Dixon Schawbl and Frugal Innovation

This assignment delves into the framework of Dixon Schawbl, which outlines a company's vision, mission, goals, leadership, culture, and teamwork. It examines the 4 Ps of innovation (product, process, position, paradigm) and emphasizes frugal innovation as a key strategy for finding cost-effective solutions to problems. The assignment also discusses open innovation and the commercialization funnel, highlighting their roles in driving business success.

INNOVATION AND
COMMERCIALISATION

Table of Contents
INNOVATION AND COMMERCIALISATION..........................................................................1
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P 1 Innovation and determine its importance to organisations in comparison with invention...1
P 2 How organisational vision, leadership, culture and teamwork can shape innovation and
commercialisation.......................................................................................................................2
TASK 2............................................................................................................................................4
P 3 Explain 4Ps of innovation and explain the use of the innovation funnel..............................4
TASK 3.......................................................................................................................................5
P 5 Importance of the commercial funnel and the application of New Product Development
(NPD) processing for commercialisation of innovation.............................................................5
TASK 4............................................................................................................................................7
P 7 Different tools that organisations can use to develop, retain and protect knowledge and
intellectual property....................................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Innovation can be refers as a process of translating an idea or invention into a goods or
services that creates a value for a customers for which they are paying. An innovation can be
called as replication of an idea to at an economical cost to satisfy the needs. It involves
application of information, imagination and initiatives in deriving greater or different values
from the existing resources and it includes all the process which generates new ideas change
them to the useful products. As innovation is applied on the existing ideas and products to
convert them in a new products to satisfy the needs of customer whereas commercialisation
refers to introduce the new products and services in the market. To make a product successful in
commercial way it includes production, distribution, marketing, sales and customer support. The
Dixon Schawbl came in inception in the year 1987 and one of the best 25 small medium
enterprise in America which is situated in New York City, USA. It offers marketing,
advertising, public relations, social and digital media, research, interactive and media placement
services. It needs to innovate its existing work practices or it can be introduce or development of
new products, processes, technology, service or improving the existing design that can deliver
the satisfaction in current market situation(Chesbrough, 2010).
TASK 1
P 1 Innovation and determine its importance to organisations in comparison with invention
Dixon Schawbl is providing various kinds of services from many years but now as the
time is changing it needs to put some efforts to get more benefit for the user contentment which
has a financial value for the both the side, user and business. As the business is already
established but to satisfy the end user requirements it needs to comprise the new ideas so that
user can come to get desired service and they would feel satisfy in terms of money against the
consumption of its services. The company is a marketing and advertisement firm but when it
established at that there was only few sources to introduce the a product and service in the
marketplace. But now it works with internet there are several website where a product can be
advertised on social media to make a product and service popular among people(Dahlander and
Gann, 2010).
Importance
Innovation has some importance in the organisation, that can be define as -
 Creates a competitive advantage – In present time it is crucial for a business to acces
the best ideas and capabilities in order of demonstrate a true commercial advantage.
Many customers measures a company on innovation value through introducing fresh,
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bespoke and unique concepts that can drive a successful business because innovation aid
to stay in long run.
 Establishes a best method for a business – It is very essential to know the current
resources that can drive a business at prosperous state because if any business is not able
to identify its resources and opportunities then it can go to at risk state. So it would be
better that business can drive its successful resources with new concepts(Drucker, 2014).
 Be different from competitors – If a company has something specific that is different
from another company with effective products then the firm is more efficient in capturing
the more customers. For an example, there are many other companies which are offering
marketing but Dixon Schawbl is providing marketing with digital media then the clients
will be more attractive towards this.
Difference between innovation and invention
Invention Innovation
An idea for a product or service that has never
been made, is known as invention. For
example, Google.
Implementing an idea for a product or process
for the very time is called innovation. For
example, Facebook.
Invention is a relation of a product or service
through generating an idea for the first time.
On the other hand, innovation means to adding
value or modifying the existing things.
Invention requires scientific skills like Larry
page found Google(Edquist, 2010).
Innovation requires a broad set of marketing,
technical and strategic skills.
An invention refers to idea striking in a mind
and the process begins to show the imagination
in real world.
Innovations defines to improvising in old
things that can give a new shape and value.
Invention occurs with a focus on single product
or service.
Against the invention, innovation focused on
the combination of various products and
services.
P 2 How organisational vision, leadership, culture and teamwork can shape innovation and
commercialisation
Dixon Schawbl is a marketing and advertisement firm which helps to encourage
other business through promoting its own business as well. But for this it needed to expand its
marketing that can raise its sales. Every business is conducted with some of its ethics that can
bring profitability in terms of money and fame both. The company has a vision and mission that
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executes its plan with strategies to meet its objectives and predetermine aim to retain success. An
organization is based on vision, leadership, culture and teamwork which shapes innovation and
commercialization and these things are also included in growth of a company.
Vision – A vision is set by the manager and that must be share with the subordinates so that
employees will also participant in the activities to attain the higher objectives and goals. A clear
perception states the target and objectives of the firm to encourage production team to produce
new and innovative goods and services with effective plans and policies to maximize the profits.
The vision can be set for short term and long term to reach out attain a desired position in the
marketplace. Dixon Schawbl is offering the public relation services to the clients who are
seeking for the best PR service with innovative ideas, they are used brainstorming which
produces new ideas to get the customers(Gassmann, Enkel and Chesbrough, 2010).
Leadership – Leadership is necessary in every business because until the employees will not get
a light they will not move forward. Being the best practitioner in what is already known is good
but to be excel in a field one should take risks to get the customer satisfaction. For this strategic
innovation is need as customers tells the employees of firm what they expect from the firm, to
accomplish there expectation they needed to get some specific direction so that they can proceed
further to achieve the target. Transformational leadership is known as the best leadership style,
the leaders should evaluate themselves under this kind of leadership. It has charisma,
inspiration, intellectual stimulation and individual consideration of employees, causes such
leaders encourages good communication network and spirit of trust, enabling transmission and
sharing knowledge. Transformational leadership also used to encourage the participation of
employees to bring the innovative ideas that can generate more user satisfaction(Goldberg,
2013).
Culture – The senior staff whether they are leaders or manager should show some trust on the
associates workers to through assigning them challenging projects that will encourage them to
stand in opposite circumstances. This will create a culture with new talent and innovation, where
employees can show their skills and enhances their personality and giving them credit will
among other employees will creates a positive environment in the company.
Teamwork – A team work is always lead to get successful in an assigned task,a team which has
a specific direction and guild line with a particular method is responsible to reach its
predetermine goals. Every employee has different strength and works so when a team will be
assigned project then the project will be met to its aim. The manager of the team should be
inspiration to the subordinates in order to maintain and manage all the functions and activities.
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TASK 2
P 3 Explain 4Ps of innovation and explain the use of the innovation funnel
As it is known that innovation can be applied anywhere and anything can be amend with
a better approach. It is a multi – disciplinary field and that's why it can be move for 360 degrees
direction in a every aspect of the Dixon Schawbl. It has a broad view but sometimes it needed to
be concentrated on a single field with narrow view. To narrow the point of view there is also a
innovation mix similar to marketing mix (Product, Price, Place, Promotion) but in marketing mix
there are 4 Ps like Product, Price, Place, Paradigm(Huizingh, 2011).
To better understand innovation mix let's take an example of, Dixon Schawbl was
originated in NYC, which is a local region where the marketing services must be needed.
Product - Innovating already existing services is not an easy task to do, if would be a certain
kind of product then it would be easy to present a old thing in a new dish. But there is a not
particular product, it need to offers its services with a new concept and design and content which
can deliver the message to the customer with a effective manner. For an illustration, there are so
many firms which requires to promotes their business online but there are already numerous
companies are enlisted on the Google, in that situation the content is the only thing which
appeals to the users. So developing a content in the most prominent way is an innovation which
appeals to the targeted customers(Kline and Rosenberg, 2010).
Process - The steps which are includes in developing a product are called processes. There are
so many processes are involved in accomplishing a final product, that are a recruiting, supplying,
selling, and accounting. A marketing team needed to be hired ones before the supplying product,
because that marketing team will analyse the customer requirement and then communicate with
production team in product development and them the stages will be followed in completing the
product is known as process. These processes can research, development, design, strategies, etc.
Position - The position sounds similar to marketing mix but, it not same. Position is related to
the entrepreneur own perception, it can be refer as psychological category and while promotion
is just a processes in the organization which affects this aspect of innovation. Dixon Schawbl's
customer has some perception about the firm, like the environment of their work. The
management of the firm help the employees by changing in current process which leads the
improvement in future according to the present changes in working styles. The current
modifications will also show some outcome in successful development growth and business. The
management aid to develop in new and creative ideas that can bring some modern value to
transferring products and services. The managers needs to find out the better opportunities which
can bring out the profitability through selling goods and services(Leonard and Rayport, 2011).
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Paradigm – Paradigm is somewhat specific innovation category, it concerns changes as radical
innovation as in some manner it can destroy or supplants an existing business model. It could be
anything as in Dixon Schawbl the new projects encounters, sell of the services, new PR hiring
anything. Paradigm is essential to for the firm to progress and success.
P 4 Explain developments in frugal innovation and provide examples
Frugal innovation is a referred as reverse innovation, inclusive innovation or constraints
based innovation. It describes a type of innovation in which products are customized at low price
and high volumes in and for emerging markets. These innovations are not confined to
technological breakthrough but also includes incremental process and product innovations aimed
mainly at the middle or the bottom of the income pyramid. Price is the main feature in regarding
the product in which frugal innovation is required(Lundvall, 2010).
There are several steps ion frugal innovations, that are as follows -
 Identification of existing frugal innovations – there are many markets and business
models which needs to analyse the frugal innovation. Market services and business
models initially confirm about all the criteria like characteristics, application areas,
development and then it will selected and documented.
 Deduction of problems - In the first step, development of frugal innovation reason will
be identified. The comparable products, services and business model will be recognized
for frugal innovation.
 Deduction of solution patterns – In order to identify the applied solution patterns, the
applied solutions will be analysed to solve problem which was identified in the previous
state. The solution can be adaption of the market services like reducing the functionality,
and an adaption of the business model for an example, an adjustment of the revenue
model or both an adaption of the market service and business model(Sawyer, 2011).
 Deduction of the solution pattern system – The targets of this phase are statements
about the correlation between the solution patterns as well as frugal innovation and
problem areas.
TASK 3
P 5 Importance of the commercial funnel and the application of New Product Development
(NPD) processing for commercialisation of innovation
Commercial funnel – The commercial funnel is also known as sales funnel or revenue
funnel, it defines the buying process that companies offers to the customers while purchasing the
products. The Dixon Schawbl can also use commercial funnel to derive customers through
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awareness through interaction, make the end user interesting in the new product and force them
to take an action like purchasing goods and services. The sales or commercial funnel is important
when a business is trying to attract customer and align them to have a conversation, this
conversion is like shooting in the dark but it still has chance fire in proper direction. The business
can get that customer(Stokes, 2011).
New product development – The new product development is a procedure to develop a
product which begins with strategies and then organizing all the strategies in the suitable manner,
third stage is concept generation in order to identify the ideas after the concept product will be
developed and last but not least after executing the production phase marketing plan will be
constructed and finally the preparation of the launching a product will be take place.
Applications of NPD
 Organizing research – The management of the Dixon Schawbl will gather the
information about the requirement of innovation, they find out the customer point of
view to the priority of innovation, so that they can make new strategies. They will be able
to use new techniques that can extend their business.
 Make a business an icon – The Dixon Schawbl is running its business with more thirty
years because of its strong relationship with the employees and clients.
 Advanced technologies – As Dixon Schawbl is a marketing and advertisement company
so it is necessary for it to develop new technologies which improves the working of a
company as well as beneficial for the clients also in order to make their reputation in the
marketplace.
P 6 Build an Innovation Business Case for an organisation
Here is a business case about Dixon Schawbl which is marketing and advertising firm
that offers new and innovative idea to the customers that can bring the profit by meeting goals. It
offers the right path from where a success of a business can be measured to get the effective
results. Business case study documented various things, such as -
Executive summary – The Dixon Schawbl is a firm which provides marketing with digital
media, public relations services to make a firm stand in the crowd with extinguish features. In
this objectives, development and design of plan, capital and expected benefits are included.
Objectives – The core objective of a firm is to provide services to the customers with high – tech
technologies that can give satisfaction to the customers in the United States of America.
Development and design of plan – To sustain in the market it is necessary for a company to
develop and design the new ideas to satisfy the demands of a customer(Tebbe, 2011).
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Capital and expected benefits – Capital is that fund which is required to start a business, this is
the initial fund of a business. The capital amount which is invested in a product is only an initial
amount after it whatever the amount will be spend in it that will expect to get the some benefit
against the investment(Teece, 2010).
TASK 4
P 7 Different tools that organisations can use to develop, retain and protect knowledge and
intellectual property
There are some tools which are authorised by the government to protect the innovation and
inventions like art works, symbols, etc. are known as intellectual property. The rules which are
established to protect these are properties are called intellectual property rights.
Trademarks – Trademarks are the design of company logo which make them different from
other companies. The owner of the company put that mark on the manufacturing products that
make stand alone, these symbols can be a word or phrase. The trademarks registration is
applicable for only ten years after this period it can be renew.
Copyright – Copyright is applicable for original work like music composition or any other
artistic work Pablo's painting. The copyright registration takes almost five and half months after
filling the application.
Patents – Patents are authorised to invention and it also has legal possession that gives the
authority to the people who can access the property. The patent can be give to a discovery of
medicine(Chesbrough, 2010).
CONCLUSION
The above report is about innovation and commercialization, it includes the concepts of
innovation and invention in a business to maximise the profit. Dixon Schawbl comprises
describes the vision mission to achieve the goal, objectives, leadership, culture and teamwork. It
comprises the 4 Ps of innovation mix which involves product, process, position and paradigm.
Frugal innovations requires to find out the problem areas and then solutions of the problems with
the importance. The main aim of the innovation is to find out the ways that can give more
solutions to reach out the desired goals. The commercialization funnel comprises the sales
method and its significance in the organisation.
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REFERENCES
Books and Journals
Chesbrough, H., 2010. Business model innovation: opportunities and barriers. Long range
planning. 43(2). pp.354-363.
Dahlander, L. and Gann, D. M., 2010. How open is innovation?. Research policy. 39(6). pp.699-
709.
Drucker, P., 2014. Innovation and entrepreneurship. Routledge.
Edquist, C., 2010. Systems of innovation perspectives and challenges. African Journal of
Science, Technology, Innovation and Development. 2(3). pp.14-45.
Gassmann, O., Enkel, E. and Chesbrough, H., 2010. The future of open innovation. R&d
Management. 40(3). pp.213-221.
Goldberg, D. E., 2013. The design of innovation: Lessons from and for competent genetic
algorithms (Vol. 7). Springer Science & Business Media.
Huizingh, E. K., 2011. Open innovation: State of the art and future perspectives. Technovation.
31(1). pp.2-9.
Kline, S. J. and Rosenberg, N., 2010. An overview of innovation. In Studies On Science And The
Innovation Process: Selected Works of Nathan Rosenberg (pp. 173-203).
Leonard, D. A. and Rayport, J., 2011. Spark innovation through empathic design. In Managing
Knowledge Assets, Creativity And Innovation (pp. 355-369).
Lundvall, B. Å. ed., 2010. National systems of innovation: Toward a theory of innovation and
interactive learning (Vol. 2). Anthem Press.
Sawyer, R. K., 2011. Explaining creativity: The science of human innovation. Oxford University
Press.
Stokes, D.E., 2011. Pasteur's quadrant: Basic science and technological innovation. Brookings
Institution Press.
Tebbe, J., 2011. Where good ideas come from: The natural history of innovation.
Teece, D. J., 2010. Business models, business strategy and innovation. Long range planning.
43(2). pp.172-194.
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