Innovation and its role in sustaining businesses in international markets

Running head: INNOVATION
INNOVATION
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1INNOVATION
Innovation plays an important role in supporting the sustainable functioning of business
in diverse international markets. Innovations in the processes and the product or service offerings
of the enterprise help the same in attracting the attention of the target customers and thereby
enhance the brand value of the same. Innovation in the context of an organization is specifically
based on the technologies that are utilized by the same while designing its propositions as per the
identification of the market demands. The key changes that are undertaken by businesses ate
based on the identification of the needs of the customers and the propositions that are developed
by the competitors. The discussion will be undertaking a literature review on the innovativeness
and the manner in which it is facilitated through better understanding of the needs of the
customers. The different aspects of designing is being enumerated as a part of the review, which
will be helping to identify changes that are undertaken by businesses in order to facilitate
sustenance.
User experience forms the major part of the designing process that is undertaken by
organizations. Liem, André and Eric (2012) stated that the ISO standards marked the user
experience as the perceptions and responses that are forwarded by the users through the
utilization of a product or a service or even through anticipation of the utilities that might be
derived from the same. Analysis of the user experience helps organizations in understanding the
different modifications that might be undertaken by the same in order to enhance the market
holdings. Wooder, Stella and Steven (2012) stated that the user experience is one of the major
considerations that are undertaken by organizations in order to enhance their respective market
holdings. However, Bogers and Joel West (2012) argued that most of the organizations are
concerned with the consumer experience while buying a product or surfing through the
propositions of organizations. Differentiation between user experience and consumer experience

2INNOVATION
is established, as user experience refers to the actual users while consumer experience mainly
refers to the expectations of the customers before or while buying the product (Kraft 2012). The
long term objectives of businesses are largely dependent on the continuous quality management
of the same while operating in diverse international markets. Norman, Donald and Roberto
(2014) stated that the changes in the organizational operations are based on the retention of the
customers through satisfactions of the same through the development of products. The positive
development of organizations is dependent on the continuous innovative approach of
organizations based on the changing needs of the customers.
Identification of the target users of products and services that are offered by businesses
forms the foremost step that helps the same in inducing different innovations. Liedtka (2015)
stated that businesses undertake different innovative measures through the identification of the
needs of the users by different surveys. The surveys that are conducted by businesses assists the
same in undertaking decisions of changes in the systems and operations. On the other hand, Al
et al. (2014) stated that the ident6ification of the preferences of the customers helps
organizations in inducing the favorable practices in the product or service development process
that is undertaken by the same (Kraft 2012). Targeting a band of users through segmentation of
the markets helps organizations in positioning their offerings in an efficient manner. Hameed et
al. (2012) stated that the innovation process that is undertaken by organizations relies on the
developments that are made by the other competitors in the market. Innovation helps
organizations in achieving a competitive advantage over the other players in the market.
Therefore, the primary aim of organizations is to undertake different assessments on consumer
behaviors and thereby develop processes in order to enhance their chances of sustaining in the
international markets.

3INNOVATION
Bin (2013) stated that the key elements of change in the organizational context is based
on the sustainability of the same while operating as per the identification of the needs of the
customers. Teixeira et al. (2012) also added that the capabilities and competencies that are faced
by the business in the internal and external environments influence the innovative approach that
is undertaken by the same. The workplace culture and the management control over the
operations that are undertaken by the workforce is one of the major aspects that is required to be
considered while assessing the innovative capabilities of businesses.
Liem, André and Eric (2012) stated that organizations undertake different modifications
in the processes and the products or services that are offered by the same through assessment of
the market demand. However, Fuller et al. (2012) stated that the market competition that is
faced by organizations and the needs of the same to achieve competitive advantage supports the
growth and sustenance objectives of the same while operating in diverse economies. Empathy is
one of the foremost steps that are undertaken by the R&D department of organizations in order to
understand the needs of the customers (Kraft 2012). Empathizing the demands of the customers
helps the organization in framing the idea of the proposition that might be delivered by the
organization. Al et al. (2014) stated that empathy is one of the chief constituent of the design
thinking process, as it helps organizations in placing themselves in the place of the customers to
identify their requirements.
The suitable identification of the needs of the customers helps in enhancing the planning
process and the product or service development process of organizations. Prioritization of the
tasks that might be undertaken by the organization while fulfilling the needs of the consumers
will be helping the business in maintaining the efficacy of the functions while operating in
diverse international markets. On the other hand, Seltzer, Ethan and Dillon (2013) stated that