Innovation and Commercialisation

This study material explores the concepts of innovation and commercialisation. It discusses the comparison between innovation and invention, the impact of innovation on vision, leadership, culture, and teamwork, the 4Ps of innovation, and the use of the innovation funnel to shape innovative ideas. The content also includes examples from Land Rover's innovations in the automotive industry.

INNOVATION AND
COMMERCIALISATION

Contents
INTRODUCTION.......................................................................................................................................4
LO 1............................................................................................................................................................4
P 1 Comparison of innovation and invention...........................................................................................4
P2. Innovation shapes vision, leadership, culture and teamwork.............................................................6
P 3 The 4Ps of innovation and explain the use of the innovation funnel to examine and shape
innovative ideas.......................................................................................................................................8
P 4 Developments in frugal innovation and provide examples of how it is used in an organizational
context...................................................................................................................................................10
P 5 Importance of the commercial funnel and the application of new product development (NPD)
processing for commercialization of innovation....................................................................................11
P 6 Innovation business case for an organization, including ways to access funding............................12
P 7 Different tools that organizations can use to develop, retain and protect knowledge and intellectual
property.................................................................................................................................................15
CONCLUSION.........................................................................................................................................16
REFERENCES..........................................................................................................................................17
Books and Journals................................................................................................................................17

INTRODUCTION
Innovation is the new term for new ideas, new imaginations which are in a form of
method or device and creative thoughts. Innovation can help the organizations to reach their
unarticulated needs, existing market needs and new requirements. Innovation and invention are
not similar, there is a practical involvement of invention in innovation so that the impact on the
society and market is more better. Commercialization is a process where new products or
production method is introduced in the market. There are many products which are being
produced by the invention department or the research and development department which are not
practical for growth in the market. The research and development department requires money
and time for making their department work. The products which are being introduced in the
market have to be customer friendly and exactly what they want and their needs. Land rover is a
British brand which produces four wheel cars which offer premium and luxury sports vehicles.
Land rover is a multinational company which manufactures cars by Jaguar land rover. Tata
motors has been its owner since 2008 and in the past few years Jaguar land rover has built land
rover in United Kingdom, China, Brazil, Slovakia and India. The report will be focusing on the
changing taking place in the company due to innovation and commercialization. The company is
coming out with electrical cars which will be a great idea for the company. The ideas, methods,
process, thinking and coming up with this car will be discussed further.
LO 1
P 1 Comparison of innovation and invention.
Innovation is a very important feature which is required in a company or an organisation
because the world is constantly changing and so should the companies if they want to expand in
the market. Land rover is giving not just luxury to the customers but all the upgraded features
which are required for the company to grow. The company is coming up with electrical cars
because they want to keep the environment change which is taking place and want to contribute
to save the disaster (Fecher and et.al., 2018). Land rover is a company tries to give the best of
facilities to the customers. The company makes sure that they are giving any default technologies
or defect in the car. The invention of this new electrical car was taken up by the other companies

long back but the company is still trying to get innovation in the invention so that they are unique
in their work like they have always been.
Innovation Invention
Innovation is done in the already existing
product or in products which are just
invented. This is done so that the customers
like the products or they are interest in
product at least.
Invention is when a new product is just
discovered for the very first time. Inventions
are done so that the customers can get more
and more of varieties in the products.
This requires a skill of technical, strategic and
marketing because the customers have to like
the product no matter what. Innovations are
done so that the present product can look
better for the customers so that they can
expand the market area.
The skills which are required for inventions is
science because only experiments can lead to
a new product. Inventions are done basically
so that the customers can have varieties in
products and they are more options than they
ask for.
Innovation involves the entire organization
and all the departments of the organization
because they all have a say in the innovation
of the products which the organization is
producing.
Inventions are done by the research and
development department and no one else has
a say till the product is not invented.
Feedbacks on the product which is invented
can help the product to innovate and then
become better (Witell and et.al., 2016).
There is a need which is felt from the
organization to improve or get a change in the
already existing product because they might
not be doing so good as they had thought it
would (Zhen, 2017).
There is a need from the organization to
invent new products so that the company can
expand itself in different products or varieties
of products which no one else has. It gives
uniqueness to the company if they invent new
products.
Land Rover has already put it’s uniqueness in
the brand they have by giving the customers a
safe and luxurious drive. This is not the first
time some company is coming up with an
electrical car but this company is not just
Inventions in the electric car would be LED
headlights, Comfortable seats, Auto sunblind,
air bags, ISOFIX, Emergency breaking, etc.
There are many more features which are
being added in the car which is an invention

doing to provide the customers an
environment friendly vehicle but also a
vehicle which is luxurious for them so that
they can maintain their status and have
luxurious drive. Testing the vehicles which
are electrical so that they give the best to the
customers because they do not want any bad
impact on their portfolio.
for the company because no other car is
coming up with so many features in the car.
The company is not the first time inventing
new features in the car but they are not sure
that the performance of the car will be good
enough as it is now therefore they are testing
it before they give this service to the other
customers because they promise to give the
best to the customers.
P2. Innovation shapes vision, leadership, culture and teamwork.
Vision, leadership, culture and teamwork can really effect the innovation of the products
which the company is producing (Jansen, 2017). There are four stages in culture model. Culture
model is given by Charles Handy and the four stages he mentioned are power, task, role and
person.
Power- The power is in few individuals of the organisation which makes the decision making for
the company. The employees are judged upon their achievements rather than how they act to the
decisions or how they are performing in the organization. Land Rover gives equal chances to all
the employees of the organization so that they can make better decisions for the betterment of the
company. Employees in the company have a say in the decision making because every voice
makes a difference in the company.
Task- The tasks in the organisation of Land Rover given to the employees equally. The
employees of the company are well trained, are loyal to the company and are giving everyone
possible for the company which is making the company do so well. Without equal task
distribution the employees will not be able to do the tasks on time and the company will not be
able to work efficiently.
Role- There is a sense of high control on the employees of the organization since they know their
roles and responsibilities in the company (Shier and Handy, 2016). The roles are decided on the
power one has in the company which is decided by the designation they hold in the organization.

Land Rover makes sure that everyone in the company are important so that there is team work
which can not just make them work together but also make the company gain profit.
Person- The organization only works properly when there are people in it working for the
company. The people who are working they think that they are unique and are superior to others
in the company and this attitude will not let the company work properly and not the individuals
give its best for the organization. Land Rover makes everyone think they are unique and assigns
them work according to the talent they have so that they can do their best.
Teamwork theory has been given by Bruce Tuckman in 1965. There are five stages in this theory
and they are forming, storming, norming, performing and adjourning.
Forming- The team members meet each other and the task is discussed so that the project
manager can make everyone go in one direction and the work is assigned to everyone equally
(Powell, 2017). This is done so that everyone is well aware of the roles and responsibilities they
carry in the task and for the organization. The team would be formed and mangers will be engage
in giving out the most innovative idea in order to grow.
Storming- The project managers and the team members can challenge one another and it is very
popular in this stage that there are conflicts and issues are popular. This is done so that the
challenges make the team members work faster and efficiently. In this by challenging each other
they can shape up the whole innovation.
Norming- In this stage the team will reduce the conflicts and understand one another and then
start to work together to achieve the tasks and projects which are being given to them. In this
stage the team gets together which means there is unity and the focus and direction is shared by
all is one then the work will be easier and better. If the team work together then this can make
the innovation better.
Performing- All the team members are very comfortable with one another and have accepted
each other’s norms. The issues and conflicts are solved and there is a support in the task
performance. The sync in the team is high which will result in high performance of the
individuals, team and the company. In this the team can solve problem related to innovation
which the company is going to implement.

Adjourning- The project when it comes to an end there is a sense of loss in the team. The project
manager plays an important role in this part which is they must celebrate the efforts which
everyone has put in for the company. This is like an encouragement for the future projects for all
the employees.
Vision of Land rover is to make the maximum they can in the market. The company has aimed to
make few innovations in the company so that they can attract more customers. Electrical cars are
just one of the innovations they have thought of because that is very much practical in the future
use. The company has come up with lot of inventions and innovations in this field which is
making them unique in their business. Vision can shape the innovation as it lay more emphasis
on making the future better. The vision of Land rover is to maximize capacity which can be done
through effectively utilizing the resources.
P 3 The 4Ps of innovation and explain the use of the innovation funnel to examine and shape
innovative ideas
This mix model of innovation of 4 Ps was introduced by Joe Tidd and John Bessant. This
model helps a business discover how to improve the process of innovation. It consists of 4
elements that is Paradigm, Product, Position and Process. They are different from the 4 Ps of
marketing. This tool is helpful in understanding where you are standing right now and how can
you bring new innovation to take it to the next level. It gives a direction, a way to the company
that where do they need to reach and where is the space requirement for innovation. This space
helps in generating the idea and how the company will work on it.
Paradigm-
Land Rover needs to improve their way of doing business by bringing innovation to the
market. It is a difficult process as change is not always easy and positive for the company. The
company has to take their imagination in a practical way that can lead to possible changes so that
they have a leverage on the profit. For that Land Rover needs to change their business model.
Land Rover was known for their luxury SUV’s but now with the changing market needs they are
completely setting up a different paradigm. For instance changing the portfolio from cars which
runs on gasoline to cars which runs on battery. (Kun, 2017)
Product-

Land Rover must question their team that how can we improve our existing product or
services. Make it more attractive and appealing than our competitor’s products. The suggestions
that arises from group discussion can help the company to turn their product which is also known
as incremental change. They have a list of innovations other than just manufacturing SUV’s.
They don’t have a list of products other than normal cars. But now the company is changing their
product into completely electric by the name Range Rover electric to meet the needs and wants
of customer and the market. That is why they have joined hands with Jaguar to launch a new
electric car by 2021 together.
Process-
At this stage before beginning the process of preparation of the product or service.
Company needs to think of all the steps that they must take such as recruiting appropriate and
suitable candidates, training them into a better person, simplifying the process of supplying and
distributing the workflow. Company needs to enhance all of this so that they can increase their
profit and cope up with latest trends in the market. This stage involves the process of distribution
and the process of manufacturing.
Position-
This stage is concerned with how Land Rover positions or frames their new product or
services in the eyes of consumers. Check how people respond to your idea after communicating
with them. Gather the information from all such as public, customers, employees so that
company can know how to and where to improve the image and the way they see their product.
The company has opened up and expanded their product line on the basis of age, gender etc.
Additionally, developing transferring from gasoline to electric production for cars, it requires
modifications in the process of manufacturing. Land Rover has to improve their machines and
update it with the latest technologies to convert to the latest cars technology. In order to survive
in the market the company has to use this mix model of innovation so that they can improve the
aspects and make a difference. If they don’t have the confidence then they would not have taken
the step to change their cars from gasoline to electric. (Yu and et.al.,2016)

P 4 Developments in frugal innovation and provide examples of how it is used in an
organizational context.
Frugal innovation is the useful for reducing the complexity of nature and reducing the
cost of goods while their manufacturing. This process is usually used for the parts which are not
useful in the durable goods such as a car or phone. But Land Rover is a multinational country
which means it operates in several international markets and there products need to be made
durable and pricing of them must be cheaper. Their target customers are also those which comes
under overlooked customers. The demand of this process is increasing day by day due to
Globalization and rising of incomes in developing countries. Land Rover must use this process
as electric technology is not on that level where their durability is high and cost is low instead it
is opposite of the situation. The technology is costlier and for manufacturing it process of
production also needs to be changed which ultimately will increase the cost that is why company
needs to us the method of Frugal innovation so that they can remove or reduce those parts which
are not necessary or essential. So that they can make their new product and innovation cheaper
and durable. Developing countries are the market for sales maximization and even if the
product does not make it to be a successful one than also it is good enough because it was made
good enough. Many years ago Mercedes made (Febriani and Djatna, 2016) a truck which didn’t
turn out to be successful and they hand it over to their Indian partner Tata who in turn with the
help of frugal innovation turned them successful. The only reason of failure of the product was
cost and by using this method they removed that factor. Before beginning with the process Land
Rover has to analyze and study the market that what is needed by them and what they don’t want
this will help the company in figuring out what features are useful or important for them and
what will be not needed and removed that is how they will satisfy the consumer by making the
product exactly according to their needs and wants. It is also beneficial for them to study the
market before making any move as many companies neglect this or doesn’t pay attention to the
demands. They work on their beliefs and mindsets and that results in making their products more
expensive. Many people can’t cope up with the high tech stuff. Land Rover can have a
competitive advantage over them if they use this innovation method successfully. They have
studied that they are going to offer same performance and quality so that consumers of different
levels of purchasing power can buy it and be satisfied with it but on the other side company has
decided to reduce the core functions which they were going to offer before. On the bright side

they can enjoy high demand in the industrialist markets and in developed countries who will buy
stuff with high tech. Overall the company needs to make their new electric car which maintains
their standard in the eyes of prospective consumers and that maintains the reputation of the
company. (Henttonen, and Lehtimäki, 2017)
P 5 Importance of the commercial funnel and the application of new product development (NPD)
processing for commercialization of innovation
Importance of Commercial Funnel
Helps in picking a marketing strategy for the company-
When Land Rover is out of strategies for marketing then it is important for them to use
this funnel. So that they can know which of the tools for marketing or model of business the
company needs to select so that they can succeed in the market. Some companies who are
competitors of Land Rover prefer to remain in touch with their clients who are in the section of
decision in this funnel. As this makes it simple for them so that they can show the customers the
direction towards the portion of action. (King, 2018)
It helps you know how to relate to your customers-
People must not know about it but Land Rover has a protocol to operate their business in
their own language. Many of the companies do the same. Land Rover believes in producing their
own content for describing their own products while talking with their clients so whenever they
launch something new they can spread it fast and have a great impact and affect so that they can
easily take their clients down through the funnel of sales. It is easy for the company as they have
identified their clients and products and they can set the tune according to them or give them
some offers that can fulfill their needs.
Helps in generating more sales-
Land Rover has picked various great strategies for marketing and they are confident to
how to relate it with their customers. Company has the potential to take out any level of

customer through the action section. Land Rover has learned the tactics of the commercial funnel
perfectly that is what helps them to get more and more sales in the long run and that is why they
don’t worry about their new innovation that is going to launch in the market. They know that it is
going to be successful in terms of sales and in terms of consumer satisfaction. The funnel helps
the company to pull out the outcome they have desired in the respective market. (Ke and et.al.,
2016)
Funnel gives an edge against the companies which are new in the market-
Some companies have a common problem and that is they lack direction. In their minds
they have several ideas but they don’t know where to execute it and make a wrong attempt which
results in failure as they are new in the market and they don’t have a system or procedure to
make sales. That is why Land Rover has learned the procedure of funnel where the new
companies are lacking and gives Land Rover a competitive advantage over them.
It helps to improve the ways in which a business can grow-
No model of the business of the company is perfect. Success does not come to big
producers and manufacturers overnight. Land Rover has thoroughly understand the concept of
funnel. They have feedbacks in large amount which helps them take decision so that they can
improve their sales of existing and upcoming products. Sometimes pricing shift the consumers to
another product. Company observe these measures and roadblocks which helps them take out the
desired outputs. (Rasli and Kowang, 2017)
P 6 Innovation business case for an organization, including ways to access funding.
SWOT analysis of Land Rover
Strength-
Land Rover carries rich heritage which is its biggest strength. They have associated and
joined hand switch Jaguar to launch a new electric vehicle which also increases the credibility
and trust in the market. The company has always been one step ahead for coping up with the

needs and wants of the market and the customers. Their core strength is to make customer savvy
products. Their cars does not releases high emission like others. (Kim and Park, 2018)
Weaknesses-
The company has faced several issues in the past which are related to air suspension, oil
leakage, electric problems etc. also their customer service has not been satisfactory which results
in loosing the reputation and customers in the market. After sales service of the company is now
up to the mark as the availability of their parts is less in many areas of countries except in UK
which makes it difficult to buying a car like this when people uses a car for a long run. There are
many no. of players in the segment in which Land Rover deals in such as Mercedes, Audi, BMW
which makes it difficult for the company to obtain and gather more share in the market.
Opportunities-
Currently the company is working on a electric car but with the rapidly changing market
company needs to see on more opportunities such as autonomous driving as they are the future of
cars. This creates a new opportunity for Land Rover to develop a product with that feature list.
They have begun the development for cars which will be connected and are gonna be automated
with advanced technology. Customer today will not think twice on spending the money if the
product they re buying is worth to them. The company has been researching on high-end
personalized cars which will be according to the needs of the user and their driving choices. This
is an opportunity which Land Rover must not miss. The company has increased the focus on
green and hybrid vehicles may be a threat for lower end vehicle manufacturers but not for
established higher end car brands such as Land Rover.
Threats-
Land Rover had a huge reputation but now after Tata motors buying the shares of the
company it affects its reputation in the international markets. The cost of fuel is another factor
the company must worry about until they launch their electric model in the markets. The
government is also against these cars which are running on fuel that is why the company is
facing more pressure and more threat in the market. Materials for vehicles which are needed to

manufacture cars are getting costly with time and they are increasing the price of cars and the
company deals in luxury cars which makes it more costly. (Dutta and Folta, 2016)
4 P’s of Land Rover-
Product-
The company has always focused on high tech products. They have many products which
are going to come up in the market. Recently they launched their Defender the perfect off road
vehicle and now they are working on their next project and that is the Range Rover electric
which is also the mist awaited product of the company.
Place-
The company has had many variations in the market due to its change in ownership but it
has resulted in extending their market. They have made their feet stronger in Asian countries
with a strong hold in its home country. The company is trying to open more and more of their
dealerships in the market and improve their availability of services but the factor of price is
affecting them.
Price-
By delivering the best products from its competitors and its range the company has
increased their brand value in the market. Dealing in luxury cars their pricing is premium and its
going to be the same for their new electric portfolio though incentives can be provided by the
government such as reduction in taxes, tax exemption which will make the cars slightly cheaper
than they are. But it is only for electric cars. Their products are not only consists of high tech but
they provides an aura of distinction and exclusivity. That is why they have to keep their prices
premium to maintain the luxury. (Chun, and et.al., 2015)
Promotion-
Though the company does not need to gain the attention for popularity their name is
enough for that but just to cope up with their competitors they have hired top level of

researchers. From time to time they go on to different aspects of promotion. The team of Land
Rover has a good network through TV advertisements, web and social media.
P 7 Different tools that organizations can use to develop, retain and protect knowledge and
intellectual property
Copyright of Land Rover-
All rights, including copyright and database right, in the website and its contents, are
owned by or licensed to Jaguar Land Rover, or otherwise used by Jaguar Land Rover as
permitted by applicable law or the copyright holder. No one is allowed to copy, reproduce,
republish, download, post, broadcast or transmit any text, images, graphic, logo, button, icon,
image and their selection and arrangement thereof, and any underlying source code and software,
nor adapt, alter or create any of the material or information in this Website or use it for any
purpose, without first agreeing to the terms of the Licence
Patent of Land Rover
There are many patents assigned to Land Rover in the name of the company. Such as
methods for controlling of speed patents or aerodynamics apparatus of vehicles, references of the
car and estimation of velocity apparatus method, device for space load covering, rear bumper
valance of vehicle, vent of the bonnet of the car, seat of the vehicle, rear spoiler of the vehicle etc
man other parts are patented. For instance A vehicle is adapted to sense a condition of use in
which a maximum speed control speed is reduced. The condition of use may be indicated by a
sensor of (Rasmussen and Eliason, 2017)the vehicle, or selected according to the kind of terrain
across which the vehicle is travelling. Selection of terrain type may be manual or automatic, and
may enable a selection of sensors appropriate to the terrain type. A vehicle driver may select a
speed control speed lower than the permitted maximum. A vehicle having a first lateral diffuser
provided on a first side of the vehicle and a second lateral diffuser provided on a second side of
the vehicle. The first and second lateral diffusers are movably mounted and can be displaced
from a retracted position to at least a first deployed position. A device, kit, and method that
utilize a cover for covering a load space of a vehicle. The cover is movable between a retracted
position in which the load space is uncovered and a deployed position in which the load space is

at least partially covered. A detector is used for detecting an object in the path of the cover, such
that damage to the object or cover may be avoided during deployment of the cover.
Trademark of Land Rover-
Serial number- 79100805, Registration number- 4148427, Word mark – Land Rover,
Status- Section 71 was declared and has been accepted. Goods and services of vehicles includes
watches, clocks, tie pins, tie clips, key rings, key fobs, silver metal, chronometric instruments,
cuff links, precious metal etc.
Classical information of international class-
Precious metals such as alloys, precious stones, coated jewellery, horological instruments etc.
(Tanev, Rasmussez and Zijdemans, 2015.)
CONCLUSION
Land Rover is already a very loyal brand and is satisfying all their customers. The
innovations they are coming up with are very good. The company will make a very good name
for itself if they use the innovation and invention as they have promised because that will capture
the entire market and can also make them the leading company in this field of cars or vehicles.
Innovations and inventions are always important for any company to do well because there are
changes which are taking place in the world which the company’s also must get in there products
so that they continue to satisfy the customers.

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