Innovation and Commercialisation in Samsung

This report explores the process of innovation and commercialisation in Samsung, focusing on the importance of invention and innovation, the culture of the organization, and the use of frugal innovation. It also discusses the 4P's of innovation and the innovation funnel. Additionally, it examines the tools used by Samsung to protect their intellectual property.

Innovation
And
Commercialisation

INTRODUCTION
Commercialisation is explained as the procedure which includes innovating new product
or the method of production in a business (Bezuidenhout, 2018). On contrary Innovation is part
of commercialisation, this involves alteration in current product and in existing market.
Innovation contain less risk as compared to commercialisation. This report includes the
understanding of process of innovation and commercialisation in context of Samsung which is
one of the major company of electronic industry. The key objective of this report is to understand
the procedure of commercialisation and innovation by introducing new product or service in the
market. Further this report emphasis on process of innovation, four P's of innovation and use of
innovation funnel. As along with this frugal funnel and new product development is also
included in this report in order to launch new product.
TASK 1
P1
Invention : Invention is an activity by which new ideas for the new product are
formulated and enforced in the business such as Samsung invented mobile phones which are
convertible into tablets. This regulate the existence of changes in the market. Invention is an
emerging concept of development of new product that govern generation of new idea in order to
attract more customers for growth and sustainability.
Innovation: Innovation is the key activity of an organisation so that to determine
consumer's requirement and introduce products with alterations which helps in increasing profits.
Resultantly it is the way by which organisation can get more profits and satisfy needs and
demand of customers. For example Samsung is focussing on improvement of processor in order
to improve organisational performance.
Importance of Invention and Innovation: Invention helps Samsung to present brand
new feature as the increasing demand for tablets so they invented convertible phone which can
be converted into tablet as well (Zhou, Velamuri and Dauth, 2017). So this become effortless for
the management to later the product so that to meet customer's need and demands.
Importance of Innovation: Innovation is important for Samsung in order to stay in
intense competition of electronic industry and to determine needs of customer in a considerable
manner. Some key benefits of innovation are as under:

To gain competitive edge: This is the key factor of innovation that to present new
products which are unique for the market so that to gain competitive edge in the market (Zhang,
Cui and Zheng, 2016) There are so many companies which are coming in the market with new
and emerging technology so this is essential for existing companies to adapt new changes and
handle those change efficiently.
Fast identification of expectation of the customers: Innovation assist the organisation
in recognising needs and expectations of customers and satisfy those needs with new additions in
existing products. So resultantly innovation assist the organisation so that to enhance
organisational profitability.
Comparison between invention and innovation
Invention Innovation
 It involves development of new product
by new idea.
 This help in identification of emerging
requirement of customers so that
enhance profits of Samsung.
 This includes scientific skills in order
to develop an unique idea.
 This is procedure which is executed by
research and development department
(Jang, Lee and Yoon, 2017).
 It involves alteration in the existing
product but with new features.
 It is a process by which new feature or
new technicality is added in the
products of Samsung in order to
enhance productivity.
 This includes marketing and strategic
skills in order to promote the
innovation.
 This in an involvement of whole the
departments in an organisation.
P2
Commercialisation: The procedure which includes introduction of new product or
service in order to exercise those products in the market is called commercialisation. For
exercising those products effectively by Samsung they are required to make some effective
strategy and implementation of those in a considerable manner.

Vision of Samsung : Vision is to sustain in the market by introducing innovations and
forming required changes in order to enhance market capture (Chan and Fung, 2017). As
Samsung is and electronic devices manufacture so for be at prime position they are introducing
innovation so that they remain to be market leader with huge client base and high customer value
with greater profits, this help Samsung to sustain in the market even with worse situation .
Culture: Organisational culture includes beliefs that drive behaviour of an employee and
helps them to finish their assigned duties and work. This includes five aspects i.e.
communication, ownership, community, purpose and leadership. Therefore this is important for
Samsung to carry out these five elements in order to introduce effective innovation in the
products. Culture model of Handy's is enforced in Samsung so the Handy's culture is explained
as under:
Power culture: This describes the power kept by an individual in Samsung that monitors
the overall organisation.
Task culture: This is designed where teams are formed in order to complete a project. So
under this organisation is bifurcated to assign task ad power among employees.
Clan culture: This is formed by number of person in order to attain overall objectives by
Samsung. This creates a positive atmosphere in the organisation so that a healthy environment
can be created.
Market culture: This helps the business to perform activities as per the demands of
market. By implementing market culture by Samsung in their working organisation they can get
success with timely attaining their objectives.
Task culture is implemented in Samsung in order to provide equal responsibilities to all
staff and to motivate them. All the employees are delegated with balanced authority and
responsibility so that this encourages them to work with more efficiency and effectively.
Teamwork: Teamwork means creation of group with efficient member so that to
complete work in given time frame by Samsung to get more productivity and better market
position (Trifilova, 2017). The key objective of the team is to introduce appropriate changes in
order to finish given task with integration of teams and establishing effective communication
among team members. Teamwork helps Samsung in enhancing their productivity and efficiency
in a significant manner.

Further all these aspects assist the business in innovating unique product so that Samsung
can remain in the market for longer period with earning higher profits.
TASK 2
P3
Product: Product aids to find those ways by which innovation can be introduced by
Samsung by the help of altering existing products. This assist the business to meet customers
need in a faithful manner so that Samsung introduces new mobile phone and other electronic
gadgets by altering the features and adding new features to them.
Position: This helps in identifying the target customers which are ready to buy the
innovated product. As in context of Samsung, this is difficult for customers to buy these products
because of existence of so many competitors even with cheaper price. So to overcome this
Samsung continuously introduce new feature in order to attract more customers.
Process: It includes the procedures by which production process can be improved by
Samsung so that to enhance profits. This assist the business in improvising their process of
production, resultantly the delivery process of the business can be reduce in terms of cost. As in
context of intrinsic process the management of Samsung they will be able to work more
efficiently in order to enhance profitability.
Paradigm: This reflects the methods in which task can be completed in the given time
frame. This is a way by which the organisation introduce new products and services so that it
provide long term profitability (Torugsa, Arundel and O’donohue, 2016)...
Innovation funnel: It is described as the path in development of new product which includes
R&D of new product so that to determine market need. Generally the organisations earn long
time advantages by using innovation funnel so that by practical implementation of action plan in
the process of operation. Stages of innovation funnel is as under:
Idea generation: This is executed by R&D department in order to get to know about threats
and opportunities so that problems can be solved in effective manner. This stage involves
scanning of external environment in order to eliminated threats.

Concept investigation: It is defined as analysis of different steps in order to identify number
of customers and available resources. This aspect is reconciled by recognising customer's need
and procuring resources to satisfy those needs.
Feasibility study is defined as the process in which loopholes are identified with the help of
technical, analytical and economic aspects. The major objective of feasibility study is to
recognise action plan which are ready for implementation and measuring drawbacks so that they
can be converted into advantages for the management.
Development stage: It is employed to launch the product or service into the market in
considerable manner.
Post release: This phase includes taking feedbacks from the user so that to make
improvements in the product in an effective manner.
P4
Frugal innovation acts as those steps which helps in minimising difficulties in production
process and improvise the product performance by eliminating redundant processes and features
of product (Datta, 2016). This resultantly the products and services become improved so that
provides profits in long run.
Frugal innovation process:

Find opportunity in adversity: This process is all about creating opportunities from
problems as in context of Samsung introducing compact phones lead the organisation to improve
overall performance by innovating new featured phones. This helps the organisation in working
more efficiently so that to improve overall performance of business by introducing innovative
unique features in their products.
Use less perform more: This describes that limited resources required to be used by
businesses as Samsung uses the normal feature in order to improvise performance and in
contrary they reuse the used material so that to minimise cost. This assist the organisation to
recognise need and demand of consumers in order to work with greater efficiency.
Think and act flexibly: It focuses on improving products as change can not be adopted
by the organisation as according to the customer's need so strategies to alter products can be
introduced. This helps the organisation to manage and to put focus on customer need and product
improvement.
Use simple methods: This includes that method of operation are easily understandable
by the management so that alteration can be effectively introduced for improvements. In today's
changing environment it is essential for the business to continuously introduce innovations and
accept changes so Samsung is able to analyse the required changes pertaining in the market in an
effective manner (Spieth and MEISSNER NÉE SCHUCHERT, 2018).
Include margins: This states that all the customer must be taken for improving processes
so that customer's needs can be identified. This describes that feedback from all the customer are
required to introduce any modification.
Follow your heart: As in context of Samsung they need to work more efficiently in
order to get more market share. Further this describe that with passion all the workings are need
to be performed.
TASK3
Covered in PPT.
TASK 4
P7
Intellectual property: This includes right to protect ideas and use of technologies by
Samsung (Narayan, Northcott and Parker, 2017). Samsung is required to take corrective actions

to prevent their intellectual rights in order to provide safeguards to their product and processes.
Following tools can be used by Samsung:
Patent: This tool can be used by Samsung in order to protect their right over new
innovation as this safeguards the company and provides license so that no one else could copy
that idea. The key benefit of patents are that this safeguards the innovation from used by other
competitor in order to manufacture same product. On the contrary this tool has disadvantage that
this required huge money to be invested as cost of patents are too high and needs timely
renewals.
Trademark: This includes symbol, signs and design which assist Samsung so that to get
differentiate their phones with other rivals (Tanner, 2016). This tool is advantageous in such a
manner that due to trademark the product and brand get distinct identity in the market. As just by
seeing the logo people is able tom identify the brand. Contrary this require high amount of
investment and in every ten years this is required to be renewed.
CONCLUSION
From the above report it is deduced that innovation is an essential part for business so
that to get competitive edge in the market and fulfil customer's need by continuously introducing
new improvements. Further 4P's and NPD provide assistance in commercialisation of a product
so that to get more market capture and growth.

REFRENCES
Books & Journals