Innovation and Commercialisation: Difference, Vision, and Frugal Innovation

This document discusses the difference between innovation and invention, the impact of organizational vision, leadership, culture, and teamwork on innovation and commercialization, the 4Ps of innovation, and the use of frugal innovation in organizations.

INNOVATION AND
COMMERCIALISATION

Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 difference between innovation and invention........................................................................3
P 2 organizational vision, leadership, culture and teamwork can shape innovation and
commercialization........................................................................................................................4
LO 2.................................................................................................................................................6
P 3 4Ps of innovation and explain the use of the innovation funnel to examine and shape
innovative ideas...........................................................................................................................6
P4- Development of frugal innovation and its use in organization ........................................8
LO3..................................................................................................................................................9
P 5 importance of the commercial funnel and the application of new product development
processing for commercialization of innovation..........................................................................9
P 6 innovation business case for an organization, including ways to access funding...............10
LO 4...............................................................................................................................................12
P7- the tools which can be used by the company to retain, develop protect knowledge and
intellectual property..................................................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Innovation is often also viewed as the application of better solutions that meet new requirements,
unarticulated needs, or existing market needs. Commercialization is the process of introducing a
new product or production method into commerce making it available on the market. The term
often connotes especially entry into the mass market, but it also includes a move from the
laboratory into commerce. Land Rover is a British brand of four-wheel drive cars that
exclusively offers premium and luxury sport utility vehicles. This report contains issues such as
difference between innovation and invention. organizational vision, leadership, culture and
teamwork can shape innovation and commercialization. 4Ps of innovation and explain the use of
the innovation funnel to examine and shape innovative ideas. importance of the commercial
funnel and the application of new product development processing for commercialization of
innovation. Innovation business case for an organization, including ways to access funding and
different tools that organizations can use to develop, retain and protect knowledge and
intellectual property.
LO 1
P 1 difference between innovation and invention
It is necessary that every company trying to surviving in the market complies with
innovation so that they can meet with the rapid evolution which is taking place in the market. It
is a necessary aspect if the company is looking to expand its scale of operations. Land Rover is
known for their luxury SUVs but they offer their consumers the whole package which is what
makes them unique. In order to keep up with the competition the company is coming up with
electric cars and this will also help them to maintain their operations under the environmental

factors. They provide the best in a unique way to their customers and make sure that there are no
faulty measures in the car.
Innovation Invention
Innovation is done for those products which
are already existing in the markets so that they
can be more advanced. This helps to attracts
more consumers which is in the interest of the
company (PC, 2018).
Invention is when a new product is
manufactured by the company with new
concept which adds more slots offered by the
company to their consumers.
In order to bring innovation into the market the
company needs to have skilled employees with
them and those who have knowledge of certain
aspects so that they can change the product in a
better way. This helps the company to increase
their scale of operations.
Invention is also done with the help of skilled
employees but in this area more of technical
skills and knowledge are required. This way
company is able to offer more new and unique
products for their consumers.
In order to come up with the innovation all the
departments are asked to share their views and
knowledge so that it can be perfect.
Inventions are done solely on the basis of
research and no other department is allowed to
interfere between the project.
This is done by the company in order to make
the product and its attributes more unique so
that they can live up to the qualities which are
offered by the brand. The innovation that the
company is bringing of is electrical cars
although it is not the first time when a
company is trying to come up with electric
cars. There are many competitors which are
way ahead of the company in this segment.
Inventions in the electric car manufactured by
the company will be the car will be fully
operated on battery and offers automation
driving which will be a value for money as no
other SUV is available in the market right now
which offers automated driving. In order to do
that company is doing the analysis of the
product and all the required tests for it that if or
not the product is ready for these type of
features and if or not it can be complied with
the level of technology used (Du and et.al.,
2017).
P 2 organizational vision, leadership, culture and teamwork can shape innovation and
commercialization
The aspects such as vision, culture, teamwork and leadership has a drastic impact on the
factor of innovation which the company is looking to bring in the market. In the model of culture
there are four stages which are determined by Charles Handy.
Power-
This aspect states that only few employees have the power to take the decision for the
company. The employees are evaluated on the basis of their performance and how it has helped

the company to achieve their goals. On the basis of Land Rover makes the decision they give fair
and equal opportunities to all of them. This helps the company to take decisions in a better way.
Task-
The task is assigned in the company to employees according to his area of interest and
expertise so that they can perform in a better way. Due to this aspect employees are able to
perform efficiently and complete the task before the due date.
Role-
This aspect is concerned with the roles and responsibility of the employees in the
company. The roles of the employees are decided on the basis of their designation in the
company. Also there are lot of efforts put by the company in order to enhance the aspect of team
work so that they can improve the level of coordination and communication between the
employees. This helps the company to maintain the flow of operations (Song, Park and Park,
2017).
Person-
The organization works with their full potential when they have their full strength of
employees working for them. Many of the people working in the company has the issue of
attitude and superiority complex as they think that without them company won’t be able to
maintain their operations. This is why Land Rover deals with them differently as they considers
everyone in a unique manner and assign them the work on the basis of talent they possess so that
they can excel at the work assigned to them.
Other than this theory of teamwork was introduced by Bruce Tuckman in 1965 with 5 stages
Forming-
The members of the team coordinate with each other in order to discuss the aspects of the
tasks assigned to them and the manager of the project can help them to go towards the right
direction. This helps everyone to stay clear about their roles and duties they have to perform in
the company (Weng and et.al., 2018).

Storming-
This stage states that members of the team challenge the managers of the company so that
they can complete the task assigned to them in a more faster way. Although this aspect creates
conflicts between them some of the times.
Norming-
This aspect is concerned with focusing on reduction in level of conflicts so that they can
understand the state of mind of other members which helps them to work them together on a
task. This aspect helps to create unity and share the direction which is meant to be focused.
Performing-
By this stage members of the team are comfortable in working with each other and have
accepted their methods. All the conflicts between them are resolved and they support each other
so that they can perform better.
Adjourning-
This is the last stage of this framework which states that when the project is ended team
feels a loss. This is why managers of Land Rover highlights and celebrates all of their efforts and
this motivates them to for the future prospects of the company.
Vision of the company is that they want to be the best in the segment of SUVs. In order
to work according to their vision they are working on an electric SUV as they are the upcoming
future of cars and it will help them to hold their title of making cars with unique attributes to it.
LO 2
P 3 4Ps of innovation and explain the use of the innovation funnel to examine and shape
innovative ideas
This model is consist of 4 P’s and they are different from the aspect of marketing as it
focuses on the current position of the company and the aspects which can help them to reach on
to the next level.

Paradigm-
It is necessary that the company change their methods of handling the operations of the
business. It will not be easy for the company as there are a lot of factors to determine. In order to
gain more profits they need to change their approach into a more practical manner so that they
can make the changes which are necessary, company needs to change their model as they are
known for their luxury SUVs but with the rapid pace of evolution it is necessary that they change
their portfolio or add more variety such as electric cars (Kim and Park, 2018).
Product-
It is necessary that the company coordinates with their team so that they can improve
their products and services. This will help them to add more attributes against the product of the
competitors. By the advice and suggestions that are collected from the team they can change the
product which will also be known as incremental change. They have also come into a partnership
with Jaguar in order to come up electric car by 2021 so that they can change their portfolio.
Process-
This stage is concerned with taking the steps which are necessary for production but in
order to come to that they need to do a final evaluation by recruiting employees that are
appropriate for the work, training them as per their requirements, make the process of supply and
distribution less complex. In order to increase their level of profits and match with the trends
they need to assess all of these factors. The process of distribution and manufacturing is also
involved in this stage.
Position-
This aspect states that how the company position the product that they are going to
launch as per the perspective of the consumers. In order to do that company needs to gather and
analyze the information from different sources so that they can improve the strategy of
positioning. In order to succeed they need to use and implement the mix model of innovation so
that they can make a difference in the market with the launch of their products (Thakur, and
et.al., 2018).

P4- Development of frugal innovation and its use in organization
Frugal innovation or the frugal engineering is the process of the reducing the
complexity and the cost of the goods and their production. This helps to remove the things or
the features which have no use from the durable goods. Some of the examples of durable
goods are the phones and the cars which we use in our daily life. In order to sell it in the
developing countries like USA and UK etc. designing products for such as the countries may
call for an increase in the durability and when they company sell it to the customers , reliance
on the in conventional distribution channels. This selling of the good is know as Overlooked
custmer4s , the company look or the hope for the volume will be offset razor rubbing profit
margins. Globalization of the business and the rising of the income in the developing countries
may also drive to the Frugal innovation Such services and products need not be of inferior
quality but must be provided cheaply. While frugal innovation has been associated with good-
enough performance, in some sectors such as in healthcare, frugal innovation must offer
maximum performance without compromising on quality.
The frugal innovation ca be helpful for the organization to make their product more
relatable for the customers and they can earn high product from the customers. Land Rover
company can also use this feature to make their cars more conferrable for the t customers like
their cars are very have and because of this pick up power of their cars are very slow, and so
they cab remove the some of their body part by modifying and they are also using their most of
the parts which are made with the metal so company can remove those parts which has no
use for the customers and make their vehicle more light for the customers this will help them to
make their veh9cal more lighter and company and able to satisfy the needs and the demand of
the customers and this will help them to take the competitive advantages in the market where
they are operating their business and they can show their presence as the emerging brand in the
market. Removing of those parts and putting the liter and better part instead can make their
car more better and fashionable. As any wrong step taken by them can lead them to failure. This
is because they have just entered into the market and they don’t have an effective measure or
platform to make sales. This is the reason Land Rover has understood all the aspects of
commercial funnel and this has helped the company to gain competitive advantage over the new
entrants in the industry. most of their customers demand for the more speed in the cars so they

it can be useful featur5e for the Land Rover company. They just have to be sure if they
remove their part or of they are replacing any part of their cars then they have to ensure the
quality of their product which should remain same in the car accept the speed of the car
because their main feature of this Frugal innovation will be the speed of the car, and they will
able to pinafores their car if they will use this innovation trick, and they can also decrease the
cost of the product and add some value for the customers because they will get their product in
less price with the better feature of the speed in the car . This is how Land Rover company
can use this innovation technique for the better profit margin, and they will able to expend their
business as well.
LO3
P 5 importance of the commercial funnel and the application of new product development
processing for commercialization of innovation
Importance of commercial funnel
Helps in picking a strategy for marketing-
Whenever Land Rover is not able to think of a strategy of marketing according to a viable
solution then they will take the help of this funnel. This is because company helps them to select
the appropriate tools of marketing which will help them to succeed in the market. Competitors of
the company keep the connection with their clients who are considered in the aspect of
commercial funnel. This makes it simple for them so that they can show the direction with the
help of effective strategy.
It helps to relate with the customers-
Land Rover has a different way to operate their business as they have different protocols
to assess their measures. It is done by many companies but Land Rover works on their own
content to display their products so whenever they launch something they put all of their efforts
to leave a drastic impact which help them to influence the sales of the product. This helps the
company to reduce the level of complexity and target their products to those clients who have the
potential so that they can fulfill their needs (Eberhardt and et.al., 2017).

Generates more sales-
Land Rover has taken out strategies for marketing so that they can easily relate their
products with the type of consumers. Land Rover believes that they have the strength to
influence any level of consumers through the section of action. The company has thoroughly
understood the techniques which are used in the commercial funnel so that they can bring in
more sales in the long run and can launch the new product with full confidence in the market
with the sole objective of making it successful. The company wants to increase the level of
satisfaction of consumers. With the help of the funnel company is able to reach expected results
set by them.
Gives an edge against the new entrants-
Many companies come up with the right idea but what matters the most is that if or not
they are able to execute it in the right manner. As any wrong step taken by them can lead them to
failure. This is because they have just entered into the market and they don’t have an effective
measure or platform to make sales. This is the reason Land Rover has understood all the aspects
of commercial funnel and this has helped the company to gain competitive advantage over the
new entrants in the industry.
Helps the business to grow-
When the company made attempts to learn the aspects of the failure there were many
failures to it through which they were able to make their decisions and improve the strategies of
achieving more sales. There are many aspects such as pricing which shifts the consumers to
another product. These measures are observed by the company so that they can take out desired
outputs.
P 6 innovation business case for an organization, including ways to access funding.
SWOT Analysis of Land Rover
Strength-

Land Rover has a luxurious goodwill for its brand which is its biggest strength. In order
to introduce a electric vehicle they have partnered up with Jaguar so that they can share resources
and share the benefit of each other’s brand image (Henttonen and Lehtimäki, 2017).
Weakness-
There has been many issues with the product of the company such as leakage of oil, air
suspension etc. other than this level of customer satisfaction is also low which is affecting the
brand image. The parts of their cars are not available in many areas which creates difficulties for
the consumers (Badizadegan and et.al., 2020).
Opportunities-
There is a lot of scope for the company in the sector of electric cars and cars that features
autonomous driving as they are the future of cars. Other than this they need to work on their
futuristic concepts so that they can introduce them in the market at a certain time. Also the
company is focusing on hybrid cars so that they can offer more fuel efficient cars.
Threats-
Since the shares of the company was sold to Tata Motors the brand image of the company
is at stake in the international markets. Until they come up with cars that runs on battery they are
they have to comply with the factor of cost of fuel. Also the cars that they offer are not
affordable by all.
4 P’s of Land Rover-
Product-
Attributes of Land Rover has always been the quality and tech that they offer with their
products. They have many products ready which are ready and waiting for launch such as their
Range Rover electric and recently the perfect off roading car was launched by the company
which goes by the name defender.
Place-

Due to the changes in the category of ownership that the company has faced it has led to
extension of their market. Although they have established their base well enough in Asian
countries and the home country has always been a outstanding market for them. There are a lot
of efforts which are put by the company so that they can get access to more dealerships but the
price factor is really disrupting their plans.
Price-
The company has been able to establish themselves as a successful brand because of the
products and the unique attributes they offer about them. The products offered by the company
are high end which makes the prices of the product high and even for the electric car that they
are yet to introduce its going to be the same. The company expects getting subsidies from
government in the form of low rate of taxes which the company can pass to their consumers so
that they can get it in less price. The products that they offer are exclusively for those who can
afford a premium lifestyle which is why they have to maintain the prices of the product at
expensive rates (Rasmussen and Eliason, 2017).
Promotion-
Land Rover does not use all of the platforms and tools for promoting their brand as they
believe that their well established brand name is enough. They believe that whenever they want
to use the channels of promotion they will use the traditional and effective methods for that such
as advertisements through TV, web and social media.
LO 4
P7- the tools which can be used by the company to retain, develop protect knowledge
and intellectual property
There are some tools which can help the Land Rover company to protect their
innovation and their technology which will be used for the innovation. They can use this tools
to prove their innovation so the other companies cannot copy their innovation until the Land
Rover company will share their technology with the others. Here are some tools to protect the
Intellectual property of the Land Rover and their new plan for the innovation and development

Patents
A patent for an invention is the grant of a property right to the inventor. Patents are granted for
new, useful and non-obvious inventions for a period of 20 years from the filing date of a patent
application, and provide the right to exclude others from exploiting the invention during that
period so the Land Rover company can use this Patents to protect their innovation and and this
will be depended on them if they want to share their innovation with the other Automobile
company.
Trademark
Trademark is the Symbols, name and any image which applied to show the
identification of the brand (Nambisan, Lyytinen, Majchrzak and Song., 2017). Land Rover
company have their own logo and their brand image so the customers can find their goods
easily so the company should put the logo of their company n the car so people can easily
recognize it and it will also create good image among the people.
Copyrights
Copyrights helps to protect the expression of the ideas in literary, musical work and
the artistic (Schwartz and Sichelman., 2019). This documents helps to protect the company and
it is any proof that its the innovation from the Land Rover company and if anyone copy their
innovation then they can go legally on them.
CONCLUSION
From the above studies it has been concluded that Land Rover is a established brand in
the market. Although in order to remain in competition and survive their base of operations they
need to follow up the required trends in the market. They need to come up with an electric SUV
which also offers autonomous driving so that the wait is worth the time. the company has
announced that with the help of this innovation they will be able to gain back their position and
their share in the market. Also company needs to increase the availability of their products and
their parts so that it causes less issues in the long run for the consumer and their level of

satisfaction is maintained. This will help the company to maintain and improve the image of the
brand in the market. As per the report has been covered the Innovation of the Land Rover
company which is about the electric car or Eco- friendly car. This report has been explained the
difference between the innovation and the invention and it has been discuss the new
innovation by the Land Rover company and the features which will be used in the electronic
car. In the end of this report also has been provider the tools like patents, trademark and
copyright to protect the companies intellectual property and their new innovation.

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