Innovation and Sustainable Business Development Research Paper PDF 2022
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Running head: INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT Name of the Student Name of the University Author Note
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1INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT Executive summary This paper is going to talk about the company Samsung and the issues it has been facing due to the lack of innovative products in the market and due to the high competition in the market. This paper will provide a novel value proposition that will help the organization in overcoming the issue and gaining a competitive advantage in the market in order to make sure that the company generates positive ad fruitful outcomes from the new product that has been proposed keeping the new market trends in mind.
2INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT Table of Contents Introduction......................................................................................................................................3 Discussion........................................................................................................................................3 Problem to be solved...................................................................................................................3 Problem insight............................................................................................................................4 Solution concepts.........................................................................................................................4 Solution selection analysis...........................................................................................................5 Value proposition and benefits....................................................................................................5 Target audience............................................................................................................................6 Competitive advantage................................................................................................................7 Strategic fit...................................................................................................................................8 Rise of uncertainty.......................................................................................................................9 Critical self-analysis..................................................................................................................10 Conclusion.....................................................................................................................................11
3INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT Introduction Novel value proposition helps an organization to define the type of value they will create in order to satisfy their customers (Töytäri & Rajala, 2015). It mainly defines the benefits that the services or products of an organization will offer or provide to their customers. It is important for an organization to make spend a considerable amount of time and a considerable amount of effort in order to create a captivating value proposition as it will help to form the basis of the marketing, efforts for the development of product and sales(Amit & Zott, 2015). The value proposition is considered to be an important part of the business plan. The paper will put emphasis on the company, Samsung. Samsung is considered to be a multinational conglomerate that is famous for their innovative products. The company is based in South Korea and is famous worldwide for their technological products that have created a huge rage in the market and is considered to be one of the most successful companies in the world (Rani et al, 2016). This paper will and create a novel value proposition for the organization, Samsung that will help in satisfying their target audience which will help them gain a competitive advantage in the market. Discussion Problem to be solved Samsung is considered to be one of the most innovative companies in the world because of their innovative products in the market which has contributed to their success and has helped them in dominating the global market (Moon et al, 2013). However, there have been many
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4INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT companies that are emerging in the market that has been giving a stiff competition the giant in terms of innovation and durability which has affected the sales of the company. Samsung has been lacking on the creative front as it has been selling the same products with the same features in the market (Zhao, Yu & Song, 2018). The company needs to come up with innovative products in the market that is going to help in satisfying the needs of the customers and are unique and different from other products in the market. Problem insight Samsung has been facing problems due to the lack of innovative products produced in the market and it is important for the company to come up with a new innovative product in the market which will help them in gaining a competitive advantage in the market. In recent times it has been seen that wearable products has become a huge market trend and has been dominating the market thus Samsung should consider coming up with a range of unique wearable products that will help the company improve their sales and compete in the market. Solution concepts Samsung is facing some challenges in the market and in order to overcome those challenges Samsung can implement certain changes and adapt certain innovation trends so that they retain their business and fight back their competitors in the market. There are several technology trends that are driving industry innovation to inspire development of novel value proposition. There are several concepts that are currently trending which can be applied by Samsung so that they can come up with innovative products with new features that are distinctive from other products that exist in the market.
5INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT One of them is Artificial Intelligence (AI). Artificial Intelligence has been dominating the market from a long time and there have been several phones that are using this trend to make sure they are at the top in the market (Saha, Mandal & Sinha, 2017). Samsung can use this innovation to come up with their new voice assistants that will help the customers to find the necessary aspects in the phone and often other things just by their voice. Another market trend which has been a rage in the market is wearable products. Several companies have come up with wearable products like smart watches which have been in huge demand among the consumers (Yang et al, 2016). Keeping this trend in mind, Samsung can come up with a new product like a technologically advanced wrist band which can be a fashion statement as well. This band will help customers monitor their phone and do many tasks like make and receive calls, get information and many more all from the wrist band. Solution selection analysis Samsung is a technologically advanced company and it does have products that are inspired from AI (Dirican, 2015). Samsung has very few wearable products and the wrist band will be a unique product with distinctive features which will help Samsung gain a competitive advantage in the market as most companies have come up with smart watches however there are no fashionable wrist bands that are technologically advanced in the market. Value proposition and benefits Samsung needs to come up with a range of wearable products that will be innovative and unique from other products that exist in the market. Samsung can come up with a fashionable wrist band that is technologically advanced and will help in satisfying the needs of the
6INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT customers. The wrist band will be water proof and will help in controlling their mobile phones via their wrist band. This will be helpful especially during rains or during time when the customers are swimming. This will be extremely beneficial for the customers as this will help the customers to make a fashion statement and at the same time will allow the customers to operate their phones from their wrist band. People are very busy these days and they are always on the lookout for products that help in saving times and are convenient. This product will help those people to help save times and manage important things at one go. Value Proposition Canvas Value propositionCustomer Profile Products Advanced technology fashionable wristband Gain Creators The products will be unique and compact which will help customers to operate almost everything at the tip of their hand. Pain Relievers Provides customers with fashion and technology. It helps the customers save time and the compact product can be carried anywhere. Gains ï‚·Compact ï‚·Fashionable ï‚·Durable ï‚·Waterproof ï‚·Accessible anywhere Pains Initially difficult for people with thick fingers to operate. Jobs to be done ï‚·Be different from other people ï‚·Communicate ï‚·Provide and show success ï‚·Finish emergency work
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7INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT Table: Value proposition canvas of Samsung Disciplined Entrepreneurship Canvas The reason of the existence of thebusiness Mission- The mission of the company Samsung is tocreateinnovativeproductsandservetheir customers with high quality products. Passion- The passion of the company, Samsung is to create new and innovative products and prove the world that there is no end to innovation. They thus bring new innovation in the market in a year (Truong et al, 2017). Value- Samsung focuses and puts emphasis on innovation and high quality product as they feel it is important to serve their customers with premium qualityproductswhicharetheirorganizational value. Samsung also looks to the interest of the employees and other stakeholders as they highly believe in ethical functioning. InitialAssets-InitialassetsofSamsungwere recognizedasatechnologicaldevicethatwas compact and easy to use. Initialidea-TheideathatSamsungcurrently wants to work on is wearable products that has a Competitive Advantage Moats-Samsunghascreatedanichefor themselves by coming up with innovative products thatgivethemacompetitiveadvantageinthe market. The products and the innovation created by the company are first of its kinds and generally are replicated and influence other major and medium companies in this field. Core-ThecoreofSamsungistocreatean innovationthatiseasilyaccessiblebytheir customers and which is easy to use for everyone. They believe in making products in different range in order to serve people coming from different backgrounds. Competitive Positioning- Samsung is known to set a generic strategy that is based on the Porter's model that helps the company to undermine the externalfactors in order to impact the internal transactions of the business. Samsung has used the product in an innovative manner that attracts their potential as well as their existing customers (Chen
8INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT huge demand in the current market scenario.& Ann, 2016). Thus the competitive positioning of Samsung is based on the revenue that they make from the current market. Initial Market Beachhead- Samsung first started exporting their products to China. TAM- 2016-2018 Persona- Create innovative products that will give their clients a premium feeling and also help them to use the most advanced form of technology. Value Creation Product description-Samsung currently offers a wide range of products that are innovative and provide the customers with premium products and services. There is a demand of wearable products in themarketthusthecompanywillprovidea technologically advanced fashionable wrist band which will have features that will help customers to operate almost everything from one tap on their bands. They can access their mails, make calls and many more. Quantifiedvalueproposition-Thecompany alwaysfocusesnewmethodsthatwillhelpto satisfy different needs of the customers and will also provide the customers. The company focuses on innovation and premium services. Table:Disciplined Entrepreneurship Canvasfor Samsung
9INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT This canvas will help Samsung to understand and assess where the company stands, their strengths and weaknesses in order to make the necessary adjustments that the company needs to make in order to introduce a new product in the market. It can be seen that Samsung has a positive reputation in the market and serves people with full conviction that will help the organization with the launch of the new wearable products in the market. Target audience The target audience of Samsung is the following: Geographic People who reside in urban areas or metro cities Demographic Age-18 to 45 years. Education level- People with moderate to high qualification Occupation-Mainly business professionals that hold managerial positions in organizations Psychographic Lifestyle- Aspirer, explorer and succeeder. Social class- Middle class and upper middle class Behavioral
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10INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT Personalities- People with strong personalities are the target audience. Succeeder, explorers and aspirers. Benefits sought-Status. Help in managing work in a short span of time. Degree of loyalty- Extremely loyal User status- Potential users and non-users. The target audience for the company Samsung will mainly be people who are young adults to middle aged people who are technology friendly. The target audience will mostly be from urban areas or metropolitan cities as these products have higher demands in these areas. Most of the people who are considered to be the target audience will be qualified and will be working in organizations especially in managerial positions in the company. Highly qualified people and people working in managerial positions of organizations will be able to afford the product and also understand the need of the product. The company will mainly target the people who belong from middle to upper middle class as they may have a need of this product and will be willing to make a purchase. Competitive advantage This product will help gain Samsung a competitive advantage in the market because of the unique features that the company will be providing to its customers which are different and innovative at the same time. The unique features of the product are the following: ï‚·Fashionable brand ï‚·Available in different colors ï‚·Waterproof
11INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT ï‚·Changeable band ï‚·Make and answer phone calls ï‚·Can connect to voice controller speakers in the market ï‚·Voice recognition feature ï‚·Face ID ï‚·Send emails ï‚·Check heart rate ï‚·Count distance travelled ï‚·Make reminders ï‚·Store information ï‚·Alarm ï‚·Can check world time ï‚·Fingerprint ï‚·High security ï‚·Tracking available ï‚·Can connect to phones and laptops. ï‚·High storage available These unique features will help Samsung gain a competitive advantage in the market and this will attract many customers to buy this product. Strategic fit Most companies that usually produce smart phones have started producing wearable products that are usually connected with their phones and sell as a value added product. The
12INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT value proposition that has been put forward will be extremely beneficial for the company and will also be compatible with the parent organization which is Samsung. Rise of uncertainty Launching of new products may also have some uncertainties and it is important to assess the uncertainties from before in order to decide whether the launch of the product will be productive or not. Customer desirability-In recent times, customers mainly desire products that are compact and yet are useful and do most of the desired and important work (Freyberger, 2015). Going by the recent trends, the wearable product that has been proposed to Samsung will be a success in the market and will attract the customers. However, everyday new innovative products are being launched in the market and thus the desirability of the customers may fade after some time with the launch of a new product in the market. Technical feasibility-Samsung is one of the biggest companies in the world and there will be no problems in terms of technical feasibility. Samsung will be able to produce enough products in the market and distribute their products through their existing distributors which will not be hassle for the company however; the expenditure of the operation will increase with the introduction of the new product. Financial viability-Wearable products are in demand and the proposed product has several unique features that will attract the customers and increase the desire to own the product (Ni, 2018). Thus the product has the potential to generate profits that will be beneficial for Samsung
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13INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT in order to meet the operation payments or the debt commitments and in other spheres that will help in the growth of the organization maintain the level of the services. Critical self-analysis In the age of globalization and in the age where society is constantly evolving it is important for businesses to keep up with the change in order to successfully manage and run their business. It is also important for businesses to understand and keep a track on the new market trends which are important for an organization especially in technological companies. It is important for companies to come up with new products with distinctive features that give them a competitive advantage in the market and help in gaining a positive position in the market. According to me one needs to have personal innovative capabilities in order to propose innovative products to the company for their benefits. Before making a value proposition for a company the first thing I do is do a lot of research both qualitative and quantitative that is essential and necessary in order to understand the current trends of the market and to also understand the buyer behavior of the customer and perception towards products like these in the market. After that rate the disruption factor of the business and assess how the changes that are proposed in the market are doing in the current market scenario. The next step is to make short term as well as long term goals. The next step is to use the soft skills that I have in order to communicate the goals to the employees and for other various factors and then later strive in order to become indispensable. According to me my strengths are my soft skills which are my communication skills and I have the capability to influence others and clearly communicate the organizational goals to
14INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT them. However there are certain weaknesses I have that often become a hindrance is I want to create innovative products for everyone and thus cost issues occur sometimes. Conclusion Value proposition is an important aspect of an organization as it is often considered to be a part of the business plan. It is important for an organization to come up with new and innovative products that are different from the existing products in the market that will help companies in gaining a competitive advantage over the existing products in the market and also pave way for the sales of the organizations.
15INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT Reference Amit, R., & Zott, C. (2015). Crafting business architecture: The antecedents of business model design.Strategic Entrepreneurship Journal,9(4), 331-350. Chen, C. M., & Ann, B. Y. (2016). Efficiencies vs. importance-performance analysis for the leading smartphone brands of Apple, Samsung and HTC.Total Quality Management & Business Excellence,27(3-4), 227-249. Dirican, C. (2015). The impacts of robotics, artificial intelligence on business and economics. Procedia-Social and Behavioral Sciences,195, 564-573. Freyberger, J. (2015). Asymptotic theory for differentiated products demand models with many markets.Journal of econometrics,185(1), 162-181. Moon, H. C., Parc, J., Yim, S. H., & Yin, W. (2013). Enhancing Performability through DomesticandInternationalClustering:ACaseStudyofSamsungElectronics Corporation (SEC).International Journal of Performability Engineering,9(1). Ni, K. (2018, August). Analysis of the Commercial Market Prospects of Wearable Products- ExploringtheDevelopmentofWearableProductsfromMarketing.In20182nd International Conference on Education Science and Economic Management (ICESEM 2018). Atlantis Press. Rani, H. M. N. S., Zuber, F., Yusoof, M., Zamziba, M., & Toriry, S. (2016). Managing Cross- Cultural Environment in Samsung Company: Strategy in Global Business.International Journal of Academic Research in Business and Social Sciences,6(11), 605-613.
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16INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT Saha, H. N., Mandal, A., & Sinha, A. (2017, January). Recent trends in the Internet of Things. In2017 IEEE 7th annual computing and communication workshop and conference (CCWC)(pp. 1-4). IEEE. Töytäri, P., & Rajala, R. (2015). Value-based selling: An organizational capability perspective. Industrial Marketing Management,45, 101-112. Truong, Y., Klink, R. R., Simmons, G., Grinstein, A., & Palmer, M. (2017). Branding strategies for high-technology products: The effects of consumer and product innovativeness. Journal of Business Research,70, 85-91. Yang, H., Yu, J., Zo, H., & Choi, M. (2016). User acceptance of wearable devices: An extended perspective of perceived value.Telematics and Informatics,33(2), 256-269. Zhao, S., Yu, D., & Song, G. (2018, October). Research on the Characteristics of Reverse InnovationofNon-coreEnterprisesinIndustrialInnovationNetwork.In3rd InternationalSymposiumonAsianB&RConferenceonInternationalBusiness Cooperation (ISBCD 2018). Atlantis Press.