Innovation and Commercialization: A Case Study of Ensoft

This report explores the concept of innovation and its importance to organizations like Ensoft, a software company. It delves into the 4Ps of innovation, the innovation funnel, and frugal innovation. The report also examines the commercial funnel, new product development (NPD), and building an innovation business case. Finally, it discusses tools for protecting intellectual property, including patents, copyrights, trademarks, and trade secrets.

INNOCATION AND
COMMERCIALIZATION

Table of Contents
INTRODUCTION................................................................................................................................2
OVERVIEW OF THE ENSOFT ORGANIZATION...................................................................................3
LO1...................................................................................................................................................4
P1 EXPLAIN INNOVATION AND DETERMINE ITS IMPORTANCE TO ORGANISATIONS IN
COMPARISON WITH INVENTION.................................................................................................4
P2 EXPLAIN HOW ORGANISATIONAL VISION, LEADERSHIP, CULTURE AND TEAMWORK CAN
SHAPE INNOVATION AND COMMERCIALISATION...........................................................................6
LO2...................................................................................................................................................8
P3 EXPLAIN THE 4PS OF INNOVATION AND EXPLAIN THE USE OF THE INNOVATION FUNNEL
TO EXAMINE AND SHAPE INNOVATIVE IDEAS.............................................................................8
...................................................................................................................................................10
P4 EXPLAIN DEVELOPMENTS IN FRUGAL INNOVATION AND PROVIDE EXAMPLES OF HOW IT IS
USED IN AN ORGANISATIONAL CONTEXT.................................................................................11
LO3.................................................................................................................................................13
P5 EXPLAIN THE IMPORTANCE OF THE COMMERCIAL FUNNEL AND THE APPLICATION OF
NEW PRODUCT DEVELOPMENT (NPD) PROCESSING FOR COMMERCIALISATION OF
INNOVATION..............................................................................................................................13
P6 BUILD AN INNOVATION BUSINESS CASE FOR AN ORGANISATION, INCLUDING WAYS TO
ACCESS FUNDING.......................................................................................................................16
LO4.................................................................................................................................................20
P7 EVALUATE THE DIFFERENT TOOLS THAT ORGANISATIONS CAN USE TO DEVELOP, RETAIN
AND PROTECT KNOWLEDGE AND INTELLECTUAL PROPERTY...................................................20
CONCLUSION.................................................................................................................................23
REFERENCES...................................................................................................................................24
1

INTRODUCTION
There is a need for the innovation of the organization whether it is a small or big in order to
bring the growth as well as the expansion of the market. Innovation also helps in surviving in
the competitive world. The advantage of innovation is that it helps in increasing the base of the
customer as well as the loyalty of the customer. This report focuses on the describing the
innovative approach for the small-medium organization of the United Kingdom named Ensoft.
Further, the various types of innovation are explained and the methods needed for protecting
the ideas of the innovation in order to progress the growth. The commercial innovation also
helps in bringing the advantage to the organization.
2

OVERVIEW OF THE ENSOFT ORGANIZATION
Ensoft is a software company established in the year of 1985 in Texas. The aim of developing
this company is to solve the complex problems of engineering through the computer. The latest
technology is being used by the Ensoft Organization (Buylen and Christiaens, 2013). Firstly, it
focuses on doing the research in order to solve the complex problems by using structural as
well as the geotechnical engineering. Ensoft helps in providing the services related to the
technology for the customers. The size of the employees is about 70 engineers. This engineer’s
worked for developing the network software. The CEO that is the Chief Executive Officer of the
Ensoft is Jonathan Turnbull who motivated the employees as well as gathers the feedbacks of
the employees in order to expand the growth of the company.
Figure: Ensoft LTD
3

LO1
INTRODUCTION
This report focuses on the understanding the concept of innovation so that its importance can
be used in the Ensoft organization. Also, the comparison of the innovation is done with the
invention to clearly understand the difference.
BODY
P1 EXPLAIN INNOVATION AND DETERMINE ITS IMPORTANCE TO
ORGANISATIONS IN COMPARISON WITH INVENTION
Innovation is the introduction of new ideas so that the sales of the organization can be
increased. Innovation involves the two steps that are either improving the existing product by
doing modifications in it or introducing the completely new product. For implementing the
innovation, it is required that the organisation must conduct the market research. The
advantage of doing the market research helps in analysing the market as a whole which consists
of the competitor as well as the consumer (Chesbrough, 2010). The new approach is being built
by the innovation by increasing the creativity. Innovation leads to the organisation at the higher
level. This level is very difficult to achieve in the market as it involves efficient work as well as
the smart work. The two aspects of the innovation are the communication and the technology
which plays a key role in it.
Innovation creates chances of becoming more popular in the market. This popularity is
achieved by the having proper communication with the consumer as well as the market
associates. The aspects of innovation provide a step for the organisation for obtaining the
growth as well as the success (Jaffe and Lerner, 2011). Further, the survival of the organisation
in the market is highly dependent on the innovation strategies and approaches being
implemented in the organisation. Innovation not only applies to the products but also applies to
the management department of the organisation. The further advantage of the innovation is
4

the increased ROI of the shareholders. The value of the business is being increased with the
help of innovation. The lifecycle of the product further gets increased.
COMPARISON OF INNOVATION AND INVENTION
BASIS INNOVATION INVENTION
Definition Innovation means doing the
creativity in the products and
services in order to enhance
the sale.
Invention means the
discovery or the invention of
the new thing.
Skills Practical skills implementation
is required for it (Kline and
Rosenberg, 2010).
Scientific skills are required
for it.
Knowledge Technical knowledge is
essential for the innovation.
Scientific knowledge is
essential for the invention
(Ram, 2010).
Applicable to It is applicable to the multiple
processes and the product.
It takes into account the
single process or the product.
Advantages The advantage of doing
innovation in business leads
to the creation of the value of
the organisation (Ariga, et al.
2013).
The advantage of doing
invention helps in the new
discovery on the planet.
Happens It happens because of the
realization of the need.
It happens because of the
thoughts striking on a mind of
the scientist (Kerr and Lincoln,
2010).
Activities The activities are concerned
with the organization.
The activities are concerned
with the research
department.
5

Commercialization Innovation results in the
commercialization.
The invention may not result
into a commercialization.
Motive The motive of innovation is
economic.
The motive of the invention
may be economic or non-
economic.
P2 EXPLAIN HOW ORGANISATIONAL VISION, LEADERSHIP, CULTURE
AND TEAMWORK CAN SHAPE INNOVATION AND COMMERCIALISATION
The organisational culture is the culture possessed by the organization in the environment of its
own. These cultures are associated socially and psychologically and these cultures include the
value and the behaviour. The culture of the organization is further affected by the employees
of an organization and results in influencing the organization. The positive effect will be there
through the innovation on the organizational culture. The collaboration of the working in such a
cultural atmosphere will help in bringing the goals of the organization (Goetsch and Davis,
2014). The organisational vision describes the future perspective of the organization as well as
the set of goals and the objectives. The vision of the Ensoft is to solve and encounters the
challenges of the software engineering. Ensoft believes in the principle of combining the human
intelligence with the powerful and advanced level tools so that the complexity of the software
can be solved easily (Cameron and Quinn, 2011). This vision can be accomplished through
implementing the innovation. The organisational leadership qualities focus on building the
opportunities to expand the business further with the help of an efficient and powerful
teamwork. The organisational teamwork helps in utilizing the knowledge of the various
employees of the organization by taking their opinions and the thought process. Involvement of
the employees in the decisions of the organizations helps in motivating them and being valued
by the organization.
Innovation will bring the technical advancement in the organization of the Ensoft so that the
engineers of the organization (Liao, et al. 2012). The issues concerned with the engineers of the
organization can be solved by motivating them as well as discussing their problem concerned
6

with the work. The innovation helps in bringing the numerous opportunities to the engineers
for expanding their growth as well as the organization growth.
CONCLUSION
The above report helps in understanding the Ensoft vision, culture, leadership, and the
teamwork for shaping the innovation and commercialization in the organization in order to
develop the innovative ideas for the development of the technical services to the customer so
that the customers can be increased and also the market share.
7

LO2
INTRODUCTION
This report focuses on the understanding the 4P’s of innovation that will be useful in the Ensoft
organization for further growth of the business across the UK. The application of the innovation
funnel is described in order to shape the ideas of innovation.
BODY
P3 EXPLAIN THE 4PS OF INNOVATION AND EXPLAIN THE USE OF THE
INNOVATION FUNNEL TO EXAMINE AND SHAPE INNOVATIVE IDEAS
The 4 P’s of innovation is developed for doing the analysis of the innovation strategy adopted
by the organization. The 4 P’s of innovation helps in improving the process of innovation so that
growth of the organization can be attained. The four P’s of innovation are described below:
Figure: 4 P’s of Innovation
8

Source: Glasbergen, 2017
Process Innovation
Process innovation is concerned with the different steps needed in the creation and the
delivering of the products and the services. The aim of process innovation is to use the inbuilt
products by doing modification in it in order to bring out the innovation in the processes.
Paradigm Innovation
Paradigms are actually the mental models which the organization uses to functions the business
activities smoothly. The modifications in the mental model are done for affecting the
functioning of the organization.
Position Innovation
Position innovation is concerned with the principle of relocating the existing product in order to
bring out the new in the market (Buisson and Silberzahn, 2010). The position innovation is
being done so that the lifestyle of the people can be improved. Position innovation helps in
doing the rebranding of the products as well as the services of the organization.
Product Innovation
Product innovation is concerned with the modifying the existing products so that the product
quality can be made better in fascinating the customers (Gunday, et al. 2011). Innovation in the
products is required for the organization so that the standard of the organization can be raised
in the market.
USE OF INNOVATION FUNNEL TO EXAMINE AND SHAPE INNOVATIVE IDEAS
The innovation funnel helps in managing the process of the new product development. The
working of the innovation funnel is described below:
9

Figure: Innovation Funnel
Source: Admin, 2010.
The first step of the innovation funnel helps in acquiring the ideas from the numerous sources
available in the market. These sources are identified through the analysis of the market by the
organization which includes the knowledge of the customer, as well as finding an opportunity
for the organization in the market. After doing the analysis, opportunity for an organization
analysed (Vanhaverbeke, 2013). These different sources of ideas go through the several gates
of the innovation funnel. This innovation funnel consists of the different gates namely the
development gate, teat gate, assessment gate, etc. The idea of bringing the different gate helps
in estimating the required idea needed by the organization. These gates serve a purpose of
identifying the correct as well as the incorrect idea according to the strategy and the
opportunity needed by the organization (Hakkarainen and Talonen, 2014). The incorrect ideas
are identified and are sent back into the database as they are of no use in the present time but
can be utilized effectively in the future. The correct idea goes through the evaluation gate in
order to evaluate the idea. Then there comes the test gate which helps in testing the obtained
idea for various problems in the market and lastly, the launching is done for the
implementation of the idea.
10

P4 EXPLAIN DEVELOPMENTS IN FRUGAL INNOVATION AND PROVIDE
EXAMPLES OF HOW IT IS USED IN AN ORGANISATIONAL CONTEXT
Frugal innovation helps in minimizing the cost concerned with the products as well as the level
of the complexity. Generally, the frugal innovation focuses on extracting those features from
the product which are not needed for it and causes an increase in the coast of the product. The
frugal innovation helps in increasing the efficiency of the products and the services of the
organization (Radjou, et al. 2012). Theory of frugal engineering is used for describing the
concept of frugal engineering. Further, the focus of the frugal innovation helps in estimating the
desired needs of the middle-class people so that they can buy the products of the organization
at their range. The organization uses the frugal innovation in the following ways:
Needs of the Customer
The frugal innovation helps in realising the demands of the people concerned with the
organization so that the organization can value the money of the consumers. This is
implemented by the organization to ensure that the products fulfil the needs of the customer.
Identification of the Barriers for the Organization
The organization encountered the barriers which affect the business of the organization. Frugal
innovation does this very effectively so that innovation can be done by increasing the
competitive advantage.
The building of New Ideas
The building of new ideas helps in increasing the market share of the organization in the
market. These new ideas also help in surviving in the market (Agarwal and Brem, 2012). New
ideas are developed by thinking of doing the modification in the ideas implemented earlier so
that the loyalty of the customer can be built.
11

Combining with Various Associates
The different associates help in giving the opinions regarding implementing the strategy of
innovation so that the growth of the organization can be easily done by analysing the various
factors as well as the acquiring information from the market through the research analysis of
the competitor as well as the market.
CONCLUSION
The above report helps in understanding the frugal innovation so that it can be used in the
Ensoft organization effectively for developing the innovation in the products and the services of
the Ensoft. Further, the use of the innovation funnel I described so that the innovative ideas can
be shaped.
12

LO3
INTRODUCTION
This report focuses on the understanding the significance of the commercial funnel with respect
to the Ensoft so that new product can be developed and also understand the uses of the new
product development for doing the commercialisation of innovation.
BODY
P5 EXPLAIN THE IMPORTANCE OF THE COMMERCIAL FUNNEL AND THE
APPLICATION OF NEW PRODUCT DEVELOPMENT (NPD) PROCESSING FOR
COMMERCIALISATION OF INNOVATION
The importance of the commercial funnel lies in the concept of raising the leads for the
organization so that it can be placed better in the market. A commercial funnel is actually a
sales funnel and is based on the principle of Attention, Interest, Desired, and Action. The
commercial funnel helps in identifying the purchasing behaviour of the consumers. The
organization of the sales is done in order to create the awareness about the products and the
services of the organization to the public (Sterne, et al. 2011). The organization of the sales
helps in attracting the numerous amounts of people to come and visit. Then after the
organization of the sales, there comes a category of the people who really wants to purchase
the products. The doubts of the customer are resolved by the providing them with the benefits
concerned for the public. Also, this funnel helps in promoting the products at the different
platforms available online that is the social media sites as these sites contain a vast collection of
people and hardly there is an individual who doesn't use the social media platform. This helps in
doing the marketing of the products (Nordin, et al. 2013). Another source of promoting is the
email marketing which uses the concept of targeting group of people for mailing them with the
products and the services of the organization so that they can get access to those products and
services easily. A commercial funnel helps in understanding the phenomena of taking the
actions of the consumer in order to purchase the product.
13

APPLICATION OF NEW PRODUCT DEVELOPMENT
The older product is being modified using the techniques of innovation in order to build the
new product.
Classification of the Newly Developed Products
The newly developed product will bear the enhanced features as compared to the existing or
the older product. This will help in increasing the customer base of the organization. The profits
with the development of the new products will be high.
PHASES OF NEW PRODUCT DEVELOPMENT
Generating the Idea
The generation of the idea is done with the help of different sources present in the organization
as well as from the outside sources in the market so that the correct idea can be generated
from the various ideas (Hoyer, et al. 2010).
Screening the Idea
Screenings of the various ideas are done to ease the identification process of the desired idea in
order to utilize that idea effectively in the market.
Testing the Concept
The idea consists of the concept which needs to be tested in the market in order to analyse that
whether the concept built with the innovation will be accepted by the people or not.
Development of Market Strategy
The marketing strategy includes the 4 Ps of marketing that is the product, price, place, and the
promotion as well as the segmentation process helps in identifying the targeted customer
14

according to their buying pattern of the consumer (Liao, et al. 2010). The information gathered
from the stakeholders will also matter a lot to the organization.
Market Analysis
The analysis of the market is done for doing the research in the market for understanding the
strategies adopted by the competitors, as well as the other organization.
Market Testing
After developing the new product, the product is being put on the market for further testing so
that popularity can be gained in the market.
Commercialization
The commercialization helps in doing the launching process much easier.
Evaluation of the Performance of the Product
After testing the whole products in the market, the evaluation of the products is done in order
to understand the performance of the product at the market level (Goffin, et al. 2010).
The importance of the commercialization is explained as follows:
Economic Growth
Innovation helps in bringing the growth economically so that the high amount of revenue can
be generated by the organization.
Societal Benefit
Commercialization of the products, as well as the services, help in benefitting the society as a
whole regarding providing various benefits to the welfare of the people as well as the society.
Industry Partnership
15

Partnership helps in making the complicated things much easier by diving everything of the
organization between the partners of the organization and the most important is the funds that
the partnership can utilize effectively.
P6 BUILD AN INNOVATION BUSINESS CASE FOR AN ORGANISATION,
INCLUDING WAYS TO ACCESS FUNDING
Executive Summary
Ensoft Company is developed as well as introduced for the purpose of resolving the complexity
of the software systems. According to them, a mixture of tools plus the powerful tools helps in
solving the complexity of the software system. It consists of 350 companies across the world.
Problem Statement
The problem encountered in the company is the arising of the issues and the obstacle in dealing
with the gaming software. A much of the time is consumed in understanding the problem
related to the software.
Solution Statement
The solution is to offer the services to the customer and designing the enhanced version of the
software so that the customer first checks the soft and then buys it (Sosna, et al. 2010). Also,
the minor servicing concerned with the software is being resolved at that time only.
Market Analysis
Market analysis is the analysis of the market with respect to identification of the approaches
and the strategies of the rival parties in the market in order to develop the new ideas in the
business. For this, market research plays a key role (Casadesus Masanell and Zhu, 2013). The‐
consumer requirement is being analysed through the phenomena called market research.
Financial Analysis
16

The approximated cost is around the 50,000 euros after implementing the innovation in the
business. This money can be collected from the different sources such as crowdfunding, bank
loans, friends, and family, trade credit etc.
Sources of Finance
The different sources of finance consist of the borrowing money from friends and family, trade
credit, crowdfunding, through the bank loans etc.
WAYS TO ACCESS FUNDING:
Bank Loans
Bank provides the loans so the loans can be taken for the business for doing the investment in
the business and serve as a special loan to be granted to the people. The criteria are set by the
bank in order to take the loan from the bank (Caglayan and Demir, 2014). These criteria include
annual turnover, earning potential as well as the credit score. The different types of loans are
being granted by the bank including the capital loan, loan for the property, etc. for the
companies.
Borrowing From Family and Friends
Family and the friends include the siblings, relatives, parents, and the friends which can help in
financing the business if they have an excess amount of cash. There are two ways in which the
money can be taken that is the loan or the equity stake.
Crowdfunding
It is one of the popular methods in providing the funds for the business. It is a process involving
the huge people of the group from which the money can be borrowed. It is a flexible approach
for the small business organisation (Irwin and Scott, 2010). It is similar to the loan process of
the bank in which the company gives the interest based on the loans. The social media platform
17

helps in increasing the awareness about the crowdfunding as large numbers of people are
connected socially on these platforms.
Trade Credit
This source of finance involves the supplier who wants to sell on credits. The duration of the
credit lasts for about 3 months. This method is extremely useful in case of the funds used to
satisfy the short-term needs.
Equity Investment from Business Angel
Business angels consist of the executives of the retired company or the individuals who are the
richest who are capable of investing in the small business organisation which is run and
operated by others. They have huge contracts in the market as well as also have the
experiences and the knowledge.
QUESTIONAIRE:
1. Has anyone purchased the new software?
a) Yes
b) No
c) Not yet
2. How is the newly developed software?
a) Good
b) Worst
c) Average
3. How is the user interface of the game?
a) Good
18

b) Bad
c) Average
4. How would you like to rate this software on the scale of 10?
a) 2-5
b) 5-8
c) 8-10
Review of the Software
67%
22%
11%
Software Review
Best worst Average
Sales Forecasting
First Year Second Year Third Year Fourth Year Fifth Year
Sales £48,000 £58,000 £69,000 £78,000 £87,000
Profit £5,500 £9,000 £20,000 £39,000 £38,000
CONCLUSION
19

The above report helps help in building a business case for the Ensoft organization which is a
small business organization so that the innovation can be introduced in the products and
services of the Ensoft. The different sources of raising the funds are also described along with
the significance of the commercial funnel.
20

LO4
INTRODUCTION
This report focuses on the understanding of the different tools that Ensoft organization can use
in order to preserve the intellectual property of the Ensoft so that the innovation idea
developed by the Ensoft through the different sources cannot be used by the other
organization.
BODY
P7 EVALUATE THE DIFFERENT TOOLS THAT ORGANISATIONS CAN USE TO
DEVELOP, RETAIN AND PROTECT KNOWLEDGE AND INTELLECTUAL
PROPERTY
Intellectual property is defined as the set of intangible elements which is owned as well as
legally protected by the organization so that the other organization cannot use it. It includes the
various things such as copyrights, patents, trademark, and the trade secret. Intellectual
property of the organization possesses a great value. Intellectual property also includes the
literature, discoveries, symbols, inventions, designs, phrases etc. for protecting it (Dutfield,
2011). It consists of the law which is used for encouraging the creation of the different varieties
of the goods of intellectual. These rights are given to the organization over a specific period of
time.
21

Source: Intellectual Property Tools
Source: Poppe, 2013.
Following are the intellectual property tools that Ensoft organization can use:
PATENT
This right is given by the government to the organization or the company preventing other
company to sell, make, import, use the invention for some time period. These rights are given
according to the laws of nations as well as the agreements of international (Drahos, 2016).
Claims are being associated with the patent and these claims consist of the usefulness as well
as the novelty. The patent is being described as the “to lay open” for doing the inspection
publically. This is effectively used by the Ensoft organization.
COPYRIGHT
It consists of the rights legally granted to the organization or the creator for using and
distributing it with respect to the organization. Copyright ensures the fair use of the rights
publically. Generally, the copyright is used to protect the original ideas so that it cannot be used
by the other organization. Only right holders can use the copyright tool for protecting the
intellectual property of the organization (Dutfield, 2017). Copyrights are restricted within the
use of the territory or the area which can be described as they differ according to the country
as well as the area. The duration of the copyright is based on the jurisdiction of the
organization. This is being used by the Ensoft.
TRADE SECRET
Trade Secret is defined as the formula, practice, or the design concerned with the business of
an organization in order to obtain the advantage concerned with the business over the other
competitors in the market. These secrets are made unknown to the publically. It helps in
increasing the benefit economically (Nielsen, et al. 2010). Several procedures have been used
by the organization in order to protect the secrets of the trade. Only the information about the
secrets is given to those people who are loyal to the organization as well as the trustworthy.
22

TRADEMARK
Trademark consists of the sign or the logo which helps in identifying the products as well as the
services of the organization. The location of the trademark can be on the voucher, label, or on
the product (Biagioli and Galison, 2014). The trademark helps in identifying the owner of the
organization concerned with the product as well as the services. The different trademark laws
are also there which are being developed according to the nationality.
CONCLUSION
From the above report, it is concluded that the organization can use a variety of the different
tools such as trademark, Patent, Trade Secret, Copyright so that the intellectual property can be
preserved.
23

CONCLUSION
From the above report, it is concluded that Ensoft Company can expand its business by
implementing the innovative ideas in their products and services so that the productivity can be
increased leading to the increased market share in the market and also possessing an
advantage against the competitors. In addition to this, the 4 P’s of innovation will help in
expanding the growth of the business by utilizing the concept effectively. The various sources of
innovation are identified for bringing the best idea out of these sources. The intellectual tools
were described so that the intellectual property can be protected by the Ensoft in order to
preserve the ethical rights.
24

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