Innovation and Technology Commercialization

This assignment delves into the complexities of innovation and technology commercialization. It examines various aspects, including the challenges faced by specialists and academics in this field, the impact of patent assertion entities on innovation, and the influence of knowledge management on continuous innovation. The analysis extends to market-facing innovation networks, commercialization strategies in the biopharmaceutical industry, and government programs supporting innovation. The goal is to provide a comprehensive understanding of the factors driving successful technology transfer and commercialization.

Innovation and
Commercialisation

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1Innovation and its importance to employees of A1 Comms Ltd........................................1
P2 A1 comms Ltd vision, leadership, culture and teamwork can shaping innovation...........3
Task 2...............................................................................................................................................4
P3 4Ps of innovation and the use of the innovation funnel for shaping idea's in employee's 4
P4: Explaining the process of developing frugal innovation in A1 Comms Ltd....................6
Task 3...............................................................................................................................................7
P5 Importance of the commercial funnel and the application of New Product Development7
P6 Innovation building case for A1 comms Ltd including way of access fund.....................8
TASK 4............................................................................................................................................9
P7 Different tools for developing, retaining and protecting intellectual property.................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Innovation refers to a new idea, method or a device that has been applied for the first time
for getting better results and outcomes. Basically, it is a process where translation of idea's or
invention into a product and services for which consumers will pay higher value. Today,
organisations requires processes which will boost their level of efficiency and effectiveness.
Innovation is considered to be an idea that is replicable at an efficient cost and is able to satisfy
requirements (Adam, 2014). Innovation is important as it increases the value of products and
services that are being offered to market. The report is based on A1 communication limited
which is an independent company working in the filed of telecommunication. It is based in
London, United Kingdom. It has been listed by many online forum and other agencies as one of
the most innovative and exciting company that is currently operating in the marketing. But there
are some issues that exist and need to be solved which will be stated in this report.
TASK 1
P1Innovation and its importance to employees of A1 Comms Ltd
Innovation is considered to be one of the tools which needs to be used for enhancing
company efficiency and effectiveness levels. This is a method that differentiated A1 comms Ltd
from rest of the companies in the market (Bastalich, 2010). It assist in boosting quality of
products and productivity of organisation. There are certain activities that are required for
increasing the rate of innovation in organisation, such as, positive environment, equal
opportunity and resources.
The workers in organisation many times develop doubts related to invention of new
products and innovation. Both of these terms are entirely different and do not represent one
another. The difference between these two are stated below:
Basis Innovation Invention
Definition It is considered to be an activity which
is needed to be conducted as to
implement an idea that has never been
practically used before as to get more
valuable and effective results.
This is a process which is undertaken
by an individual who has generated
and screened an idea that will change
technology or a prevailing method.
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What it is Basically it is considered to be creation
of something new but it is not as it
already exist on paper or in
experimental mode (Chun, Chung and
Bang, 2015). It is best known to be an
modification of existing strategy.
Here something new is developed for
the very first time.
Required skills Individual is required to have higher
level of knowledge of his filed.
Scientific skills and other knowledge
is required.
A1 communication is working in the field of telecommunication which is known for
major companies and intense level of competition. There is higher level of threat of new entrants
which can hamper organisation profitability and capabilities. This company can take cue from
Apple Inc which has grown to be an market leader of innovation (Clausen and Rasmussen,
2011). In 2000 it introduced I-pod which was smaller in size and had more features as well as
battery life. It changed the whole Walkman industry. The small changed introduced by Apple
took it to the heights which made it biggest company in size and revenue. A1 comms Ltd can
learn from it and bring in more innovative changes as to enhance its capabilities as well as image
in the market.
There are certain advantages of innovation to A1 comms Ltd and its existing manpower:
For Company: It is useful and important in boosting margin of profits and efficiency.
This aids in raising level of satisfaction in customers as well as enhances image of company in
mind of consumers. Through innovation, organisation meet the new and modified products and
services along with worker skilled enhancement.
For Workers: Employee are able to do critical thinking and address issues related to
skills of organisation. The level of individual skills, ability and knowledge is boosted and it aids
them in boosting their career growth. Worker can widen their knowledge and use specific skills
for particular requirement of enterprise as well.
These are the stated benefits of innovation to company and individual working in it (Cosh
and Hughes, 2010). A1 comms need to integrate innovation to their business process as to boost
its own capabilities. As Apple have invented i-Phone which later was innovated as various
version of it such as i-Phone 5 – i-Phone X8 including some new technologies and features
which have helped organisation in constant development. The company have used the process in
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very effective manner which have render organisation rapid growth and better goodwill that
enable organisation as one of largest and luxury telecom enterprise.
P2 A1 comms Ltd vision, leadership, culture and teamwork can shaping innovation
It is very important for an organisation to increase the level of activities that promotes
innovation. It enables employees and company in achieving all long term goals. The top
management has to play an crucial role in guiding employees on a path that will lead to higher
level of productivity and profitability (Edison, Bin Ali and Torkar, 2013). Currently, there is
requirement of developing a combination of expertise and other variables in employees as to
ensures that they are able to adapt and integrate various changes that are being pushed into the
organisation. The whole process has to be supervised in a proper manner by the top managers for
identifying issues and solving them in a proper manner. Basically, organisation needs to develop
a vision, mission, culture and leadership that will motivate people to work in teams and with
innovative methods. They are stated below: Vision: It is a long term goal which states about a position where company wants to see
itself in future. A1 comms Ltd has set a very challenging vision that is possible to achieve
only when company integrate innovation into the business process. The current vision
states that, “It wants to gain huge market share and consumer base by satisfying people
needs in most effective manner”. It aims to enhance connectivity in rural areas and also
urban areas. Mission: All the short term goals are considered as a mission which has to be achieved as
to attain the level that is stated in vision statement. It inspires people to work more
effectively and nominatively. Leadership: It is important for each and every activity that is taking place within
organisation. It is a skill that is possessed by managers as they guide people on path that
will increase level of innovation. Today, leadership is required for boosting motivation
level in people and make them more interested and committed towards work. Culture: The working environment within organisation has to be at par with requirement
as to ensure that all people are able to perform to their best level (Fiedler and Welpe,
2011). If the culture within company is not at par with the needs and standards then they
will not perform in a required manner.
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 Teamwork: It is the most used method to boost innovation as this boost sharing of idea
that increases the level of co-ordination and co-operation between people and
departments. All efforts are directed in same direction which is important for company.
Late Steve Jobs believed in this technique and stated that making teams as well as
assigning them a task will fulfil all the targets achieved in a proper manner. They feel
motivated and are ready to pursue all goals in a effective way.
A1 Comms Ltd is a well established company that has effective policy and structure
which can be used for integrating innovation process into business process. A1 Comms Ltd.
Considering the revolutionary invention and innovation of Apple has adopted various techniques
and technologies of organisation to render consumer different and modified products and
services. This new and advance technological products is major reason behind the company's
growth and success.
In order to help the innovation, team work and vision can help the organisation in the
activities of innovation. The workplace products, service and structure innovation can be
attempted easily in the working organisation through the help of these activities management
within the company in better way. Thus, for maintaining proper growth and hindering the
obstructions, one need to properly admin their operation and determines a clear vision in
effective manner.
TASK 2
P3 4Ps of innovation and the use of the innovation funnel for shaping idea's in employee's
The objective and goals behind using innovation while addressing various issues and
problems is that it enhances efficiency levels and assist in organising resources in a more
specified manner. The innovation funnel is describes about the process that will be used for
boosting creativity and use of inventive methods within organisation (Harman, 2010). There are
many research that has been conducted as to find out the best way to integrate innovation into the
very business process of organisation. Basically innovation funnel is used as a method that is
applied for turning an idea or imaginative theory into realistic thing.
This is a simple and effective concept for a company like A Comm Ltd. To adopt which
helps organisation in meeting the creativity and lead business in more modified and altered
products and services. This maintain the idea flow among the enterprise aid in procedure of
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sustaining in significant way. According to budget of a company, the process helps in meeting
the destructive and killer products which can bring change in the marketplace. Thus, this is the
seed of growth which lead to whole shadow of achievements and success in entire industry
within a period of time that only depend on strategy and planning in effective way. It aids
organisation in developing a path that can be followed by individuals for innovating as per the
needs and wants.
For implementing commercial funnel in the services and products of A1 Communication
Limited, this is essential to use proper process of this funnel within the organisation. Initially, the
company will aim at informing consumers about the products in order to meet the second phase
of interest stage. At third step i.e. evaluation phase, company need to analyse their services and
products in appropriate manner. In the second phase, decision of adopting innovation is being
made. In the fifth stage, purchase of innovated project is being made which directly lead to next
step of re-evaluation of project in which the products is re-assessed by the researcher. And in
case of meeting satiate after the re-evaluation, the purchase make the decision of consuming at
again otherwise they leave this adoption of innovation and move forward. A1 is opting the
methods in order to meet new requirements and demands. Through commercial funnel, they can
reach to targetted sales amount through using suitable methods and techniques in effective
manner and systematic way.
Here are mentioned 4P's of innovation in order to adopt the changes in effective style
analysing the required parts and strengths of organisation:
4P's of innovation: Products: It is a very essential element that is important for innovation process. It is
known as a offering that is made by company to consumers. Organisation prepares
various products and services as per the variables that are existing within market
environment (Hemphill, 2014). A1 Comms Ltd is known for providing various packages
and products to people who are in need of getting better telecommunication services. The
company can adopt innovation just like Apple Inc. did, as this will enable it in gaining
competitive advantage over its competitors. Process: There are many activities that are constantly going on within organisation.
Integrating innovation in business process needs to be done so that the cost of each and
every activity can be reduced. Apple Inc, also did same as they made a lengthy process
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more innovative and simple by improving working environment, resource availability
and ream working. A1 comms Ltd also has to adopt similar strategy and ensure that all
the goals are achieved as per requirements. Employees need to be guided by a proper
process and flow of communication needs to be established so that they can perform to
their maximum. Positioning: The products and services needs to be presented in the market as per the
segments and targets. The company can look up to the giants of market as to understand
all the methods that were used by them for boosting innovation and strategy
(Ingemansson, 2010). It will assist them in creating an image in the mind of consumers
and also aid in achieving the goals of being an telecom giant.
 Paradigm: It is an activity that is considered to be the end point where all process are
complied and put together. Organisation has to analyse various aspect before it prepares
plans and polices for its future. It will also ensure that innovative approach is integrated
in the core business process in effective manner.
A1 comms Ltd is currently selling different tangible and intangible products and services
which ensures that all needs and wants of consumers are catered in a effective manner. Thus,
through proper management of business funnel in the organisation, A1 Comms Ltd can meet
their desired objectives and mission within specific time period. As Apple and Virgin Group are
large telecom companies which also use the procedure of this in order to enhance and modify the
existing products through adding some more features into this. Through undertaking the 4P's of
innovation, the respected organisation can analyse and meet consumer expectation as well as can
adopt the required changes in effective way. The company get inspired from working techniques
of both Virgin Group and Apple that is why the organisations are one of mos leading
telecommunication companies in whole industry.
P4: Explaining the process of developing frugal innovation in A1 Comms Ltd
Organisation has to prepare innovation process in a way that it supports it in achieving its
long term goals. It also assist in improving level of effectiveness and efficiency. The whole
process of reducing cost and complexities from an activity is known as Frugal innovation. It is an
action that is taken by company for ensuring maximum efficiency level while maintaining
effectiveness of various activities. There are various gap's that exist between current capabilities
and standards. With their removal organisation is able to reduce cost and resource consumption
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of an activity. Basically if innovation process is implemented in a proper manner than it will aid
in enhancing effectiveness and efficiency. A1 comms has to follow a process and conduct certain
things that has to be done by managers:
 Ensuring that managers are informed in a proper manner so that they can guide other
individuals as per plans and standards.
 There is need of improving ability as to identify people who have proved themself to
have certain level of ability to lead others (Kianto, 2011). These individual will aid
company in developing a better workforce.
As stated in the case study, Apple INC and Virgin group used their resources in a very
efficient and effective manner. These organisations introduced Frugal innovation as a method to
identify different variances that are increasing the cost of activities conducted by company. This
assisted in minimisation of expenditure and increase in margin of profits of company. Apple Inc
removed all the intermediaries and this enabled them in understanding demands of consumers
(Perks and Moxey, 2011). It made them in establishing direct contact and standard-bearer
process which reduced any extra cost.
A stated above there are many benefits of frugal innovation. Its process is stated below:
 Identification of opportunities by top managers for choosing best path for company as to
gain more profits.
 Analysis of capabilities for making sure that all set targets are realistic and will be
achieved.
 Identification of problems that exist due to variance between standards and existing
capabilities.
 Allocation supportive resources in a direction that will enable in effective
accomplishment of goals.
 Replanning for making changes in the existing strategic plans and polices.
 Implementation of all the updated versions of plans.
 Following up all the plans for identifying issues.
This process will aid A1 comms Ltd in reducing all the cost that are being spent on
necessary activities. It will provide funds for those task which are in need of more investment.
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TASK 3
P5 Importance of the commercial funnel and the application of New Product Development
There are many researchers who keep analysing the environment as to identify issues that
can impact company in very negative manner. The concept of commercial funnel is used by
organisation as to turn prospective customers into actual consumers. While process of new
product development is known to aid organisation in developing a goods that are as per the
requirements of consumers (Rasmussen, 2010). The whole process of deigning and production of
goods needs to be conducted as per strategic plan that will assist in attaining competitive
advantage over competitors.
As done by Apple Inc, A1 comms Ltd is is also going to diversify its product range which
will reduce the level of risk. At present company is engaged in activities that are only catering to
the needs to business houses, it needs to engage households and educational institutes as well.
There is requirement of identification of variances so that change can be adopted in a proper
manner. The following process will be followed as to develop right products for new field:
Source 1: New product development process, 2017
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As mentioned in image, the process of NPD needs to be carefully conducted so that the
investment that is made is utilised in a proper manner. It needs to be approached in a very
innovative manner so that all issues can be removed (Sonne, 2012). A1 comms Ltd is going to
venture into new fields that will allow it in gaining more market share as well as consumer base.
The organisation will be using 4P's of marketing as to manage resources as per requirements.
The process of NDP undertakes various stages such as product generation, presentation, testing,
evolution, market research, product development and commercialisation. In the last stage the
organisation analyse the outcome in order to evaluate the response of consumer and public in
regard of product for the next products development. A1 Comm Ltd. is also proceeding in the
organisation which can help in meeting the new effective outcome in more significant way.
P6 Innovation building case for A1 comms Ltd including way of access fund
It is very important for an organisation to build a proper case that states about its future
plans and activities so that they can access funds, and grow their abilities. This is a methods that
enables company in tapping into the funds that were not accessible before. A good plan is
presented in front of probable investor and they are asked for investment (Theyel, 2013). There
are well defined steps that are required to be followed by organisation: Understanding objectives of company: There is need to state goals and targets in a
proper manner so that they can be presented in front of people who can provide
investment to business. The company is developing new smart phone called, Sensor 1
after analysing the need of new product in market. Collecting information: This is a task of managers as to gather information related to
various market trends, so that it can be evaluated later on. Sensor 1 required feature
which organisation should includes as its feature will be investigated. Analysis: A proper analysis will be conducted so that collected information can be turned
into a understandable data that can be presented in front of investors. In regard of Sensor
1, analysis of market and consumer interest would be made in this step.
 Presenting the outcome: The results are considered and on the basis of these different
decisions are made by top management (Wang, Vanhaverbeke and Roijakkers, 2012). A
report will be made that will be presented about Sensor 1 and its feature along with
marketing plan to various people who can invest into business.
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Funding and Budget: Apple Inc. used this process to build their case and present it in
front of investors who provided different resources to company. The company have set the
budget of £5,00,000 for the product development. This is required for respected organisation to
gather funds and sponsors for rendering support to while NDP process. Basically for A1 comms
Ltd there are two types of investors: Business angels: These are the people who have a lot to invest and they usually do so in
business that are attractive and can give higher returns.
 Venture capital firms: These are the companies who provides investment in return of
shares that guarantees return of investment. The level of amount given to company is
compensated by same level of ownership shares.
TASK 4
P7 Different tools for developing, retaining and protecting intellectual property
The intellectual property rights are taken as to stop anyone from using an idea, products
or methods. It assist the person who has invented or innovated something to secure it in a most
effective manner. No one has right to use any idea or method with out the permission of owner
of intellectual property rights.
Apple Inc. has many intellectual rights in its possession as it keep on inventing and
innovating new things that are related to management and technology (Kianto, 2011). These
boosted company profits as it received a high amount in loyalty. For example its retina display
was used by LG and it paid the company more than 50 million dollars as loyalty. There are set
ways which can be used by A1 comms Ltd as to get intellectual property rights:
In UK these are divided into two parts: Automatic and Manual,
Automatic:
 Copy right: In UK every recorded item, no matter which field it belongs to can be
copyrighted. It only takes less than 4 months to receive it.
 Design right: These are the rights which are given for any shapes or designs that are
made.
Manual
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 Trade mark: A design, symbol, word, slogan, name can be trade marked and it will be
used by the company as to keep itself differentiated from other players in market. It
usually gets processed in 6-18 months.
 Patents: Any inventor who creates something has to get patent as to secure his invention
and stop any wrong use (Wonglimpiyarat, 2011). It takes 6 years as the office of patents
also checks whether it is worth reserving or not.
These are some methods that can be used by A1 comms Ltd as to retain and gain
exclusive right on anything they produce. These innovation can be fruitful for the enterprise in
context of innovation within their company. When a company like A1 comm Ltd develop their
own innovation which is important for their development, these IP rights such as copyrights,
trademark etc. can help in protecting their innovation. Thus, this increase the company credibility
as well as their goodwill along with safeguarding their innovations. This is why organisation
maintain such inventions within their companies.
CONCLUSION
Innovation is a must have for achieving all goals in of organisation. It assist in improving
the level of efficiency and effectiveness that aids them in gaining competitive advantage. In this
report, it is stated as to how company can use various methods and techniques to integrate
innovation into its business process. Also it is covered as to how they can secure their new
method or tool and keep its right exclusive to themselves.
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REFERENCES
Book and Journals
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efficiency throughout innovation and commercialisation stages: evidence from Korean
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909.
Clausen, T. and Rasmussen, E., 2011. Open innovation policy through intermediaries: the
industry incubator programme in Norway. Technology Analysis & Strategic
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Cosh, A. and Hughes, A., 2010. Never mind the quality feel the width: University–industry links
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Edison, H., Bin Ali, N. and Torkar, R., 2013. Towards innovation measurement in the software
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Theyel, N., 2013. Extending open innovation throughout the value chain by small and medium-
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Wang, Y., Vanhaverbeke, W. and Roijakkers, N., 2012. Exploring the impact of open innovation
on national systems of innovation—a theoretical analysis. Technological Forecasting
and Social Chang. 79(3). pp.419-428.
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Wonglimpiyarat, J., 2011. Government programmes in financing innovations: Comparative
innovation system cases of Malaysia and Thailand. Technology in Society. 33(1).
pp.156-164.
Online
Innovation and Commercialisation. 2017. [Online]. Available Through:
<http://www.victoria.ac.nz/explore/postgraduate-programmes/master-of-innovation-
and-commercialisation/about> . [Accesses On 12th August 2017].
Innovation and commercialization. 2017. [Online]. Available Through:
<http://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-
insights/innovation-and-commercialization-2010-mckinsey-global-survey-results> .
[Accesses On 12th August 2017].
New Product Development. 2017. [Online]. Available
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