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This article describes the support provided to FrontLine students involved in a unique scheme run by Coca‐Cola and Schweppes, the University of Bradford and the National Extension College, Cambridge, where participants combine a job with a fully supported distance learning course leading to a degree in management. Focussing on the position of tutor mentor, this case study emphasises the vital nature of the role in supporting the learning of students on the programme. A model of effective mentor‐student relationships developing and responding within a dynamic system is presented. Some evaluation of student feedback leads to consideration of such questions as: are tutor mentors effective? What type of student needs their tutor mentor most/least? How do the students perceive the role of the tutor/mentor? The paper concludes that the tutor mentor provides the “stability” factor within this particular degree programme.

The effective and efficient analysis and application of information lies at the heart of success in today’s world. Greater emphasis is now on the quality of information and the confirmation of its value through effective analysis and review. This includes engaging in dialogue to enhance understanding, the empowering role of technology and the versatility that information provides.

The chapter considers the innovative use of information from different perspectives to encourage readers to reflect on their own experiences and think about their individual and organisational uses of information with a view to being creative and exploring new avenues of use. Two case studies are included to demonstrate possible approaches – not as a definitive way ahead but more as examples of possibilities.

There will continue to be new ways of innovating information – some of which we know, others which we don’t yet know. The creative thinking approach that is key to being unafraid to explore and use information to best effect is the overall finding of this chapter.

With the continually changing landscape of technology, the creative and original use of its application is the key to continued entrepreneurial outcomes. Some suggestions for the innovative use of information are included – certainly not a definitive list – to encourage reflection, inspire creativity and stimulate thinking with the overall aim of gaining value from information.