TABLE OF CONTENTS INTRODUCTION..........................................................................................................................1 LO 1................................................................................................................................................1 Innovation and its significance in comparison with invention....................................................1 Organizationalculture,leadership,visionandteamworkshapeinnovationand commercialization......................................................................................................................2 LO 2.................................................................................................................................................4 4P's of innovation and use of innovation funnel........................................................................4 Developments in frugal innovation and provide its example used in the organization.............6 LO 3.................................................................................................................................................7 Importance of commercial funnel and application of new product development processing for commercialization of innovation................................................................................................7 Build innovation case for firm involving ways of access funding.............................................8 LO 4.................................................................................................................................................9 Different tool to used to develop, retain and protect knowledge and intellectual property.......9 CONCLUSION..............................................................................................................................11 REFERENCES..............................................................................................................................12
INTRODUCTION Commercializationistheprocedureofbringingnewgoodsandservicestothe marketplace. Theconcept of commercialization depicts the changes taking place in marketing, sales, production and distributionas well as customers support toachievethe commercialised profits of the new developed products and services. On other side, innovation is the procedure of translating thought or invention into product and services which create value or for which consumers will pay (Dincer, 2017). This study is based on Marks and Spencer (M&S). It is the British multinational retailer in London which selling appeal, home appliances and luxury foods products. Now they want to introduce new clothing product that is 3D printing T-shirts for men and women in the UK. Report will explain innovation and its significance in comparison with invention. It will stateleadership, culture of organization, team work, vision which leads to commercializationandinnovation.Furthermore,studywillstateDevelopmentsinfrugal innovation and provide its example used in the organization. LO 1 Innovation and its significance in comparison with invention The term innovation isreferred to as the process that involves taking different types of actions to outline or highlight new methods of doing anything. It creates higher chances and critical for living, economic development and success of the organization. Organizations are able to innovative for setting the firm in various paradigm in relation to determine new chances and best technique to solve recent difficulties (Chun, Chungand Bang, 2015). It helps to M&S for introducing the new clothing product in the UK which is 3D printing T-shirts for men and women due to increase demand.In contrast, invention is the action of bringing thoughts or object together in new manner to make something which did not exist before. It is the unique and new device, composition or procedure. Difference between Innovation and Invention: BasisInventionInnovation MeaningItmeanstotheoccurrenceof thoughtsfor goods or procedures whichhasneverbeencreated As compared to that, it expresses theexecutionofthoughtsfor goods or procedures for the first 1
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before.time. ImportanceItistheessentialelementfor aesthetic and design creativity. Besides that, it is the important tocompetitiveadvantageand creating value of M&S (Polzin, von Flotow and Klerkx, 2016.) ConceptItistherealthoughtsandits working in theory. As opposed to that, it is practical execution of the new thoughts. ActionsItislimitedresearchand developmentdepartmentinthe M&S. Besidesthat,theactivitiesof innovationspreadacrossthe company. Concerned withThereareindividualgoodsor procedures.(Pynnönen,Hallikas and Immonen, 2019) There are combination of various goods and procedures. Source of innovation: Innovationisthelargertermswhichincludesmanymorethings.Itinvolves differentiation. It is a more extended processes compared to just bringing a simple change or modification to have an impact which lasts for long.In addition to this there are various types of source of innovation like changes in market structure, unexpected changes in perception of consumersorchangesinthepatternofknowledge.Also,anothersourceofgettingan opportunity is from the changes taking place in the existing market.With this source, Marks and Spencer easily introduce the new clothing product in the existing market structure (Pustovrh and et.al., 2017). The lifestyle can also be sourced of innovation. Therefore, selected company want to introduce new goods as per the life style of consumers and recent fashion trend in the retail market. There is always changes in perception relating to things which can also provide the born to innovation. Thus, M&S want to launch new products for increasing the attraction of consumer. Therefore, company needs to adopt the source of innovation for introducing the new products 3D printing T-Shirts in the UK. 2
Shaping innovation through leadership, team work, vision and organizational culture Themajor purpose of invenion isto create of the new thought.Creativity helps in realizing the need of innovation and to make plans to bring this innovation in practice. The primary objective of these innovations and invention is to commercialize the goods and services. Commercialization is the process or an activity ofcollective to all the innovation and invention, marketing and interaction to the consumers. It is the procedure of introducing the new clothing product and services into the existing marketplace (Tsai, 2015).In relation to that,different kinds of componentseffects theprocessof innovation and commercialization within the Marks and Spencer. Factors involves organizational culture, vision, leadership and team work in the firm. Organizational Culture shape innovation: Organizational culture expresses all theareasof upcoming goals and objectives of organization. It is the multiple values, standards and attitudes of the worker which preserver by M&S for many years as well as the procedure of ways of things that are doing in the company. Culture can be shaped by the principles and attitudes of nations, because of cultural differences, so that it has effect on the procedure of innovation andproducts ans services commercialization(Yun, 2017) For instance: Marks and Spencer is competitive and active to meet its objectives and goals, so that,different culture helps in shaping the whole process of exploitation and invention. Innovation by leadership Leadership is the concept of directing firm according to goals and objectives of Marks and Spencer. It is becoming success and planned standards and behaviour of firm. The consultative leadership or management style followed by company by which leader advices with other before decision is made. In this context,there exist many different types of leadership methods such as Laissez faire, autocratic and democratic which are suitable for M&S In order to that, democratic leadership is the best leadership method in which leaders are involved their followers in the decision-making process (Aloiniand et.al.,2015). 3
If the leaders follow this leadership method, so that it can be successful for selected firm in relation to introduce the new clothing product in the existing market. Vision shape innovation: Organizational vision can also be shaped innovation in the new goods and services of firm within the marketplace. The vision of Marks and Spencer is to provide standard against which their challengers can be assessed form consumer experience and to care the atmosphere and people. The vision of M&S is to introduce new clothing product in the existing market to the consumers, for that,firm needs to innovative idea and thought which is introduced the 3D printing T-shirts for men and women in the UK (Rosca, Arnold and Bendul, 2017). Afterinventingtheproductthanfinallymarketingofgoodsandservicesinthe marketplace which is another method of entering into the market by introducing a newer product into the market Thus,the process of innovation and invention is much affected by the vision of the company. Teamwork shape innovation: Team is a better option to find solution to the problems which occurs within the company and to complete certain activities. M&Shassometeamwhoactsthewholerequiredactivitytoinnovativeand commercialize the goods for completing the every kind of job (Knorringaand et.al., 2016). if the team within the company performs productively in accordance with the objectives and goals of the company then it will be successful as the team willprovide new ideas and develop best qualityproducts or facilities to the customers, so that M&S is in position of accomplishing the goals and objectives of business productively. Therefore,effectiveteamworkaidstomaketheproceduresofinventionand commercialization of organization. 4
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LO 2 4P's of innovation and use of innovation funnel The 4P's of innovation is called as innovation mix which is technique or tool to allow for find out improvement of innovation procedures and bring to business. The innovation mix involve Paradigm, Product, Position and Process (Konrad and Wangler, 2018). Paradigm: It is the predetermined procedure by which company faces the modification of being taken creative thoughts and procedure of doing all the works in relation to do the work by faced new challenges and threats. Marks and Spencer has to plan by ways of doing business in modifying situations and conditions. For that, company giving new clothing product3D printing T-shirts for men and women (Duncan and Elkan, 2015). Product: It is main point of innovation mix which isprovided to consumers. It will be precious to organization if itable to add worth to firm. If case of M&S, if they introduce fresh clothing good and provide the facilities to consumers,so that it will able to add the value to firm through adding competitive edge. Therefore,product is main type of 4P's by that invention and commercialization is done within firm as well as marketplace. Process: It is the mode by which product is given to the consumer. This is essential issue because if the delivery procedure is long, so that decreasing the possibility of success (Dincer, 2017.). But in case delivery is short, so that enhance the chances of success. For M&S process of delivery of product which is based of being success. Position: If the company has specific objective of invention and exploitation of goods and services, so that firm wants to accomplish the position. Therefore, M&S providing the best products and services to the consumers for achieving the position. Use of Innovation Funnel: The innovation funnel is performance thatenables constant flow of ideas that can be protected for practicality (Chun, Chung and Bang, 2015). It is the method that helps companies and individual to innovate with success.It is the essential concept for invention which is utilized by many organizations top make the creative and realistic action plan. 5
Innovation funnel make funnel like shape from lots of thoughts too few ideas. As the best through will remain, it is the superior technique to priorities thoughts and ensure that the best will be entirely developed and advanced tasks, goods and other inventions can be introduced (Innovation Funnel,2016). The development of innovation funnel gives graphical structure for thinking about the generation as well as showing of alternate improvement optionsand compounding subset of these into product conception. It is the necessary to manage development of innovation funnel includes three challenges or activity such as widen mouth of funnel, narrow funnel neck and selected projects deliver on anticipated objectives when projects was approved. Innovation funnel is very useful for achieving the goals and objectives of Marks and Spencer (Polzin, von Flotow and Klerkx, 2016). Developments in frugal innovation and provide its example used in the organization Frugal innovation is the procedure of decreasing the difficulties, cost of products and its production.It is the process of formulate of products and facilities in order to scarce resources of country.It also depends on other elements of nation like political, environmental and social factors that are driving force of frugal innovation (Pynnönen, Hallikas and Immonen, 2019). These elements arehelpful to turn process of innovation. 6 Illustration1: Innovation Funnel Source: (Innovation Funnel,2016)
Also,itistheoperationofmanufacturingtheproductsthroughdecreasingthe expenditures in the dramatically lower level. It is also given importance for products and services through moving to low level to the purchasers. Therefore, in case of Marks and Spencer takes frugal innovation procedure which has to considerthese elements significantly & critically. There are many examples of developments of frugal innovation around the world. For example: Tata Swach the first water purifier to win the international awards across categories. The creative technology and simplicity of use and value for money which Tata Swach offers has been well appreciated across the world (Tsai, 2015). It is the 50% cheaper than its nearest challengers. It combines one of the India's most common waste goods, risk husk ash with covering of nano-particles to filter water. This can be successful by adopting frugal innovation. In this mode, cutting boundary science is aiding create social and economic value from waste. Tata are exploring sales chances not just in India, but in Latin America and Africa. LO 3 Importance of commercial funnel and application of new product development processing for commercialization of innovation Commercial funnel is purchasing procedure which firms lead consumers through when buying goods. Commercial funnel is also called as sales and revenue funnel. Commercial funnel states the journey of the customers towards the buy of goods and services. It is the visual depicting the sales procedure from awareness to action. There are five steps such as awareness, opinion, consideration, preferences and last ofall purchase. Steps of commercial funnel: Awareness: The prospect learns about existing solution, goods or services. Also, company aware problems that they want to solve and ways of dealing with it. Interest: Prospect actively looks for solutions to their issues and ways of accomplishing objectives of firm. They show an interest in goods or services. Decision-making: 7
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Prospect is make decisions that they need to take advantage of solution of firm. They focus to various packages and options to make decision for purchase. Action: The outlook become consumer, finalizes the deal with them and clicks purchase button and prospect enters purchase contract with them. Commercial funnel is illustrated the thought which every sales starts with big number of possible consumer and ends with the much smaller number people who actually make buy (Yun, 2017). Sales or commercial stages will differ by firm but they are normally divided into sections such as awareness, interest, decisions and actions. Commercial funnel is important for attracting new consumers and turn them into conversions. Without having proper organizing and guide as to ways firm want the consumers to convert. The funnel is visual help which has been made to understand ways prospects turns into consumers. The concept of commercial funnel in selling and marketing areas for closely century. Commercial funnel is essential for find out the chances to efficiently and effectively modification strategy to more conversions. The essential characteristic which lies within the commercial funnel is that it involves awareness of consumers and also aids in recognizing their issues and difficulties thoroughly. It further includes discovering out ofvarious results to particular difficulties through making utilize of email campaign & also through social media marketing(Aloiniand et.al.,2015).This can help to Mark and Spencer for introducing the new clothing product that is 3D printing T-shirt for men and women in the UK. Further, commercial funnel alsocreate attempts for raising interest of consumers for assuring which sales gets enhances, even if consumers prospects decreases. This tracks to take more consumer involvement within business organization like M&S in different kinds such as questions or data. Commercial funnel assists in acquiring close knowing for procedure of innovation and commercialization as well.Thus, itassuresthat organization acquirecompetitive edge in target markets. Variousstrategies and methods are utilized in this procedure which further aids in creating the sales and revenue funnel more effective. The worker of organization like M&S are solely accountable for following the creative thoughts and tools which is done by the selected organization. In order to that, millions of goods enter marketplaces with aid of integration of new product Development (NPD). This procedure also varyrange for chances affiliated to employment (Rosca, Arnold and Bendul, 2017). Essential stages of newproduct Development involve idea generation and screening and also 8
stages which aid in evolving different conceptions and selling methods in effective manner. With help and acceptation of new clothing product Development and commercial funnel, Marks and Spencer is able to drive new clothing product that is 3D printing T-shirt for men and women in the UK. Build innovation case for firm involving ways of access funding Marks and Spencer aims at launching new clothing product that is3D printing T-shirt in relationtoraisesalesandmarketshareoforganization.Companycandirectionon individualizing the clothing products and transporting good to consumer's door. Theorganization can also make utilize of social media marketing for advertising and supporting goodsin the marketplace (Weyrauch and Herstatt, 2017).It is theinnovational business case which can advantage to bring great advantage & benefits for firm as well as its target consumers.This creative enterprise thought will advantage to attract great number of consumers as they will be allowed to order the T-shirt from home and can also acquire it at home. Thus, innovative business case that Marks and Spencer make utilise of is that allowing consumers to order clothing from online and also receiving the order on the door steps. The purpose of Marks and Spencer is to introduc new clothing product that is 3D printing T-shirt in the marketplace which have different colours and sizes. This business case though involves T-shirt having different sizes, colours and delivery at the door steps to consumers. Thus, these characteristics of fresh good will in effect pull big number of consumers who need to change their taste (Knorringaand et.al.,2016). Selected companypurposes at creating and utilization of the top-quality promotion as well as ads techniques for fresh good. Advertisement means to paying promotion and communication for goods & facilities of the firm.There are essential judgements of decisions of theads campaigninvolves money, mission, media, message and measurement. By ads and promotional campaign, consumersget awake about freshgoods & servicesavailable inmarketplaces. M&S can make utilize of various kinds of ads like print media, direct marketing, telecommunication media or internet. In order to that, introduced new product in the market, so company needs to large amount of money (Konrad and Wangler, 2018). For that, there are various sources and techniques to access funding that are assistive for any new business thought such as: Friends and family:In this source, owner of company needs to take money from friends and family for developing new product which is 3D T-shirt in the marketplace. 9
Bank loan or venture capitalist:This can take an equity position in firm to aid it carry out promising but larger risk project. This includes providing up some ownership or equity in business to outside party. On other side, bank loans are the most commonly utilized source of funding for small and medium-sized companies. Bootstrapping Investors UK government: Company get funds from government for introduced the new product 3D printing T-shirt for men and women within the UK. The following is given the estimation of budget for the new 3D printing T-shirt for men and women launched by the Marks and Spencer. Total Estimated Expenditure of the organization IncomeAmountExpensesAmount Revenue£5,00,0.00Marketing Research£3500 Market Share£4,00,0.00Designing of product£2000 Profits£4,500.00Advertisement£6400 Net Income£4,00,0.00Social media marketing£2500 Total£17500.00Total£14400 LO 4 Different tool to used to develop, retain and protect knowledge and intellectual property Marks and Spencer can make utilize of varioustechniques & tools for effectively evolving, keeping and securing knowledge as well as intellectual property(Dincer, 2017). Organization can also make utilize of information policy for securing the knowledge of firm. Following are the explanation of differentimportant techniques which can be utilized through Marks and Spencer: Trademark:It is the identifiable phrase or sign which denotes specific good or services and legally differentiates it from all other goods. Itprovides to entirely acknowledge good & facilities with specific firm.These are source for identification which is being marked between the possible consumers. Trademark aids consumers for determining their brands and also the 10
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goods within same industry. It can be implemented to goods in kind of reputation, word, symbol or any image format (Chun, Chung and Bang, 2015). Copy right:It refers to legal right of the owner of intellectual property. In simple word, copy right is the right to copy. This means which the original creator of good and anyone they give mandate to the only one with the sole right to reproduce the work. Implementing copyright is marked for securing the thought expression in literacy, musical or artistic work. It can be granted only to proprietor for reproducing the material or good. Trade secrets:A trade secret can be defined as any type of information and process that is not readily known by the public. With the help of trade secret Mark and Spencer can achieve economic advantages over its customers and competitors. It is not formal and not formal protection is granted by the government but manager and businessman must take measure at own on order to protect its own and personal trade secrets for its new launched product 3D printed T- shirts (Pynnönen, Hallikas and Immonen, 2019). They are not protected under any law but they are protected under federal statues.There are some benefits of trade secrets such as it is comparatively easy and cheap to obtain. They do not require upfront fees and there is no requirement to follow rules. Hence, it is time saving and affordable. Patents:A patent is a form that provides the right to inventor of products and services to exclude others from using, making, importing and selling an invention for a limited period. As a new product, Marks and Spencer wants to launch its 3D printing t-shirts in order to increase sales and productivity of their company. It will also make them differ from its competitors. So it is important for them to patent on their products by which no other company can make same products (Pustovrh and et.al., 2017). There are various types of patents such as design patent and utility patent. Utility patents, protects a producer of products the way an invention work. From patents on products it can stop other company from manufacturing and copying their invention without having their permission. Marks and Spencercan effectively secure their intellectual property rights in the UKin that firm source goods and handles activities of business. The organization requires to first determine that things are desirable for copy rights or trademark. Marks and Spencer can also take lawful stage for their workers for securing intellectual property rights, so that they do share the personal technological information with the person outside of the firm. By this mode, company's personal information is effectively protected (Tsai, 2015). 11
CONCLUSION This report has summarized that describing innovation and its significance in comparison with invention and also involves concept, activities that help to introduce the new goods and services of the firm in the market. It can be concluded that organizational culture, leadership, vision and team work shape innovation and commercialization aids to new product development in the market. It can be discussed that 4P's of innovation that isparadigm, product, process and position as well asuse of innovation funnel which is more beneficial for innovative idea and products in the existing market. It can be assessed that Developments in frugal innovation for improving the innovation process for new goods in the marketplace. Furthermore, report has completed that Different tool to used to develop, retain and protect knowledge and intellectual propertytrademark, copy right and patent within the firm. It can be concluded that selected company build innovation case as introduce new product in the existing market. 12
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Tsai,S.P.,2015.Dynamicmarketingcapabilitiesandradicalinnovation commercialisation.International journal of technology management.67(2-4). pp.174-195. Weyrauch, T. and Herstatt, C., 2017. What is frugal innovation? Three defining criteria.Journal of frugal innovation.2(1). p.1. Yun, J. J., 2017.Business Model Design Compass: Open Innovation Funnel to Schumpeterian New Combination Business Model Developing Circle. Springer. Online InnovationFunnel.2016.[online].Availablethrough.: <https://www.ifm.eng.cam.ac.uk/research/dstools/innovation-funnel/>. 14