Intellectual Property Protection for Innovation

The assignment focuses on EE Limited, a small-scale company launching a new 5G gadget with innovative features. It delves into the importance of intellectual property (IP) protection for safeguarding their innovation. The document outlines various IP tools such as patents, trademarks, copyrights, utility models, and trade secrets, explaining how each can benefit EE Limited. Additionally, it discusses the impact of culture, leadership, and mission on fostering innovation within the organization.

INNOVATION AND
COMMERCIALISATION

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 .....................................................................................................................................1
P1. Concept of innovation and its importance in comparison of invention ..........................1
P2. Impact of organisational vision, mission, cultural and leadership on shaping the
innovation ..............................................................................................................................3
TASK 2 .........................................................................................................................................4
P3. Innovation 4P's and uses of funnel innovation.................................................................4
P4. Frugal innovation development in context for company.................................................7
D1...........................................................................................................................................8
TASK 3 ..........................................................................................................................................8
P5. Commercial funnel importance and NPD application.....................................................8
P6. Business case of innovation.............................................................................................9
TASK 4 .........................................................................................................................................11
P7. Tools can be used to protect intellectual property.........................................................11
D2.........................................................................................................................................12
CONCLUSION .........................................................................................................................13
REFERENCES ............................................................................................................................14

INTRODUCTION
Innovation refers to creating new ideas, procedure and methods which take place in an
organisation. Innovation is very important concept now a days. Every firm wants to make their
product best and for this they are bringing new things in their products so that more customers
can get attracted to it. When this innovation can implied in business that is called
commercialisation (Adner and Kapoor, 2010). Innovation can take place in terms of product
features, production methods and other. By innovation both customers and employees get
benefit.
The company which is taken into consideration for this particular report is EE. Its is small
business enterprise in UK. The company provide network services in UK. It provide mobile and
internet services to customers. The company is largest 4G provider in United kingdom.
In this report the difference between innovation and invention is mention. The impact of
vision, mission and culture on shaping innovation in an organisation. The innovation 4P's been
discuss in this assignment (Brown and Wyatt, 2010). Concept of frugal innovation and
importance of commercial funnel has been given in this project. The business can has been
develop and the various tools by which intellectual property can be protected has been describe
in this project.
TASK 1
P1. Concept of innovation and its importance in comparison of invention
Innovation refers to creating something new so that business problems can be solved in
easy manner. It help firm to make better products and attract more customers because product are
produce according to customer preferences. By this new procedures and methods can be
introduce in an organisation. EE limited is a company those who provide network services by
which customer can communicate with each other. It largest internet providing network by which
customer can access to any information very easily. This enterprise bring new ideas so that they
can make their business more better. They are successfully satisfying customers needs and
wants. As like apple and virgin those who innovate their products in regular manner. Apple is
producing iPods and they are coming up with new designs, features every years by which they
offer something unique to its loyal customers.
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On the other hand invention is another concept. Invention refers to producing something
new for first time which is not there in market which doesn't exit before. It is different from
innovation. Following are the difference between innovation and invention.
 Invention means discovering new things which is not exit before. On the other hands
innovations refers to implementing that innovation for first time.
 In invention the person should have scientific skills to invent something new. While
innovation person should have managerial skills, technical, marketing and interpersonal
skills (Crossan and Apaydin, 2010).
 Invention can take place for single product and services. But in innovation there are
combination of goods, services and process are involved.
 In invention the activities which are conducted related to research and development.
While in innovation all the staff are involved in innovation activities.
Innovation is very crucial. By this process of enterprises can be successful. By this small
business which are taking place get future opportunities. Following are some of importance of
innovation.
 Enhance productivity and growth: Innovation brings new ideas in business by which
customers needs can be satisfied in proper manner. If firm is innovating it products the
sales and profitability can be increase. By this productivity and growth can be enhance.
 Help attracting customers: As firm is bringing new ideas in their products and services
they can attract more customers to buy their products. Innovation can help to retain
customers for longer run which provide them success in future.
 Improving communication: By innovation communication can be improve as every
departments are coordinating with each other. They talk about new features, design and
interaction can be increased. This bring harmony in and organisation and establish
healthy environment (Dahlander and Gann, 2010).
In context to apple and virgin both companies understand consumers needs and wants.
They innovating their products according to customer preferences and taste.
Small and Medium scale firms can gain competitive advantage through brining
innovation in their business. The reason behind this is that when it comes to turnover and
financial resources as they lack both of them as they don't have much of them. To maintain their
positions in the market they have to regularly update their technology and should include new
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innovative procedures. EE which is a small business enterprise and it is experiencing new growth
every year. It deals in the telecommunication sector which has tough competition and they are
competing with lots of competitors in this segment. The reason behind this is that every day new
firms take entry in this area which is threat to the current players. EE have to look at the big
telecom companies who believes in revolutionising this sector with creative products and should
take inspiration from it.
P2. Impact of organisational vision, mission, cultural and leadership on shaping the innovation
Have many skills The CEO of the EE, a UK based company,is to be necessity to have a
clear missions, objectives and goals of company. These core values help the team and vision of
company to commercialisation. It is not necessary that employees are good in technical and
innovation skills but they are necessity to adopt a work profile with a team and accept all
challenges without any regret. EE communication mission statement states that they want to be
digital backbone for Britain. Through delivering quality services through stores and online
platform they can gain competitive advantage. The organisation vision can shape the innovation
skill in no of factors such as :
 Interpretation: This explains that why the innovation is prevailed in organisation.
 Constitution: This factor explains that why an organisation should go for it .
 Mobilisation: This factor explains that involvement of information technology
information not only for company mission or vision but also a community or society.
Through these factors they can build a platform where communication can be done easily
and the flow of messages can be easily done thus giving importance to opinion of each member
of the company.
A leader have many skills and strategies for the achievement of organisation success.
They are as follows:
 They give their employees a better tool and appreciate it to their performance which they
perform.
 They always give a positive and genuine feedback to their employees.
 Effective leadership is not done through a fear but it is a feeling of determination and
hard work to get a work done.
 Leader always see the problems as a opportunities and want to drive it.
 They are the coaches with a passion for developing people.
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For example; EE communication should give importance to their employees suggestion
and should regularly ask them about their advice on particular products and services of the
company. An employee who has been just recruited in the company in the sales and promotion
segment. After analysing the things and sales & promotion departments he saw various
loopholes. In a meeting with the manager of the department he discussed that although EE deals
in telecommunication services but still it lacks in their social media promotional campaigns. He
suggested that if organisation wants to attract more customers they have to put more investments
in digital advertising.
An organisation culture is shaped the innovation and commercialisation. There are some
factors which are most beneficial for success of organisation such as founders value and
preferences enterprise demand (Davila, Epstein and Shelton, 2012).
Apple Inc. mission and vision statement:
These core values are one of the most valuable base for success of organisation. It has
become a symbol of innovation and commercialisation. They motivate their employees to
contribute in innovation and commercialisation field. Company vision statement are
continuously focusing in innovation. They make everything as simple as possible but not
simpler. They believe in a self integrity to accepted a things when they are wrong and nerves to
changes it. Apple mission statement is specific to indicate that what company does. It is a
roadmap of company. It include in their mission statement about what apple expect to do in
various business (Edquist, 2010). It is measurable, specific but too narrow.
Virgin group mission and vision statement:
The company vision statement states that they deliver their brands value such as brilliant
customer services, quality of product. They provide the better services to their customers and
inspect the customers feedback.
TASK 2
P3. Innovation 4P's and uses of funnel innovation
By innovation funnel the quality of goods and services can be improved. As like
marketing in innovation also there are 4P's. These include process, product, position and
paradigm innovation.
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 Product innovation: In this innovation take place by which changes can be made in
product and services (Gassmann, Enkel and Chesbrough, 2010). The changes can be
take place in terms of new features, specifications, design and others. Apple is
innovating their products by launching new model so that new customers can be
attracted. Team work in any organisation brings new idea to design particular goods.
 Process innovation: Process help to produce better goods. Firm makes its process better
so that they can produce good quality of products. For this firm quality standard are
fixed so that they can follow the direction. By the goodwill and sales efficiency of firm
can be improved (Hall and Lerner, 2010). Company can achieve growth in future
perspective.
 Position innovation: The firm reposition their brand so that they can change the
perception of consumers. By this the mind of consumer can be changed and if they have
any negative thoughts it can be eliminated.
 Paradigm: In this firm bring changes in their service delivery. It gives proper framework
so that they can bring the shape to its organisational structure. By this many issues can
be reduce which occurs in business unit.
Funnel innovation is process by which goods, process and services can be develop. The
main objective of this concept is to produce goods and services according to customer needs and
expectations (Hjalager, 2010). In this graphical structure of developing another option is given.
There are three stage in funnel innovation that are investigation, developing and selling. Funnel
have different meaning for different point of view from customer point of view funnel is having
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another three steps that is that is observing, comparing and purchasing. There are three
challenges which comes under funnel innovation.
 Wide of mouth: In this step the firm find out their abilities, skills, knowledge and collect
data. The main motive of this step to collect the accurate data. There are two ways by
which information can be collected such as primary and secondary. Primary data are
those data which are data which collected from first time. Secondary data are those which
are already available at books, journals and on internet. There are many ideas that are
collected so that best idea can be implemented on products (Huberman and Miles, 2013).
 Narrow segment funnel: In this stage the screening of ideas can be done which are
generated at previous stage. Screening can be done by comparing the ideas which the
objectives of firm and according to that the best content need to be chosen.
 Narrow segment of funnel: The new product and process is launched by firm in market
by choosing the best idea.
Innovation funnel is used to brief the steps that takes place in developing a product.
Through innovation they wants to bring a product that can satisfy the demands of people and
could meet requirements in production and economic forms. In the initial stage various ideas are
gathered and after that with the help of a funnel all of them is filtered. Those ideas which pass
through the filter is implemented by the company. To know whether the ideas can be beneficial
for them or not EE passes it from various gates. An idea comes from various sources and enters
into the first gate which is between idea generation and concept screening. When an idea is
generated it goes through the testing and screening of the concept takes place. If it passes from
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Source 2: Funnel innovation, 2016

this gate then it enters into another gate various things are analysed through taking the scenario
of all organisation. When this thing is done then it enters into another gate and in this the idea is
updated according to the necessary changes which is required. It passes through the final gate
and launched into the business market.
P4. Frugal innovation development in context for company
Frugal innovation is very important. By this modification of products and services can be
done so that satisfactory services can be provided by the company. If good quality of services is
given to customer it can firm to retain customers. Frugal innovation is process by which firm
eliminate those elements which are not essential in a product. By this enterprise can reduce their
cost. In context to apple company is launching iPhone and make different changes in their
features. The additional features are also added in a product according to customers needs.
In coming years the importance of innovation can be increased. It can help to
manufacture good quality of products which help country to increase their national income. By
this customers can able to purchase high range products. There are following points that need to
considered in developing frugal innovation (Huizingh, 2011).
 Adding extra features: If firm add some new features in their products this can help firm
to attract more customers to buy their products. Product efficiency can be increased by
having new features into them.
 Reducing in production cost: EE try to provide their services by minimizing their cost.
This can be done by optimum utilisation of resources. They try to get raw material for
their business in low cost. So services also can be provided in reasonable pricing.
 Adopting new and advanced technology: Using new technology can help to improve
products and services of firm. New technology can bring advance solution for the
company.
Organisation should adopt below mentioned 6 principles of innovation:-
 Observe & gather evidence
 Mapping of the problem
 Re framing of the Status Quo
 Prototype type the idea
 Test drive the innovation
 Pitch and Solidify
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D1.
Innovation is something which brings positive outcomes to the EE communication as
with this they can gain competitive advantage and can increase their market share. Innovation is
the way through which new techniques and business can attain new heights. So it is the duty of
the company to fund R&D department to bring new innovative products and ideas.
TASK 3
P5. Commercial funnel importance and NPD application
It is process by which firm can identify its present selling of products and services. By
this modification can be done in existing products so that more customers can be attracted and
retained. Following are importance of commercial funnel (Leiponen and Helfat, 2010).
 Help in improving quality of products: Commercial funnel helps in improving quality of
goods.
 Loss minimizing: If the cost is reduce the losses can be also reduce.
 Research program: Firm do research to know about customer needs and wants so that
product can be produce according to their expectations. This is very essential before
launching any products.
 Building reputation: If firm is providing good quality of products their goodwill can be
increased in market. The brand image also improve in consumers mind.
 Growth and profitability: It provide growth to the company. Because the customer are
loyal to their brand and retain with them longer period (Lundvall, 2010).
New product development is another concept which can take place in firm. Enterprise can
go for product development when their existing product demand is diminishing in market in this
scenario they launch new product in market so that business attract more customers. EE is going
for launch new mobile phones in market. For this they need to follow certain steps which are
given below.
 Idea generation: In this the various idea need to generate. These ideas be generated by
doing research in market so that firm can know about customer taste and preferences.
Firm can do SWOT analysis by which the strength, weakness, opportunities and threats
can be determined.
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 Idea screening: In this firm identify the best idea which they can implement in real
scenario. The idea should be reliable, meaningful, workable.
 Concept definition: In this stage the concept need to be tested in market. If the concept
is accepted in market it can go further to produce goods accordingly. The firm test the
design, feasibility of products.
 Strategic analysis: In this company prepare the strategic plans. The ideas which are
created are implied on business plan. This can help to meet customers demand and profit
margins also can be increase by this (Melville, 2010).
 Product development: In this stage the idea is which generated are convert in real action.
The production department start producing the model according the instruction and
requirements. After producing few samples the testing is done laboratory in which firm I
identify whether the product produce according to standards or not.
 Test marketing: In this firm conduct the program in which customer preferences is
identification can be done. According to that the changes can be made in product before
launching it in market. When firm is launching product in market they need to
considered marketing mix such as product, price, place and promotion.
 Commercialisation: In this the final decision need to be taken regarding launching
product into market the decision can be taken regrading prices, and promotional
strategies.
 Customer reviews: The reviews are taken from the customers and company compare the
standard performance to actual ones. By this deviations can be identify and changes are
made accordingly (Patti, Yanes and Siuzdak, 2012).
In context to these both case studies the apple and virgin both adopt high promotional
strategies to promote their product. Both these companies are adopting this process when they
need to launch new product.
P6. Business case of innovation
EE is small enterprises they are providing new goods and services to their customers. At
some point of time they have many opportunities to growth and they used it in proper manner.
But some time they face many different kind of problems also. They face problem regarding
using the resources. Following are the stages which can be incorporated.
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 Executive summary: EE is private company. It provide large network to customer. This
firm is providing 4G internet services. The speed of internet is very high. They are
produce mobile phones which are having high Wi-Fi feature into it.
 Need: The main motive of firm is provide facility by which communication take place in
easy manner. The customer can use high technology internet and connect with each at
global range.
 Solution: For this firm is introducing 4G services for calling. By this quality and speed
of internet can be increased.
 Research of customers: In this company can do research so that they can understand
customers preferences. By this fir can target it potential customers.
 Development and design planning: After doing research the firm need to develop the
product design according to customer expectations. In this firm plan which design they
need to give to its product and what technology they should use.
 Investment requirements: This can be required to do every activity without funds no
activity can be conducted. The firm can acquire funds from loans, financial institutes,
bondholders and speculators. These authorities gives loans company so that they can
invest their business.
It is an important operation for them because through this they can set new objectives and
aims for there business. They can eliminate all the unwanted things which are hampering their
growth in the market. After that manager can be evaluated and he has the role to collect the data
which has been obtained from the market research. In the final stage business model is developed
and delivered in the market. They have to look for the sources from which they can get funds for
their business operations.
The company has decided to lunch their 5G services in UK and for that they will be
bringing out new wireless pods through which they will be delivering their services. There is
need of this innovation because they want to give something unique to the customer so that they
can cover maximum market. The production cost of the device is very less so that there will be
increase in the profit margins. These innovation will be targeting the middle class people and for
that they will be giving 4 months free service. Funding of the innovation will take place through
using cost cutting factors. The market share will be analysed after 4 months and 1 year that hopw
much it had made the market.
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TASK 4
P7. Tools can be used to protect intellectual property
It is very important to save business property so that no other person can copy it or
duplicate it. So for that there are different techniques by which intellectual property can be saved
and protect. The protect can be take place for products, process, services, articles, designs, logo,
brand name and others. Every company is going to register their brand name protect their
properties so that no other person can use the product name or transform the information.
Following are the some of the tools.
 Patent: Patent is first tool which comes into picture patent can be done on designs, utile,
design and process. This protection is given by government. By this firm can
manufacture its products and no other can individual or firm can use the same design.
This eliminate the duplication and no other person can do miss use of the brand name.
Customers can easily identify the design of their desire brand (Teece, 2010).
 Trademark: It is another form of tool by which intellectual property can be protected.
Trademark can be company logo, brand name, colour symbol and others. No other
company can use the same name to sell its products. This gives safety to customers as
well as enterprise. No duplicate product can be produce from this right.
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Source 3: Intellectual property, 2013

 Copyright: This is last tool which can be used to protect intellectual property. This can be
done on articles, blog, music lyrics, books authors and others. It provide the legal right to
an individual to use particular services and no other person use same information.
 Utility Model: It is an intellectual property right to protect any kind of inventions. This is
very much similar to the patent but the difference is that it has shorter term that is often 6
to 15 years.
 Trade Secret: It is the formula, practice, process, design, instrument, pattern,
commercial method or compilation of information not generally known by other by
which a business can gain economic advantage over rivals.
In this the company can use patent and trademark where they can save their logo and tag lines of
the new campaigns and on the other side with trade secret they save their pattern.
D2.
EE Communication is one of the emerging small scale company and now they want to
acquire more market so they have decided to launch their new 5G with a innovative gadget. But
they have to make sure that no one can use their innovative concept so for that they can use
different intellectual property rights.
CONCLUSION
The report is based on EE limited. Organisation is innovating its product so that they can
satisfied their customers. Innovation bring many changes in an organisation. By innovation the
product quality can be improved. There are 4P's of innovation these are product, process,
position and paradigm. There is large impact of culture, leadership, mission and vision on
shaping innovation. Leader encourage its followers to follow the particular direction so that
objectives can be achieved in effective manner. The concept of funnel is very important as they
help to improve the productivity of employees and by that products are produce according to
standards.
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REFERENCES
Books& Journals
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