Managing Innovation and Technology Transfer

This assignment provides a detailed overview of managing innovation and technology transfer. It includes references from various sources such as academic papers, books, and research articles. The topics covered include innovation management, technology transfer, patent licensing, university-industry collaboration, corporate spin-offs, and optimal agency contracts for delegated R&D. The assignment aims to provide students with a thorough understanding of the concepts and techniques involved in managing innovation and technology transfer.

Managing innovation

Table of Contents
INTRODUCTION...........................................................................................................................1
About the company ....................................................................................................................1
3. Main management concern and associated issues related to the “Innovation and technology
transfer”.......................................................................................................................................3
Management issues in innovation and technology transfer........................................................4
Research methodology...............................................................................................................5
Ethical consideration...................................................................................................................6
CONCLUSION ...............................................................................................................................7
Recommendations.......................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Innovation is the factor which helps in economic development growth. Innovation is the
process, which transfer idea into innovation goods and services. Innovation gives new perceptive
to the company to earn more. Growing competition determines the importance of innovation and
technology transfer. In efforts to understand of economic growth. The present report is based on
“Innovation and technology transfer”. It will discuss about the whole concept of Disney and their
innovation techniques. Furthermore, it will discuss about the management of Disneyland or
management concept which help to accomplish the overall objective. Innovation is an important
factor to grow the business products and services to attract the customers. It helps to enhance the
company image in the market. Besides this, it will cover some management issues faced by the
company during the adoption of innovation techniques. Furthermore, this report covers the
research method through which organisation identifies the external environment to discover new
services for the customers. Apart from this, technology and development create new competitive
market and set the benchmark for other rival companies. Moreover, Disney adopts some new
techniques like Disney Animation Studios. Apart from this, it uses different new software like
Meander Animation Matter Horn, Splash etc. Disney is the most popular company in Multimedia
and international industries.
About the company
The Walt Disneyland Company is a multinational mass media company in America. Its
headquartered in Burbank, California. It is the world’s second largest media conglomerate
company(Acemoglu, Mostagir and Ozdaglar, 2014). Apart from this, it is the high revenue earn
company as well. Walt Disneyland attracts their customers through different attractive services
and products. Disney was founded in 1923 on 16 October. Partners of Disney are Walt
Disneyland and Roy O Disney(Breznitz and Etzkowitz, 2017). Apart from that, it has Disney
brothers’ studio in America. Before taking its business further, Disney had their own production
house and studio. Disney invent new techniques and animation development. It gives many
opportunities and growth to their business. Walt Disneyland is mostly known for its innovative
products like short films, cartoon shows and other short films. Disney also operate ABC
broadcast television network like Disney channel and Free-form. Furthermore, during the time
they also create music and theatres around the world. Along with that, Walt Disneyland also
gives facility of theme parks and Resorts. They adopt the concept of Family oriented and give
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leisure to them. Disney is the most innovative and creative company which impress their
customers through animated cartoon videos and very creative animation styles. Walt Disneyland
innovation styles is unique and different from others(Cantero, et.al, 2017). This successful
company integrate their customer into their new development process. It helps company to
attract number of customers. This is because in order to achieve success, employees and
customers both are important.
Disney Guestology is the term that better helps in describing the Walt Disneyland
approaches. To fulfilling the customer need and wants. It helps to enhance type quality of
services and company values. Walt Disneyland provides outstanding service experience to their
customers which helps to invite them again and again(Chatterji, 2016). On the other side, these
aspects help in identifying the customer needs and expectations like, what they want from the
company etc. Apart from this, Walt Disneyland have highly skilled employees and managers,
who give their best efforts to make company image more powerful. Innovation process of Disney
is unique and different. Furthermore, Key drivers of the company which is very important to
maintain the success in the market. Apart from this, company adopt innovative software to make
new products. Walt Disneyland studio is very innovative in technology innovation. The main
focus of the company is innovation and development. Besides this, company adopt some
innovative software to make their clips more digitally. Like Renderer, it is the software which
gives more virtual scenes, animation, light, textures and other attractive effects to make animated
film. This software calculates how to bounce the light throughout the scenes and interact with the
film objects. Second one is MATTERHORN, it is based on simulation; it is an independent and
realistic tool(DeBarro, et.al, 2015). It gives more virtual environment in the film. It gives
powerful effect during the videos. This software is especially used to create more Snow effects in
Frozen. Apart from this SPLASH, it is another tool of Walt Disneyland but not introduced yet.
These are the techniques through which Disney create their animated films more attractive.
Disney Movies are well known by its clarity and outstanding sound effects.
Disney is the famous brand in animation industry. Its planning and strategic management
is different and unique. This has generally five operating segments. Studio Entertainment,
Disney Interactive, Consumer Products, Parks and Resorts and Media Network. In addition,
these segments create value for the company. It is the market oriented company which focuses
on the marketing activities(Dodgson, Gann, and Phillips, eds., 2013). Disney Strategic thinking
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is Sales doesn't base on selling force. But on the customer purchasing decision. Its main focus is
on the development innovation(Ensign, et.al, 2014). They research on the external environment
and discover innovation techniques. Moreover, Disney make great movies for small children.
The driving mode of the Walt Disneyland is animated cartoons and motion pictures. These all are
managed by Pixar, Buena Vista and Miramax. The main target of the company is to imagine ring
and continuous make new exciting features of cartoon characters to attract the customers. It also
impacts on company image positively. Over many years, Walt Disneyland developed very strong
image in the market. Overall, its movies are for children and families.
3. Main management concern and associated issues related to the “Innovation and technology
transfer”
Main management concern issues impact on the operational activities of the company.
This concern is the most important factor which affects the growth of the company. To overcome
from these effects, firms need to adopt some management concepts and precaution to remove the
pitfalls(Hacklin, 2015). Management concern may come from ineffective working environment.
Like, employees’ performance goes down, resources are not efficient, planning is not perfectly
implemented and many more. These factors create managerial issues. Along with that, managing
concern also make new problems and hurdle to accomplish the target on time. While adopting
new innovation and transfer technologies, Walt Disneyland may face many issues and problems.
Apart from that, Management concern regarding new technologies transfer may be positive and
negative(Horner, 2014). New technologies are very beneficial and good for the company’s
growth, but on the other side, they always create some challenging factors in the company.
Employees sometimes doesn't understand new techniques and their functions and the end result
is that they fail to adopt new technology transfer. Technology transfer is the process of
transferring the technology from one person two another person. Apart from that, technology
transfer from one places to wider distribution, where number of people are large(Lemley and
Feldman, 2016). There are many issues faced by the organisation while transferring technology
innovation which are discussed below:
 Conception of technology: This is the first issue which affects company innovation. In
this first issue, it explains that employees of the company sometimes fail to understand
the exact concept of the company through which their performance goes down.
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 Communication channels: Communication channel is the main element to flow the entire
information to the correct person(Mowery, et.al, 2015). Due to lack of communication
channel, employees will not connect with each other and proper implementation of
planning is not just happened.
 Factors affecting transfer: In this next process, Company face issue regarding,
knowledge, skills training etc. However, innovation and transfer of technology requires
proper training and knowledge. Due to lack of those skills, employees will not perform
their task properly. On the other hand, due to lack of managerial skills, proper
implementation is not done.
 Models of transfer: Another issue in this context of transfer of models. It is a relationship
between input and outputs of a system. Due to lack of technical issue proper
implementation is not just happen(Murthy, 2017).
 Technological activities: Innovation and transfer of technologies is the factor which helps
company to make new services and products. Technological activities regarding access of
new services. Sometimes, new techniques give many problems regarding their concepts,
features and models.
Overall managing concern regarding the new model of technology is not
understandable. Innovation and technological transfer is the main element to grow the business.
Walt Disneyland is the company which is known for its attracting features. This is very
important role to enhance the market image(Nilsson, 2017). Due to lack of coordination and
proper planning. Some managing concern arise. From these, Manager needs to take proper
training of the employees' ton enhance their performance. Disney organisation works on different
techniques, they face many issues regarding transfer of technology. Sometimes due to employees
regarding and lack of communication. Regarding the management issues, this impacts on
company performance, to overcome from these effects. Company needs to adopt proper planning
and controlling strategies. Besides this, they need to adopt some communication channels
through which they can easily pass their information from one place to another. Innovation
technologies are the key element of the company which gives new ideas and product to attain
customer attraction towards the company. Walt Disneyland has to adopt new techniques to make
new film and animated cartoons.
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Management issues in innovation and technology transfer
Innovation transformation is the positive activity in terms of company development Walt
Disneyland is the popular brand and most favourable of children's. Disneyland introduce most
exciting holiday plans for the children to attract or more customers. It is the most favourable
place for every one(Poblete and Spulber, 2017). Furthermore, due to heavy changes in
environment or customer preferences.
To manage the management activities company face many management issue and challenges
taking and innovative strategies. There are some management issues facing by the Walt
Disneyland.
Design methodology approach: it is the first management concern which creates issue
for the company it makes environment more competitive. In this management process company
make their new product design after analysing the external environment.
Employee performance Problem: Employees are the management strength it makes
environment positive(Poblete and Spulber, 2014). Talented employees enhance the development
activities in the company on the other side they also make some hurdles and issues in the
company due to lack of coordination and support. It makes environment negative and its effect
on company objectives. Apart from this, due to efficiency in the company manager needs to take
corrective action and try to resolve them. Employee conflicts affect the innovation process.
Unethical or wrong things: unethical concern is the biggest factor which affects
company environment through which company could not achieve their overall target. To
overcome from this issue manager needs to adopt fair practises. Walt Disneyland needs to adopt
protective innovation ideas which doesn't affect the customer health.
Team Conflicts: In the company there are many types of employees are working
together some employees are not good or some of them are very well behaved. Due to lack of
coordination and unity some employees gives management issue and interrupt between the
work(Prange and Schlegelmilch, 2015).
Research methodology
Research methodology is the most effective tool through which researcher carrying out
its research in effective manner. Researcher has to adopt some new techniques and methodology
through which they get best results. Research philosophy is the process that in which company
invent new methods of services and product to attract the customer attraction. In this process
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researcher identify the data and collect all relevant information. Positivism and interpretivism are
the two factors which is used by the investigator(Tidd and Bessant, 2014). Present report will
take interpretivism philosophy with the help of present study the investigator identify the actual
research problem related to innovation and transfer technology. It is very important for the
researcher to analyse the facts and information in proper manner. These all facts and information
helps company to find the best results out of the given data. There are two types of research
design used by the researcher one is exploratory and second one is descriptive. In the present
report scholar has taken descriptive research design to take his research further. Scholar prepare
its questionnaire for the customers to investigate the external environment(Tidd Bessant and
Pavitt, 2013). Research is the another method through which investigation process on a particular
topic has been complete.
Sampling
Sampling is the most essential tool through which researcher investigate their research.
Researcher has to select one sample fees in this present research investigator has taken random
sample so that they can measure the proper. In this process of research investigator study in deep
about the sample information. Sample size is very important to analyse the visual facts. On the
basis of these samples' investigator start their research and get best results. Scholar take 20
samples of customers as a sample study(Waters, 2014).
Data Collection
Data is the essential component in research to analyse the facts and information. With the
help of enough data scholar determine their actual study. Its helps to develop better
understanding about the matter. There are two methods through which data has been collected
primary and secondary data. In this present file scholar has collected all data individually that is
primary data collection(Mackey and Gass, 2015). On the other side secondary data this is the
tool in which scholar collect those informations which is already exist. Secondary sources are
books, journals, internet and from articles. In this present report data has been collected on
governments policies regarding human safety which is important for Walt Disneyland while
making any new product design(Taylor, Bogdan and DeVault, 2015).
Ethical consideration
Ethical approach is the essential tool in research process. It gives information regarding
for what us wrong and what is right. It is important for the investigator to adopt only those facts
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which is legal and ethical. All information and facts of this research is taken through legal
source. Individual taken authority from government or any other higher authority. Every thing in
during the process of research is taken under the legal boundaries. Researcher doesn't have right
to collect data from any unauthorised websites(Taylor, Bogdan and DeVault, 2015). Researcher
should collect the information and translate it into its own language. Apart from that, respondent
have filled the consent that they are ready to share information with the investigator.
Findings: On the basis of research investigator finds many facts and customer perception
regarding innovation and technology transfer. Some customers prefer new techniques and
children slides. Apart from that fewer parents would suggest that slides are not good for the
children in terms of safety needs. Apart from this, innovation and technology is the current topic
of every industries. It gives new opportunities and facts of developments. This research
concluded that high number of parents love Walt Disneyland services and love to visit their.
Research is based on innovation and their effects. Outcomes from this file is that innovation
process is the most effective profitable technique of expansion. Furthermore, Walt Disney needs
to adopt some more innovation techniques and unique changes to attract more new customers. It
helps to develop the future opportunities for the company. Walt Disney itself is the most branded
moreover, findings of this research is to get more new methods to attract the customer
satisfaction.
CONCLUSION
From the above report it concluded that innovation technology is the main necessary tool
to promote the company brand image. It is also very important to attract the number of customers
towards the company. It makes company strong and competitive. Present report discussed about
the Walt Disneyland. It is the most favourable part for the children where most of the parents
would like to go and enjoy with their families. Apart from this company also promote their other
services that is animated movies and cartoons. It was concluded about the management concern
in relates of innovation and technology transfer. It also concluded that innovation is the effective
tool to develop the company profit revenue. Apart from this investigator do research on the topic
of managing innovation. Furthermore, it was talked about the new services and development
strategies of company which helps to maintain the stability of the company. It makes new
business opportunities and ideas. Besides, management concern which gives issues to the
company this issue may be related on management team, lack of coordination or resources. This
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issues have come due to improper management. To sustain in the competitive market company
needs to adopt innovative strategies and process to make new benchmark for their competitors
Recommendations
According to the whole scenario company needs to adopt some new techniques and
innovation process to create market value company needs to analyse risk management, cost
restructuring process to minimize future risk. Apart from that company needs to manage their
work more effectively by analysing risk factors. It helps company to make better plans for the
company betterment, besides, encourage employees to more behave like professional and make
them perfect to manage the challenges also they adopt some leadership styles to motivate their
employees for better work. Apart from this company needs to adopt new techniques frequently to
compete with the rival firms. Walt Disney needs to focus on customer service and their needs
and wants. With the help of these facts they need to full fill their wants accordingly. It also needs
to make changing future strategies to compete with future uncertainties. This process helps to
make strong and secure environment in terms of business expansion. Along with that Walt
Disney also make sure about the safety needs to customers. It helps to give better environment to
the customers, Also they need to manage their work in between the employees so that they give
more customer satisfaction approach. This process of management it helps to provide more
flexibility environment in the company. Overall analysing process give better achievements and
business growth. Overall Walt Disneyland needs to change its policies and try to make more
innovative environment for the customers. Besides, Walt Disneyland should adopt more new
offers and facilities for their potential customers.
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REFERENCES
Books and Journals
Acemoglu, D., Mostagir, M. and Ozdaglar, A., 2014. Managing innovation in a
crowd (No. w19852). National Bureau of Economic Research.
Breznitz, S. M. and Etzkowitz, H. eds., 2017. University technology transfer: the
globalization of academic innovation. Routledge.
Cantero, J., et.al, 2017. Managing innovation in the Argentinian nuclear sector: The case of
Atucha II nuclear power plant (NPP). Academia Revista Latinoamericana de
Administración. 30(4). pp.565-580.
Chatterji, M. ed., 2016. Technology transfer in the developing countries. Springer.
DeBarro, T., et.al, 2015. Mantra to method: lessons from managing innovation on
Crossrail, UK. In Proceedings of the Institution of Civil Engineers-Civil Engineering (Vol. 168,
No. 4, pp. 171-178).
Dodgson, M., Gann, D. M. and Phillips, N. eds., 2013. The Oxford handbook of innovation
management. OUP Oxford.
Ensign, P. C., et.al, 2014. Proximity, knowledge transfer, and innovation in technology-
based mergers and acquisitions. International Journal of Technology Management. 66(1). pp.1-
31.
Hacklin, F., 2015. Managing Innovation in an Age of Industry Convergence.
Horner, R., 2014. The impact of patents on innovation, technology transfer and health: a
pre-and post-TRIPs analysis of India's pharmaceutical industry. New Political Economy. 19(3).
pp.384-406.
Lemley, M. A. and Feldman, R., 2016. Patent Licensing, Technology Transfer, and
Innovation. The American Economic Review. 106(5). pp.188-192.
Mowery, D. C., et.al, 2015. Ivory tower and industrial innovation: University-industry
technology transfer before and after the Bayh-Dole Act. Stanford University Press.
Murthy, J. J., 2017. Managing Innovation and Developing Intellectual Property Strategies
for Firms. SIES Journal of Management. 13(1).
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Nilsson, A., 2017. Managing Innovation: Motives and Success Factors Behind Corporate
Spin-offs in Stockholm, Sweden: Featuring Case Studies of Local Spin-offs.
Poblete, J. and Spulber, D., 2017. Managing innovation: Optimal incentive contracts for
delegated R&D with double moral hazard. European Economic Review. 95. pp.38-61.
Poblete, J. and Spulber, D. F., 2014. Managing Innovation: Optimal Agency Contracts for
Delegated R&D, Kellogg School of Management Working Paper, Evanston, IL.
Prange, C. and Schlegelmilch, B. B., 2015. Managing innovation dilemmas–The cube
solution. Working Paper, WU Vienna. Google Scholar.
Tidd, J. and Bessant, J., 2014. Strategic innovation management. John Wiley & Sons.
Tidd, J., Bessant, J. and Pavitt, K., 2013. Managing innovation. Hoboken.
Waters, A., 2014. Managing innovation in English language education: A research
agenda. Language Teaching. 47(1). p.92.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.
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