Managers at a Bradford greetings cards manufacturer are improving their creative thinking with the help of academics at Bradford University School of Management.

A bespoke programme of training has been devised to challenge and stretch managers working at American-owned Hallmark Cards, which has its international headquarters in Bradford.

The aim is to instil creative thinking in every part of the organisation which employs more than 2,000 people in the district.

Dr Nigel Lockett, director of the Centre for Entrepreneurship and Innovation Management and the newly-appointed knowledge transfer champion, is running the programme for managers from a variety of backgrounds including human resources, distribution and production.

The work will focus on creative processes and developing talent to ensure good ideas are captured and converted into improved services and processes, and enable the firm to address future business needs.

Dr Lockett said: “Through knowledge transfer partnership schemes, businesses like Hallmark can access a world-class university research base to support strategic business development.

“The school’s students are taught by academics working with a global brand, making their learning more relevant and meaningful to current practice in industry.”

Hallmark’s innovation manager Selwyn Rose said: “We are moving toward a more open approach to innovation by working with partners like universities with a specific strength and expertise.

“Bradford University School of Management has outstanding expertise in management development and an MBA programme that is renowned and this expertise is on our doorstep.

“University research in social trends and consumer behaviour can inform businesses, answer questions and solve problems. At Hallmark we are committed to innovation but have recognised you can’t do that on your own.”