Innovation Strategies for Amazon and Dyson

This assignment examines the innovative approaches adopted by Amazon and Dyson to achieve business success. It analyzes how Amazon leverages innovation to expand its market share and explores the various legal and technological tools, such as copyright and patents, that Dyson utilizes to safeguard its intellectual property. The goal is to understand how diverse innovation strategies contribute to competitive advantage within dynamic industries.

INNOVATION
AND
COMMERCIALISATION

Table of Contents
INTRODUCTION...........................................................................................................................1
BUSINESS PROBLEM...................................................................................................................1
Role of innovation.......................................................................................................................1
Importance of innovation............................................................................................................1
Problem faced by Amazon..........................................................................................................2
OPPORTUNITY..............................................................................................................................2
4Ps of innovation to identifying opportunities and benefits of Amazon company.....................2
RISK................................................................................................................................................3
Risk involved..............................................................................................................................3
TIMESCALE...................................................................................................................................4
Innovation funnel........................................................................................................................4
ACCESS TO FUNDING.................................................................................................................5
Radical change to high funding for R&D...................................................................................5
Internal funding and external sources.........................................................................................5
EVALUATION AND TESTING....................................................................................................5
Discussing technique...................................................................................................................5
P.7. Evaluate the different tools that organisations can use to develop, retain and protect
knowledge and intellectual property...........................................................................................5
M.5. Supported evidence based evaluation of these different tools in the context of the wider
business environment..................................................................................................................7
D.2. Nature of innovation and how organisation can over come to develop successful
innovation....................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Amazon is been regarded as the top most profits earning company in world in sector of e-
commerce or e-business as it is best shopping site. Amazon is American multinational company
having its headquarters at Washington and operating throughout the world. It is the largest
internet retail company on terms of market capitalisation and revenue and in terms of sales it is
second largest after Alibaba. Amazon is selling almost each and every product including books,
electronics, fashion, house hold products, food, and video games of all company and also
producing its own products.
BUSINESS PROBLEM
Role of innovation
Amazon is been regarded to as leader in term of innovation with it having an incredible
online store as company is laying stress and focus on its various types of innovation in market of
e-commerce website (Drucker, 2014). It was started over 20 years back as garage of small selling
firm and now it is been evolved to as global leader of worth 300 million customers.
 All its employees are working in way to develop technology and innovation in terms of
improved process and applying all techniques to simplify daily processed work.
 The main type of innovation for company would be speed in packaging and delivery of
goods to customers which will be ensuring accurate delivery.
 Amazon robotics will be the latest instance of its commitment to invent logistic for
employees and customer.
 Thus due to all these only company is becoming global leader in innovation and giving
toughest competition to Apple.
Importance of innovation
All the importance and success of it would be essential for Amazon with able to cope up
from competitive environment for company (Dutta and Folta, 2016). It is vital that companies are
using and implementing new and innovation techniques and process within their daily use.
 It would be helping company to utilize its competitive edge and penetrating into market
at more fast level.
 Innovation would be developing the original products of company in order to get them
more profits and confidence of getting through tough competition.
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 If there is innovative culture in company then they would be able to work accordance to
set aims and objectives and it becomes easy for them to adopt changes in environment.
Problem faced by Amazon
Although Amazon is also facing many problms related to technology and implementation
of innovation but still having monopoly in e-book market.
 There are many disruptions into technology which company is using and in software
which is leading to loss of share in market (Edquist, 2013)s.
 There are chance of Apple and Google taking the market of Amazon Alexa or echo if
they are not been able to innovate on rapid terms in it.
 Company is also facing issues related to manpower costing which would be effecting its
technology and innovation as well.
OPPORTUNITY
4Ps of innovation to identifying opportunities and benefits of Amazon company
The innovation mix can be implemented by Amazon organisation in terms of improving
its existing business process and quality of online services provision method efficiently.
Paradigm: Variety of products has been serving by company by using online portal platform.
Advanced and updated innovation can be made by organisation upon its business functionalities
in order to attaining desired objectives of firm (Drucker, 2014). Frequent changes within existing
business process can enable business to make betterment within existing services.
Figure 1: 4Ps of innovation
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Product: Different kinds of online product can be offered by its professionals by making
innovation within its existing online facilities, so it makes positive impact upon profitability and
productivity scale of business.
Process: Amazon business has numerous opportunities to adopting new or innovative online
process to delivering ordered products to client effectively. So they can adopt them to gaining
desired benefits from its existing services (Dincer, 2017).
Positioning: Changing in the areas of work being cause of airing of complicated challenges for
Amazon business. Proper positioning of their online facilities can assist the business to gain
competitive benefits.
RISK
Risk involved
Amazon at present is having domination in market of e-books and cloud computing
system making it world leader then also it is having certain amount of problems. These may be
related to finance, manpower, disruptive technology and increasing amount of competition as
others are coming forward. Other than these there are also some other risk which are involved
within the working and adopting of technology for Amazon.
If deciding in implementing changes in further terms-
Amazon as regarded to as company which is ready to adopt all types of changes whether
related to technological or cultural but all they need is to plan before involving all changes. In
this process of implementation of changes in future Amazon could be facing sever problems of
lack of collaboration from its employees, not able to generate profits or the planning not been
working properly.
If applying only incremental changes-
Like for taking example of Amazon Alexa which is new launched product of company
but it is having certain issues related to its features (Chun, Chung and Bang, 2015). Its other
competition like that of Google assistance and Apple homepod could be taking over of Amazon
Alexa in smart speaker market.
If applying radical changes-
If company would be able to bring more fundamental changes within its policy or
products then there would be high risk of lossing market share as there are other competitive
firms which are coming into market.
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TIMESCALE
Innovation funnel
Focus on the wide mouth of funnel: In this stage Amazon organisation require to
gathering relevant knowledge about implementation of innovation upon its several organisational
functionalities. The business can collect appropriate knowledge about trending innovation in e-
commerce business which can be adopted by them to boosting up capability of firm.
Figure 2: Innovation funnel
The narrowing segment of the funnel: the idea of innovation that company generate
from the first stage can move further for next step of funnel to idea screening purpose.
Innovative thought can match to desired goals and objectives of the business (Edquist, 2013).
After this, it should carry out the assessment of innovative ideas to examining the risks on
selected idea.
The narrow segment of funnel: In this stage, professionals of company can make sure
hat the idea selected deliver on the company's objective (Abdul Razak, Murray and Roberts,
2014). It also discourages as new ideas of adoption of innovation on online services of Amazon
company which can give benefits for it
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ACCESS TO FUNDING
Radical change to high funding for R&D
All sort of radical changes for company would be directly requiring high amount of
funding for these changes. Where as any kind of incremental changes would be requiring less
access to funding like that of making changes in Amazon Alexa. Radical form of changes would
be requiring higher amount of investment for R&D department.
Internal funding and external sources
In this type of radical company would be requiring funding which is higher in amount so
there is required that Amazon is taking funds from both external and internal sources. They
would be including from retained profits, taking loan from bank (Do, Mazzarol, Soutar, Volery
and Reboud, 2018). funding from other sources which company should be using for conducting
radical changes only.
EVALUATION AND TESTING
Discussing technique
Benchmarking could be regarded to as most effective technique in way to evaluate and
test how new product are been working or performing in market. This technique would be
applied as by setting standard of products and then achieving the target by comparing it with the
set one.
P.7. Evaluate the different tools that organisations can use to develop, retain and protect
knowledge and intellectual property
In today's rapidly growing world, it being necessary for each organisation to make
utilisation of technological and legal tools and instruments to protecting their intellectual and
confidential property from getting licked by someone others. In case of Dyson, numbers of
techniques and instruments can be used by its professionals to protect their important knowledge
and intellectual property of organisation (Dutta and Folta, 2016). Often times, due to lack of
effective tools and techniques of saving property of the business has made great impact upon
performance level of business. In an organisation, there are various types of intellectual and
essential things presented on data base of company, so it is needed to be protected by its
professionals to getting it licked by someone others. So theses practices will help each
organisation to frequently growing in the industry by using different-different kinds of legal and
technological tools efficiently.
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So in order to sustain in the business, Dyson organisation can utilise of following tools and
mechanism to development of quality of goods and services of the business and also protecting
the rights of organisation as well.
Trademark: Trademark is an approach that can be adopted by Dyson organisation to
protecting their important knowledge to getting licked from someone others. The business can
registered their trademark on the government authorised department in the state. In terms of
trademark, it is generally refers to a brand or logo. Trademark registration also can be obtained
for a business name, tag lines or captions etc. so in this context, Dyson has protected their quality
of brand in the marketplace by registering their trademarks and tag lines which indicated about
its product quality and premiums (Lakomaa and Kallberg, 2013). According to Trademarks Act.
Registration of a company of business name under the companies Act dos not in itself give
protecting against other who might be utilised the same brand name to promoting their duplicate
products. In case of Dyson organisation, it has registered their logo and tag line at its authorities
in nation which enables the trade to execution of its functionalities in industry with particular
logo and brand name which can not be used by someone other companies as a trademark. So it
this tools allowing Dyson business to effectively working with their separated logo and
protecting their intellectual property by legal act which has been given within companies act of
nation.
Copyright: This is a legal right which is utilising by organisations that creators have over
their literary and artistic works. It is mostly used by organisations to protecting their legal rights
and intellectual property within their existing products and services. In simple term, copyright is
the right to copy. Copyright implies that, the original creator can use the authentic production
process and products and produce them as well. It provides creator to original right to produce a
particular types of product and services which another person can not produce same one. Dyson
organisation can use of protecting their rights to produce household appliances such as vacuum
cleaners, hand dryers etc (Keohane, 2013). They have right to using of unique technology within
their existing electronic products which can be never utilised by some other organisations in the
same industry. Dyson company only have right to produce the work which is utilised by
organisations to manufacturing their products.
Patent: Patent is a government license that gives the holder exclusive right to a process,
design or new invention for a designated period of time. Application for patents are usually
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handled by a government agency of country. In case of Dyson production, they have utilised the
patent alternative approaches to protecting their rights and intellectual property to manufacturing
their core products within unique manner which never can be utilised by some other
organisations. Dyson has right to produce electronic household product by using different
innovative process and design which only can be produced by Dyson organisation and never ever
other organisation can adoption the same techniques and mechanism to producing same goods.
So this right enables organisation to protecting their knowledge and intellectual property within
business environment efficiently.
M.5. Supported evidence based evaluation of these different tools in the context of the wider
business environment
Copyright: The organisation is currently using copyright alternative legal option to
protecting their rights in the Britain country effectively. There are numbers of companies are
working in the same sector which is also delivering same types of electronic household products
and services in industry. Dyson were not agreed with the effective use of copyright alternation.
So result on it, using of innovation has helped them to generate sufficient amount of profitability
that can be gained by them in sufficient form in order to gaining sufficient form of the services.
Other companies in the country also using the same techniques to manufacturing same products
as Dyson organisation is producing. So it is reducing the customer base and profitability level of
the business within industry. So it being necessary for company to taking legal right to registered
their company innovation at authorises and they will allow them to will never get licked the
information by others.
D.2. Nature of innovation and how organisation can over come to develop successful innovation
In any organisation, innovation lay vital role in context of attaining desired goals and
objectives of the business. Innovation has been applying by most of the business in order to
address their complex and difficult situation within easier or quick manner (Maine, 2013). In
competitive industry, organisations are facing numbers of challenges in the industry to getting
overcomes from these issues in business, they must apply innovation mechanism in order to
sustain within competitive business environment. Research and development team of
organisation are possessed techniques to find out the new ways to improve the performance and
sales level of business.
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CONCLUSION
At the end it could be concluded that it is important for Amazon that it is using and
implementing innovation which is been enabling company to use and grow its market share over
their competitor. Apart from it, the report described about Dyson organisation can utilisation of
several types of legal and technological tools and techniques such as, Copyright, patent etc. to
protecting knowledge and intellectual property of business. Hence, it can be stated that, varied of
innovative ways can be adopted by organisation to sustain within competitive industry.
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REFERENCES
Books and Journals:
Drucker, P., 2014. Innovation and entrepreneurship. Routledge.
Edquist, C., 2013. Systems of innovation: technologies, institutions and organizations.
Routledge.
Dincer, I., 2017. Importance of research, innovation and commercialisation for technological
success. International Journal of Research, Innovation and Commercialisation, 1(1), pp.8-22.
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.
Abdul Razak, A., Murray, P. A. and Roberts, D., 2014. Open innovation in universities: The
relationship between innovation and commercialisation. Knowledge and Process
Management, 21(4), pp.260-269.
Do, H., Mazzarol, T., Soutar, G. N., Volery, T. and Reboud, S., 2018. Organisational factors,
anticipated rents and commercialisation in SMEs. International Journal of Innovation
Management, 22(02), p.1850018.
Dutta, S. and Folta, T. B., 2016. Venture capital increases a startup’s chances of issuing stocks or
finding a buyer. LSE Business Review.
Lakomaa, E. and Kallberg, J., 2013. Open data as a foundation for innovation: The enabling
effect of free public sector information for entrepreneurs. IEEE Access, 1, pp.558-563.
Keohane, G. L., 2013. Social entrepreneurship for the 21st century: Innovation across the
nonprofit, private, and public sectors. New York: McGraw-Hill.
Maine, E., 2013. Scientist-entrepreneurs as the catalysts of nanotechnology
commercialization. Reviews in Nanoscience and Nanotechnology, 2(5), pp.301-308.
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Online:
The 4 Ps of Innovation. 2018. Accessed through: <https://hbr.org/2010/06/the-4ps-of-
innovation>.
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