Innovation and Commercialization: A Business Case Report on Amazon's Drone Delivery Services

Business Case report
Commercialization

INTRODUCTION
Innovation and commercialization very important terms for any organization to attain success in
the business (Hellwig, Pawlowski, and Schäfer, 2020). Innovation includes the process of
development of new ideas in the business to provide something unique to the customers and
commercialization includes a process to bring that innovation in the market. In order to satisfy
the customers in effective manner it is essential for an organization to identify their needs and
wants and bought innovation in their products and services. This business case contains the
innovation of Amazon Company in their delivery services. Amazon is a multinational
organization who has their focus on digital streaming artificial intelligence for cloud computing
and many more. Amazon is well known for their E-Commerce business in which they provide
fastest delivery. This business case report contains meaning and nature of innovation that has
been introduced by the company to achieve success in the market. In order to commercialize
reservation the company used commercial fusion and apply new product development process in
the company. Further it contains various intellectual property rights that can be used by the
company to protect and retain their knowledge invention and intellectual property with various
sources of funds which will help the company to introduce their innovative product.
MAIN BODY
Overview of the organization and meaning and nature of innovation in the company
Amazon.com is a multinational organization which is considered as one of the largest 5
companies of United States information technology industry (Wydra, 2020). The company has
created their brand image in the market with their E-Commerce business in which they deliver
videos kinds of products like mobile laptop swatches apparel shoes gift cards and many more to
their customers with benefits of free shipping and cash on delivery. The company has a vision
and mission which helps them to bought innovation in the company with that are given below
Vision: Amazon has a vision to become most customer-centric company on the earth.
Mission: The Company has a mission to offer the customers with the best available selection and
lowest possible prices of products and services.
In order to provide better services to the customer the company has researched that the compass
always wants fastest delivery of their products. in order to provide earliest delivery to the

customers the company has decided to deliver their products and services with the help of drones
facility (Cheah, and Ho, 2020). This is an innovative idea for the company which has not been
adopted by any of their competitors and will help them to gain competitive advantage in the
market. The innovation which has been decided by the company is drastic in nature and requires
a great change in the organization as the companies require to formulate a different department
for their drone delivery.
The use of Commercial funnel and application of new product development helps the business to
commercialize the innovation
Commercial funnel is a process which helps an organization to attract more and more cells so
that they can be able to enhance their profitability with the help of their innovation in the
company. Amazon has also taken seven steps from the process of commercial funnel that are
given below in the company for their profitability and growth.
Attract: In this step the company in white their customers taking in mind that the customer does
not have any idea about their drone services. They are engaged in marketing activities like
advertisement and many more to make the customers aware about the drone facilities that has to
be provided by them (Tirmizi, Malik, and Hussain, 2020).
Convert: In this step Amazon used effective strategies to make their customers reminder about
their products and services and uses emails and pop ups on regular basis to convert their changes
into visitors.
Close This stage includes Amazon to focus on their sales to increase it by providing some efforts
towards the needs of customers of getting fastest delivery.
Delight In this stage the customers of Amazon are seems to be happy with their services and
shows increase revenue for the company.
Application of NPD
Idea generation: In this stage Amazon Company generate idea for the purpose of solving query
of customers of fast delivery.