Analysing the Effectiveness of Continuous Innovation Strategy on Sustainability

This study analyzes the effectiveness of continuous innovation strategy on sustainability, with a case study of Apple UK. It explores the concept of continuous innovation strategy, advantages for Apple, and how it assists in providing sustainability. The study also recommends ways for Apple to maintain a sustainable competitive advantage.

Analysing the
Effectiveness of
Continuous Innovation
Strategy on
Sustainability
1

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
2

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
3

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.”
4

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
5

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
6

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
7

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
8

the main one. In this, the respective manager of the entity also takes feedback from others so that
developed ideas can be moulded according to the situations. It has been analysed that even
though the company attains range of benefits with bring innovation at constant basis but at the
same time it includes range of challenges too that are faced by the business managers at the time
implementing their innovative strategies in the business practices (Park and Donahue, 2018).
Few of the common problems in the form of challenges faced by Apple during implication of the
business strategies are more organisational cost, failure in idea while processing, lack of
collaboration with expertise, less accessible to some part of market, gadget idea copied by
another brand, expensive product, more investment in technology etc. The top management team
of Apple are required to deeply analyse the situation and circumstances and after this only they
must execute their work effectively (Godiwalla, 2018).
The advantages of implementing Continuous Innovation Strategy for Apple.
The Apple incorporation is well known for its innovative practices it adopted to deal with
market challenges. Current Apple is using the terrific new product strategy where it follows a
innovative business models. Its main motive toward this strategy is to become first for launching
a new innovation in technology market and with this company bring up several game changing
innovations such as iTunes, iPhone, iPod and many more.
According to Chen, L., Tang, O. and Jia, F., 2019, innovation is crucial for a business to
grow in market place and remain competitive among the other players that are offering similar
product or services. This is considered to be a crucial strategy for achieving the success within a
business as brining innovation support in ensuring that the customers get all they need and
expect from an organisation. By maintaining a continuous innovation strategy, Apple Inc would
get benefited with several things. These advantages mainly include,
 Improve productivity: By adopting continuous innovation strategy Apple Inc would be
able to enhance its level of productivity. Like, by brining changes in the product process
or upgrading the machinery or technology it uses for manufacturing its consumer
durables and electronic items then it would be able to enhance its productivity.
 Increase competitiveness: With the implementation of continuous innovation strategy,
apple Inc would be able to launch its mobiles and other electronic items with some
advanced features and technologies. These upgradation of existing product and services
9

support apple Inc in increasing its competitiveness in market place in front of other
players and be able to perform well (Kahn, 2018).
 Improve brand recognition and value: By brining innovative products offering for
attracting customers and making them satisfied with its offerings, Apple Inc. would be
able to improve its brand image within marketplace. This is so because the satisfactory
customers will perform word of mouth publicity for brand and hence enhance its brand
reputation among other customers in marketplace.
 Increase turnover and improve profitability: The continuous innovation strategy
support apple Inc in brining more innovative and unique technical devices for keeping the
customers satisfied all the time. This in turn further attract more and more customers to
purchase those technical equipment’s and devices from Apple Inc. that further increases
its volume of sale and hence enhance the profitability in marketplace (Saunila, 2017).
According to the views expressed by Byun, J., Sung, T.E. and Park, H.W., 2018, it has
been acknowledged that continuous innovation strategy brings lots of benefits for the companies
as they are able to attract maximum number of customers with the innovative and new product.
Inclusion of Continuous Innovation Strategy helps Apple in changing the market game and
gaining competitive edge. Innovation also helps the company in gaining competitive as they are
able to differentiate themselves from rivalry. Also, new products also satisfy the core needs and
requirements of the customer which makes them loyal towards the entity. This also increases
sales performance of the Apple which directly leads to enhancing profitability of the same
company. Some of the main benefits that are attained by Apple with its continuous based
innovations and acquirement of latest technology are enhancement of organizational
productivity, increasing competitiveness with the industry, improvises brand recognition as well
as value of the company, raises turnover of the business entity that directly leads to enhancement
of the profitability and many others. It has been analysed that business entities like Apple attains
huge number of benefits with the implementation of continuous based innovative strategies. This
not only improves the financial position of the company but at the same time it develops the trust
of the employees of towards them (Park and Donahue, 2018). This is so because; managerial
team of Apple provides huge value to the employees as well as the ideas which are expressed by
them towards the success of the company. This directly motivates employees to remain loyal
towards the business entity and also influences them put best efforts in the success of the
10

company. As a result, with the support of employees Apple is easily able to maximise their
profitability as well as sustainability.
Continuous Innovation Strategy assists in providing sustainability to Apple
According to the view point of Latan, H., Jabbour, C.J.C., de Sousa Jabbour, A.B.L., de
Camargo Fiorini, P. and Foropon, C., 2020, innovation is consider to be a key to success of every
business as it guide to perform outstanding among customer by offering them what they think
and expect from a brand. The continuous innovation strategy remain helpful in dealing with the
competition prevailing in market as it allow to differentiate offering of a brand from that of other
operating within marketplace. The Apple Inc. is well known for its continuous innovative
practices that it adopt to offer always something new beyond the expectation of customers which
is not being approachable all the time for the other players operating within the industry. The
continuous innovation straggly support apple Inc in achieving sustainability within marketplace.
This is so because the competition within the market is relatively higher as the other competitors
of Apple usually copy the features and benefit offered by Apple in their phone by converting it in
their own way. But as Apple is known for its unique technology and quality not any of the brand
be able to make an exact copy of it. So, even if it get similar kind of technology in market with
the help of continuous innovation strategy Apple Inc always remain competitive ahead. As, it
work over strategy where it always try to launch something new in their product, either
launching totally a new product or just an improve version of existing one. So, even after many
brand copy its technology, Apple Inc., without wasting its time started working over brining new
innovation in market which in turn never let Apple to loose its market share. Hence it can be said
that continuous innovation strategy help Apple Inc in remaining sustainable within market place
(Khalili, 2016).
As per the views of Gary, 2015, innovation is an important aspect in the
sustainability of an organisation as it provides it a competitive edge in market by continuously
improving the products and services of company so that they can fulfil the needs and wants of
customers. Through innovation the problems that are faced in operations and functions of an
organisation can also be solved which help it in improving the ways with which it completes its
activities and fulfil the needs and wants of customers (Lim, 2018). Apple Inc is an information
technology company which means that regular innovations are required in it so that it can remain
competitive in market. Apple competes in an industry where the bargaining power of buyers is
11

high which means that it efficiently manage its activities and improve its strategies and
technology continuously so that customers can be attracted to buy its products. To remain
sustainable in market it is also important that along with paying attention on innovation, ethical
practices are also followed in company so that high quality results can be achieved. Apple use
disruptive innovation so as to remain competitive in market as it completely introduces new
featured technological equipments in market which help it in improving the quality of results so
achieved (Lim, 2018).
Innovation can effectively help in improving the way in which Apple manufactures its products
and fulfil the needs of customers along with enhancing the benefits for environment so that its
harm can be minimised (Acar, Burnett and Cabra, 2017). Lowering the harm to environment is
also important as it help in increasing the confidence and trust of stakeholders along with
improving the ways in which resources are utilised in order to improve the end results that are
achieved. Innovation can thus help an organisation in bringing overall improvement in the way it
deal in market so that it can remain highly competitive along with improving the effectiveness of
fulfilling customer needs. Through innovation the ability of a company in bringing down its
costs of manufacturing can also improve which can help in providing customers at affordable
prices so that highly effective results can be gained. Sustainability can help Apple in using
natural resources in such a manner that they do not get depleted and also remain available for
future generation so that ecological balance can be maintained and the benefit of society and
environment can also be increased (Kumar, 2017).
Theoretical framework
The technological innovation plays a significant role within enhancing the valuation of
businesses as the technology industry is growing faster and demanding for regular upgradation
and improvement of offerings. As per the existing literature it has been found that the continuous
improvement strategy is consider to be a savage factor for the organisations dealing with in the
technological industry. As with the enhancement of using information technology and Artificial
intelligence like concept the businesses are continuously growing and improving their offering
based on such technologies (Parida, Sjödin and Reim, 2019). Hence, an adoption of innovative
offerings it become easier for an organisation to remain competitive in market and achieve
sustainability.
12

The innovation within product or services are beings with the anticipation
of different customers expectation toward organisation i.e. for offering something unique gadgets
like mobile with more advanced features like high quality cameras, more security features, better
quality and high definition display that can provide the user of Apple to more premium or
uniqueness in their product. So this study is conducted to overcome this issues where the
competition is getting higher within the industry where players constantly offering innovative
products to attract customers and at lower price to keep themselves ahead from competition. The
outcome of this study would be helpful for Apple Inc to identify about the importance of
continuous innovation strategy i.e. whether it remain reliable and appropriate to regularly
innovate its products or services as more innovation in product may itself create competition for
its another product (Ghassim and Foss, 2018). This study will be based on theoretical framework
that help in identifying the frequency of innovative strategy, factors to be consider suitable for
brining innovation in products, ways in which it remains beneficial etc. So, for performing this
several resources will be used which mainly includes, online website access for books, journals,
blog, article etc to gather the scholarly information for developing base for study and it also
involve use of stationery items, internet connection, time duration, computer, fund etc. There are
several issues that may be found which implementing this theoretical framework such as limited
access to online sources, limited time period of analysis, confusion in gathered data,
contradiction of information etc. But these issues will support in performing the evaluation of
data in more deeply and effectively. Other than this also support in learning researcher skills that
help in performing an investigation effectively using several tools and technique within limited
time and resources (Lattuch, 2019).
CHAPTER 3: RESEARCH METHODOLOGY
The methodology within an investigation represent the several philosophies, methods,
procedure, tools and techniques used for conducting the investigation. The research
methodologies support a research in gathering, analysing, evaluating and then interpreting the
data to convert it into meaningful information to determine whether the objective of study get
accomplished or not (Mackey and Gass, 2015). The combination of tools and techniques adopted
for study help in determining the validity and reliability of information presented. The
methodology in a research is consider as that section which represent information about the type
13

of methods, tools and approaches in order to gather, arrange, analyse, interpret and present the
data in a particular manner. the methodology section within a report is consist of that part which
help in presenting the validity and reliability of data as per the set of methods and tool selected
by the researcher for performing investigation. Following are the tools involve within this study,
Research Philosophy: The philosophy is about he set of belief that are prevailing from
year and are established by the research community in order to guide the action of investigator to
perform a research in effective manner. The realism, interpretivism, positivism etc. are some
commonly known philosophies. Among them the current re[port consist of positivism
philosophy as it help in gathering and analysing the quantitative data which provide more
accurate data as per the requirement of research objectives,
Research Approach: The research approaches are usually based on type of method used
for performing investigation as it help in evaluating the gathered data. The inductive and
deductive are two approaches among them deductive will be consider for the study as it support
in analysing the quantitative data gathered in order to convert it into more meaningful
information.
Research design: Research design is related with the way in which data collection will be
done so that it can be further analysed and interpreted in order to find efficient results which can
help in enhancing the value of research results so achieved. The method adopted for collecting
the information plays a significant role in final outcome of the study, as it ensure that the data
must be gathered in right direction of the investigation area. The design of research can be
qualitative, quantitative or mixed so that the data collection can be done through sources that are
reliable and valid (Darabi, 2018). The data collection methods are qualitative and quantitative
method. Among these the quantitative method for gathering of data it selected as it help in
presenting the data gathered, in numerical format which ensure more accurate and appropriate
outcome out of the gathered data. In this research quantitative research design will be used
through questionnaire so that effective analysis can be made possible through collecting
quantitative data.
Data Collection Method and Sources: Data collection can be done through primary or
secondary sources based on the way in which data collection is done. For gathering the more
appropriate data to be presented for particular study area it remain significant for the investigator
to choose right medium or source for collecting information. Within an investigation primary and
14

secondary are two common sources for data gathering (Wiek and Lang, 2016). For the present
study the combination of primary and secondary sources will be used where the secondary data
will be gathered with the help of online sources. As it provide most valid and updated
information as well as provide large amount of information at a single place. Primary sources
like interview, questionnaires, observation help in collecting first hand information which can be
analysed and interpreted so as to achieve highly efficient information Secondary sources like
books, journals, articles etc. can be used so that secondary information can be collected based on
the view points of other authors so that highly effective research results can be gained. Other
than this for collecting the primary data questionnaire will be used which ensures to collect view
point of larger amount of people in less possible cost and time. In this research both sources will
be used in which questionnaire will be used as a primary sources whereas secondary sources will
be used to form literature review (Piechowiak and Balawejder, 2019).
Similarly the research methods like qualitative and quantitative can also be used based on
the ability of the collected data to be presented statistically and graphically so that its analysis
can be done. Qualitative method can help in gaining deep information through questionnaires,
observations etc. which cannot be depicted on tables, pie charts etc. Quantitative method can
help in collecting information through surveys, questionnaires etc. so that they can be depicted
graphically so that the interpretation can become easier. In this research quantitative method will
be used so that information can be interpreted efficiently which can help in gaining research
objectives and aims in an effective manner.
Questionnaire
Q 1 Do have an understanding regarding the continuous Innovation strategy?
a) Yes
b) No
Q 2 As per your perception what is the main aim of adopting a continuous innovation strategy
within a business?
a) Customer delight
b) Enhance product quality
c) Eliminate competition
d) Rule the market
15

Q 3 What are the major benefits that Apple Inc. will get with the implementation of Continuous
innovation strategy within its business?
a) Increase product portfolio
b) Attract more customers
c) Enhance competitive edge
d) Increase profitability
Q 4 According to your though what are several area where the continuous innovation strategy
can be adopted by Apple Inc to enhance its market performance among customers?
a) Marketing practices
b) Product
c) Manufacturing process
Q5 Do you think that regular brining of innovation may be helpful to Apple Inc to keep
customers loyal toward it?
a) Yes
b) No
Q 6 What are several ways that support Apple in achieving sustainable competitive advantage at
market place?
a) Managing software
b) Update marketing strategies regularly
c) Keep product differentiated
d) Continuous innovation practice
Q 7 As per your perception what are several ways within which the Apple Inc can use
continuous innovation as a force toward its sustainability in market place?
a) Dealing with imitator
b) Better customer satisfaction
c) Improve business offerings
Q 8 According to you what kind of impact does continuous innovation will bring to the
performance of Apple Inc?
a) Positive
b) Negative
c) Neutral
16

Q 9 What are the several issues that Apple Inc. is facing within market place that can be treated
with implementation of continuous innovation strategy?
a) High end market dependence
b) Low price alternative product
c) Affordable to less people
Q 10 What are different challenges that Apple Inc. have to face while brining innovations
regularly in its business?
a) High investment
b) Connection missed with customers
c) Compatibility with market
Q 11 Through your view point what are several ways in which Apple Inc. can deal with the
challenges it faces while brining new innovations?
a) Perform more R&D practice
b) Take customer feedback
c) Adopt better leadership
Sample: Sampling is a way in which small population is selected from a large population
having similar characteristics which can help in increasing the efficiency with which research
will be conducted. By selecting effective sample size research can be conducted on the selected
population which can help in increasing the efficiency of results so achieved. It is a process of
selecting a set of people for gathering primary information from them. Sampling is done either
using probability sampling or non probability method, where for the present study the probability
sampling will be used. This is so because it reduce the chances of error in information gathered
as it work over selecting people on random bases that avoid favour factor and more reliable data
is gathered. The sample size for this study is 20 respondents who are working within Apple Inc
Data Analysis and Presentation: It is a process where all the gathered data is processed
and convert into meaningful information. The data collected will be analysed by making use of
thematic analysis where each discussion will be headed with a theme that provide an idea about
the discussion to be made next for helping reader in understanding things effectively. Other than
this the primary data will be presented using graphs and chart to make it more explanatory
(Scotland, 2012). Data collected through questionnaire will be analysed using graphs so that they
17

can be interpreted and effective results can be derived. This will help in analysing the ratio of
responses based on which effective research results can be achieved. Through the data analysis
and interpretation, quality of research can be increased which can also help in improving the way
in which research results can be achieved (Ning and Li, 2016).
Validity and Reliability: It is important that valid and reliable information is collected
through sources which can help in gaining high quality results and so it is essential that the
sources selected for acquiring information are chosen based on analysis so that high quality of
research results can be achieved.
Time Schedule with Gantt chart: For a researcher to carry out highly effective research it
is important that the resources are efficiently utilised and the total time required for conducting
research is efficiently allocated among various activities so that high quality results can be
achieved. Following are the ways in which Gantt chart and WBS which are to tools that can help
in effective allocation can be used. Gantt chart is a tool which helps in allocating time in relation
with various activities related with research so that the dependence of time on activities can be
found. Also work can be completed within the desired time so that effective results can be
achieved in desired manner (Kumar and Kim, 2018).
18

Research Limitations and Ethical Issues: It is also essential that the limitations of research
are found so that these limitations can be minimised which can help in increasing the
effectiveness with which research results are achieved. Ethical issues also need to be considered
by following code of conduct and taking decisions that can help in enhancing benefits for all the
stakeholders which are important so that high quality research results can be gained. It can
further help in increasing the trust of stakeholders in the research results so achieved and the
participants can take part effectively in the complete research process.
Methods:
This research is based over a problem which is increasing competition within
technological industry where its players are either regularly launching new technology and
increasing the competition by enhancing the expectation of customers toward another
organisations or they are launching the similar innovation in their own way and offering at lower
price. In both the cases it is becoming a challenge in front of Apple Inc, as each time their
innovation remain at risk whether it get accepted by customers at primum price when other brand
are launching at cheap rate. So, to tackle within this research problem it is decided to firstly
explore the scholarly paper or other sources like journals, blog, articles to evaluate about the
existing knowledge. Further on the basis of this the research will be expanded by conducting the
primary study where the questionnaire will be send to the R&D department employees of Apple
Inc.
Under both of these methods, information regarding the continuous innovation strategy,
its importance, challenges that may be face before, during and after launching an innovation,
barrier to innovation etc. all will be gathered to achieve research objectives. For gathering
secondary data the internet will be explored where number of web pages, articles, journals will
be assess to gather more valuable information over similar study area (Walliman, 2017). Later on
to gather primary data, questionnaire will be send to employees using email to gathered data.
19

Once the data gathered it will be analysed to bring appropriate outcome with the help of graphs
and charts.
For performing this research work several skills like communication, time management,
researcher skills, IT skills and analytical skills will be required. Among them I require to
improve my researcher skills for developing understanding about right way of using methods,
tools and techniques. This I will learn by exploring more about it on internet, taking online
classes and discussing with my tutor so that I would be able to perform investigation in more
effective manner.
Limitation of study
The main limitation of this study is time shortage which in turn reduce the scope for
exploring more sources for data gathering. Other than this, another limitation can be found is
about inappropriate data provided by the respondent due to fear of having an identity disclosure.
Additionally, some respondents may also refuse to provide data for this investigation which can
take more time and may also affect the outcome of the report. This in turn may also affect the
quality of information presented which in turn may affect the final conclusion of the study.
Overcoming limitation of study
The limitation identified for this investigation are required to be address on timely
manner as it can affect the final outcome. So for dealing with the limitation of time shortage it is
decided to assess only authenticate sources which are from best publications so that most
accurate data can be gather within limited options. Other than this the respondents are provided
with informed consent which provide them main aim behind conducting this research, how it
will be helpful and ethics which are consider for this report (Tuohy and et.al., 2013).
Additionally they will also be assured that the confidentiality will be maintained and their
personal identity will not be disclosed with any person to build up trust and influence employees
to provide valid information.
Work plan & Timelines
For performing current research effectively several activities are required to be performed
which is presented below with the help of Gantt chart to present their sequence and duration,
20

Ethical consideration:
Ethics are considered to be a crucial part of an investigation which is required to be
followed by an investigator for ensure that each action taken by them to present information
21

remain morally right and do not involve any kind of issues (Silverman, 2016). There are certain
ethics which will be followed while performing this investigation such as informed consent,
confidentiality, do not har others and voluntary participation.
Justification for adoption of current research methods
Adoption and use of quantitative nature of research method is justifiable as it support
collection of data in numeric facts and quantities form that is easy to present and analyses
through help of charts, graphs and tables. Further, use of questionnaire is also viable and suitable
for current study as it facilitates a most easiest and simplest way of collection of data. Further,
due to current issues of COVID-19 conducting a face to face to interview is also not possible.
Thus, utilisation of a questionnaire is made for collection of data that is mailed to selected 20
respondents who are working within Apple Inc with the help of online modes of communication
which comprises social media and e-mails to ensures proper precautions at the time of COVID-
19.
CHAPTER 4: FINDINGS AND DISCUSSION
Q 1 Do have an understanding regarding the continuous Innovation strategy? Frequency
a) Yes 20
b) No 0
Q 2 As per your perception what is the main aim of adopting a continuous
innovation strategy within a business?
Frequency
a) Customer delight 5
b) Enhance product quality 3
c) Eliminate competition 7
d) Rule the market 5
Q 3 What are the major benefits that Apple Inc. will get with the
implementation of Continuous innovation strategy within its business?
Frequency
a) Increase product portfolio 5
b) Attract more customers 4
c) Enhance competitive edge 6
22

d) Increase profitability 5
Q 4 According to your though what are several area where the continuous
innovation strategy can be adopted by Apple Inc to enhance its market
performance among customers?
Frequency
a) Marketing practices 7
b) Product 8
c) Manufacturing process 5
Q5 Do you think that regular brining of innovation may be helpful to Apple
Inc to keep customers loyal toward it?
Frequency
a) Yes 14
b) No 6
Q 6 What are several ways that support Apple in achieving sustainable
competitive advantage at market place?
Frequency
a) Managing software 5
b) Update marketing strategies regularly 3
c) Keep product differentiated 4
d) Continuous innovation practice 8
Q 7 As per your perception what are several ways within which the Apple
Inc can use continuous innovation as a force toward its sustainability in
market place?
Frequency
a) Dealing with imitator 10
b) Better customer satisfaction 6
c) Improve business offerings 4
Q 8 According to you what kind of impact does continuous innovation will
bring to the performance of Apple Inc?
Frequency
a) Positive 12
b) Negative 6
c) Neutral 2
23

Q 9 What are the several issues that Apple Inc. is facing within market place
that can be treated with implementation of continuous innovation strategy?
Frequency
a) High end market dependence 3
b) Low price alternative product 10
c) Affordable to less people 7
Q 10 What are different challenges that Apple Inc. have to face while
brining innovations regularly in its business?
Frequency
a) High investment 10
b) Connection missed with customers 4
c) Compatibility with market 6
Q 11 Through your view point what are several ways in which Apple Inc.
can deal with the challenges it faces while brining new innovations?
Frequency
a) Perform more R&D practice 12
b) Take customer feedback 3
c) Adopt better leadership 5
Theme 1: An understanding regarding the continuous Innovation strategy
Q 1 Do have an understanding regarding the continuous Innovation strategy? Frequency
a) Yes 20
b) No 0
24

Interpretation
From this graph it can be said that of the 20 participants who took part in answering the
questionnaire, all the participants had knowledge regarding the importance of innovation in an
organisation. This means that employees in Apple Inc are aware about how important the new
ideas are in making the company successful in market which also helps them in being innovative
so that they can come up with new ideas that can lead to increased innovation in company. This
also helps in enhancing the way in which customer requirements are fulfilled through continuous
improvement of Apple products and services (Carins, Rundle-Thiele and Fidock, 2016).
Theme 2: The main aim of adopting a continuous innovation strategy within a business
Q 2 As per your perception what is the main aim of adopting a continuous
innovation strategy within a business?
Frequency
a) Customer delight 5
b) Enhance product quality 3
c) Eliminate competition 7
d) Rule the market 5
25

Interpretation
Through this graph it can be analysed and said that from the 20 number of participants, 5 are of
the view that innovation help in enhancing customer delight, 3 are of the view that innovation
help in enhancing the quality of products, 7 are of the view point that it help in eliminating
competition in market while the rest 5 say that innovation is helpful in obeying the rule of
market. Thus the employees of Apple are well aware of various advantages that innovating
products and services of company provide to an organisation in increasing its profitability and its
ability in meeting the demands of customers. Thus innovation is an important aspect in an
organisation to grow and develop in market so that it can improve its products to fulfil changing
demands of customers.
Theme 3: The major benefits that Apple Inc. will get with the implementation of
Continuous innovation strategy within its business
Q 3 What are the major benefits that Apple Inc. will get with the
implementation of Continuous innovation strategy within its business?
Frequency
a) Increase product portfolio 5
b) Attract more customers 4
c) Enhance competitive edge 6
d) Increase profitability 5
26

Interpretation
This graph help in identifying the view points of employees in Apple Inc in which among the 20
participants, 5 say that continuous innovation strategy help in increasing product portfolio so that
large number of products can be manufactured by a single company. 4 are of the view that this
help in attracting, more number of customers as the evolving demands of customers can be
fulfilled in an effective manner. 6 say that it gives a competitive edge to the company so that it
can deal with increased competition in market and can gain a large market share. The rest 5
participants say that this strategy can help in increasing the profitability of a company as sales
can be increased through continuous innovation as this also lead to improvements in the ways
through which market demand is met that can also help in enhancing company profits (Mini and
Botha, 2020).
Theme 4: Several area where the continuous innovation strategy can be adopted by Apple
Inc to enhance its market performance among customers
Q 4 According to your though what are several area where the continuous
innovation strategy can be adopted by Apple Inc to enhance its market
performance among customers?
Frequency
a) Marketing practices 7
b) Product 8
c) Manufacturing process 5
27

Interpretation
In order to effectively improve certain areas so that innovation can be implemented in apple
which can help it in increasing its profitability can be depicted from this graph based on the
responses of participants in which 7 say that Apple can innovate its marketing practices, 8 say
that it can innovate its products while the rest 5 say that improving the manufacturing processes
can help in bringing innovation in company. All these types of innovation areas can be
considered by Apple so that it can increase its reach to large number of customers which can
help it in increasing its sales along with enhancing the ability of apple in meeting the demands of
its customer’s base so that their loyalty towards company can increase.
Theme 5: The regular brining of innovation may be helpful to Apple Inc to keep customers
loyal toward it
Q5 Do you think that regular brining of innovation may be helpful to Apple
Inc to keep customers loyal toward it?
Frequency
a) Yes 14
b) No 6
28

Interpretation
Continuous innovation plays an important role in maximising the loyal base of customers as can
be seen from the above graph based on the view of the employees of Apple wherein 14 members
are of the view that it will increase loyalty among customers while the rest 6 are against this
viewpoint. It can however be said that as the maximum participants are responding positively
towards this question, innovation can be said to be helpful in increasing the loyal base of
customers. Thus Apple can increase its competitiveness in market through enhanced innovation
rate in company so that large number of customers can be attracted and made loyal towards the
company. Through innovation new ways of using technology can be made available to customers
who can increase their excitement of using this technology for improving their customer base in
company. Loyal customer base plays an important role in increasing the competitiveness of an
organisation in market.
Theme 6: Several ways that support Apple in achieving sustainable competitive advantage
at market place
Q 6 What are several ways that support Apple in achieving sustainable
competitive advantage at market place?
Frequency
a) Managing software 5
b) Update marketing strategies regularly 3
c) Keep product differentiated 4
d) Continuous innovation practice 8
29

Interpretation
From this graph it can be said that the employees of Apple are of various views regarding the
ways in which apple can achieve a competitive advantage in market wherein 5 say that it can be
done through managing software, 3 say that updating marketing strategies is essential so as to
know more about market, 4 say that regularly differentiating of products can be done which can
help in achieving the desired objectives while the rest 8 say that continuous innovation is
essential in achieving the required aim. Thus Apple can pay attention on various aspects that can
help it in gaining competitiveness in market so that it can effectively deal with more number of
customer demands in an effective manner.
Theme 7: Several ways within which the Apple Inc can use continuous innovation as a
force toward its sustainability in market place
Q 7 As per your perception what are several ways within which the Apple
Inc can use continuous innovation as a force toward its sustainability in
market place?
Frequency
a) Dealing with imitator 10
b) Better customer satisfaction 6
c) Improve business offerings 4
30

Interpretation
From this graph it can be said that from the 20 participants, 10 say that innovation can help in
increasing the effectiveness of dealing with imitators, 6 say that it can help in increasing better
customer satisfaction while the rest 4 say that this can help in improving the business offerings
so that more sustainability can be increased. With the help of innovation Apple can continuously
expand in market and deal with the needs and wants of customers in an efficient manner so that
better competitive edge can be gained in market. Apple through innovation can bring changes in
its products so that imitators can be dealt with effectively which can help it in maintaining its
unique selling point in market and it can remain a unique brand in market. Also it can help in
enhancing better customer satisfaction as better products can be offered to them which can
increase their convenience so that they can use the company’s products in an effective manner.
Theme 8: Kind of impact does continuous innovation will bring to the performance of
Apple Inc
Q 8 According to you what kind of impact does continuous innovation will
bring to the performance of Apple Inc?
Frequency
a) Positive 12
b) Negative 6
c) Neutral 2
31

Interpretation
This graph help in depicting the views of employees of Apple regarding the impact of innovation
on performance of Apple based on which it can be said that of the 20 participants, 12 agree that
there will be positive impact, 6 say that the impact will be negative while the rest 2 stay neutral.
It can thus be said from this graph that positive impacts will be achieved by Apple through
innovation as this can help in increasing the reach of company to more number of customers in
market. Also it can help in increasing the sales and profits of company as more number of
customers can be attracted by providing them with highly effective products so that demand of
customers can be efficiently fulfilled.
Theme 9: The several issues that Apple Inc. is facing within market place that can be treated
with implementation of continuous innovation strategy
Q 9 What are the several issues that Apple Inc. is facing within market place
that can be treated with implementation of continuous innovation strategy?
Frequency
a) High end market dependence 3
b) Low price alternative product 10
c) Affordable to less people 7
32

Interpretation
This graph helps in interpreting that there are various issues that are faced by Apple and
innovation can help in dealing with these issues in an effective manner as from the 20
respondents of Apple, 3 say that the high end market dependence can be reduced which can help
Apple in acquiring raw materials at high quality and at reasonable rates, 10 respondents say that
there is availability of more number of affordable priced products in markets which can fulfil the
demand of customers while the rest 7 say that Apple is a brand which is less affordable to
people. These challenges can be met by Apple through continuous improvement in its products
which can help it in reaching to a large number of customers in market. Through innovation its
strategies can also be made efficient so that products can be acquired at affordable prices and at
high quality which can help in increasing the demand of its products in market by all the types of
customers thereby increasing customer base along with enhancing its profits.
Theme 10: Different challenges that Apple Inc. have to face while brining innovations
regularly in its business
Q 10 What are different challenges that Apple Inc. have to face while
brining innovations regularly in its business?
Frequency
a) High investment 10
b) Connection missed with customers 4
c) Compatibility with market 6
33

Interpretation
Implementation of innovation also bring various challenges for Apple which can be seen from
the above mentioned graph from where it can be said that 10 respondents are of the view that
high investment in innovation is the most challenging task. Other 4 say that innovation also
means that new connections need to be built with new customers so that the target market can be
effectively reached. The rest 6 participants say that compatibility in market also pose problems in
reaching to the desired number of customers along with making the goods better enough that can
help in dealing with the changing requirements of customers. Thus these challenges need to be
minimised which can help in enhancing the ability of company in dealing competitively in
market by continuously innovating its products and services so that better results can be achieved
(Joshi and Fernández-Robles, 2019).
Theme 11: Several ways in which Apple Inc. can deal with the challenges it faces while
brining new innovations
Q 11 Through your view point what are several ways in which Apple Inc.
can deal with the challenges it faces while brining new innovations?
Frequency
a) Perform more R&D practice 12
b) Take customer feedback 3
c) Adopt better leadership 5
34

Interpretation: It is important that various ways are implemented by Apple so that the challenges
related with continuous innovation can be effectively dealt with. Based on the above graph it can
be said that of the 20 participants, 12 say that more R&D practices needs to be performed which
can help in reaching to a large number of customers and in effectively identifying their
requirements so that innovation can be brought accordingly in its products. 2 participants say that
taking customer feedback also play an important role in making improvements in the products so
that the negative feedbacks can be minimised and customer satisfaction can be maximised. The
rest 5 participants say that adopting better leadership policies also play an important role in
encouraging employees so that they can regularly come up with new ideas so that based on view
points of employees, effective improvements can be brought in the requirements of customers.
Findings and analysing of essential points that emerges after the analysis of data
The current study is based on continuous innovation strategy the main findings of which
comprises of better understanding about the concept of continuous innovation strategy along
with advantages lead out for a company through implementing continuous innovation strategy.
The key findings analysed through current study comprises of fact that improvement in the
productivity level along with increase in the competitiveness level of a company are take as main
benefits and advantages of continuous innovation. It has been also observed that improving in
brands recognition and increase in the values and overall turnover could also be achieved by a
firm through leading continuous improvement. It has been also analysed that better sustainability
level through customer delight meant and improved quality of product is also ensured by the way
35

of regular innovation and modification in the product. The several areas which comprise of
marketing prcatises, manufacturing process and designing of products are also analysed where
continuous innovation strategy can be adopted by a company to enhance its market performance
among customers and also keep and maintain a high level of loyalty in customers.
Further, it has been find out and analysed that the Dealing with imitator, Better customer
satisfaction and Improve business offerings are several ways within which a firm can use
continuous innovation as a force toward its sustainability in market place. A critical analysis is
also made through current study that the overall a positive impact is lead by continuous
innovation on the performance through improving its brand image and loyalty among customers.
The main issues that could be faced by a form are also analysed from current study that
comprises of High investment, Connection missed with customers and Compatibility with
market. The several ways that leads and ensures effective innovation and helps in overcoming
the challenges of competition are also analysed which consist of Perform more R&D practice,
Take customer feedback and Adopt better leadership.
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
Based on the above report it can be said that it is important that continuous improvements
are brought in company products and services through continuous innovations which can help in
increasing their capability in meeting changing demands of customers. It is important that the
challenges related with bringing innovations are effectively dealt with so that the changing
demands of customers can be met in an effective manner. it is also important that the researcher
make use of effective tools and techniques which can help them in applying effective research
methods so that high quality research results can be achieved.
Following are certain recommendations that can be implemented in Apple Inc so that it can
be made more capable in dealing with the changing requirements of customers:
 Increasing employee engagement in company through participative leadership so that the
participation of employees in decision making can be increased which can help in
increasing the sales in company. Also this will improve job satisfaction of employees so
that they can make use of their skills and capabilities in an effective manner.
 Effective communication strategies need to be implemented so that participation of
employees can be increased in fulfilling their roles and responsibilities so that they can
36

achieve the goals and objectives of Apple in an effective manner through continuous
improvement.
 Enhanced R&D and allocating of sufficient budget for this department can help in
developing knowledge about the changing needs and requirements of customers so that
innovation can be brought accordingly which can help in improving the brand image of
company in market.
37

REFERENCES
Acar, S., Burnett, C. and Cabra, J.F., 2017. Ingredients of creativity: Originality and
more. Creativity Research Journal, 29(2), pp.133-144.
Bag, S., Gupta, S. and Telukdarie, A., 2018. Importance of innovation and flexibility in
configuring supply network sustainability. Benchmarking: An International Journal.
Byun, J., Sung, T.E. and Park, H.W., 2018. Technological innovation strategy: how do
technology life cycles change by technological area. Technology Analysis & Strategic
Management, 30(1), pp.98-112.
Carins, J.E., Rundle-Thiele, S.R. and Fidock, J.J., 2016. Seeing through a Glass Onion:
broadening and deepening formative research in social marketing through a mixed
methods approach. Journal of Marketing Management, 32(11-12), pp.1083-1102.
Chen, L., Tang, O. and Jia, F., 2019. The moderating role of supplier involvement in achieving
sustainability. Journal of Cleaner Production, 235, pp.245-258.
Dahlman, C., Lasagabaster, E. and Larsen, K., 2016. Inclusive innovation: Harnessing creativity
to enhance the economic opportunities and welfare of the poor. In Innovation in
Emerging Markets (pp. 271-290). Palgrave Macmillan, London.
Darabi, A.S., 2018. Storability evaluation of short day onion populations and cultivars in non-
controlled storage.
Davids, K. and De Munck, B. eds., 2016. Innovation and creativity in late medieval and early
modern European cities. Routledge.
Fernando, Y. and Wah, W.X., 2017. The impact of eco-innovation drivers on environmental
performance: Empirical results from the green technology sector in
Malaysia. Sustainable Production and Consumption, 12, pp.27-43.
Ghassim, B. and Foss, L., 2018. Understanding the micro-foundations of internal capabilities for
open innovation in the minerals industry: a holistic sustainability perspective. Resources
Policy.
Godiwalla, Y.H., 2018. Global Organizational Innovation Strategy. Int'l J. Soc. Sci. Stud., 6,
p.45.
Jajja, M.S.S., Kannan, V.R., Brah, S.A. and Hassan, S.Z., 2017. Linkages between firm
innovation strategy, suppliers, product innovation, and business
performance. International Journal of Operations & Production Management.
Joshi, A., Fidalgo, E., Alegre, E. and Fernández-Robles, L., 2019. SummCoder: An unsupervised
framework for extractive text summarization based on deep auto-encoders. Expert
Systems with Applications, 129, pp.200-215.
Kahn, K.B., 2018. Understanding innovation. Business Horizons, 61(3), pp.453-460.
Khalili, A., 2016. Linking transformational leadership, creativity, innovation, and innovation-
supportive climate. Management Decision.
Kumar, D.P., Park, H., Kim, E.H., Hong, S., Gopannagari, M., Reddy, D.A. and Kim, T.K.,
2018. Noble metal-free metal-organic framework-derived onion slice-type hollow
cobalt sulfide nanostructures: Enhanced activity of CdS for improving photocatalytic
hydrogen production. Applied Catalysis B: Environmental, 224, pp.230-238.
Kumar, N.M., 2017. Design thinking for innovation: How creativity can solve our biggest
problems. In Allied Academies International Conference. Academy of Management
Information and Decision Sciences. Proceedings (Vol. 21, No. 1, p. 21). Jordan
Whitney Enterprises, Inc.
38

Latan, H., Jabbour, C.J.C., de Sousa Jabbour, A.B.L., de Camargo Fiorini, P. and Foropon, C.,
2020. Innovative efforts of ISO 9001-certified manufacturing firms: Evidence of links
between determinants of innovation, continuous innovation and firm
performance. International Journal of Production Economics, 223, p.107526.
Lattuch, F., 2019. Family firm innovation strategy: contradictions and tradition. Journal of
Business Strategy.
Lim, D., 2018. AI & IP: Innovation & Creativity in an Age of Accelerated Change. Akron L.
Rev., 52, p.813.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Madonsela, N.S., Mukwakungu, S.C. and Mbohwa, C., 2017. Continuous innovation as
fundamental enabler for sustainable business practices. Procedia Manufacturing, 8,
pp.278-283.
Markowski, P. and Dabhilkar, M., 2016. Collaboration for continuous innovation: routines for
knowledge integration in healthcare. International Journal of Technology
Management, 71(3-4), pp.212-231.
Mini, B.M. and Botha, C.R., 2020. Eastern Cape’s Language-in-Education policy
implementation initiative for bilingual education: A historical and onion metaphor
conceptualisation. South African Journal of African Languages, 40(2), pp.139-147.
Ning, C., Qin, R., Chen, D., Björn, L.O. and Li, S., 2016. Application of in-house virtual protein
database performed in genomic-proteomic combined research on heavy-metal stressed
onion roots. Biotechnology letters, 38(8), pp.1293-1300.
Parida, V., Sjödin, D. and Reim, W., 2019. Reviewing literature on digitalization, business
model innovation, and sustainable industry: Past achievements and future promises.
Park, J.G. and Donahue, W.E., 2018. Building a culture of continuous innovation. Innovation
Leadership, pp.44-51.
Piechowiak, T. and Balawejder, M., 2019. Onion skin extract as a protective agent against
oxidative stress in Saccharomyces cerevisiae induced by cadmium. Journal of food
biochemistry, 43(7), p.e12872.
Rahimić, Z. and Dulčić, Ž., 2016. Continuous Innovation of Strategy as a Key to the Success of
Enterprises: Intensification of Strategic Orientations. In Neostrategic Management (pp.
57-73). Springer, Cham.
Saunila, M., 2017. Managing continuous innovation through performance
measurement. Competitiveness Review: An International Business Journal.
Scotland, J., 2012. Exploring the philosophical underpinnings of research: Relating ontology and
epistemology to the methodology and methods of the scientific, interpretive, and critical
research paradigms. English language teaching. 5(9). pp.9-16.
Silverman, D. ed., 2016. Qualitative research. Sage.
Sood, A. and Kumar, V., 2017. Analyzing client profitability across diffusion segments for a
continuous innovation. Journal of Marketing Research, 54(6), pp.932-951.
Tuohy, D. and et.al., 2013. An overview of interpretive phenomenology as a research
methodology. Nurse researcher. 20(6).
Walliman, N., 2017. Research methods: The basics. Routledge.
Wiek, A. and Lang, D. J., 2016. Transformational sustainability research methodology.
In Sustainability science (pp. 31-41). Springer, Dordrecht.
Online
39

Ann-Sofie Ruf. 2015. 5 Methods For Innovation You Should Try with Your Team. [Online]
Available through:< https://uxmag.com/articles/5-methods-for-innovation-you-should-
try-with-your-team>.
Gary .2015. Importance of innovative strategy [Online] Available through:
https://hbr.org/2015/06/you-need-an-innovation-strategy
40