Analysing the Effectiveness of Continuous Innovation Strategy on Sustainability

Analysing the
Effectiveness of
Continuous Innovation
Strategy on
Sustainability
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CONTENTS
Contents...........................................................................................................................................2
Title..................................................................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................4
Overview......................................................................................................................................4
Background of the Study.............................................................................................................5
Research aim................................................................................................................................5
Research Objective......................................................................................................................6
Research questions.......................................................................................................................6
Significance of the Study.............................................................................................................6
Scope of the Study.......................................................................................................................6
Rational of Study.........................................................................................................................6
Dissertation Structure..................................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
The concept of Continuous Innovation Strategy.........................................................................7
The advantages of implementing Continuous Innovation Strategy for Apple..........................10
Continuous Innovation Strategy assists in providing sustainability to Apple...........................12
Theoretical framework...............................................................................................................13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................14
CHAPTER 4: FINDINGS AND DISCUSSION..........................................................................23
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................35
REFERENCES..............................................................................................................................37
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Title
“Analysing the Effectiveness of Continuous Innovation Strategy on Sustainability Case
Study of Apple UK
CHAPTER 1: INTRODUCTION
Overview
An innovation strategy is consider to be a plan designed with an aim to expand the
market share and profit by improving the existing product or services or by bringing totally a
new concept (Kahn, 2018). The innovation in its existing offering support a business to
differentiate its services from that of other competition in market. But to maintain this
competitive edge and sustainability some of the organisation prefer to adopt continuous
innovation strategy where those organisations continuously assess the feedback loop and demand
of customers so that they can offer more value and innovative products to them (Fernando and
Wah, 2017). This help in keeping their products differentiated from that of others and also
support in maintaining the customer base loyal. Innovation is considered to be a best approach to
achieve competitive advantage within marketplace as it help in providing the product or services
which customers actually demand. The innovative products get prominence in market as these
are usually designed to solve a particular issue that customers are facing from a long. The main
problem identified due to which this study is conducted is about increasing competition (Chen,
Tang and Jia, 2019). As in today’s techno driven world each organisation is bringing some
innovative and unique products specially in consumer durable and electronic industry and giving
tough competition to Apple. Though Apple Inc is best known for its quality and differentiation of
product that make it always a superior product within the eye of customers. But the limitation
lies at its premium quality product are always remain at high price and less affordable to people,
due to which competition is rising as competitors are offering similar product at less possible
price.
The current study is based on this area where focus remain toward determining about the
effectiveness of continuous improvement strategy. This study is performed over Apple Inc.
which is well known for uniqueness and innovation within its offering to always remain at the
top Wishlist of its customers. So, the main ration behind conducting this study is to investigate
about the ways in which by maintaining continuous innovation strategy, how Apple Inc can deal
with this issues and keep competitors away for adopting its innovation practices to offer product
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at low price. Due to this finding area this research remain valuable to Apple as it become able to
understand the practices to be adopted for deal with the issue in market and always remain first
choice for its customers.
This proposal follows the structure which consist of three chapters in order to get
approval about the direction adopted for performing investigation. This begins with introduction
which discuss about basic overview of title, background, aim, objective and research questions.
After that next chapter is literature review which talks about the scholarly views and perception
to develop an understanding about current title as per the previously established understanding
and at last third chapter is methodology which includes several methods used for investigation
long with limitation, ethical consideration and work plan.
Background of the Study
For an organisation to continuously grow in market it is important that it innovate its
strategies, products and services so that the changing market conditions can be effectively dealt
with along with enhancing the ability in meeting changing customer needs and wants. Innovation
is a process through which new ideas can be converted into goods and services that can help in
creating value for customers so that sales of company can increase. Innovation also provides a
competitive edge in market as more number of customers can be attracted by improving the
products and services of company which can help in enhancing customer satisfaction. (Davids
and De Munck, 2016) The organisation which is taken in order to carry out this research is Apple
Inc which is an American multinational technology organisation headquartered in California
which develops and sells consumer electronics, computer software and online services and has
about 137,000 employees working in it. In this research the advantages of implementing
continuous strategies of innovation will be analysed through a small scale research which will
help in identifying the importance of innovation in an organisation so that a sustainable business
can be built. Also the use of various research methodologies and approaches will be done in this
research so that research objectives can be achieved in an efficient manner.
Research aim
“To analyse the effectiveness of Continuous Innovation Strategy in building a sustainable
business. A study on Apple.”
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Research Objective
 To identify the concept of Continuous Innovation Strategy.
 To analyse the advantages of implementing Continuous Innovation Strategy for Apple.
 To evaluate how Continuous Innovation Strategy assists in providing sustainability to
Apple.
 Recommend ways that support Apple in monitoring software, equipment, marketing
strategy and product differentiation as a sustainable competitive advantage
Research questions
 What is the concept of Continuous Innovation Strategy?
 What are the advantages of implementing Continuous Innovation Strategy for Apple?
 How does Continuous Innovation Strategy assist in providing sustainability to Apple?
 Why is Apple monitoring software, equipment, marketing strategy and product
differentiation as a sustainable competitive advantage?
Significance of the Study
This study will help in gathering information from authentic and valid sources so that it
can be analysed and interpreted in an effective manner so that high quality results can be
achieved (Khalili, 2016). Through this research the importance of innovation in an organisation
will be analysed along with identifying the ways in which innovation can be increased in a
company so that appropriate steps can be taken which can help in enhancing innovation in
company. This research will also help in the personal and professional development of a
researcher as the researcher will become efficient in collecting data from authentic sources which
will improve their efficiency in conducting research.
Scope of the Study
This study will help the companies in enhancing their capabilities to bring innovation
along with understanding about the strategies which can help in improving innovation in
company. Through this study the researcher will improve their efficiencies in conducting similar
research in future so that they can grow financially and also increase their scope to reach in
various parts of market.
Rational of Study
The main rationale behind conducting this study is to develop an investigation about the
ways in which the continuous innovation strategy support in building up the sustainability of
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business within marketplace. This will further support in taking corrective actions toward
maintaining continuous innovation within business operations and also help other businesses to
determine importance of it (Bag, Gupta and Telukdarie, 2018). The research study will provide
various advantages both to the organisation and to the researcher as it will help in using research
skills of researcher and the capabilities of conducting research can be utilised which can help in
improving the quality of research results achieved. Further this research will also help in
understanding about the importance of innovative strategies that can help in enhancing the
effectiveness of results so achieved so that high customer experience can be generated which can
help in increasing their satisfaction. This research can also help in developing confidence in
researcher related with conducting research in an efficient manner (Kumar, 2017).
Dissertation Structure
The dissertation will be conducted in an efficient structure so that all the essential
information can be collected from effective sources which can help in increasing the quality of
research so that the results can be applied in the organisation in an efficient manner. Literature
review will also be carried out so that secondary information can be received from authentic
sources along with using questionnaire in order to collect quantitative information so that highly
efficient results can be generated. The information then collected based on selected
methodologies will be analysed so that high quality of research results can be achieved
(Dahlman, Lasagabaster and Larsen, 2016).
CHAPTER 2: LITERATURE REVIEW
The concept of Continuous Innovation Strategy
Rahimić, Z. and Dulčić, Ž., 2016, stated that it is a process where continuous feedback loop is
used for creating a valuable product and building up a viable business model. The continuous
innovation is mainly executed with an aim to design as well as deliver product that can solve the
customer problem with the help of technical solution. Today within this uncertain business
environment the success of a company is depend on the way in which it responds to particular
changes that are getting anticipated within the business environment. Apple operates its business
activity successful to this competition driven market as it keep on fostering changes and always
try to bring something new to market and for the first time. For this Apple inc. usually adopt
technology as their base to bring innovation either in their product, in process, or they launch
technology as their product. Hence, it can be said that innovation is the major part for the
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business strategy of Apple as with the help of continuous innovation it become able to offer its
product at premium price and also become able to sustain the competition (Darabi, 2018).
In continuation with this Ann-Sofie Ruf, 2015 stated that innovation is a core of
performing a task in effective and best possible manner. There are some of the most effective
methods that can be used as innovation method, which includes:
 Brainstorming: In order to bring innovation, the combination of three characteristics is
crucial such as dreamer, realistic and spoiler. Among them the dreamer is a person who is
subjective and enthusiastic that bring up new ideas for brining changes. On other side the
realist remains a practical thinker who realize the dreamer’s idea and the spoiler is a
person who provokes the ideas and provide positive feedback that help in moulding the
idea in more realistic and right manner (Walliman, 2017).
 Empathy mapping: In this, a business continuously looking for new methods to improve
the product or services by performing interview and assessing the cluster result to list
several ideas for choosing the best possible idea as per situation (Davids, and De Munck,
2016).
 Belbin characters: This method represents the Belbin theory of team work which state
that people expertise in different things are bring together to form up a group. So that
they can share their experience and all together brings up new ideas to bring innovation.
 Remember the future: This method involves a question i.e. what should a product do?
That means if the future benefit can be predicted out of an idea or innovation then it
remain more helpful to determine whether the upcoming innovation which in viable for
market and will it get accepted and support customers in resolving issues they are facing
(Fernando and Wah, 2017).
But according to Bag, S., Gupta, S. and Telukdarie, A., 2018, there are certain challenges
that an organisation have to face while getting involve within the innovation process. The main
challenges that Apple have to face are mainly include failure in idea while processing, lack of
collaboration with expertise, more organisational cost, gadget idea copied by another brand,
expensive product, less accessible to some part of market, more investment in technology etc. are
few of them. These are the challenges which act as a barrier sometimes for Apple Inc. while
launching or promoting the innovation that in turn may also influence the performance of
organisation. Therefore, it remains crucial to prepare a full proof action plan before moving to
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work over that plan. As when a plan is created and actions to be done are documented then it
provide a chance to perform feasibility study to determine viability and soundness of project so
that future outcome can be predicted in advanced (Silverman, 2016).
As per views expressed by Jajja, M.S.S., Kannan, V.R., Brah, S.A. and Hassan, S.Z., 2017,
continuous innovation strategy is acknowledged as the process in which feedback is being taken
at constant basis with the motive of develop good and effective business model. Continuous
innovation is also supportive in providing a most useful product that could resolve problem of
customer by simply providing technical solution to them. In the modern business scenario,
success of the company completely relies upon the business environment. For this, the business
managers and other authorities’ takes reliable efforts with the motive of bringing innovation in
their business practices that could satisfy core needs and requirements of the customers in
rightful manner. In order to implement these changes business managers are required to adapt
such a strategy so that all the employees and staff does not resist towards the same. Apple is
acknowledged as one of the most successful which had attained its maximum goals and
objectives’ by adopting rightful innovation strategies. It has been analysed that apple emphasises
on brings changes at constant basis in its business practices for gaining competitive edge
(Saunila, 2017). Each and every time the main effort of the company is on bringing something
new towards the marketplace for the very first time. In order to this in most effective manner, the
main focus of the company is on adopting latest form of technology in their products as well as
processes. Many a times, the respective company focuses on launching new technology as its
core product. The pattern of bringing something new remains constant from the side of Apple
which can also be seen as its core business strategy. Also, continuous based innovation also
helps the company in selling its products at premium prices. Additionally, this also provides
support in achieving sustainability within the industry (Scotland, 2012).
Madonsela, N.S., Mukwakungu, S.C. and Mbohwa, C., 2017 has expressed that there are
few basic methods which plays essential role in bringing innovation within the entity. Some of
the most common methods among them are brainstorming, Belbin characters, Empathy mapping,
Remember the future and many others. Here, it has been analysed that brainstorming is
acknowledged as most wonderful method in which employees are pushed to think over their
ideas and viewpoints. Also, these people are provoked to express their viewpoints in front of the
company so that maximum ideas can be generated and the best out of them can get selected as
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