Innovation and Sustainable Business Development Research Paper 2022

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Running Head: INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT
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Innovation and Sustainable Business Development
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INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT
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Table of Contents
1.0 Executive summary...................................................................................................................4
2.0 Introduction................................................................................................................................4
3.0 Problem analysis........................................................................................................................4
4.0 Generated solutions and solution selection analysis..................................................................4
4.1 Novel value proposition.........................................................................................................5
4.2Target customers.....................................................................................................................5
4.3Competitive advantage and strategic fit..................................................................................5
5.0 Critical assumptions and uncertainties related to......................................................................5
6.0 Innovation tools and techniques................................................................................................6
7.0 Report findings..........................................................................................................................6
8.0 Conclusion.................................................................................................................................6
9.0 Recommendation.......................................................................................................................7
10.0 Self-reflection..........................................................................................................................7
11.0 References................................................................................................................................7
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Executive summary
The paper critically reviews Qatar's Airways Limited the largest air company in
Australia. Qantas is the third-oldest air company in the globe operating international flight
destinations. The article will first look at the problems surrounding the airline company after
which solutions to these problems will be generated. The article will also review the airline target
customers and the value this company creates from its customers. Critical assumptions and
uncertainties surrounding the company related to financial, technical and customer feasibility
will also be reviewed. Innovation tools and techniques adopted will also be stated and used to
make report findings and recommendations. Lastly, a conclusion and a personal reflection will
summarize this paper.
Introduction
The novel value proposition involves products and services that ie very new in the market
or original. This kind of service or product can be 100% new in the market or probably very rate
to be found (Iansiti& Lakhani, 2020). Besides, there is an options application of the existing
products or the services to improve it. Moreover, it can be the application of the new idea to
change the service or product provided in an organization and this is what makes a novel value
proposition. Furthermore, a novel value proposition is used to mean the kind of value a given
company will create for its customers with the aim of market expansion. In this article, we will
do a critical review of Qantas, which is the largest airline company in Qatar (Iansiti& Lakhani,
2020). For us to conduct a novel value proposition, we also need to look at other factors
surrounding the company. These factors include the different problems being experienced by the
company, its main target customers, and how it can compete from other airline companies due to
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INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT
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strategic location, among other factors. Recommendations will, therefore, be made for the best
operation of this company toward innovation and sustainable business development (Li, 2019).
Problem analysis
Though having made tremendous achievements in the past years, the company is being
faced with two major types of problems (Grijpink et al., 2020). The first problem is the big data
emanating from day to day operation of the company and the constant changes in technology.
The second problem facing the company is a challenge in the industry, innovation, and
infrastructure. This challenge can well be classified as a challenge to the company’s
sustainability trend (McKinsey Global Institute, 2018). These two types of problems are
responsible for driving the company innovation to motivate the development of a novel value
proposition.
Big data the airline company is facing the problem of big data due to its log usage of
information systems for key activities. The data in this company is fragmented across multiple
units and functions (Iansiti& Lakhani, 2017).
Industry, innovation and infrastructure challenge is emanating from the long-term usage of old
company infrastructure, which includes buildings and airplanes. Besides, the company is also
failing to make key innovations in the airline industry (Manyika et al., 2013).
Generated solutions and solution selection analysis
The solutions to the above challenges can only be developed when the organization
embraces the changes in technology and sustainability trend. The acquisition of the following
solutions will facilitate the company to achieve the development of a novel value proposition
(Osterwalder& Pigneur, 2010).
While dealing with the challenge of massive data the accompany should;

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Outline its goals well to know which data is of importance to the company hence do away with
irrelevant data.
Securing the data is another solution while dealing with vast amounts of data, protecting the data
using a firewall is always essential to bar unauthorized access (Hagiu& Wright, 2020).
Interlinking the information for easy access by the various airline department is the other
solution. A remote data administrator can be a useful tool when doing data synchronization.
When dealing with the challenge related to the industry, innovation, and infrastructure the
company should;
Train its employees on innovation in the airline sector, for example, the use of blockchain
technology.
Adopt various aircraft intelligence technologies that will upgrade the customer's service and
experience at every touchpoint (Osterwalder, Pigneur, Bernarda & Smith, 2014).
Adopt the use of robotics will assist customers in car parking and baggage handling.
The above solutions were selected based on the best long term strategies which will be brought
in the company and will facilitate the development of a novel value proposition.
Novel value proposition
As stated earlier, a novel value proposition is used to mean the kind of new idea value a
given company will create for its customers with the aim of market expansion. Qantas will adopt
the above solutions to developed internal problems to improve the customer experience. The
adoption of robotic technology will offer an easy time for the customer in the carriage of their
language inside the airport (Pearl& Madvig, 2020). Besides, the adoption of a comprehensive
data platform will ensure the customers can locally access some of the company's information
and resources. Aircraft intelligence technologies will expand the customer's security in and
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INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT
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outside the airport; hence all these changes will facilitate the company's effort in increasing its
market (Davenport &Ronanki, 2018).
Target customers
In the process of improving its services and working on the experienced challenges, the
company aims at market expansion. The market expansion targets group of individuals from
different parts of the world. Improvement of the existing services to meet the desired world
standards will mainly be targeting the first-class customers who are mainly influential politicians
or business people. However, these improvements in services will also be targeting the business
and economy class customers who will be traveling to different destinations in the world. A
service improvement is one of the best ways of making the target customers is trapped. The
expansion of the market scale of the services is all about improving the quality. Improvement of
quality is one of the best ways in which a business can expand because most of the customers
would like the services offered.
Competitive advantage and strategic fit
The company experiences a competitive advantage over other established airline
companies due to several reasons. The company has a vast number of flights with travel
destinations all over the world. Besides, the company can match its resources and capabilities
with the immense opportunities in the external environment. The acquisition of these solutions
will put the company at an advantage since many airline companies have not adopted these
solutions (Porter& Heppelmann, 2014). The competitive advantage of the company would be
achieved if they venture into high technology (Iansiti& Lakhani, 2020). This would improve
much on how they offer services to the customers. In the case of the biometric new idea
invention, the company would have a fast serving of the customers as identification would be so
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fast. Moreover, through the use of biometric technology would increase the level of the security
for the customers this means many would opt to choose this company over others hence
competitive advantage achieved.
Critical assumptions and uncertainties related to;
Customer desirability
The airline faces uncertainty in knowing the desired customer services since it operates in
different markets with customers of different origins (Porter & Heppelmann, 2015).These
diverse markets levee the company with an uncertainty of the various customers’ taste and
choice of services.
Technical feasibility
The company's assumption on how best it can deliver its services to its customers is through
various technological improvements on the existing products (Carson, Giulio Romanelli, Walls
&Zhumaev, 2018). The assumption sorrowing delivery of services is that customers always go
for quality products while leaving out the cost and other factors.
Financial viability
The company's assumptions on how it can achieve financial viability to meet payments and debt
commitment are through an expansion of its target market (Tilley, 2017). The assumption has
been exploited by different companies hence leaving out other ways that may prove successful
revenue in sourcing.
Innovation tools and techniques
The selection of innovative tools and techniques that have been used in the assessment of
the problem affecting the company and the solutions to these problems were selected based on

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the need to achieve advanced technology and a sustainable trend that will drive industrial
innovation (United Nations, 2015). These tools and innovative techniques are;
1. Value proposition canvas
2. Business model canvas
3. Business environment map
4. Customer journey canvas
5. Value chain analysis
Report findings
After applying the innovation tools and techniques, it was found out that the company
needs to practice team building activities among its workers to encourage cooperation when
solving various challenges. The management also found out that there is a need to carry out
outsourcing services when it comes to finding solutions to the various problems affecting the
organization (United Nations, 2019). From the technique of customer observation, the
organization found out there were many assumptions surrounding customer desirability. It was
also discovered that there was poor data storage using the file management tool. After using the
task management tool, there was an obvious need to divide duties and responsibilities among the
staff (Brackley & York, 2019).
Conclusion
After a critical study of all the challenges on technology, sustainability and other factors
sorrowing Qantas Airways Limited we can conclude that; It is always essential for any
organization to adopt long term solutions to an challenge the organization is facing. Besides
understanding the target customer is another key important aspect in every business (Aulet,
2017). The organization is always in an excellent position to reorganize itself concerning the
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INNOVATION AND SUSTAINABLE BUSINESS DEVELOPMENT
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target customer need. While eliminating the uncertainties and assumptions on technical
feasibility, financial viability, and customer desirability, the management needs to understate
these crucial factors. The companies should be always ready and willing to cater to the new
challenges that must evolve within their operation.
It is so important for the organization to have the standby team that should deal with any
of the emergency kinds of issues arising within their operation. Moreover, the company should
be so innovative and able to make changes and coming up with a new idea of operations. This is
what determines if the organization would be successful or not. The new idea means a new way
of doing things in the company and this can lead to large expansion and improvement of the
company performance. Lastly adopting the various innovation techniques and tools will also be
useful in the inspiration for the development of a novel value proposition.
Recommendation
The company needs to make use of the following recommendations to attain technology
and sustainability trends. The company should make use of biometrics to improve innovation in
the organization. The biometrics will assist the company in enhancing security within the airport
and on the flights. Besides, the company should invest in research activity that will dwell in
innovating new and unique ways of service delivery. This calls for investment in more of the
technology world for the prosperity of the organization. It has been found that most of the
successful organizations across the world make use of technology in their operation. Technology
makes things easy in the organization because most of the manual way of doing things is
eliminated. It would be more advisable if the organization focus on investing in biometrics to
improve the level of security within the organizational operation. Biometric would advance the
user identification and this will reduce the time that could be wasted and consumed if the manual
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cross-checking would be used in this process. Lastly, the airline management should engage the
other staff and outsource information which will assist in the improvement of the company’s
database and airport infrastructure.
Self-reflection
Through the active involvement, while tackling this assessment, I have been able to
acquire vast knowledge regarding innovation and sustainable business development. Besides the
assignment has helped me develop innovation capabilities that are essential to any business. It is
important to note that for the task, I have understood the need to implement innovation practices
since they facilitate in providing a long-lasting solution for any challenge in business. From this
assignment, I have been able to realize my weakness in the involvement of various levels of
management in problem management. However, I have discovered that I process strength in
carrying out a critical review of challenges affecting various companies and applying innovative
measures while solving those challenges. One of the critical things I have learned from this
analysis is that for the improvement and well-performing of the organization, there is a need for
investments and risk-taking. Now, I think it does not matter for me how much I would invest in
an organization but provided the outcomes would be advantageous for the profit of the
organization. I have learned that investments in technology are one of the best ways one to
venture into for the success of the organization.

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References
Aulet, B. (2017). Disciplined entrepreneurship workbook. Hoboken, New Jersey: Wiley.
Brackley, A., & York, B. (2019). What's next for sustanaible business? Retrieved
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Carson, B., Giulio Romanelli, Walsh, P., &Zhumaev, A. (2018). Blockchain beyond the hype:
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blockchain-beyond-the-hype-what-is-the-strategic-business-value
Davenport, T. H., &Ronanki, R. (2018).Artificial intelligence for the real world. Harvard
Business Review, 96(1), 108-116.
Grijpink, F., Kutcher, E., Ménard, A., Ramaswamy, S., Schiavotto, D., Manyika, J., Okan, E.
(2020). Connected world: An evolution in connectivity beyond the 5G
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from https://www.mckinsey.com/industries/technology-media-and-telecommunications/
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Iansiti, M., & Lakhani, K. R. (2020).Competing in the age of AI: how machine intelligence
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Porter, M. E., &Heppelmann, J. E. (2015). How smart, connected products are transforming
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