Innovation and Commercialization: Strategies and Techniques

This report discusses innovation and commercialization strategies and techniques, including the 4P's of innovation, innovation funnel, frugal innovation, and more. It covers the importance of innovation in business, the difference between innovation and invention, and the benefits of developing an innovative culture. The report also explains the process of new product development and the use of intellectual property in promoting goods and services.

Innovation and
Commercialization

Executive Summary
The report has discussed about innovation and commercialization that can be define as the
process inventing new product. Furthermore, the study has covered on frugal innovation model
and process of new product development. Lastly, it has thrown light on intellectual proper used
in business in order to promoter the goods and services.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Innovation and invention.............................................................................................................3
Innovation process and techniques..............................................................................................6
Explaining commercial funnel and application of new product development............................8
Presenting the different tool that organization can use to protect and retain intellectual
property......................................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Innovation deals with having various processes within the business of an organisation
that includes introducing new ideas within working procedures and products and services.
Innovation in business helps in improving the existing products and services that will solve some
problems and attain new ways of reaching customers. Successful form of innovation helps in
adding value to the businesses by increasing its profits. Innovation helps in staying ahead of the
competition and working well within the rapidly changing market conditions (Gross, and et.al.,
2018). Commercialization is the process of introducing new products and commerce them in
making the same available within the market. It consists of many critical functions that are
important in achieving the commercial success of the launched new product. Innovation
encompasses the development of new products while commercialization helps in making profit
from this innovation. This report deals with innovation strategy of the organisation and different
aspects that are related with innovation and invention. There is discussion regarding various
techniques used as a part of innovation (Kahn, 2018).
MAIN BODY
Innovation and invention
Innovation and intervention can be considered as the same processes however, are
technically different. Business innovation is process of introducing something different and
invention is about creating something new. Innovation consists of improving upon the already
existing ideas. This difference between innovation and invention matters to the organization as it
impacts is business strategy. Innovation is a wrongly assumed new word for invention. The work
innovation has created a buzz around in the corporate world while invention has dropped out
from the business. These two are closely connected but are two very different things. Innovation
helps in forming a connection between different inventions (Dincer, 2017). Innovation provides
improvement that is helpful in filling the gap within market and is combines with inventions that
in turn helps in attracting customers to generate commercial success. Invention is something that
is never made before and even the process to create something new. Invention is related to things
that are never done before and discover new things. Innovate means introducing something new
in the market. It includes manipulating the existing inventions and make the product use in real
world. Invention creates something that is completely original such as technical idea or
scientific process. Moreover, inventions are supposed to have a proof and to show the success

made by it. Innovation does not necessarily mean coming up with new idea but is a practical
implementation of new ideas. It requires set of skills such as, marketing, technical along with
strategic skills. Innovation is done when a need is felt for that particular product or even
improvement in the already existing products. Innovation is combination of different products
and processes and includes within the activities that are spread across the organisation. On the
other hand, invention refers to occurrence of certain ideas leading to creating new product. Here,
the original idea works in theory with the help of scientific skills (Flohr, 2021). It is usually
concerned with single product and the associated activities are limited to research and
development.
Innovation is a significant factor that helps organisation to attain competitive advantage
and organisation with innovation will sustain in the highly competitive market. The ability to
innovate is the key to drive the success factors within the overall performance of the company.
Various aspects with innovation includes, resources and skills such as motivation, proper training
and quality products that will help in bringing out the innovation from the company. Innovation
is the primary aspect involved in organisational policies and its growth and development.
Companies that embrace these aspects of innovations gain advantage in meeting the demands of
their customers. Innovation helps the organisation to grow and become successful and profitable.
Innovation allows the company to grow by merging with others and at quick pace (Gross, and
et.al., 2018). It helps the company to re- think its product that is not working within the market
and allows expansion to grow the business very quickly. It helps the companies stay ahead of its
competitors and adds positive value as the impact of innovation.
Innovation drives technology and leads the changes within business and market. In order
for the company to stay relevant and profitable, it will adapt to new realities. Technology drives
changes and allows businesses to enter within the markets (Daemmrich, 2017). Innovation
allows organisation to break into the markets or different industry while remain relevant in the
changing environment. In addition to this, innovation helps the organisation to differentiate itself
by develop the goal to update the products. Innovation helps in saving time, money and other
resources thus, giving competitive advantage over other companies working within the same
industry. Innovation is a powerful tool in an oversaturated industry. It helps in delivering values
to customers and works as a standout element that help in brand identity and building the
business strategy. Moreover, innovation helps in shaping the market and reviewing the needs of

customers through various channels for communication. It ensures competitive success with the
best ideas and strategic level planning (Andersson and et.al., 2019).
Innovation brings in various benefits and thus, it makes it important for the organisations
to develop the culture of innovation within its business operations. Innovative culture is now a
part of corporate culture and determine extent to which innovation is supported and promoted by
the management of the company as well as its employees (Anzola-Román, and et.al., 2019). In
order to develop innovative culture, company must motivate and inspire its employees to engage
within innovative ideas and support other for the same. It is important that the organisation
provide these employees with the necessary information, tools and equipments that will help
them to innovate. However, there are some steps that the organisation can implement to develop
the culture of innovation. It begins with communicating the strategy related to innovation to its
employees.
Innovation strategy is beneficial in setting a particular direction and clear expectations of
the company. This is followed by developing various workshops to make its employees stay
active and involved in these processes. Communicating the strategy for innovation helps in
raising awareness about the role of innovation and its related processes (Gavira, Mand et.al.,
2020). Allow the employees to be creative and innovative by supporting and inspiring them by
setting great examples. In the process of developing an innovative organisational culture, it is
important to understand that failing is fine. Moreover, it is essential to use proper approach for
innovation. Company must not be afraid in taking actions as a way of creating culture of
innovation. It is important to encourage the actions and ideas within the new product
development. It must provide time to make an informed decision and chose a way that will boost
confidence.
Leadership sets right people in the right place with the intention of building and retaining
talent that leads to innovation. It helps in setting processes that are clear while observing how
ordinary people can thrive in. Teamwork leads the company to grow while increasing its
productivity and shapes commercialisation. Organisational culture of creativity has lead to
increase innovation in the business activities. This culture helps the employees grow and lead the
path of innovation.

Innovation process and techniques
4P's of innovation is a tool that is used to have innovative space within the organisation
and lead the direction towards innovation . It helps in focusing all the resources towards it. It is
important for the business to stay in business to lead in the competitive league. The four P's of
innovation includes:
Product: This related to the ways to create a new product and making the already
existing product better. Innovative product is the idea of having a feature involved with various
new methods that allows advancement. Innovation helps the existing product that is being
improved or producing something new out of it. This is define as creating a product that is new
and improved version of old one. This new product is of enhanced quality and has an improved
overall performance. It includes having technological innovations. Product innovation is
generally associated with the customer satisfaction and results in greater demand for that
particular product (Wuryaningrat, and et,.al., 2019).
Process: This is regarding a shift and creating an innovative environment because of the factors
such as liberalisation and competition, the rise in global markets as well as increased demand
from the side of customers while having a growth in technology (Albert, 2019.). This leads to
have change in the process regarding production within the business of the organisation. Process
innovation is related to help other companies to align their process with the expectations of the
customers as well as to make sure that the business runs successfully in the long- term process.
Process innovation includes having process deliverables, flow, management along with
technologies. Process oriented organisations are able to adapt easily to the changes within the
business place. Digitalisation is one such example of change of process while having the main
focus on meeting the needs of customers and leading the market with the help of technologies.
Position: Every business will work by targetting a certain set of audience, however, might
change this target to expand for wider audience. Position innovation is about repositioning and
involves the products and services that the company will offer in the new market. Innovation
based on the position are related to changes within specific process or even product that is in use.
Position innovation leads to new market segment where the organisation will find different ways
that are not being used before. In the case of marks and Spencer, company is targetting women
between the age group 18- 45 but can shift and position to other age group (Ramírez-Montoya,
and Lugo-Ocando, 2020).

Paradigm: It is possible that business can shift its paradigms when the working sector is not
generating the desired profits. This form of innovation is about the shift within the underlying
model of change in the business status. It includes changes based on where and how the product
will be used and consists of theories, principles and other beliefs. It is related to mental methods
that are associated with the business models (Hossain, 2018). This innovation is a tool that helps
in understanding how various things work and market operates to have a good development
process. This category within innovation is hard to handle as it involves the expression of
understanding that the customer must appreciate.
Innovation helps in establishing a strong foot within the market and develop a foundation
that will help the future of business. It is important that the organisation is careful regarding
innovation strategies including the time and process that are included within the research and
development aspects. These 4P's help in laying innovation strategy for the company and making
smart choices as well as decisions that will help the organisation to grow and sustain within the
market. Innovation funnel helps in building a continuous stream of innovation and related ideas
while screening them for viability. This approach helps in determining what is ideal and what is
realistic.
Innovation funnel
Innovation funnel is the simple idea and a mechanism that will allow having continuous
stream of motivation ideas that is viability. It is a type of funnel management process and is a
popular approach that is used by the company in the process of generating ideas that are realistic
while developing strategies and action plans that can be finalised. The funnel process is
developed including the investigation and shipping products. During the manufacturing process
of the company, there are various steps involved in transporting the products and services. This
funnel is used to upgrade the existing products.
Investigation: It is done before entering the market and is an analysis of competitors working
within the same market and offering same product time. It also analysis he current performance
of its competitors as well as the response of customers towards the company.
Development: Once the analysis is done, it is followed by company to produce products based on
its nee within the market. It includes product features and designs that are developed according
to the demand of the targeted audience. Innovation funnel helps in maintaining the product
development process.

Shipping products: After the development of the product, and its design and processes next is the
shipping process. It includes transferring of goods and products from the place where it is
manufactured to the place of customers. It is important that the company focus towards the
shipment process and considers transportation system, capacity of transport and related processes
that will prevent from having any unnecessary damages of the products.
Figure 1
Source: Innovation Funnel.,2021
Frugal innovation
Frugal innovation is also known as frugal engineering is a process that is related to
reduce the complexity as well as cost involved in products and its production. It is about
removing the features that are not important to make a good product. This process is important
for the company to produce quality and be more effective while offering cheaper prices range for
its products and services. Frugal engineering helps in developing a business model and mind-set
that is not found in the emerging economies. Consumers of the organisation are more millennials
and adding value to the buy products from the company while being socially responsible. It is
important for the company to do more than just better. Frugal innovation helps in creating values
from values and meeting the needs of customers regarding quality, affordability and their
preferences. The principles of frugal innovation or engineering includes engaging and iterating
and providing continuous customer engagement. Organisation must find an opportunity within
the adversity to reframe the issue and taking the treats to turning into opportunity. It includes
trying to do more with less resources, while avoiding asking for more. It is essential that the

company thinks and works with the resources it already has towards creating better solutions.
Another principle is to think and act flexibly as in being more improvisational rather than being
rigid. It is important to include margin where know the customers and include them in the
problem solving process. Main principles of frugal innovation include creating better experience
and adding value to the customers. It allows having innovation with the fewer resources that
helps in enhancing the ability to innovate of the company. For example, Vichy has resealed 3
new product that is essential for the skin. Such as Sun cream and ideal soleil daubable usage
after sun cream at the cost of 29$ that has helped in attracting more and more customer.
Explaining commercial funnel and application of new product development
Sales funnel can be describing as marketing tool that help organization in identifying the
quality product and sell that to their customer. In other words, it can be defining as the process
that allow organization in enhancing their revenue by attracting more and more customer.
Moreover, this framework benefits the organization by allowing them to identify the taste and
preference of the customer that contributes in making the product according to their needs. Thus,
it results in increasing the overall sales that helps company in sustaining in the competitive
environment (What is sales funnel? 2021). Sales funnel also helps company in knowing the
insight of the market that allow firm in investing in the right channel and marketing activities
thus it helps in creating more prospect for serving the consumer. There are four main steps of this
framework that VICHY company can follow for getting the full advantage of this tool.
Figure 2
Sources: Elements of funnel.,2021

 Awareness: In this stage company use marketing tetchiness for creating awareness in
market. VICHY can make use of direct and indirect marketing activity for advertising the
new product in the market.
 Interest: VICHY technological tool that allow the organization in knowing the taste
and preference of their targeted audience (Sergeev and Kirillova., 2019). Thus,
organization is making product according to their interest.
 Decision: In the third stage the company is allowing their audience to evaluate their
price and packaging compare to their other competitor. By making use of sales webpage
and digital technology.
 Action: In the last stage the organization make plan for increasing their sales as well as
check the amount of purchase made by the customer monthly or yearly (Liu and et.al.,
2020).
New product development: This marketing process helps organization in finding insights of
market and benfits the company in developing new product or design in market. This process is
use by the company in the emergency time so to enhance the productivity of the firm in the
competitive market. Moreover, VICHY is making use of five steps of this framework for
improving their market position (Paschen, Wilson and Ferreira., 2020). The company is using
this process for launching their organic make product. That are explained in details below:
 Generating innovative idea: To increase the demand of product the organization has to
identify the taste and preference of the customer so that it can produce the items
according to them. Moreover, VICHY is manufacturing the product according to
demands of youth and female but for growing the business can introduce the product
according to the middle age and male gender. That will contribute in increasing the
revenue of the organization.
 Definition of concept: In the second stage VICHY has define their product material to
the audience that has allowed firm to distinguish themselves form the other competitor.
 Market investigation: In this stage business investigate the market condition in order to
known the current trend going in the market and the demands of the audience
(Mauerhoefer, Strese and Brettel,2017). Hence, VICHY is making use of innovative
technology that helps the company in identify the market trend.

 Product expansion: In the fifth stage the business uses the stagey for design their
product that helps in attracting large customer.
 Commercialization: VICHY is making use of social media marketing as well as
official and e-mail marketing for promoting their product.
Business case:
A business case is a written document that include short and long term planning for achieving the
organizational goal. The case structure generally consists of budgets, risk and mitigation and
their positive and negative impact on the business. Along with this, it helps the company in
evaluating their overall position in the market and provide them with the idea of dealing with the
conflicts (Shanafelt, Goh and Sinsky, 2017). The organization is making use of this case to
promote their organic make product in the market. VISCHY cosmetic is one of the famous
cosmetic dealer of the UK so for making the business case the company should include pricing
strategy, promotional activity and product expansion.
Executive summary
The company has many competitors and because of that it is facing issue related to maintaining
their stability the market. So for achieving the organizational goal the company has promote their
product in the market as it will contribute in overall development of the firm furthermore, the
company has introduced the new organic product that will meet the demand and needs of the
consumer.
Background
The company is facing threat like high completion so for solving such issues the company has
introduce new product as well as attractive packaging style that has contribute in making the
organization differentiate from the competitors.
Solution outline
The organization has introduced the new product for solving the issues such as high competition
as well as for increasing the overall profit by launching the new product and targeting middles
age group.
Cost and Risk: the company has decide the budget up to $3000 that will increase by $5000
that will be profitable for the firm.
Risk such as political and legal will be faced by the organization (Norbash and Kadom, 2020).
Assumption and resource:

The company will be needing resources such as finance, labour and organic resources for
producing the product. The assumption is that there will be no change in rate and quality of the
product (Rhou and Singal, 2020).
Project scope:
The organizations widen their scope by recruiting 20 employees that have technical knowledge
that will contribute in increasing the improving the productivity.
Finance:
The company require huge budget for commencing the new product thus organization has
taken loan form the bank and the family member for accomplishing the objective. The
organization can make use of sources of funding such as financial institution, angle investor in
order to maintain the budget (Feyzullaev and et.al., 2021).
Presenting the different tool that organization can use to protect and retain intellectual property
Intellectual property can be state as a set of intangible assets owned and legally protect by the
organization form the outsider so that it can use and implement the property. It is not basically an
intangible asset that organization owned. Moreover, the concept of having this property is to
provide intangible asset the same right that is given to the tangible property (Reichman and
Samuelson, 2017). Generally, most of the organization adopt legal procedure for protecting both
type of property as it is much safer and reliable. It represents a competitive advantage and due to
that the company guard and protected. Furthermore, there are three type of intellectual property
such as patent that can be define as property right of a company that is mainly granted by the
general agency. Along with this, it allows the organization with right of invention that include
designing and improving the physical asset likewise invention (May and Sell, 2016 ). Generally,
technology and software company have patents for their design as it is very easy to copy.
Whereas, copyrights can be describe as right given to the author and creator on their
original material so that it can copy, duplicate and use their material. In simple, words it can be
define as agreement that allow author or creator share their license with the buyer to use their
original content. Furthermore, trademark can be state as a symbol or logo that give organization
an identity in the market. It is basically use to represent the company in the competitive business
environment in a legal manner. Evermore, it is associated with brand image of the company and
also the product manufacture by the organization. It is mainly assigned to the firm and

company can allow other business to use their logo but a legal agreement has to be followed by
them. So that there are no lawsuits related to trademark arise as it can lead to higher damage to
company overall development.
Every intellectual property protection depends on its nature because there is no best type that is
available (Stiglitz., 2017). Most of the property require only one type of protection while the
other require two or more method protection in order to secure their full advantage. Generally,
there are four ways to protect the intellectual property that are mentioned in detail in below:
Copyright: This tool mainly protects the written and artistic work done by the author or creator.
It includes literary work such as fiction, drawings, music, video recording, photographs,
sculpture, e-mail written by the individual or company and computer code. The purpose of using
this tool is to prevent outsider from using, duplicating and copying without the permission of the
company or an individual. Moreover, this tool gives a special right to the creator such as if
someone copy their property that organization can file a lawsuit against those people and can ask
for the compensation form the infringing party. However, a work can be copyright as soon as it
is manufacture. So for protecting that there are two ways that organization can secure the
property by pasting the notice on all the original copies of the product. The other way is to
register the company in the register office (Lai, 2018). If there is no registration of the product,
then organization will have hard time in proving their property.
Trademark: It mainly include logo, picture and phrase and combination of these that identify
the source of the good. In simple, words it can be describe as an identity of the company in the
competitive market. Moreover, there are two type one is for the product and other is for the
services. The mark related product is known as trade mark and for services it is service mark.
However, it is not required to be registered in any office alike trade mark moreover it is need to
be prove in the court by the organization that there is no similar logo used by other company. In
addition to this, if the business wants to have an international presence then it can register their
symbol in the register office of the nation where the company is conducting their business. Along
with this, it provides with the protection of the company from the similar mark that is available
in the market (Ostergard, 2016). Furthermore, before applying the trademark the organization
need to give the information related to the type of business and class in which business will
operates. However, the trade mark typically helps to prevent the business with the same class.

Also, the organization has to give a proof in the office related to using the mark in every 10
years.
Patent: It is mainly available for invention that company make for enhancing their business
growth. Basically it is use for new machine but it can be used for the new material, combination,
process, modification of existing patent. It is mainly common in software industry as it is easily
accessible. Along with this, the patent used for computer programme or code are known as utility
patent. Whereas, design patent is used for the artistic work such as drawing and painting as well
as it used for ornamentation and fictional unit (Romer, 2020). In addition to this, for the business
dealing with new plant have plant patent. It can be registered in the patent office that will give
company the information related to what can be patent and what not as well as the procedure that
has to be followed by the firm. Beside this, administrative will also provide the information
related to the restriction depending on the size of the business. Moreover, patent is protected for
period of 20 years (Thurow, 2017). Patent also have certain advantage and disadvantages such
as benefit the company of using their own invention that contributes in lowering the operational
cost of the firm. Along, with this it also increases the company investment and increase the
investment rate. In contrary to this, the organization has to face issues such as invention are
revealed within 18 months and it is a very expensive process because firm has to invest more in
the new technology.
CONCLUSION
Form the above report it has been concluded that innovation is an important part within
the business practices. This is not an easy task. Moreover, innovation and invention are closely
related aspects, but they are still very different. Business concerned with innovation helps in
making it a success in commercialising its innovation. It is important to take certain actions
within innovation. It provides a strategically advanced and helps the organisation to maintain
good culture within the company that will support innovation practices. Innovation helps the
organisation in several ways and produces many benefits.
Moreover, the tools and frameworks of innovation are used such as 4P’s of innovation in
making innovative strategy for company. In addition to this, frugal engineering helps in reducing
the complexity for the production process within an organisation while Innovation funnel is

beneficial in dividing the business operation in various steps including investigation,
development and shipment for the products.

REFERENCES
Books and journals
Albert, M., 2019. Sustainable frugal innovation-The connection between frugal innovation and
sustainability. Journal of Cleaner Production, 237, p.117747.
Anzola-Román, and et.al., 2019. Technological proximity and the intensity of collaboration
along the innovation funnel: direct and joint effects on innovative performance. Journal
of knowledge management.
Daemmrich, A., 2017. Invention, innovation systems, and the Fourth Industrial
Revolution. Technology & Innovation, 18(4), pp.257-265.
Dincer, I., 2017. Importance of research, innovation and commercialisation for technological
success. International Journal of Research, Innovation and Commercialisation, 1(1),
pp.8-22.
Feyzullaev, М. А. and et.al., 2021. Small and Medium Business: Current Status and Sources of
its Innovative Funding. In SHS Web of Conferences (Vol. 93). EDP Sciences.
Flohr, M., 2021. innovation and invention. In Oxford Classical Dictionary.
Gavira, Mand et.al., 2020. Technological innovation management: Analyzing the application of
the innovation funnel in a consumer goods organization. RAM. Revista de
Administração Mackenzie, 8, pp.77-107.
Gross, and et.al., 2018. How long does innovation and commercialisation in the energy sectors
take? Historical case studies of the timescale from invention to widespread
commercialisation in energy supply and end use technology. Energy policy, 123,
pp.682-699.
Gross, and et.al., 2018. How long does innovation and commercialisation in the energy sectors
take? Historical case studies of the timescale from invention to widespread
commercialisation in energy supply and end use technology. Energy policy, 123,
pp.682-699.
Hossain, M., 2018. Frugal innovation: A review and research agenda. Journal of Cleaner
Production, 182, pp.926-936.
Hosseini, A.S., Soltani, S. and Mehdizadeh, M., 2018. Competitive advantage and its impact on
new product development strategy (Case study: Toos Nirro technical firm). Journal of Open
Innovation: Technology, Market, and Complexity, 4(2), p.17.
1

Lai, E.L.C. and Qiu, L.D., 2018. The North’s intellectual property rights standard for the
South?. Journal of International Economics. 59(1). pp.183-209.
Liu, T. and et.al., 2020. Utilization of waste cathode ray tube funnel glass for ultra-high
performance concrete. Journal of Cleaner Production. 249. p.119333.
Mauerhoefer, T., Strese, S. and Brettel, M., 2017. The impact of information technology on new
product development performance. Journal of Product Innovation Management. 34(6). pp.719-
738.
May, C. and Sell, S.K., 2016. Intellectual property rights: A critical history. Boulder: Lynne
Rienner Publishers.
Norbash, A. and Kadom, N., 2020. The business case for diversity and inclusion. Journal of the
American College of Radiology. 17(5). pp.676-680.
Ostergard, R.L., 2016. The measurement of intellectual property rights protection. Journal of
International Business Studies. 31(2). pp.349-360.
Paschen, J., Wilson, M. and Ferreira, J. J., 2020. Collaborative intelligence: How human and
artificial intelligence create value along the B2B sales funnel. Business Horizons. 63(3). pp.403-
414.
Reichman, J. H. and Samuelson, P., 2017. Intellectual property rights in data. Vand. L. Rev. 50.
p.49.
Rhou, Y. and Singal, M., 2020. A review of the business case for CSR in the hospitality
industry. International Journal of Hospitality Management. 84. p.102330.
Romer, P., 2020. When should we use intellectual property rights?. American Economic
Review. 92(2). pp.213-216.
Sergeev, S. and Kirillova, T., 2019, October. Information support for trade with the use of a
conversion funnel. In IOP Conference Series: Materials Science and Engineering (Vol. 666, No.
1, p. 012064). IOP Publishing.
Shanafelt, T., Goh, J. and Sinsky, C., 2017. The business case for investing in physician well-
being. JAMA internal medicine. 177(12). pp.1826-1832.
Stiglitz, J. E., 2017. Economic foundations of intellectual property rights. Duke LJ. 57. p.1693.
Thurow, L.C., 2017. Needed: a new system of intellectual property rights. Harvard Business
Review. 75. pp.94-107.
2

Wuryaningrat, Nand et,.al., 2019. How to develop innovation capabilities on creative
industry. International Journal of Applied Business and International Management
(IJABIM), 4(1), pp.93-102.
Kahn, K.B., 2018. Understanding innovation. Business Horizons, 61(3), pp.453-460.
Andersson and et.al., 2019. Internet‐delivered psychological treatments: from innovation to
implementation. World Psychiatry, 18(1), pp.20-28.
Ramírez-Montoya, M.S. and Lugo-Ocando, J., 2020. Systematic review of mixed methods in the
framework of educational innovation. Comunicar, 28(65), pp.9-20.
Online
Elements of funnel.,2021. [Online]. Available through < https://www.marketingguru.io/blog/4-
important-elements-of-marketing-funnel>.
Innovation Funnel.,2021. [Online]. Available through < https://slidemodel.com/free-powerpoint-
templates/free-innovation-funnel-diagram-powerpoint/>.
What is sales funnel? 2021. [Online]. Available through < https://keap.com/product/sales-funnel
>
3