge
their electronic devices, followed with special spaces for their luggage to be safe. This idea is
innovative and creative that will be pleasant to passengers to broad their experiences.
However, this creation will more challenging experience which will also be cheaper version
rather than renting an airport hotel room [ CITATION Air18 \l 1033 ].

After examining the main issues that JFK is facing, which is improving customers experience
and increasing safety due to constantly increasing number of passengers there are many new
technologies that can be applied in JFK airport. So, for improving the safety and security of
the passengers it should be used new and advanced technologies. Firstly, for more efficient
security it can be applied 360-degree screens that will monitor all the luggage with 3D view.
Currently, the airports are using two-dimensional X-ray machines for inspecting the items in
bags. This technology will provide faster and more efficient security process which in the
same time will provide better security [CITATION Int18 \l 1033 ].
Furthermore, another very advanced technology that can be implemented in JFK is facial
recognition software. This software enables passengers to check in and pass security and
passport control without any identification. This technology will identify passengers through
cameras immediately and automatically allow them to pass any control. The facial
recognition software will solve many problems, such as: reducing traffic, improving
passengers experience, increasing security and safety, etc. [ CITATION Sil17 \l 1033 ].

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Another idea that can be generated and successfully implemented is self-service technology.
This system allows passengers to self-check in and afterwards self-service bag drop off. This
system will permit passengers to scan and print their boarding passes, without the need to
wait at the counters for the same purpose. This system also allows passengers to print their
own bag tags, which afterwards they can just drop off their luggage at the bag drop counter.
Therefore, the self-service system takes up to two minutes the most for this whole procedure
to be completed, which does not require any further assistance from airline agents. This
technology will solve a main issue with the enormous traffic that the airport is already facing
and will provide better customer experience. Also, implementing this innovation will enhance
operational efficiency and boost the airport performance [ CITATION Abd12 \l 1033 ].

2.5 Solution Finding

Solution finding evaluates ideas systematically, which identifies and evaluates the relative
strengths and weaknesses of the possible provided solutions. This stage in the CPS generates
a variety of criteria and selects the most important according to the problem. After a proper
evaluation, suitable ideas should be applied that can be transformed into effective solutions
[ CITATION Kaj07 \l 1033 ].

Accordingly, investing in infrastructure has to have an efficient plan that will be affordable
and will improve quality of operations, and most important solve the issues about the traffic
JFK is facing today. Renovating and building new runways and terminals in the airport will
meet the annual passengers demands and reduce traffic [ CITATION Rab18 \l 1033 ].

Moreover, creating new roads and new parking spots will make the transportation easier for
travelers with cars or for taxi/uber drivers. JFK will face less traffic on the arrival and
departure gates which will lower the chaos and density of passenger’s flows.

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 Advantages Disadvantages
Reducing passengers’ traffic High costs
Minimizing delays Decreasing returns
Decreasing cancelled flights
Increasing customer satisfaction
Faster roads
Reducing transportation traffic
Improvement of operations
Table : Evaluation table for infrastructure

In order to increase customer satisfaction and comply with the passengers demands JFK
airport has to implement renovation and creation of new facilities. The implementation of
new facilities with more options of food, rest areas and other additional spaces will improve
the customer experience and make traveling more pleasant and less stressful for passengers.

Additionally, todays advanced developing technology should be implemented in JFK airport

for increasing safety and security. The new technologies can benefit the airport in
management of many different areas. Accordingly, it will improve general operations and
make processes more efficient and effective. Considering that JFK is one of the busiest
airports in New York with increasing number of passengers annually, there should be more
security measures taken into account with application of the all above mentioned
technologies [CITATION Avi13 \l 1033 ].

Moreover, implementing sleeping pods on the airport can solve many issues for passengers
and make travels easier and more convenient. Perhaps this can be an innovative alternative
for building an airport hotel. JFK Airport possess massive vacant spaces that are remaining
empty and can be used for many different purposes. Accordingly, they can implement this
new and creative idea instead of building airport hotel, since they lack facilities like this.

In order one airport to achieve success it has to be innovative and implement many structured
technology ideas, will boost its operations and develop more efficient management.
Therefore, JFK Airport should be technology oriented in order to improve customer
experience and satisfaction. Nevertheless, the passenger traffic growth influences and
generates challenges and opportunities, which encourages application of innovation.
Applying different advanced technologies can shift the economy and transform the airline
industry in a more prospective level[ CITATION Fed16 \l 1033 ].

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2.6 Acceptance Finding
Finally, the last stage of creative problem solving is Implementation and acceptance findings.
After all the choices have been evaluated carefully and tactfully, in the final stage of the
model the solutions have to be accepted and implemented properly. Therefore, for all the
ideas that were generated in the JFK CPS process need big funds and investments, in order to
be implemented properly. All of the above-mentioned ideas have a long-term action and
involve many new technologies. Accordingly, the ideas are properly generated and evaluated,
so the next step in this process in implementation.

3. Conclusion
Accordingly, after all the six stages carried through the CPS process should finally solve the
identified problems or challenges that JFK Airport is facing today. Subsequently, applying
different tools and techniques in every stage of the creative problem solving the analysis and
evaluation is finished and should improve the further operations of the airport. The CPS
process will make progress in the overall performance and resolving JFK Airport issues.

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Appendix 1:

John F. Kennedy airport report of annual passenger traffic revenue in 2017. From the statistics it can
be deduced that JFK airport had total passengers of 59 million, with constant annual growth. So, from
2016 the number of total passengers increased by 0.4 percent in 2017[ CITATION Qua17 \l 1033 ].

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References

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Professionals, s.l.: s.n.

Kajal, R. D., 2007. Impact of group member creative style on creative problem solving process in a
technology -mediated environment. United States: ProQuest Dissertations Publishing.

Abdullah, N. A. H., 2012. Technology Readiness and Users Satisfaction towards Self-Service
Technology at Malaysian Airport. Information Management and Business Review, 4(8), pp. 453-460.

Adobe, 2018. Adobe. [Online]

Available at: http://cps.adobeeducate.com/GlobalStudy
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Airpod, 2018. White Paper, Ljubljana: Air-Pod.

AviationPros, 2017. AviaionPros. [Online]

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marks-20-million-annual-passenger-milestone
[Accessed 10 3 2019].

CGI, 2013. Aviation Security, s.l.: CGI group inc.

FAA, 2016. New York - John F. Kennedy International Airport, Washington: Federal Aviation
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International Airport Review, 2018. International airport review. [Online]

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improvement/
[Accessed 10 3 2019].

Proctor, T., 2005. Creative problem solving for managers. 2 ed. New York: s.n.

Quayson, J., Grullon, S., Debrosse, J. & Japi , T., 2017. THE PORT AUTHORITY OF NY & NJ
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Available at: https://www.euronews.com/2018/01/11/why-travelers-should-never-use-new-york-city-
airports-jfk-ncna836711
[Accessed 5 03 2019].

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Reed, D., 2018. Forbes. [Online]
Available at: https://www.forbes.com/sites/danielreed/2018/10/10/cuomos-plan-to-re-develop-jfk-
airport-is-big-bold-needed-but-not-enough-to-solve-jfks-problems/#2ede9ab81522
[Accessed 10 3 2019].

Silk, R., 2017. Travel Weekly. [Online]

Available at: https://www.travelweekly.com/Travel-News/Airline-News/Biometrics-Facial-
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