Innovation and Commercialisation: A Case Study of Mr. Green's Healthy Drinks

This report examines the importance of innovation and commercialisation in the context of Mr. Green's healthy drinks, a UK-based company facing challenges in a competitive market. It explores the difference between invention and innovation, the role of organisational vision, leadership, culture, and teamwork in shaping innovation, and the various types of innovation, including frugal innovation. The report also analyzes the innovation funnel and its application in Mr. Green's context, evaluates the commercialisation process, and discusses methods for protecting intellectual property. Finally, it critically analyzes the challenges Mr. Green faces in developing successful innovations and provides evidence-based recommendations for overcoming them.

Innovation and commercialisation
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Table of Contents
Introduction......................................................................................................................................4
LO1 Explain the context for innovation and determine the difference between invention and
innovation........................................................................................................................................5
P1 Explain innovation and determine its importance to organizations in comparison with
invention......................................................................................................................................5
P2 Explain how organisational vision, leadership, culture and teamwork can shape innovation
and commercialisation.................................................................................................................7
M1 analyse different sources of innovation, and how organisations can foster and develop an
environment and culture of innovation........................................................................................9
LO2 Explain the different types of innovation..............................................................................10
P3 Explain the 4Ps of innovation and explain the use of the innovation funnel to examine and
shape innovative ideas...............................................................................................................10
P4 Explain developments in frugal innovation and provide examples of how it is used in an
organisational context................................................................................................................12
M2 analyse and apply the innovation funnel in organisational context of Mr Green’s healthy
drinks.........................................................................................................................................13
M3 evaluate the role of frugal innovation in organisational context of Mr Green’s healthy
drinks.........................................................................................................................................14
D1 critically analyse how innovation is developed, embedded and measured in an
organisational context of Mr Green’s healthy drinks................................................................15
LO3 Discuss the process required to commercialise innovation...................................................16
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P5 Explain the importance of the commercial funnel and the application of new product
development (NPD) processing for commercialisation of innovation......................................16
P6 Build an innovation business case for an organisation, including ways to access funding..17
M4 build a detailed innovation business case which includes how to measure its overall
effectiveness using appropriate techniques available to test, iterate and improve....................18
LO4 Evaluate the range of methods for protecting ideas and understand their advantages and
disadvantages.................................................................................................................................19
P7 Evaluate the different tools that Mr Green can use to develop, retain and protect knowledge
and intellectual property............................................................................................................19
M5 present supported evidence-based evaluation of these different tools in the context of the
wider business environment......................................................................................................20
D2 critically evaluate the nature of innovation and the context in which it is developed,
providing evidence-based judgements on how Mr Green can overcome challenges to develop
successful innovations...............................................................................................................21
Conclusion.....................................................................................................................................22
References......................................................................................................................................23
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Introduction
Nowadays every business organisation focuses on innovation and commercialisation for
achieving high growth and success in the market. Basically, it is a key driver which enhances the
performance of the company and increase economic growth. With the help of innovation and
commercialisation small organisation can survive in the tough competitive market for a long
time. It is essential for the company to develop a new idea, strategies, and plan for making
innovation in the workplace for attracting a huge number of customers towards their products
and services. This project report is based on healthy drinks which are started by Mr. Daniel green
two years ago in the United Kingdom. Firstly it launched only one drink which is a healthy
milkshake in which company generated high revenue because of innovative formula but in the
third-year sale of its drink goes down because of new entrants in the market. In this report, it has
been examined the importance of innovation and invention within the organisation. Organisation
uses a different process of new product development for producing any new product in the
market. Apart from this, different types of innovation have been analysed in this report in the
context of Healthy drinks. In the end, several approaches to frugal as well as innovation funnel
have been evaluated.
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LO1 Explain the context for innovation and determine the difference between invention
and innovation
P1 Explain innovation and determine its importance to organizations in comparison with
the invention.
It is highly important for the Mr. Daniel green to make innovation and invention in healthy
juice for maintaining high performance and growth in the large competitive market. Innovation is
a concept which is used by the organisation for making any new product, procedure, and
activities. This will add effectiveness in products and services which help in satisfying
customer’s need. If an organisation focuses on new concept, idea, and creation then it influences
positively on sale and profit margin. Health drinks are a small organization which uses
innovation for surviving in the tough business environment. There are so many advantages of
innovation to customers and organization like customers get something new and fresh whereas
Healthy juice can build its unique position in the market. By making continues innovation in
products and Services Company can easily build great image among customers (Bajaj, 2018).
By using the concept of homogeneous juice by adding new formula, unique flavour and Taste
Company can create a good image in mind of customers. New products easily attract customers
because of a different flavor, design, and taste. With the help of innovation, any company can
maintain long-term growth and success in the large market. Mr. Daniel green gives high attention
to innovation to compete with its competitors. This will make financial strong and help in
gaining huge growth opportunities in the large market.
The innovation and invention are completely different from each other which are used by the
business organisation for achieving long-term growth and success in the tough competitive
market. Mr. Daniel green invent a new concept of homogenous juice which is completely new
for customers that encourage them to purchase it and try at least once. People will consider
homogenous juice more innovative and would like to buy from its store. Without invention and
innovation company is unable to survive in the market for a long time (Olefirenko and
Shevliuga, 2017).
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There are various points which make innovation and invention differ from other are given as
under:
Invention Innovation
 It is the completely new concept of the
idea to produce new goods and services which
is never been used by any company and
person.
 It is a process of creation of new goods
and services
 In the invention, the company creates
and discover a new method, device, and
procedure which does not exist before in the
market.
 Innovation is basically an
implementation of a great idea for making any
new product.
 It can add value to the existing product
and also develop any new
 Innovation is the development of any
new products, technology, and process for
fulfil the current requirement of market
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P2 Explain how organisational vision, leadership, culture, and teamwork can shape
innovation and commercialisation.
It is important for the organisation to develop good culture, vision, teamwork, and leadership
within the workplace for encouraging employees to focus on innovation as well as
commercialisation that help in accomplishing high growth and development. Leadership can
motivate and encourage employees to give an innovative idea and thought to produce a new
product in the market which attracts a huge number of customers. By taking help of
commercialisation organisation can explore invention in employees, team, and group. It is
essential for Mr. Daniel green to create an effective vision, leadership, mission which influence
employees towards the commercialisation and innovation of new products and services. By
generating new idea and concept healthy juice can easily increase sales and profit margin in the
tough competitive business environment (Mukerjee, 2012).
(Figure: Culture of the organisation)
(Source: Bajaj, 2018)
Healthy juice is based in the United Kingdom that attracts a large number of people towards its
product by taking help of innovation as well as commercialisation. If the organisation provides
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good culture, leadership, vision, and mission to employees then it will encourage them to create
new idea and concept for achieving set goals and objectives. For attaining a high level of
profitability it is necessary for Healthy Juice to use effective leadership approach like coaching,
autocratic, democratic and others. For taking the right decision and planning it is very much
important for the organisation to involve employees which help in taking the right decision. The
company must follow customer based concept for satisfying their needs and requirement
effectively (Baden-Fuller and Haefliger, 2013).
It is very much important for the company to focus on the culture, leadership, vision, and team
for shaping commercialisation and innovation in Healthy Juice. As per view of handy, company
categories culture into a various section like role, person, task, and power. Power is allocated to a
higher authority so that they can control other employees and their work. In organisation, team
culture is followed by the organisation to attain set target in certain time. Mr. Daniel green
focuses on person culture for motivating employees to generate a great idea for innovation and
commercialisation.
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M1 analyse different sources of innovation, and how organisations can foster and develop
an environment and culture of innovation.
It is necessary for a business organisation to involve every employee in the decision as well as
strategy making process. With the help of innovation, the company can boost up their sales and
profit in the large competitive business environment. In the workplace, there are various issues
and a problem arises that can be resolved by innovative ideas. There are several sources of
innovation which are used by the business organisation to enhance the level of profitability and
productivity. Market competition, high operational cost, and economic circumstances are a
source of innovation. By taking help of innovation healthy Juice can easily overcome issues and
problem of business activities. This will help in improving position and performance of the
company in the market. The new concept of Homogeneous juice is completely new for people
which are totally transparent. People do not think that homogeneous can be a juice that develops
after filtration (Falguera and Ibarz, 2014). It is a unique concept in which company adds different
mixture and flavour for presenting homogenous juice. Healthy juice follows great pricing
strategies for attracting a huge number of customers. With the help of effective leadership style,
Mr. Daniel green can create good environment and culture of innovation within the workplace.
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LO2 Explain the different types of innovation.
P3 Explain the 4Ps of innovation and explain the use of the innovation funnel to examine
and shape innovative ideas
It is essential for a business organisation to follow great strategies for innovation in the
workplace to motivate employees to generate new ideas and concept that help increasing level of
growth and success in the market. The company uses 4Ps of innovation in the development of
new product process to attain set goals and objectives in certain time.
Product innovation: It is highly important for the healthy juice to use product evolution
procedures for implementing new concept homogeneous juice which is transparent drink and
completely innovative for people. To enhance growth and development in the market it is
necessary for an organisation to develop new idea and concept for producing a new product at a
low cost that fulfils the current requirement of the market as well as customers. Mr. Daniel green
understands the importance of product innovation for surviving in the market. Huge idea and
suggestions are required for developing an innovative product which is completely different from
other product.
Paradigm innovation: Perception and taste of customers change very quickly according to
which organisation produce goods and services. There are various issues and a problem arises
within the organisation during new product development. Healthy Juice uses innovation for
improving its business activities in the large competitive market (Cantarelli, 2012).
Process innovation: To improve the effectiveness of quality and cost it is necessary for an
organisation to create an innovative process which enhances its performance in UK market.
Healthy juice requires a great process for producing Homogeneous juice by filtration and many
other processes that make it great and effective for customers. It is challenging task for Mr.
Daniel green to make the short process of manufacturing with great quality to fulfil customer’s
requirement. By following fast and innovative process company can attract a huge number of
customers toward it a new product. This juice is healthy for people because in manufacturing
process a large amount of fruit mixture added to it that make homogenous juice healthy for
people.
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Position Innovation: It is difficult for the healthy juice to communicate about homogenous juice
concept because it is completely new for people as no one can think that homogenous can be a
juice. Company use great strategies and planning for making a great image in the marketplace
among customers and clients. Healthy juice decides the market area where they have to launches
new product according to which they make strategies through which company can easily
compete with competitors (Bain and Kleinknecht, 2016).
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P4 Explain developments in frugal innovation and provide examples of how it is used in an
organisational context.
With the help of frugal innovation, the company can easily reduce complexity as well as the cost
of products and services. Frugal innovation helps the company in removing unwanted and
unnecessary practices from durable products. Healthy juice uses frugal innovation for upgrading
position and development of new product in the marketplace.
In the UK huge organisation provide juice and different types of drinks to customers so it is
challenging for Healthy Juice to make stronger position among its competitors. The company
purchases raw material in less amount from suppliers for producing high quality of homogenous
juice (Von Schomberg, 2013).
It is highly important for Healthy Juice to produce great quality and uniqueness in homogenous
juice for attracting a huge number of customers. By manufacturing homogenous juice in
available resources a company can offer it to the customer at fewer prices that enhance their level
of satisfaction.
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M2 analyse and apply the innovation funnel in organisational context of Mr. Green’s
healthy drinks.
Innovation funnel is a process of selecting best idea according to the different condition in a
business organisation. With the help of innovation funnel Healthy juice select best idea from a
large pool that helps in attaining set target. Mr. Daniel green encourages its employees to give a
great idea and choose best of them as per requirement (Kriz, et. al., 2013).
 Organisation analyses its competitors before making a product and then generate a great
various idea for homogenous juice about its taste, flavour, components, and design to make it
different from other.
 In the second phase management select best idea from all the generated idea.
 In this stage selected idea implemented by the organisation in a proper way
 According to the selected idea, new product development process started in the
workplace.
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M3 evaluate the role of frugal innovation in the organisational context of Mr. Green’s
healthy drinks.
The organisation has to invest huge amount on training and development of employees for
enhancing their knowledge about frugal innovation. With the help of frugal innovation, company
face difficulty in global production and easily develop a global brand position. In this techniques
are used in a different way according to the culture of the location. By applying frugal innovation
at workplace Mr. Green can gain huge benefits that help in achieving set goals and objectives in
the large competitive business environment (Urbancova, 2013).
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D1 critically analyse how innovation is developed, embedded and measured in an
organisational context of Mr. Green’s healthy drinks.
According to Shpak, et. al. (2014) Mr. Green’s healthy drinks give high attention to innovation
for increasing number of customers and enhance its position in the marketplace. This
organisation takes ideas and suggestion from both employees as well as customers for producing
any new and innovative product which is completely different from other. Mr. Green provides
great working environment and culture for employees that encourage them to follow innovation
and creation in work. By providing a good salary, growth opportunities and incentives to
employees for giving their new ideas and innovative company can motivate them.
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LO3 Discuss the process required to commercialise innovation.
P5 Explain the importance of the commercial funnel and the application of new product
development (NPD) processing for commercialisation of innovation.
With the help of a commercial funnel, an organisation can easily introduce its new product and
services in large marketplace effectively. This will assist the company to generate high income
as well as growth level in the tough business environment. Nowadays every business
organization gives high attention to develop new idea and concept for earning huge profitability
and productivity in competitive market. Commercial funnel includes three elements which are
discovery, awareness, and purchase. It is important for Mr. Green to consider all these three
aspects while launching a new product in the market.
Idea generation: It is the first stage in which organisation looks for new idea and concept for
new product development so that Mr. Green can achieve high growth by attracting a huge
number of customers. In this organisation motivate and encourage employees to develop a new
idea for the success of Mr. Green (Olefirenko and Shevliuga, 2017).
Idea screening: In this phase, company filters all ideas for selecting one from them to attain
high growth as well as development in the market for a long time.
Business analysis: In this phase management of organisation examine the effectiveness of
developed idea. This will help in analysing that developed idea help organisation to survive in
the market for a long time period or not.
Product development: In this stage, management starts to produce new product and services for
customers to generate a high level of productivity and profitability in the large competitive
business environment.
Commercialisation: In this phase, the company launches its new product and services in the
large marketplace among customers to attain set goals and objectives.
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P6 Build an innovation business case for an organisation, including ways to access funding.
In today’s competitive environment it becomes highly important for every company to adopt an
innovation that helps to survive for a long time. With the help of unique flavour, colour, design,
and feature in homogenous juice company produce an innovative range of drinks for customers.
Without taking help of innovation Mr. Green do not survive in the tough marketplace for a long
time.
In the new product development company use different innovative concept and idea that help in
making a unique product which is different from other available goods. The company must
follow the systematic process in new product development for accomplishing set target and
standards effectively. By generating a good idea according to the condition company can survive
in the large market. After generating idea company produce goods according to the planned and
launch it with the help of commercialisation process (Fuller, 2016).
There is a high amount of capital is required by the company for new product development to
attain set goals and objectives for which Mr. Green take help of different source of finance.
These are examined as under:
Bank loans: In this company take a loan from a bank in the specific rate of interest through
which it can easily operate its business activities.
Creditors: Mr. Green can take a loan from his friends, family, colleagues, and others to run
business activities in an effective way.
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M4 build a detailed innovation business case which includes how to measure its overall
effectiveness using appropriate techniques available to test, iterate and improve.
There are various techniques and methods of innovation like the level of customer’s satisfaction,
level of competition and product of competitors which is used by Mr Green that help
organisation to compete with huge competitors in the large business environment. It is necessary
for an organisation to develop innovative products that help to fulfil the requirement of
customers. With the help of comparative technique, company can measure the effectiveness of
its new product and services in the marketplace. This will help in analysing both positive as well
as negative impact of the NPD on the position of the company. Homogenous juice is never
tasted by the people of UK this concept of drink is completely new and innovative for them. The
company will attain high growth and success with the help of innovation in a new product
(Mukerjee, 2012).
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LO4 Evaluate the range of methods for protecting ideas and understand their advantages
and disadvantages
P7 Evaluate the different tools that Mr. Green can use to develop, retain and protect
knowledge and intellectual property.
Healthy juice provides effective training and development programs to employees for retaining
knowledge of employees. The organisation must involve employees in the decision as well as
planning process for a better result. This will provide lots of suggestions and ideas to a company
that helps in attaining set goals and objectives effectively in certain time. It is necessary for Mr.
Green to create good working environment and culture for employees where they can perform in
most appropriate and proper manner (Baden-Fuller and Haefliger, 2013).
To protect intellectual property organisation makes patents as per law so that no one can copy its
brand name and symbol in their business. By upgrading intellectual property company can
encourage and motivate employees to develop the great idea through which they can achieve
high growth and success in the marketplace. Effective environment and culture enhance the
thinking level of employees through which they can develop new ideas and thoughts for the
growth of the company in a certain time (Bain and Kleinknecht, 2016).
.
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M5 present supported evidence-based evaluation of these different tools in the context of
the wider business environment
It is important for the company to make up gradation in existing to meet set goals and objectives
effectively in certain time. By using new ideas and concept of innovation in new product
development Mr Green can attain high growth and success in the tough competitive
environment. To achieve a high level of profitability it is important for an organisation to provide
high-quality goods at a reasonable price, great taste of juice to meet the desire of people,
innovative techniques and required training to employees (Falguera and Ibarz, 2014).
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D2 critically evaluate the nature of innovation and the context in which it is developed,
providing evidence-based judgements on how Mr. Green can overcome challenges to
develop successful innovations
According to Cantarelli (2012), it is essential for the company to look for innovative idea and
concept for surviving in the market for a long time. By developing goods training and
development Program Company can enhance their innovation skills. With the help of great ideas,
concept, creation and new product Mr. Green can easily compete with its competitors and also
attain set goals and objectives effectively. Apart from this, using a fresh idea, the new concept is
creation is a risky decision for the company because management has not surety about the
success of the idea. It creates a difficult condition for the organisation to take the right decision
and planning to attain high growth and success.
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Conclusion
By examining this report it has been evaluated that every business organisation can survive in the
marketplace for a long time by taking help of innovation and invention in the workplace. This
will help in fulfilling the current demand of market and customers which help in increasing level
of growth and success. By using innovation concept Mr. Green can improve its position and
performance in tough competitive environment effectively. This company develops new
innovative drink which is Homogenous Juice in UK Market. It is completely new for people
because it is transparent but there is lots of colour, flavour, fruits, and components added by the
management. It is innovative for people because of its transparency its looks like normal water
but fulfils the desire of customer’s current taste. It is important for the company to upgrade its
new and existing product by developing innovative strategies that help in satisfying needs and
demand of customers effectively. By continues innovative in products and services Mr. Green
can create unique position and image among customers that increase its level of profitability and
productivity.
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References
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