Innovation and Commercialisation in H&M

This presentation explores the importance of innovation and commercialisation in H&M, a well-known Swedish retail company. It discusses the use of the commercial funnel and new product development process to attract customers and increase sales. It also covers the identification of key risks and the role of intellectual property in protecting the company's innovations.

Innovation and
Commercialisation

Introduction
• Innovation and commercialization can be describe as the way in which
organisation can promote new and innovative products to targeted customers.
• This is important in attracting customers in order to increase sales and profits.
This presentation is based in H&M company.

Background of the company
• Hennes and Mauritz is a well known Swedish company that is operating it
business activities in different part of the world.
• This organisation is dealing in retail sector for 1947 and offering high quality and
stylish fashionable products. Its headquarter is established in Stockholm, Sweden
and offering products to various regions.

Importance Of Commercial Funnel And New Product
Development
Commercial funnels is an effective tool that helps in increase sales and revenues of
organisation (Chun, Chung and Bang., 2015). It can be describe as the
purchasing process which is used by H&M company to attract customers.
• So that buyers purchase products. It is important for respective company to
appropriately use commercial funnel in order to enhance sales and attain set
goals.

Building and innovation case
Top of commercial funnel – In this stage H&M organisation will identify the issues
of customers in order to develop and innovative products. Customers is facing
skin issues due to pollution and their lifestyle (Hemphill2014).
• Middle of commercial funnel – At this stage respective company will lead to
develop products such as range of skin care products which will support in
resolving skin related issues of customers.

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Bottom of commercial funnel – Last stage is a decision making stage and in this
H&M company needs to take appropriate decision for that is related to creation
of product and its sales (Abdul, Murray and Roberts2014).
• Evaluation of resources and funding consideration.
• There are different resources and funds required by H&M organisation for
developing high quality skin care products. It includes natural and organic raw
material as well as financial resources for developing products.

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Identification of key risk :There are some risk that can affect successful execution
of innovative products (Razak, Murray and Roberts, 2014). This is majorly
related to collection of appropriate raw material and funds.
• Key performance indicators: There are different key performance indicators that
could be used by H&M company for monitoring and controlling successful
execution of new product.

Intellectual property
• Copy right – This is the right which is gain by organisation by recording its
work or products in legal manner.
• Trade marks – This can be describe as the symbol, name, design etc that will
help in creating uniqueness of products.
• Patents – This right is provided to business process and invention in order to
prevent its from unauthorised use.

Conclusion
• From the above presentation it can be concluded that innovation and
commercialization will have huge impact on organisation. This will help in
enhancing the performance and sales of company. Commercial funnel and new
product development process is very supportive in attracting customers and
leading them to purchase the product created by company.

References
• relationship between innovation and commercialisation. Knowledge and Process
Management. 21(4). pp.260-269.
• Chun, D., Chung, Y. and Bang, S., 2015. Impact of firm size and industry type
on R&D efficiency throughout innovation and commercialisation stages:
evidence from Korean manufacturing firms. Technology Analysis & Strategic
Management. 27(8). pp.895-909.