Innovation and Commercialization: A Case Study of Ensoft

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