Innovation and Commercialization

This assignment provides a comprehensive overview of innovation management, including the 4Ps of innovation, frugal innovation, and open innovation. It also explores the difference between invention and innovation, and how to measure capacity for innovation in local government organizations. The assignment includes references from various academic papers and online resources.

INNOVATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1) Innovation and its importance for Cloudreach with example of other entity and
comparison with invention..........................................................................................................1
P2) Organisation's vision, leadership, culture and teamwork to create innovation in further
time..............................................................................................................................................3
TASK 2............................................................................................................................................6
P3) 4ps of innovation..................................................................................................................6
P4) Manner to develop frugal innovation...................................................................................8
TASK 3..........................................................................................................................................11
P5) Importance of commercial funnel and application of New Product Development (NPD)
processing for commercialisation to employees.......................................................................11
P6) Innovation business case for Cloudreach including ways to access funding.....................12
TASK 4..........................................................................................................................................15
P7) Tools to develop, retain and protect and intellectual property for Cloudreach Ltd............15
CONCLUSION..............................................................................................................................17
REFERENCE.................................................................................................................................18

INDEX OF TABLES
Table 1: Time frame for project.....................................................................................................14

ILLUSTRATION INDEX
Illustration 1: Difference between invention and innovation..........................................................3
Illustration 2: Innovation's factors...................................................................................................8
Illustration 3: Innovation's factors.................................................................................................11

INTRODUCTION
Innovation is a process for implementing new ideas and creating uniqueness in product
services provided by organisation. It is a manner to attract people with new unique items as well
sustaining their attraction towards products. The present report is based on understanding
innovation concept for Cloudreach Ltd. It is Information and Communication sector's
organisation of UK that works at small level and trying to creating innovation in mobile phones
services.
Including this, different examples of innovations created by Apple and Virgin group are
to be described. However, organisation's vision, leadership, culture and teamwork can introduced
through this assignment. Besides this, 4ps of innovation and use of innovation funnel to create its
shape is to be expressed. Including this, manner in which entity develop frugal innovation is to
be explained. Along with this, commercial funnel and application of New Product Development
(NPD) can describe. Thus, students are able to understand significance of innovation and
commercialisation concept in deep for Cloudreach Ltd through this research project.
TASK 1
P1) Innovation and its importance for Cloudreach with example of other entity and comparison
with invention
Innovation is technique to create uniqueness in product services for its implementation
and presenting goods in fine more effective way. However, it is an idea to attract people towards
goods and increasing its efficiency adequately. In this regard, several techniques are used for
providing better services that influences productivity and profitability of entity as well its
product services. In the given case scenario, it is recognised that Cloudreach is planning to
increasing in consultancy and planning services for other businesses provided by it. For this
purpose, different examples of innovations are analysed that encourages organisation for creating
uniqueness and better quality services (Johnston and Marshall, 2016). For example; Apple is
telecommunication service provider of UK which is well known and first order ranked in
services. It has created innovation through producing iPod which is a digital music player and it
can have store of 1,000 songs. Including this, it is highest volume product that has been sold on
large scale because of its speciality. Therefore, uniqueness in iPod produced by Apple enhanced
its productivity and profitability as well have effective goodwill worldwide.
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On the other side, by expressing another example of innovation in Virgin group which
provides services of travel, entertainment, finance and live style. It creates investment on venture
for Virgin Atlantic, Virgin Express, Virgin Rail, Virgin Blue etc. However, this model generally
used for presenting situation for which varieties of ventures are created to set up corporate
priorities in companies' new ventures (Gawer and Cusumano, 2014). It also helps for
entrepreneurial efforts for growth of the group. Including this, there are different ideal ideas are
generated for entities that saves other organisations for facing losses.
Thus, by analysing both the above mentioned examples of innovation, it is recognised
that creating unique and special identity provided by entity make it special. Similarly, by
adopting these tools and ideas, several implementations are created on large scale also maintains
effective attraction of entity and its product services. Hence, by learning through these examples,
Cloudreach can also create uniqueness in its consultancy services (Norman and Verganti, 2014).
It will be helpful to enhance profitability and competitive advantage in global market for long
term periodicity. Therefore, various implementations and innovations would be able to sustain its
speciality and uniqueness in services provided by it effectively.
Innovation vs invention:- Innovation is quite different from invention, both are essential
for business organisation and its operations. In investigation, investigation is created ta the first
time. However, research is conducted and new product or service is created. While, on the other
side, for innovation, research is conducted on existence things regarding fact finding as well
determining fact on searched things. In this regard, comparison between invention and
innovation can be comprised as below:
There is difference between invention and innovation as invention is done at first time
while innovation is created on searched things for fact finding (Vanhaverbeke, 2013). For
example; Spreadsheet software is invention while using this software in different ways for
organisation's profit margin is innovation. Along with this, it can also be understood with the
help of following example as:
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Therefore, invention is a discovery of tools at first while, innovation is creating new
version of searched equipment as presented in the image.
P2) Organisation's vision, leadership, culture and teamwork to create innovation in further time
Cloudreach can create innovation in its operations that impacts on profitability and other
business operations. For creating innovation in consultancy for other business entities, it sets
several visions, leadership, culture and teamwork that can describe as below:
 Vision: Innovation in services is essential for further operations and increasing its
effectiveness. It is helpful to enhance profitability of entity as well attracting businesses
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Illustration 1: Difference between invention and innovation
(Source: Invention vs Innovation, 2016).

with its consultancy. In accordance to this, several ideas are generated to provide service
in respect of demand and market preferences. However, for preparing strategies and other
tools, it is benefited for entity to create coordination among employees and employer for
providing services. Including this, Cloudreach Ltd views its services at the top level for
innovation and commercialisation in consultancy services (Aghion, Van and Zingales,
2013). Moreover, entire aspects are analysed for stepping towards it including leadership
styles, teamwork and culture. Thus, it is needed for entity to focus on all prospective like;
workers' coordination, ways to adopt innovative techniques, using the best suitable
leadership style for innovation, creating culture and positive time for providing satisfied
services effectively.
Vision of Cloudreach is to increase its profitability and adopting new creations in its services.
However, it sets vision to improve efficiency and increasing quality in telecommunication
services. Including this, company aims to sustain its market position at higher level and
increasing customer loyalty towards its services. In this regard, organisation visions to create
unique features in its services for marketing and attracting customers with its innovations
(Norman and Verganti, 2014).
 Leadership: It is an approach that affects innovations in consultancy services for
Cloudreach Ltd. In this regard, best appropriate style is to be used for leading workers
and encouraging them towards services. However, various tools and approaches are used
for leadership and taking initiate for innovation. As per the given case scenario, it is
recognised that Apple and Virgin group both create innovation in their business activities
in different ways. Through this approach, its staff get environment to attract clients at
high level. For instance; in the given case scenario, Apple and Virgin Group also take
initiate for innovation in product services in different manner. In recent time, still they
want to enlarge entity and creating more innovation in services (Alsanad and Abdel,
2016). Hence, organisation views its innovations are analysed as positive and successful
in motivated and perform their job more efficiently. In this regard, Cloudreach should
also follow on adequate leadership style to encourage its staff and segmenting work
according to their abilities. However, it will be effective for entity to make reach out set
target more efficiently. In order to this, creating innovative changes for consultancy
services would be more efficient and succeed in its manner systematically.
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Leadership is a technique of team building and encouraging workers for effective co-ordination
among them. However, for creating innovation, it is essential to have coordination of all team
members (Johnston and Marshall, 2016). Therefore, different leadership theories are applied as
autocratic, system, cognitive theory and so on. According to situations, theories are applied
differently impact on team work and organisation's effectiveness.
 Teamwork: It is vital to achieve set target of the entity through proper coordination of all
team workers who are involved in innovation. In this regard, effective understanding and
support of all employees is created to make decisions for proper innovation. Therefore,
teamwork is benefited for organisation's effectiveness and meeting goals efficiently
(Cropley, 2016). In addition to this, for improving quality services of information
technology and transferring information, group work remains effective. Moreover,
support of all workers is appropriate for creating innovation and providing effective
services to clients at high level. Thus, teamwork is essential for implementing strategies
and reaching out to the set target systematically.
It is analysed that all workers work in a team which is able for increasing efficiency and quality
services of the entity (Ho and et.al., 2015). In this regard, innovation in services can be created
with good coordination among team workers. Including this, it is effective for Cloudreach to
have good team work for new implementation affect further business activities.
Thus, it is recognised that Cludreach is information technology sector organisation which
provides telecommunication services and visions to create innovation for improving them.
However, it aims to improve its quality services and increasing satisfaction level of customers
with its services at high level. Including this, leadership for tact for team building and
management of all activities is understood (Norman and Verganti, 2014). Moreover, importance
of teamwork and group of workers to create innovation and better telecommunication services is
identified required for telecommunication services is introduced. Therefore, proper vision,
mission, leadership and team work has been expressed for innovation and implementing project
activities effectively.
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TASK 2
P3) 4ps of innovation
Innovation process involves different factors for launching and advertising products in
market. It involves product, process, position and paradigm that affects innovation and marketing
of new creativity in effectively. These tools for marketing new qualitative products of
Cloudreach can understand as follows: Product: At first, all factors including quality, quantity and substances mixed in product
to create it more attractive are involved. In this process, product is made according to
quality, size, design and packaging are recognised as well used. It is one of the best tool
in which all qualities and unique particulars are evolved and further decisions are made
for systematic production and distribution of goods (Hakkarainen and Talonen, 2014).
Thus, all quality features and different tools are set for creating innovation in product
services. Process: In this process system, all tools related to innovation in product services for
Cludreach are determined. However, it involves cost, place to reach out customers and
manner to advertise goods to preset uniqueness of goods and services produced by entity.
Moreover, it is helpful to improve quality of products and cost effectiveness to launch
and advertise products in market (Wolff, Igel and Lauschner, 2014). However, various
tools are recognised as well targeted for unique creation in entity's operations. Including
this, changes in processes are evolved that present market strategies and product
efficiency at high level. Hence, process is related with implementing changes in goods
and services produced by entity and attracting people effectively. Position: Under this activity, setting up and advertising products in market including
sustaining its place. Therefore, unique featured products are presented in different
manner to attract people and maintain its position through facing competition and
sustaining place effectively. It influences productivity and profitability of entity also
involves factors regarding competitive advantages and customers' attraction towards
product services (Borowitzka, 2013). Moreover, it remains vital for growth of Cloudreach
and allocating resources and fund for adequate operations. Thus, positioning is crucial for
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sustaining market place and attracting customers with innovative goods and services
produced by organisation adequately.
 Paradigm: It is one of the great 4p of innovation in which strategies are prepare to
change customers' mind set towards products and services provided by Cloudreach Ltd.
In this process, different tools are applied for attracting them with innovation in product
services. For this purpose, various components are used for advertising people and
encouraging people to purchase the goods. It includes advertisement tools like; publicity
in market, advertisements in newspaper, magazine, using social networking sites and so
on. However, appropriate strategies are applied to advertise unique products and pulling
them at maximum level. Along with this, entity prepares a new model to change
perception of people to purchase goods on large scale (Ho and et.al., 2015). Hence, for
innovation process, it is needed to prepare strategy regarding paradigm as attracting
people towards new creations in effective manner.
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P4) Manner to develop frugal innovation
Frugal innovation is essential to reduce additional and unwanted expenses. It is quite
economic and best suitable for providing innovative products and services. In addition to this,
cost effectiveness controlling over excess of expenses is obtained through this process. However,
varieties of ideas are generated for implementation of goods and services provided by entity.
Including this, it is beneficial for formulating and implementing strategies to reach out desired
goal. Moreover, it influences people's perception towards products and demand for it effectively
(Innovation, 2017). Along with this, it is considered that expenditures incurred for manufacturing
and production of goods impact on price determination for producing goods and services
efficiently.
In the given case scenario, Virgin media uses this approach that have limited resources
but managed efficiently for producing products and services. It affects quality of goods and other
8
Illustration 2: Innovation's factors
(Source: 4ps of Innovation, 2016).

factors for production and distribution system. However, by using frugal innovation, optimum
utilization of resources and fund that affects further operations. In addition to this, proper
management of all goods and services is presented through this method for attracting people at
high level as well setting adequate price of goods. Therefore, for small scale enterprise as
Cludreach, different strategies can apply for several benefits regarding business operations. For
innovation in quality services of entity, providing tickets through online medium remains
suitable for time consuming and cost effectiveness. Thus, frugal innovation is appropriate for
effective management of all business operations adequately (Johnston and Marshall, 2016). In
accordance to this, different determinations are affected for frugal innovation including quality
services of innovative products, distribution of goods, performance and adaptability of new
creations. Hence, frugal innovation is essential for proper management of all business activities
and preparing strategies for gain more with less resources.
Principles of innovation:
Principles to be considered for innovation can be understood as:
 Design with user:
At first, it is essential to create design for involution including project, workers involved in
project and creating structure of the innovation. Overall, complete planning is created regarding
innovation for Cloudreach and innovation.
 Understanding the existing Ecosystem:
Afterwards, participating in communication as sharing information and data among workers. It is
a process of aligning existing technological, legal and regulatory policies (Hakkarainen and
Talonen, 2014). Therefore, understanding existing ecosystem is effective tool for innovation and
providing better quality services of Cloudreach.
 Design for scale:
This principle states for analysing technology, customizable in other countries and contexts.
However, system approach to design, considering of project tools is created for innovation and
effectiveness of the organisation.
 Build for sustainability:
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Under this principle of innovation, it is stated that assessing cost of ownership and planning
factors for the creation in build up (Gawer and Cusumano, 2014). It includes all factors as cost,
invest in local communities and developers etc.
 Be data driven:
According to this principle, performance and project are measured for which impact on quality
services and gaps in data can be analysed. Therefore, different ideas are generated for success of
project and data driven (Cropley, 2016).
 Be open standards, open data, open source and open innovation:
It is to adopt and expand existing open standards also ideas are generated for invest in software
as a public good. It is available for public repositories and supported through developer
communities.
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Illustration 3: Innovation's factors
(Source: Frugal Innovation, 2016).

TASK 3
P5) Importance of commercial funnel and application of New Product Development (NPD)
processing for commercialisation to employees
Commercial funnel is composition of of different business operations including
transaction of goods, creating new ideas for providing better services and so on. In this regard,
various tools are used for developing new products and improving business as well competitive
strategies. It is significant for commercialisation of employees and preparing plan to get succeed
effectively (Gawer and Cusumano, 2014). In addition to this, commercial funnel is essential for
best use of resources and creating systematic production of innovative goods.
In the given case scenario, Apple and Virgin group prepare various strategies to launch
and promote products as well sustaining innovative products' uniqueness effectively. However, a
systematic process is to follow on for developing new product in market and advertising it. In
this regard, processes for new product development can express as follows:
 At first, innovative techniques are used for producing products. Further, ideas and views
of staff is analysed before launching products that proceed to prepare strategies for
advertising products (Norman and Verganti, 2014).
 After collecting views and different opinions, a systematic strategy is prepared to be
implemented. In this process, right decisions regarding launching and advertising
products is prepared. However, favourable and unfavourable points for presenting
innovation are analysed.
 Further, checking up of samples and new products is done in small areas that is helpful to
analyse their views for promoting goods in different areas.
 Afterwards, market structure is identified in which all tools and customer demand are
recognised. In this process, environment of market and recent trend towards particular
goods is determined (Aghion, Van and Zingales, 2013). However, competitive strategies
and various strategies are prepared for launching goods and attracting people towards
innovative goods and services produced by Cloudreach Ltd.
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 To be continued, launching and advertising of products remains continue in market that
generates different ideas for further implementation. Including this, marketing and
competitive strategies get improved that affects business operations and sustaining its
position effectively.
Hence, by following on all above mentioned steps, innovative product of Cloudreach Ltd
can be launched in market effectively. It is useful to achieve success as per example of Apple
and Virgin group. Therefore, new product can be developed in market effectively through this
process system also able to enhance competitiveness at high level to sustain its effective
goodwill in market for long term periodicity (Alsanad and Abdel, 2016).
P6) Innovation business case for Cloudreach including ways to access funding
Cloudreach is to produce innovative services of IT sector specifically transaction of
information. For this purpose, it requires allocating adequate fund and resources to implement
strategies and operating business activities. However, different tools are obtained for fund
allocation and financial management effectively. Thus, from various sources, it can raise fund for
innovation in services. For example; personal saving, granting loan from bank, venture capitalist,
borrowing money from other business entities and so on. In accordance to this, funding for
innovation and innovations are created for effective production of goods (Hakkarainen and
Talonen, 2014). As per analysing all factors and sources of funding, innovation in transferring
information system can be created. For this creativity, fund can allocate from bank, taking
financial aid from other businesses and so on. Therefore, innovation of new services can be
created through proper funding and implementing strategies.
Ways to access funding: For creating innovation in Cloudreach, adequate fund is
required which can be allocated through different ways. For example; taking loan from banks
other financial institutions, business ventures, using personal savings etc. Including this,
considering all factors for funding including source of refund and selecting the best appropriate
tool to allocate fund is essential (Ho and et.al., 2015). Including this, effective fund can be
allocated for innovation for the entity efficiently.
Room for improvement: For creating innovation, it is required to consider all aspects
for project and improving quality services of telecommunication services. In this regard, required
fund, resources, team building are essential to be considered for task accomplishment and
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management of all tools appropriately (Cropley, 2016). It is suggested that for improving quality
services, it is essential to follow on all prepared strategies in determined time.
Review of organisation's mission statements: Mission of Cloudreach is to improve
quality services of telecommunication services affect further implementations. Including this,
organisation's mission statement for proper management of all aspects and achieving customer
satisfaction with its services can be recognised effectively (Gawer and Cusumano, 2014).
Therefore, it is analysed that innovation and techniques to reach out goals is in accordance to
organisation's effectiveness.
Proposal statement: For project and innovation in project completion for Cloudreach, all
tools of proposal are determined including cost, time, strategies etc. Therefore, considering
required fund, resources, team building and segmenting work among group workers is stated in
this process (Wolff, Igel and Lauschner, 2014).
Team work: It is recognised that team work and effective building for Cloudreach is
needed to be considered affect project and accomplishment of its tasks. Therefore, team work
and segmentation of work according to workers' abilities is identified for creating innovation and
reaching out to set target.
Timelines: Project on innovation for Cloudreach can be succeed by segmenting all
activities to be implemented in a certain time period. It can be understood as follows:
Table 1: Time frame for project
Plan Activity Responsibility Timeline
Analysing actual
performance
Current position of
Cloudreach is
identified on which
goals and strategies
are set.
Project manager 1-2 weeks
Team building and
work segmentation
For team and action
strategies, team built
in which work is to
segment among
Leader 2-3 weeks
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workers according to
their abilities (Norman
and Verganti, 2014).
Formulating and
implementing
strategies
On the basis of actual
performance,
strategies are prepared
to be formulated and
implemented for
project.
Project manager 6-7 weeks
Performance
evaluation
Innovative products
and performance of all
team workers is
evaluated for project.
Project manager 2 weeks
Innovation matrices: It includes different aspects for project and creating innovations
for improving quality of telecommunication services for cloudreach. In this regard, various tools
are applied for organisation's effectiveness and management of its operations effectively
(Vanhaverbeke, 2013). Therefore, innovation matrices affect task accomplishment and
increasing efficiency of the entity.
TASK 4
P7) Tools to develop, retain and protect and intellectual property for Cloudreach Ltd
For creating innovation in services provided by Cloudreach, it is essential to trained its
employees regarding applying innovative techniques. Including this, it is helpful to update new
learnings for employees that improve their knowledge to create innovations. However, different
tools are applied for acquiring knowledge and other implements for increasing workers' morale.
In addition to this, intellectual property including patent, copyright, trademark are approached
for protecting uniqueness of innovation and product services. It is created for a specific time
period which can be copied and theft. It is helpful to sustain unique identity of innovation for
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developing new product and sustaining its position in market in adequate manner (Borowitzka,
2013).
In this regard, for developing knowledge of employees regarding services of entity and
protecting unique identity of product services for organisation's effectiveness. However, it is
source by which entity sustain its position and get fame with services' speciality (Vanhaverbeke,
2013). In this regard, developing knowledge for employees and taking care of security on
uniqueness of product services. Thus, these terms can understand as below:
 Organising training and development program: For increasing working efficiencies of
workers, training and development programs are conducted. By attending this event
employees' personal and professional development is gained that affects their skills (Ho
and et.al., 2015). Moreover, they get encouraged to perform their work and contribute in
teamwork more efficiently. Therefore, providing training facilities to workers, different
positive outcomes are obtained in their performances that impacts environment of entity
and their qualities for coordination in group work.
 Protecting innovations and sustaining securities of goods: Several intellectual
properties are used for protecting unique products and services produced by entity. It
shows effective market position and attractiveness towards brand effectively. For
example; iPod produces by Apple and has special quality of saving 1000 songs.
Therefore, creating patent and copyright on these quality services, no other company can
copy its uniqueness. Similarly, unique venture services provided by Virgin group, there is
copyright and trademark on such innovations. Thus, no other company has legal right to
copy it as well it is authenticity for entity for having unique speciality (Cropley, 2016).
Intellectual properties:
These properties are for protecting uniqueness in innovation and sustaining it. It includes
properties as trademark, union models, patent, copyrights, trade secrets and so on. However, for
a specific time period, patent and copyright is created on and business property (Aghion, Van
and Zingales, 2013). Patent: Patent on unique product for specific time as 5 years or more for which it cannot
be copied by other company.
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 Trademark: In this regard, trademark is of name of the product which cannot be used by
other organisation.
 Trade secrets and designs: In this intellectual property, design and secrets of any
business cannot be copied impacts on its uniqueness and sustainability.
For adopting patent, copyright for security of products, high cost is charged on it as well
effective for its sustainability. Therefore, it is effective for sustaining uniqueness of any
particular product which cannot be used and copied by other company (Borowitzka, 2013).
Therefore, for protecting uniqueness of innovation and services of Cludreach, trademark
and copyright on it would be effective that affect security and proper management. Including
this, through organising training and development programs for its team-workers will be good
for creating innovation and accomplishing tasks efficiently. Moreover, organisation can sustain
and maintain its innovations and services for appropriate time affect further implementation and
its effectiveness (Johnston and Marshall, 2016). Thus, copyright on new creation remains
effective for Cludreach regarding its protection and improving quality services.
Thus, above mentioned tools are used for developing workers' efficiencies through
organising training events. Likewise, for protecting innovation, intellectual properties are used to
sustain and maintain uniqueness of goods. Hence, it is determined that Cloudreach can also use
these tools to aware its workers with using innovative techniques regarding producing services
(Wolff, Igel and Lauschner, 2014). Similarly, for sustaining unique services of providing
information services in better way by adding special substances through intellectual properties
effectively.
CONCLUSION
Through this project report, it is concluded that innovations in quality services are
essential for creating uniqueness in product services. In this regard, comparison between
invention and innovation terms is described that affects organisation's efficiency. However,
vision, leadership and cultural terms are explained for innovation in Cludereach. Moreover,
examples of innovation in Apple and Virgin group are determined that presents their unique
features of product services. Along with 4ps of innovation and innovation funnel as well frugal
innovation terms are expressed for creating innovation in entity systematically. Hence, proper
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concept related to innovation is presented for creating uniqueness in product services through
this assignment effectively.
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REFERENCE
Books and Journal
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Implementation. Innovation. 7(5). pp.5-6.
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commercialisation. Journal of applied phycology. 78(3). p.743.
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Borowitzka, M.A., 2013. High-value products from microalgae--their development and
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