The researchers aimed to clarify the innovation mechanism for organizational change using the perspectives of social behavior and personality in a study of the Cha for TEA multiconcept tea chain restaurants, which is the biggest tea company in Taiwan. Innovation and creativity theories and Rhodes' (1961) 4P (person, process, product, and place) theory were adopted as a guideline for developing an in-depth interview. A case-based and qualitative research approach was used to facilitate the investigation of mechanisms associated with the behavior and personality of creative individuals. The results of this study can be useful for enterprises involved in establishing new service businesses.
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