MT20132 Innovation and Sustainable Business Development Report 2022

Innovation and Sustainable
Business Development
Unit Number and Name: MGMT20132 Innovation and
Sustainable Business Development
Assessment Number:
Student Name and Student ID:

1
Executive Summary
The report helped in determining the effectiveness of implementing Artificial Intelligence (AI)
for MacDonald, which will help the company in enhancing consumer experience and boost its
sales and revenue. Moreover, it has been analyzed that before implementing such technological
trend the company is required to focus on customer desirability, technical feasibility along with
financial viability to understand the impact on the technology on business processes and
customers. Furthermore, it will provide a detailed understanding of the innovation tools and
techniques which will drive innovation and sustainability of the company. Meanwhile, the paper
will provide a critical reflection based on enhancing personal capabilities related to innovation
and sustainability.

2
Table of Contents
Introduction.................................................................................................................... 3
Logical and persuasive articulation of.................................................................................... 3
Problems to be solved.................................................................................................... 3
Problem insight............................................................................................................ 3
Portfolio of generated solution concepts.............................................................................. 3
Solution selection analysis.............................................................................................. 4
Novel value proposition.................................................................................................. 4
Targeted customers....................................................................................................... 4
Competitive advantage and strategic fit...............................................................................4
Logical and persuasive assessment of critical assumptions and uncertainties related to.......................5
Customer desirability..................................................................................................... 5
Technical feasibility...................................................................................................... 5
Financial viability......................................................................................................... 5
Selection of the innovation tools and techniques.......................................................................6
Application of the selected innovation tools and techniques.........................................................6
Critical Self-Reflection...................................................................................................... 8
Conclusion..................................................................................................................... 9
References................................................................................................................... 10
Appendices.................................................................................................................. 12

3
Introduction
The report will select MacDonald & Company and provide information in innovation strategies
of the company in alignment with its business functions. MacDonald is one of the leading
professional recruitment consultancy for the built environment sectors and real estate which was
established in 1994 with its headquarters situated in UK. It is one of the organizations that has
been influenced by the developments of the technologies and sustainability trends and motivates
innovation in the real estate sector. It will also choose six innovation techniques and tools and
discuss the effects of the implementation of the chosen innovation techniques as well as tools on
the selected company.
Logical and persuasive articulation of
Problems to be solved
Development of innovation and sustainability will help MacDonald in solving the problem of
estate management and facility management by offering a personalized, positive and high quality
experience to its consumers (Macdonald & Company, 2020). It will also solve the problem of
attracting low-income consumers by focusing upon its cost and effectiveness. Using
technological innovation will also help in enhancing organizational reputation in front of its
customers and staff members.
Problem insight
Innovation and sustainability will help in putting insight into the problem of facility management
and estate management by acquiring on online personalization which will create a customizable
drive-thru experience by providing a platform for smart contracts providing, gathering and
evaluating building data (Sousa-Zomer & Cauchick-Miguel, 2019). The use of technological
innovation will help in creating a sustainable and smart building and enhancing consumer
experience.
Portfolio of generated solution concepts
The solution will help in solving the problem by providing a dynamic digital platform board for
its customers which will start responding to the processes. The utilization of technology will not
only help in serving consumers but optimizing recruiting strategy.