Innovation Management in a Digital Age

This report discusses innovation management in a digital age, using Apple's iPod innovation as an example. It covers customer persona canvas, solutions for key customers, change management approach, and more.

Innovation Management in a
Digital Age

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Choose an organisation that has achieved a digital innovation product service process or
business model............................................................................................................................4
Explanation of innovation and the way technology enabled it along with statement of given
innovation like was it incremental sustaining or radical disruptive innovation..........................4
Creating Customer persona Canvas for at least 3 potential customers for this innovation and
jobs to be done for each persona.................................................................................................5
Solutions canvas with at least 2 other possible solutions for the key customers........................5
The change management approach that would be most appropriate for this type of change.
Explain why you chose that approach ........................................................................................5
Could the innovation have been more successful Why or why not Explore what might have
happened had another solution been chosen...............................................................................5
CONCLUSION................................................................................................................................6
References:.......................................................................................................................................6

INTRODUCTION
The digital innovation management is a unique program which combines essential digital
technologies knowledge with business insights and strategy skills. This helps the business
organisation to increase efficiency, reducing operational costs, accessing wide markets and
increase of revenues (Bogoviz, 2020). The innovation in digital age is refer as ability or skill in
order to improve existing processes and coming with better ways of doing things. The
digitalisation provides the understanding of digital technologies to change business model and
offers new revenue along with value-producing opportunities. The innovation management is
the -procedure of managing organisation innovation process starting at initial stage of idea and to
its final stage of successful implementation. The innovation management encompasses decisions,
activities and practices which devise and implements innovation strategy. This project will cover
brief dimensions of innovation and its crucial aspects which are required for focused
development. This report will cover management based strategies and innovation in order to
develop effective approach. This project will cover key models of innovation which are helpful
in development of a business entity. This project will also cover the aspects of change
management once the innovation is implemented.

MAIN BODY
Choose an organisation that has achieved a digital innovation product service process or
business model
The example of Apple company is taken into consideration for this report which is a
multinational smartphone manufacturing company. Apple company was founded in the year
1976 and it is headquartered in California, United States of America. The company is working
continuously hard for bringing its products and services. It is major role of a company to focus
on innovation in order to lead the marketplace and competitors. Apple company was founded by
Steve Jobs and others and is known for its famous products like I phone, I pad, I pod and
Airpods. The company is having large number of professional IT experts who are involved in
development of focus practices. This is major role of a company in order to lead the competition
with the help and support of innovation (D’Angelo, Ghezzi, and Cavallo, 2021). One of the
major innovation in the field of digital technology and electronics industry which was achieved
by the behemoth which is Apple is the iPod which is a now discontinued series of portable media
players which till date is one of the most disruptive products that Apple has launched in the
market (A Systematic, 2021). The iPod was a pocket sized music player which is one of the most
identifiable MP3 players in the world and its market success can be known from the fact that
Apple till date has sold than 450 million iPod devices till date. The reason as to why this product
can be termed as the disruptive innovation is because it led to the irrelevance of Sony’s Walkman
which used to dominate the music industry till then as it was very tough to compete with its
futuristic design and the convenience it provided by bringing in a touchscreen and highly
digitized interface.

Explanation of innovation and the way technology enabled it along with statement of given
innovation like was it incremental sustaining or radical or disruptive innovation
Innovation is considered as key approach which helps a business entity to develop new
products and services in order to attract large number of customers. It is major role of a business
to focus on development of innovation in order to gain competitive advantage. For the Apple
company innovation related to iPod is a key type of innovation which helps a business entity to
develop more focused approach. The information and technology has helped this innovation in a
supporting manner and to achieve competitive goals and objectives. Technology has played a
major role in increasing potential of the business by increasing the chances of improvement in
the innovation. The innovation is also helpful for a company to develop essential modifications
in the products and services (Fernandes, and Machado, 2020). It is also one of the major role of a
business to take assistance of IT experts in order to perform systematic innovation based
practices (Yun, Lee and Aoshima, 2019). The main role of a business is to focus on development
of best innovation techniques by taking into consideration practice of supervision and control.
The iPod innovation by Apple has created a major solutions related to problems of charging for
the people. The innovation of wireless charger was disruptive innovation as it included all the
major needs and demands of customers. It is one the major role of a business to focus on
development of disruptive innovation in order to satisfy wants and needs of customers. The
radical innovation includes the iPhone, which paved the way for the modern smartphone market,
and the merging of farming equipment with sensor technology that provides farmers with data
that is used to alter the farming industry (Georgescu, Avasilcai and Peter, 2021) Technology
based tools and techniques like management information system and decision support. All the
major roles and responsibilities of IT management of Apple also includes conducting market
survey and research to facilitate business operations and market development.

Creating customer persona canvas for at least 3 potential customers for this innovation and jobs
to be done for each persona
 It is key role of a business to focus on development of customer persona in order to
increase the chances of customer understanding (Foerderer, 2020)
Customer persona is considered as a major approach which is helpful in increasing the chances
of business development (Hacioglu, 2019). The customer behaviour is also a key approach which
is to be understood by a business in order to understand key traits and characteristics of
customers (Odake, 2020). The innovation can be better developed with the help of customer
persona in order to gain competency edge. The customer person for Apple company is
mentioned below:

Name of the
customer
Goals and
challenges
How can we
help
Picture Demographic
Rachel Making
personalized
music lists
Finding
avenues of
interesting
music and
playing it
digitally
Age 32-39
Skews female
80000 Dollars per
year
Urban location
Master Degree
Married
No Kids
Name of the
customer
Goals and
challenges
How can we
help
Picture Demographic
Jeff Thomas Not Being able to
carry a
lightweight music
device
Making a
compact device
which streams
music with the
utmost ease
Age 25-30
Skews Male
90000 Dollars per
year
Semi urban
location
Bachelor degree
Single
No Kids

Name of the
customer
Goals and
challenges
How can we help Picture Demographic
Larry Gate Unable to engage
with music
digitally in a
concise manner
Develop a feature
such as iTunes
which helps
people purchase
and make their
personal
catalogue of
music
Age 15-20
Male
50000 Dollars per
year
Metro city
location
Diploma
Committed
No Kids
Solutions with at least 2 other possible solutions for the key customers
The solutions related to major customers and their demand is most important for the
business in order to achieve effectiveness. It is major role of a business to analyse the different
solutions to key problems of customers in order to develop a focused approach (Hinings,
Gegenhuber, and Greenwood, 2018). The target customers should be selected by a business
entity and solutions related to their problem must be developed with the help of professional
experts. The main two solutions for the key customers are mentioned below:
 Developing disruptive innovation – In order to make the best possible product offering
which relieves the market of the pain points developed above, Apple capitalized by
bringing in the iPod which is a testament to the marketing prowess to the company as the
device contained multiple avenues of success prompted by the effective use of digital
technology by Apple. The futuristic design of the device solved the pinpoint of devices
such as Soy’s Walkman being too heavy and cumbersome to carry for daily use and the
lightweight and compact build of the device revolution the electronics and music industry
going forward.
 Using digital technology to streamline products – One of the major solutions which
Apple has used time and time again to gain the upper hand in the market in terms of

innovative marketplace design is to use futuristic product solutions which provide insane
amounts of value albeit at a very steep cost which in most cases is justified (Muninger,
Mahr, and Hammedi, 2022). Apple can once again harness the major problems of people
in terms of listening to music in the electronics industry such as the lack of aa popular
portable design by once again using futuristic interface to solve the multiple pain points
of people (Cenamor and Frishammar, 2021).
The change management approach that would be most appropriate for this type of change.
Explain why you chose that approach
The change management is most crucial part of an organisation which helps the business
entity to develop major focus on key elements. It is major role of a business entity to develop
systematic approach in dealing with the change that is developed with the help and support of
innovation. It is also one of the major functions of a business to develop change management
strategies which are effective in development of a planning framework (Shaughnessy, 2018). The
change management models and strategies which are helpful for Apple company to implement
best practices are mentioned below:
McKinsey 7s Model-
The McKinsey 7s model is a major approach which helps a company to overcome key
issues and challenges related to change. It is a universally adopted tool or technique which will
help the business to focus on key elements of change. The application of McKinsey's 7s model is
mentioned below:
 Strategy- The strategy is considered as major planning framework through which Apple
can manage its future tasks and functions. The strategy is also considered as major
approach which is beneficial in increasing the chances of future growth. The major
growth strategy of Apple involves the use of disruptive innovation to bring in products
with use futuristic technology
 Structure- The structure is the most important element of this model which helps in
increasing the chances of overall development (Sousa, and Rocha, 2019). The structure of
a business is essential to be developed according to requirements of the change. Apple
has moved on from the classic hierarchical model in its business ventures and is

beginning to adopt a flatter structure to make room for more experimentation in terms of
testing latest technological integrations
 Systems- Systems is considered as key approach which helps a business entity to gain
competitive edge. The business should focus on development of a precise system which
helps in expansion of company. The systems which are at place at Apple are built for
undertaking principles of high performance working which helps the company undertake
faster measures of innovation (Hsiao, and Hsu, 2018).
 Shared values- The shared values play an important role in increasing the employee
participation and growth in the organisation. It is important for a business entity to focus
on development of shared values to increase the chances of business development.
Innovation is imbued thoroughly in the vision of Apple and its values as the company has
attained its success on the grounds of alleviating the pain points of people by proving
them with exceptional quality electronics
 Skills- The skills are the capabilities and competencies which are important for business
development. It is essential for a business entity to develop focus on skill development of
employees in order to develop systematic practices. Key skills like decision making,
leadership and time management should be developed in employees in order to cope up
with change. In order to undertake disruptive innovations similar to the invention of iPod
and coming up with iTunes which is still going strong in the music stream industry, the
skills required by the firm involves leaner supply chain, adaptability and versatility which
Apple is quite proficient in
 Style- Leadership and management styles should be developed by a business entity in
order to manage employees. Right type of leadership and management styles should be
chosen by the organisation in order to gain competitive growth. The legacy of the brand
of Apple has bene partly built on the way in which Steve Jobs led the company through
thick and thin and his principles and commitment to reflection is proved from the massive
success of the Ipod and iPhone (Kodama, 2018).

Could the innovation have been more successful Why or why not Explore what might have
happened had another solution been chosen
Modern businesses grow and succeed in today’s corporate climate for a myriad of different
reasons. Some are known for their products, others for their services, and others still for less
easily-defined factors such as strong brand loyalty or captivating ad campaigns. Innovation is an
important aspect which has been used by an organization for developing strategies and
framework required to be used for future development of an organization. The advent of iPod
changed the electronics industry forever and this can be proven from the fact that Sony’s
Walkman was dethroned and it never got the chance to come back due to the dominance of the
iPod (Newton, 2020). The combination of lightweight design coupled with the futuristic design
was tough to beat. However, with that being said, Apple made quite a few mistakes with the
product such as not adapting the device to stream and engage with modern technologies of music
streaming as the device started to lose its appeal when MP3 started to lose its relevance. Some of
the alternative routes the company could have taken are listed herein.
 Adapt the device to make some new models which work on new streaming and music
technologies rather than depending on the MP3
 Come up with a new and unique interface which would help the company corner more
niches in the music streaming market
Since Apple is most popular organization operating all over world and is known for
innovation and perfection. Innovation is based upon doing something out of box which made
operations and sales increased for an organization. As per this goals and objectives made market
improved more effectively through making more fine products within an organization.
Innovation made Apple develop its mobiles leading towards making business improved with
effectiveness. Through innovation business is able to develop completive edge making Apple
stay ahead of its competitors. Further, innovation has helped upon making products developed
through industry and market. Innovative technology made Apple deal over various kinds of
perspectives which made business grow within market. This made organization develop business
within market on high level. It has improved business opportunities by making Apple more
effective in nature (Weisha, 2021). Through Apple wireless charging has brought revolution
within market which made its competitors face loss. Apple and innovation made its objectives
justified more effectively. The organization brought revolution in terms of technology making

Apple more effective within its performance. Also Apple is able to attain growth within market
which made business techniques improved for Apple. Innovation made Apple deal with various
aspects of business making its growth possible more effective within market.

CONCLUSION
From the above stated report it can be concluded that innovation is one of the key factors
which helps a business entity to develop systematic approach at the marketplace. The innovation
should be developed by a business by taking into consideration analysis of marketplace demand
in order to develop best business practices. This project concludes the importance of planning
and strategic framework which are important tool for facilitating innovation. It is also one of the
major roles of a business to focus on choosing the best type of innovation in order to achieve key
goals and objectives. This project also includes importance of change management models in
successfully implement the change based practices.

References:
Books and Journals
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