Innovative Approach of Pureponics in Sustainable Farming Industry

This essay discusses the innovative approach of Pureponics in the sustainable farming industry. It analyzes different models and theories of innovation to identify the factors that set them apart from their competitors.

Running head: CREATIVITY AND INNOVATION
Creativity and innovation
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1CREATIVITY AND INNOVATION
Introduction
In the current business scenario, it is important for the business organizations to initiate
innovative approaches in order to stay competitive in the market. This is due to the reason that
under the current competitive scenario, innovation will help the organizations to stay ahead over
others (Volberda, Van Den Bosch & Heij, 2013). However, it should also be noted that
innovation should be productive and should provide value proposition to the customers. This is
due to the reason that innovative approach will get succeeded in the market only when they will
meet the expectations of the customers as well as aligning with the external business factors.
Pureponics is a farming startup from Australia initiated the aqua ponic revolution in the
country. They are the producers of fresh vegetables along with fish farming but with a different
take. According to their method of farming, 90 percent less water are being used as compared to
the conventional farming activities. In addition, fish culture and vegetable production are being
done with same resources to save water (pureponics.com.au, 2019). Their products are also
known for chemical free and for great taste and nutritional value. This essay will discuss about
the innovative approach of Pureponics and why they are considered as an innovative firm. In
addition, different of models and theories of innovation will be used to identify the factors,
which are setting them apart from their competitors.
Innovative approach of Pureponics
It is identified from the official information of Pureponics that they are practicing
sustaining innovation rather than radical innovation. This is due to the reason that the basic
products for them are same to other farm producers. Moreover, there are different products in the
world that are following sustainable and organic ways of producing vegetables (Yoo, 2013).

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However, the farming process of Pureponics is improvement over the conventional ones. They
are following the same sustainable method by growing fish and plants together. Hence,
according to the theory of sustaining innovation, they can be considered as an innovative
organization. On the other hand, farming process of Pureponics can also be considered as
innovative in terms of architectural innovation. This is due to the reason that according to
architectural innovation, the core components remain same but changes in their relationships
helps in generating the innovation. Thus, in the case of Pureponics, they have initiated the same
farming process as others and have changed the process of doing it (Liang & Chien, 2013). This
is due to the fact that sustainable farming process of Pureponics is same as other producers but
farming fish and plant together with same resources is innovative. Thus, it can be concluded that
Pureponics is an innovative firm as per the theory of architectural innovation. Moreover, it can
also be concluded that the farming technique of Pureponics is making them an innovative
organization. Even though their products or the entire business process are not innovative but the
production process is what making them an innovative entity.
Competitiveness of Pureponics
There are number of factors that are differentiating Pureponics from other firms and
creating more value for the customers. According to the innovation matrix, Pureponics can be
considered as radically sustaining due to the reason that their production process is not radical
rather they are the improvement on the existing process, which is creating more value to the
customers. Thus, as per the innovation matrix, Pureponics is radically sustaining organization
and offering new value to the customers is helping them to stay ahead and distinctive among the
competition (Schmautz et al., 2017). It should also be noted that there are different other firms

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also initiating sustainable farming practices but with the practice of aqua ponics concept,
Pureponics is setting apart from their competitors.
It is also being identified that the business approach of Pureponics can be considered
under the business model innovation and technology innovation. This is due to the reason that
the business model being followed by Pureponics is unique in the industry and they have
identified new revenue streams from the existing business as other competitors (Kyaw & Ng,
2017). Based on the changing preference and awareness pattern of the target customers,
Pureponics is being able to offer their customers more value compared to other sustainable farm
producers. Thus, they have added the provision of aqua ponics concept along with the existing
sustainable farming culture to generate new revenue streams from the customers. The business
model of Pureponics is another major factor, which is creating differences between them and
their competitors (Shafeena, 2016).
On the other hand, it is also identified that technological innovation is also another
differentiating factor for Pureponics with their competitors. This is due to the reason that
production process of Pureponics is based on new ideas and knowledge, which is creating more
value to the customers. The technological capability of Pureponics in initiating the concept of
aqua ponics and growing fish and plant together is helping them to reduce the cost of operation
compared to their competitors (Goddek et al., 2015). Thus, they are being able to offer the
products in more competitive prices compared to their competitors. Technological innovation of
Pureponics is also ensuring that their farming practices are future proof and flexible enough to
cope up with the change in the market trends in the long term.

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Conclusion
It is concluded that based on different theories and models of innovation, Pureponics is
being considered as an innovative organization. In addition, this essay has also discussed about
the areas of Pureponics, which can be considered as innovative in the farming industry. Different
models such as innovation matrix are being used in this paper to analyze the innovative
approach. There are number of areas being identified, which are proving competitiveness for
Pureponics over their competitors. It can also be concluded that they are not innovative in terms
of their products but in terms of their production process. With the implementation of aqua
ponics concepts, Pureponics is offering more value proposition to their customers by
communicating them about the lower wastages of water and other resources in production of the
fish and vegetables.

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Reference
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(2015). Challenges of sustainable and commercial aquaponics. Sustainability, 7(4), 4199-
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Liang, J. Y., & Chien, Y. H. (2013). Effects of feeding frequency and photoperiod on water
quality and crop production in a tilapia–water spinach raft aquaponics
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pureponics.com.au. (2019). Pure Ponics Commercial Aquaponics. Retrieved from
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Schmautz, Z., Graber, A., Jaenicke, S., Goesmann, A., Junge, R., & Smits, T. H. (2017).
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