Innovation and Sustainable Business Development: A Case Study of Dominoes

INNOVATION
AND
SUSTAINABLE BUSINESS
DEVELOPMENT

1
Innovative business has become the need of the modern day business especially in
terms of technologies that company uses. Technological innovations are making impact on
the business of the firm irrespective of the industry they are in. In order to complete with the
global food quality needs it is essential for the company to take use of the innovative
technologies. This helps in adding the value to the products of the firm as well as achieving
higher consumer satisfaction. There is very wide range of domains in which the disruptive
innovation helps the firm. It gives an edge over most of their competitors which is necessary
for the growth in the competitive environment. Disruptive innovations have created so many
threats and opportunities for the firm. Every firm has its own business model canvas which
illustrates about different aspects of their business. Dominoes have been one of the leaders in
the fast food industry especially in Pizza industry (Domino’s Corporate, 2018). This report
highlights the Business model framework for Dominoes as well as the opportunities and
threats that are created by smart connected products in the firm.
In the views of Martins, Rindova & Greenbaum, (2015) Business model for a company
means the rationale of the way in which they generates and captures values and delivers in
terms of cultural, social, economic and other aspects of business. Business model preparation
creates a strategic part of the business. Model for business is understood as the wide range of
formal and informal details that elaborates the core aspects of their operations. It involves
operational processes and policies, sourcing, trading practices, offerings, target audiences etc.
There are three components that are generated by the firm’s business model namely value
creation, value capture and value delivery. All such factors creates financial model which
defines the techniques in which a firm captures economic values from their business
operations.
On the contrary (Christensen, Raynor & McDonald, 2015) states that disruptive innovation
has made their mark in the modern day business. This is due to the reason that they have the
capacity to replace the existing business, leading firm, alliances, established products which
is leading in the market. This type of innovation has the ability to create new market and
generate value network. This is eventually disrupting a value network. It describes related to
the values that any firm offers its potential target market. It increases the profit margin for the
organisation. Smart connected products have the potential of replacing all the products that
are existing in the market hence it is called disruptive innovation.

2
Smart connected products are able to get associated with other goods in a way that they can
send and receive signals from each other. These signals may contain data or some other
product in a way that they can sense the environment and take decisions according to it.
Many decisions are real time based and is taken by the experiences they have in the market.
Smart connected products can be called as disruptive since it has the capability to solve much
larger problems of the existing industries and individuals and hence can replace all the
existing products in the market. In a network smart connected products act as a node where
they are capable of making interaction by sending and receiving the data.
Dominoes is known for its timely delivery of Pizzas to the home but due to the increasing
traffic jams on roads it is becoming hard for the companies to deliver the products with
conventional vehicles. Dominoes are taking use of drones for dispatching the order to the
clients. This is the smart connected product that is highly efficient in solving the problems of
the company in the overly crowded cities (Dorling, Heinrichs, Messier & Magierowski,
2017). These drones are efficient as well as can take decisions regarding the route following
which they need to deliver the pizza. These are capable of taking decisions without human
interventions. This type of innovation is highly required in the fast food delivery services as it
empowers companies to deliver the products on time. This drone technology works on
various kinds of sensors that are connected in a network which helps the owners to control it
from very far distant places. A single controller can manage the delivery of multiple orders at
a single time as they do not have to give instructions to the company on everything.
Company has already started the trail of it in many places and has been successful in doing it.
It provides multiple solutions to the companies as they are not only delivering pizza on time
but also helps in delivering crossing the obstacle like the rivers (Park, Kim & Suh, 2018).
This development is understood as a disruption as it will eliminate large number of
employees that are working in cited firm.
There is a huge amount of opportunities available with the company in terms of this
technology use. This is not only innovative but also provides solutions to the problems that
are generally faced by the firm in providing best consumer satisfaction to the employees
(Murray & Chu, 2015). Dominoes with the use of this technology can deliver pizza to
faraway places from the single unit. This reduces the problem of the company to have a
nearby store for delivering pizza in the shorter duration of time. Apart from this there are
many threats that are also attached with the use of drone technology. The first and foremost