Developing innovation and creativity for bussiness advantage

It can be either essay or report

DEVELOPING
INNOVATION AND
CREATIVITY FOR
BUSINESS
ADVANTAGE

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1) Stockholm Gases approach to innovation...............................................................................1
2. Role of an member of the team management in teeth whitening project ...............................3
3. Open and Closed Model of innovation...................................................................................6
4. Recommendations.................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................14

INTRODUCTION
Innovation can be defined as process of transforming a idea into product or services that
has some value for consumers in the market place. It involves use of information, imagination
and initiate so that different value can be generated by including resources and converting it into
useful product. In context of business, innovation leads to application of new ideas so that
changing needs and preferences are meet effectively. It involves risk taking as innovation
process uses technologies and resources and comes up innovative product for new market
segment. Innovation process involves transforming new and creative idea into solution that helps
in adding value in perspective of customers so that their needs and wants can be achieved.
Creativity is ability of business to generate useful and novel ideas and convert it into innovation
for some value added product or services (Prajogo and Oke, 2016). Stockholm Gas is company
which deals in selling natural gas, city gas and biogas in different restaurant, households,
automotive sector and industries in various regions of Sweden. Company vision is to have
sustainability in market with focusing on customer and become of leading gas suppliers in
Sweden. The gas network of Stockholm Gas is responsible for operating and maintaining
pipeline of gas in Stockholm, Solna and Sundbyberg (Stockholm Gas AB, 2019). In this project,
Stockholm Gas approach to innovation is included to understand the case study. Role of
management team member will be explained in context of teeth whitening project and their
knowledge and experience of individual and organisation. This report will include open and
close model of innovation that will help in analysing application in teeth whitening project with
justifications. At last recommendations to the Board that investment should be made or not about
new product development.
MAIN BODY
1) Stockholm Gases approach to innovation
Stockholm product is basically an industrial gas company of Sweden which is having a
long glorious history of supplying and providing liquid oxygen to health care markets and also
supply carbon dioxide to the beverages and drinks industry. The company is having more that
32000 employees across 70 countries of world and having a rich history of successful and
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creative R&D department that facilitates effective innovation which lead to its dominant position
in the market from more than 80 years.
The mainly used approach of Stockholm for innovation is making signifiant modification
in its product or developing a new product for teeth whitening market to attract more individuals
and have growing suitability for future (Anwar, 2018). The innovation approach of Stockholm
product includes an effective discussions among all influential and knowledgeable persons
before making any decisions regarding the changes. A group meeting and discussion allows
better innovation and creativity regarding different aspects of operations to have better review
and analysis of a project before its execution which lead to more cost-effective and innovative
and creative discovery of product and new features to get better results and positions in the
market.
The innovative approach of Stockholm incudes analysis and evaluation of view point
made by its employees belonging to different operations. On the project of development of a new
product for teeth whitening market the employees and manager of Stockholm are having diverse
view point. The R&D project leader is having a opinion on its plasma cleaning project that the
result of using plasma as a cleaning agent in form of an ionised gas is promising and convincing.
For evaluating the result of innovation, R&D has conducted an experiment on teeth of Pig which
has shown a dramatic change and discoloured yellow teeth into a shade of White with exposure
and use of Plasma.
The product development manger, Bernard Bing is having a different approx of
innovation which has reflected a gap in market for simple teeth whitening product as a cut throat
and immense competition is prevailing in the market (Clauss, 2017). Thus, the approach of
innovation of product development manager is focused on a product which not only provide a
teeth whitening but also have various other features like fresher breath, healthier gums, etc. to
give considerable amount of competition to other existing multinational organisations like
Colgate Palmolive. The product development manger also added that a product with various
features and innovative technically lead to present better opportunity especially in terms of
licensing technology. Thus, the approach of product development manager involves around a
more scientific research to fully and properly explain the features of product and some business
development managers are also having view point that teeth whitening project is a fad and
Stockholm should look at marketing it as a cleaning tool which lead to more effective result.
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Apart from this, the licensing manger Stefan Boch, that licensing of this new product and plasma
technology guarantee better revenue without any further additional costs. Further, the marketing
manger of Stockholm, Maria Klaus is having a different opinion on this plasma project and
development if a new teeth Whitening product as according to marketing manager a consumer
product like a small plasma toothbrush is much effective option than targeting a dentists with
large cylinders of plasma.
Thus, the overall invocation approach of Stockholm is based on development of new
product for teeth Whitening market and plasm cleaning project for which a panel of employees
and specialised manger is developed to have better decision making for sustainable innovation
and enhancing creativity level of organisation to get better result, more competitive power and
efficient and sustainable position in the market (Hon and Lui, 2016).
2. Role of an member of the team management in teeth whitening project
For this part of report the member chosen form the management team is Product
development manager of Stockholm i.e. Bernard Bing. The product development manger plays
an important and most vital role in creating and developing any new product. The important role
played the product development manger of Stockholm in teeth whitening project with properly
considering its individual and organisational knowledge and experience is provided with below.
Role of product development manger
The Bernard Bing who is the product development manager of Stockholm plays a crucial
role in teeth whitening project as a statistical is produced by him that reflects and demonstrate
the gap prevailing in the market and also explained ways and strategies for capturing lucrative
and growing market with applying and making efficient use of his individual knowledge and
experience with proper coordination with organisational knowledge through providing due
importance and considerations to view point and opinion of its team members and other
employees of organisation which has lead to improvement in viability of a project (Mårtensson
and Westerberg, 2016). The important role played by project development manger in respect of
its teeth whitening project are described as follows:
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Ideation- Product development mangers is having a crucial role in solicits ideas
regarding new product and contributes a grate level of its skills and knowledge for creating idea
for development of a new product (Dodgson and Gann, 2018). With regard to the current plasma
project and development of a new teeth whitening product, the product development manger of
Stockholm (Bernard Bing) has efficiently played his role of Ideation through providing an
evaluation that only a teeth whitening product is not sufficient to meet the current market
dimensions but a product with more diversified feature like creating healthier gums, breath
freshener, etc. is required. Beside this, with the use of his individual knowledge and experience
he develop an idea that a more effective research and fully proved and defined product is need to
have better growth. Along with this, on the basis of organisational knowledge of product
development manger i.e. through discussion with all other business development mangers the
idea of marketing a cleaning tool in place of a just teeth whitening is developed on the basis of
their combine organisational skills and knowledge. An idea of licensing its new plasma
technology has also been evolved by product manager of Stockholm as it ensure better success
and revenue in future for the whole organisation.
Market and competitive analysis – A vital role is played by an product development
manger in conducting constant surveillance for having a better awareness of the market to
effectively evaluate and identify and the needs and current trends of markets and customers.
Apart from this, product development manager is also responsible to gather and collect all
relevant information about the existing and potential products of competitors along with
capabilities and strengths of competitors exists in the business market (Product Manager Role
and Responsibilities, 2019). The product development manager of Stockholm is also playing this
crucial role of market and competitive analysis. An important role is played by the product
development manger of Stockholm in identifying the trends and demand prevailing in the market
and through proper analysis of this collected data by making use of their knowledge and
experience it has been concluded by product development manger that coming up with just a
tooth whitening product is not sufficient as per current market trend and a more diversified and
well featured product is required to counter the current demand of customers and market. Beside
this, with the help of organisational knowledge of product development manger it has been
evaluated that a high level of competition is prevailing in the market and the multinational
organisation like Procter & Gamble, Colgate – Palmolive, etc. are having huge power in the
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market thus, it become necessary for Stockholm to develop better featured product with
diversified advantages.
Strategy development- The another important role played by product development
manger is associated with formulation of effective strategy for betterment of an product and
overall organisation. Thus process of strategy get started from the market research as it is the
process that is related with the information collection and include the analysis of present and
potential market trends and customers desires (Saguy, 2016). Market research comprises a
detailed study about customers spending and buying habits and also creates awareness about
attitude of customers towards a particular product or services which forms the base of product
strategy through product development manager. Product strategy is a basically a documented
written road map that provide a strategic roadmap to control and direct the production
department effectively.
The product development manger of Stockholm is also performing this role of strategy
development as preform a crucial role in meeting the objectives the vision of this organisation.
The strategy formulated by Bernard Bing (the product development manager of Stockholm)
included more emphasis on its research and development department to conduct a more in-depth
research and evaluation about its new plasma project so that the findings can be more easily
understood to have an effective strategy to achieve the targets through providing proper guidance
and directing employees in a right way. It has been evaluated by the personal knowledge and
experience of Bernard Bing that without proper research and without performing proper testing
of any newly developed technology it is also risky to start production on the basis of new
technology as it lead to bad effect to health of any customers which is also risky and can also
lead to a threat of legal consequences in future (Mcmullan and Kenworthy, 2016). Thus, use of
efficient skills, knowledge and experience is made by the product development manger of
Stockholm before formulation and leading any strategy. Beside this, For gaining better strength
and more competitive power in respect of these multinational organisation a strategy of licensing
technology is also adopted by product development manager of Stockholm on the basis of his
knowledge and experience. Apart from this, on the basis of organisational experience and
knowledge it has been formulated by the product manager of Stockholm that strategy of teeth
whitening product was a just result in a fad thus, a strategy of marketing a its new plasma
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technology as a cleaning tool is a more beneficial strategy for Stockholm as per the
organisational knowledge of product development manger of Stockholm.
Product development- Apart from strategy development, product development is also
having a responsibility of product development which includes finalising the features and criteria
of product. Decision regarding the pricing strategy is also a form a part of role of product
development manger (Cruickshank, 2016). The Bernard Bing who is product development
manger of Stockholm is also analysing and evaluating various pricing strategy with respect the
price and features offered by competitors so that a best suitable price can be adopted or finalised
for its new product. Apart from all the role played by product development manager of an
organisation development and selection of an efficient distribution channel for product is also a
responsibility of product development manger. It is essential for a product manger to work
efficiently with existing distribution channels to find out the loopholes in existing distribution
channels so that efforts can be made to improve current distribution channels. In respect of
Stockholm it has been founded that a issue is faced regarding deciding its target professional
market. A decision should be made by Bernard Bing regarding the size of the product that either
it is distributed as a large cylinders of plasma to dentist or should be directly distributed to the
consumer as a simple micro cylinders product. Use of its organisational knowledge and
experience is made Bernard Bing to reach a decisions about the size of product so that an
efficient supply and distribution channel can be adopted by Stockholm (Lampel and Germain,
2016). The personal experience and knowledge of Bernard Bing as a product development
manager of Stockholm is facilitating him to take a decision of marketing its product as a cleaning
tool directly to its customers to have a better target audience and more customer base.
Thus, on the basis of above description it can be evaluated that product development
plays a crucial role in ideation, market analysis, strategy formulation and finally in product
development through making use of its personal knowledge and experience together with its
organisational support and knowledge to ensure achievement of targets and objective of
innovation and having better strength in the market through getting competitive strength.
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3. Open and Closed Model of innovation
Innovation can be defined as feasible and relevant product, service, process or experience
which is valid according to business model and adopted by consumers in the market place. It also
helps organisation to add value in terms of revenue and brand image or goodwill that assist in
sustainability in market place (Lii and Kuo, 2016). In case of Stockholm Gas, Research and
Development department has come up with Plasma which is an ionised gas and capable of
conducting and absorbing electricity. In turn it vibrates faster leading to scrub surface resultant in
whitening of teeth and convert it into viable business model. Innovation can be defined as open
and closed model which helps in defining different ways of targeting market and convert ideas
into business model for sustainability.
Open Innovation Model: This can be described as combination of internal and external
ideas which helps companies to advance development of technologies, processes, product,
services and operations. It is process by which innovation is based beyond the boundaries of
company so that potential can be increased with strategically using external environment. Thus
in such case innovation arises with the interaction of internal and external ideas in order to
develop promising products or business model. In this place of innovation is both inside and
outside the company premises (Gudiksen, 2015). This exchange of knowledge in open
innovation does not allow any type of free access to technology and knowledge of company. In
such only collaborating networking is used which also involves cost and licenses of intellectual
property. There are two types of open innovation, are as follows:
Inbound Open Innovation: This relates with sourcing and acquiring professional and expert
outside the walls of business so that external environment is scanned successfully. This will help
in identifying, selecting, utilising and internalising ideas (Rangus and Slavec, 2017).
Outbound Open Innovation: Such is concerned with commercialising purposely and capturing
ideas that are developed internally with view of external environment. This can be done by
selective revealing of product and reviewing selling so that feedback can be get.
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Coupled Innovation Process: It combined both inbound and outbound innovation as companies
work together so that ideas or solutions can be developed (Mitra, 2019). Same can be done by
joint venture, loose affiliation, etc.
(Source: Open Innovation, 2019)
There is need that businesses adopts open innovation so that they are able to manage and
minimised cost and risk related to new product development. They assort to such collaborations
to continuously innovate and gain knowledge from external environment so that they have
competitive advantage. Main advantage of open innovation model is that it provides flexibility as
there are different forms which innovation model can pursue (Hall and Williams, 2019). Some of
them are collaboration, ecosystem and networks by which ideas can be developed and same can
be taken into makret place by many ways. For example, corporate venture, licensing, joint
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Illustration 1: Open Innovation

research and development agreements and joint ventures. This helps organisation to get
additional benefit from collaboration with assurance of adequate innovation capacity.
Closed Innovation Model: When the innovation process is carried out in boundaries of
company like from generating ideas, developing it to marketing tools all exclusively takes place
in company. Such innovations does not have any interference and involvement of external
environment and are defined within organisation. All the concern resources, technology,
processes and property are in direct control of innovative business. For such companies invest
huge amount on Research and Development activities so that internal department can be
established. This functional unit helps significantly in technological inventions that resultant in
products and innovative solutions (Popescu, 2015). As a result it can characterised as closed
system which has fixed boundaries and activities related to research and development internally.
There are number of factor which needs to be considered while implementing closed innovation
model in organisation as employees should be highly qualified and company should be effective
in protecting intellectual property. Such ideas and innovation are operated by employees of
company and the whole process from idea generation to development. Research and
development department is responsible for in – house innovation process can will be helpful in
offering sustainable competitive advantage in industry.
(Source: Closed innovation model, 2019)
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Illustration 1: Closed innovation model

in the above image it can be clearly seen that research projects are constrained to companies
environment and there is no interaction with external environment. In this research and
development department has role in designing, developing and marketing of in – house
innovation process (Sulistyo, 2016). Such also helps in innovating ideas which helps in building
and maintaining competitive advantage with sustainability in industry to gain leadership and be
cost effective.
Justifications: There is need that Stockholm Gas adopts open innovation model so that it can
have different type of advantages. Some of them are as follows:
Engaging larger audiences: With the help of open innovation, the potential of audience is
larger than closed model. Such will help Stockholm Gas to identify insight of consumer buying
behaviour about their taste and preferences (Lee, Wall and Kovacs, 2015). In order to gain
competitive advantage it is important that company engage more and more audience so that
innovation process can be effective.
Engaging relevant audiences: In closed innovation model the innovation process is
dependent on employee of company thus limit the scope of new ideas. On the other hand, open
innovation it is just to identify right audience so that problem can be solved effectively
(Cunningham and Potts, 2015). Thus there is need that to be effective with innovation of teeth
whitening solution Stockholm Gas should find out relevant audience and conduct innovation
development process.
Improving Cost efficiency: In closed innovation it is working hours of staff is consumed
in participating and managing whole innovation process including idea generation. In context of
open innovation model employees are more effective as they are just involve in managing the
process (Ravichandran, 2018). Thus it is important that Stockholm Gas needs to adapt open
innovation model so that they are efficient in teeth whitening project.
Finding new talent: As open innovation takes place outside the boundaries of
organisation thus it leads in identifying talents. Such process helps in engaging personnel for job
opportunities rather than placing close enough candidate. Stockholm Gas will be able to identify
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skilled and talented professional which will help company in enhancing overall performance of
new innovative project of teeth whitening.
Lucrative partnerships: In open innovation model there is collaboration with outside
parties which assist in building and maintaining partnership. Such helps business to be more
innovative as resources and expertise will be improved and thus effectiveness of whole project
will also enhanced (Zach, 2016). In context of Stockholm Gas new project of teeth whitening
there are chances that while dealing with open innovation, other companies also join hands and
there are chances of partnership so that more market can be shared.
After discussing all the benefits of open innovation model to Stockholm Gas new project
of teeth whitening there is need to examine that changes and advantages that it will have on
overall business model.
Product complexity: There are times when company is not able to afford and manage its
in - house research and development activities and thus such are outsourced. As larger
companies face issues related to managing and controlling core strengths and competencies.
Thus such resort to collaboration by which other business identify resources and knowledge bot
of them need to compete (Schaper, 2016). Stockholm Gas in order to reduce the complexity of
whole innovation process which can be done with open innovation model in teeth whitening
project.
Information and communications technology: With the help of open innovation model
Stockholm Gas will get complete understanding about micro and macro environmental factors.
Thus will help in getting complete buying process and behaviour which influence it effectively
(Alberti and Varon Garrido, 2017). In order to capture new market share business is involve in
project of teeth whitening innovation which can be used as Plasma cylinder for dentists and as
consumer product in shape of micro cylinder.
Private Venture Capital: Open innovation model makes it easy and accessible that new
start - ups, innovative product and mergers can be done. As while interacting with outside parties
there are chances that resources and investment are combined so that new product can be
developed under their name (Stacey, 2016). As in case of Stockholm Gas when research and
development activities are going to be carried in external environment there are possibilities that
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two business model combined together so that more resources and investment can be put into the
project.
Thus it can seen from above advantages and merit that Stockholm Gas would be
benefited by open innovation model and should adopt it. As in present scenario company came
out with plasma as a substance that will help in teeth whitening and can be seen as end product.
But due to lack in open and involvement of outside parties research and development department
is lacking in making it totally a consumer based product (Bresciani and Ferraris, 2016). Due to
competition in market it is essential that products have alternative usage so that maximum value
can be extracted.
4. Recommendations
Stockholm Gas has annual budget of £100million for research and development
activities and recently it have invested in 10% in project of teeth whitening. For this company
have given 12months for project so that some innovation can be developed and company have
competitive advantage for sustainability. After time period the research and development
department came up with Plasma as substance which will help in the process of teeth whitening.
It was effectively tested on pig's teeth and which lead to change of yellow teeth to shade of white
and thus process was successful. But the drawback was discovered by product development
manager that only with teeth whitening feature present in end product for consumer it would not
be able to stand competition. As there are many competitors like Colgate and Procter & Gamble
are some of the multinational companies which are leader in industry. Thus there is need that
more value – added features are there is product like fresh breathe, cavity prevention, etc.
Alternative business model that was developed in meeting was to supply it to dentist as plasma
cylinder which can be use as teeth whitening substances. Another is to sell in market as
consumer product, so the board meeting was stuck at this topic in how to invest further
£10million in the project or not.
As discussed above it can be understood that open innovation model would be effective
in the new project and investment can be made accordingly. In same case if research and
development activities would have been outbound must have analysed all macro factors and
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came up with more innovative end product for consumer. Thus in order to invest more first step
that should be taken into consideration is that innovation model have to be open one. In order to
sell it as end product it is required that more features needs to be added and it should be
competitive enough to compete with other multinational competitors. On the other hand, if it is
delivered to dentist then there is need that relations and image need to strongly build and
maintained. This will require innovation process to be open model so that outside parties can be
involved as well. According to Maria Klaus, who is marketing manager of Stockholm Gas, want
innovation end product to be for consumer and have competitive advantage in the marketplace.
The concern about the product development manager what about the competition in the market
from strong multinational companies who are well established with their products.
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That it is recommended that Stockholm gas build and maintain relationships with
dentist and deliver it as plasma cylinder so that same can be used in their
services. As the Stockholm gas is a well-known brand and Sweden this
goodwill can be used in this product as well. There is a need that research and
development department conductor open innovation model and in the wall
outside bodies as well in finalising the product as plasma cylinders. For this
different hospitality professionals and Healthcare expertise can be involved so
that proper qualitative product can be built. In order to innovate further testing
can be done at every stage so that standard can be maintained and risk
associated with the substance can be reduced to minimum. Some controlling
tools and techniques can be applied and professional can be hired so that idea
generation is effective and can lead to capture new market segment for the
company. Open innovation model will provide idea generation from
outsourcing which can make and product development more effective by
analysing micro and macro factors that have direct and indirect impact on the
operations. It is also recommend that company first test the cylinders on the
smaller segment and on a personal basis so that risk associated can be clearly
identified. This will help company to take corrective actions in case of any
deviations. After successfully testing it again with the help of personal selling
and direct marketing can capture a bigger market share in the industry by
analysing needs and preferences company can have competitive advantage for
longer time. The Stockholm guys should invest in innovation model so that
plasma cylinders can be produced and delivered to dentist as your teeth
whitening solution. This will help company to diverse its operation and capture
bigger market share to enhance sales revenue and its position in the industry.
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CONCLUSION
It can be concluded from above report that innovation is ability of organisation to come
up with new and creative ideas. Such can be introduce in the form of product, services,
processes, technology or business model which can lead to have competitive advantage for
organisation. There are different roles of product development manager like market analysis,
ideation, product development, etc. with also consider their personal and professional experience
and knowledge. Such roles allow them to be effective and analysis innovation process with
external market and competition. There are two types of innovation that are adopted by business
like open and closed innovation model which have advantages and suitable in particular
situations. Open innovation model involves outside parties as well while development and are
usually perform in external environment of business. On the other hand closed innovation model
is developed in internal environment and all research and development related activities are
carried out within company. At last, recommendations are given so that company can adopt
open innovation models have sustainable competitive advantage in the industry.
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Stockholm Gas AB. 2019. [Online]. Available through:
<https://www.stockholmgas.se/om-oss/nya-stockholm-gas/>
Product Manager Role and Responsibilities. 2019. [Online]. Available through:
<https://www.npd-solutions.com/product-manager.html>
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