managing innovation in business assignment : Samsung

MANAGING
INNOVATION IN
BUSINESS

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
The Future of Industry in 2020 and Beyond..........................................................................4
TASK 2............................................................................................................................................5
Organisation's Innovation Requirement in 2020 and Beyond................................................5
TASK 3............................................................................................................................................8
Building Future Innovation Capabilities for Samsung Electronics........................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

EXECUTIVE SUMMARY
Innovation in the dynamic business environment is important for a business for a long
term growth and competitive advantage over other competitive businesses in the market. The
current report is based on Samsung Electronics, which is a leading business organisation dealing
in various electronics all over the world. This report is an extension to a previous report in which
Samsung Electronics brought an innovation in the market by the name of “Pocket Holographic
Television”. The purpose of this report is to establish this innovation appropriately within the
company.
The agenda of this report was to determine the future of the electronic industry,
particularly television industry in the coming future. It covered how other big organisations like
LG and Sony are innovating their products to satisfy future needs of the industry. It was
discussed that how these innovations would be having an impact on the industry as well as on
Samsung Electronics in the future. Such innovations would allow the industry to indulge itself in
an advanced use of technology and would encourage Samsung to introduce more innovations in
the marketplace.
Another aspect which is to be achieved by this report addressed the issue of the future
innovation requirements of Samsung Electronics. With such drastic improvements in technology,
it is very important that the company identifies the areas in which it could bring long term and
sustainable innovations in the market. The findings of his agenda resulted in three prominent
areas of innovation for Samsung Electronics: Hologram Technology, Chargeable Televisions and
Artificial Intelligence. All these aspects are equally important and could be an opportunity for
the firm in coming future.
This report also discusses the innovation road map which emphasises on the impact of
Pocket Holographic Televisions in the organisation. It covers various stages through which the
change would be implemented in the organisation. The first two stages suggests the changes and
governs the same with strong reasoning. Then comes the impact of the change on the firm. These
impacts are judged on the R&D, Resources and technical skills required for the change, its legal
compliance and lastly cost. Then the feasibility of the change is analysed and it undergoes
approval process. After the approval, the change, i.e., Pocket Holographic Television would be
developed and its success will be reviewed.

INTRODUCTION
Innovation is the process which adds value to a company's existing offerings in a way
that it benefits the firm as well as society. The agenda for introducing innovation in products is to
enhance its importance and make it more useful for the new and existing users (Saebi and Foss,
2015). It is an important aspect and is required to satisfy unique and sometimes immediate needs
of the customers. The following report is based on Samsung Electronics, which is one of the
biggest companies worldwide in the electronic industry. This report is to expand the horizon up
to which Samsung Electronics could bring in innovation in the electronics industry, more
specifically in the field of television. It would cover the industry as per the emerging innovation
in 2020 and beyond. It would also cover the innovation that could be brought by the firm and the
requirements for these innovations till 2020 and after that. Another aspect which is briefly
discussed is the future innovation capabilities for Samsung Electronics.
TASK 1
The Future of Industry in 2020 and Beyond
Electronics Industry has been subjected to innovation in recent times and is looking
forward to experience more innovation in coming years. The most evident area in which major
innovations have happened in recent years is the Television sector. Due to rise in technology, the
aim of this industry is to enhance the content viewing experience of the customers in the world
up to its maximum limit. New features are being added to the televisions every once a while
which enrich experiences of its users in the world. Be it Artificial Intelligence, Automation or
Visual Effects, all are related to improve the procedure of content viewing. Currently, there are
various platforms that are providing various insights of what the future holds for he television
industry. The major impacts of these innovations have been witnessed on the viewership that has
increased in the recent years. Around 2020, the IP traffic is likely to cross 2.0 zettabytes per year
which is another milestone for the television industry. Another aspect that is improving and is
likely to witness the same in near future is the immersive viewing. The technology has take a
sharp turn recently with rise in technologies like 4K and 8K. These define the Ultra HD quality
that has been achieved by the television industry lately. Japan is planning to deploy 8K display at
Tokyo Olympics in 2020 (TELEVISION 2020: TOP PREDICTIONS ON TECHNOLOGY
TRENDS, 2018).

There are various companies that in the television industry that are changing the game of
innovation. New technologies are being developed and implemented by major companies like
LG, Sony, etc. These companies have enhanced their visions in terms of the technologies and
products they are planning to introduce in the market. The biggest example of the future
innovation is the 1mm thick Wallpaper TV that is being introduced by LG in coming future (LG
Display shows off press-on 'wallpaper' TV under 1mm thick, 2018). Another latest innovation
that likely has an impact on the television industry till 2020 is the BRAVIA OLED A8F serious
launched by Sony. These serious have more than 8 million pixels that are self illuminating and
controlled individually by X1 Extreme processors (Why Sony's 8K, 10,000-Nit, 85-inch TV Is
The Best I've Ever Seen, 2018). Where the future is concerned, Sony Electronics is planning to
introduce 150 frames per second or even higher beyond the year 2020 (Where Will Television Be
in 2020?, 2018).
All these innovations are likely influence the television industry in various ways. First,
with enhancements in these technologies by these firms would encourage more companies to
adapt these applications and implement them in their products so that the experience of television
viewing could be more enhanced in the future. Another way in which it would assist the industry
is that the advanced technologies would develop a wider reach which would allow it to penetrate
deeper markets and inform more individuals and communities about the benefits of such fine use
of technology. For Samsung Electronics, the companies in the industry would encourage the firm
to come up with new innovations that could satisfy the market needs as well as fulfil its own set
of expectations. Innovations in the industry would aid the firm in developing new ideas where
the firm could use different technologies or combinations that enhance the ways customers
become familiar with technology. This way the firm could sustain for a better period of time as
well as modify the use of technologies and equipments to open new gates for existing as well as
new companies in future (Frow and et. al., 2015).
TASK 2
Organisation's Innovation Requirement in 2020 and Beyond
Samsung Electronics is a leading firm in the television industry and is implementing
innovations every year to enhance its product quality and to build a better image in the market.
As discussed in the previous report, all the major innovations in the Electronic Industry,

particularly Television, are associated with Samsung Electronics. The firm has been a giant in
technology and is bringing new innovations to this market quite frequently. The main reason
behind this is to provide more enhanced products and services to the public which fulfils their
need to experience something beyond ordinary.
Television Industry is one of those few industries which is witnessing heavy innovation
and Samsung Electronics has a very prominent contribution in starting this aspect of innovation.
Since its Black and White TV, Samsung is consistent in going deeper into science and bringing
out more innovations in the television industry. Its innovations are acknowledged worldwide and
are viewed as an example for other companies who share the same vision of providing effective
innovations to its customers worldwide. There are various requirements regarding innovations
happening in Samsung Electronics which could certainly have an impact on the customers and as
well as on the industry (Winterhalter, Zeschky and Gassmann, 2016). These are mentioned
below: Hologram Televisions: As discussed previously, Samsung Electronics has a patent for
holographic technology. It could be a major opportunity if the firm in the coming years
as it would provide the customers more ease and comfort to view television. Moreover,
holographic television is one of those few innovations that could provide the firm with
long term sustainability in the marketplace. The impact this would have on customers
would be that they would prefer this technologies over other as it would provide them
ease of space. Moreover, with holographic televisions like “Pocket Holographic
Television” introduced in the previous report would benefit the customers clarity of
vision and sound without any external frame. For the industry, such technology would
have major impacts where cost of developments and set ups are concerned. This
technology would benefit the industry in saving its financial assets for a better access of
technologies (BBC builds a 'holographic' TV to see how we may watch shows in the
future, 2018). Chargeable Televisions: with concerns to save electricity, it is essential for a company
like Samsung Electronics to innovate its products in a way that it fulfils this requirement.
For this aspect, the firm could develop chargeable televisions which, in few hours of
charging would provide a daily consistent display without the use of external electricity.
Televisions with such compatibility would be capable for saving electricity that would

help in reduction of carbon footprint due to less burning of fossil fuels (What are the
Benefits of Saving Electricity?, 2018). This technology would have a major impact on
customers as they will not have to worry about switching off sockets for televisions
before leaving the house as they will not be required to. The impact of this innovation on
industry would be that it would contribute in preservation of energy and enhance its
contribution in environmental preservation.
 Artificial Intelligence Robots: Human Resources are the most crucial aspect of running
any business. They have their own set of skills, knowledge and experience that is
necessary for a company to achieve their business objectives. However, these have their
own limitations. There are certain individuals whose presence and absence have quite an
impact on the general operations of the organisation. Samsung Electronics must consider
enhancing its operations by employing AI Robots in place of employees. This way, the
firm could avoid human error and inconsistency and could achieve top most quality due
to perfection of these robots. Due to AI the firm would also be able to control them
effectively. Customers would prefer the products of a company with such advance use of
technology like AI and Robotics. Industry too could be benefited by reaching on to
different perfection levels in their production as well as distribution of products.
Following are these three innovation and their estimated timelines described using Gantt
Chart and Network Diagram.
Illustration 1: Gantt Chart

TASK 3
Building Future Innovation Capabilities for Samsung Electronics
Samsung Electronics produces its televisions in a way that it enhances their demand and
widens the scope of innovation for the industry as well as for consumers. It is imperative for the
firm to enhance its capabilities to increase the familiarity of technology and build a deeper
insight for the customers in terms of content viewing. To better understand the process, a road
map is constructed which would provide the firm with milestones of innovations that could be
achieved by the firm by enhancing its capabilities (Schaltegger and Wagner, 2017). The road
map for Samsung Electronics is discussed below:
Illustration 2: Gantt Chart
Illustration 3: Critical Path Method

 Suggestion: It is imperative that the innovation which is most appropriate for this
purpose and that could best enhance the capabilities of Samsung Electronics is Pocket
Holographic Television. Reason: Holographic technology is the future of television as it aims to provide ease in
the way television is viewed. The holographic display could effectively be used by
customers and Samsung Electronics, by Pocket Holographic Television could remove the
barriers of space for setting up the televisions by providing effective display regardless
the texture of the surface it is being projected too. Impact: With change in any aspect of business, product, process or people, the impact is
seen on the overall organisation. The impact is witnessed on its working as well as
methods by which technology and skills could be blended to produce the desire product
and distribute in the marketplace effectively (Rothaermel, 2015). The major impacts of
change are on certain factors and areas which are described below:
▪ Research & Development: The major impact of any change would be on R&D
department of any company. This is because they are required to analyse the
requirements of the marketplace as well as they have to assess the effectiveness of
the product. To achieve this, R&D of Samsung Electronics would be researching
the Holographic methods, Artificial Intelligence technology and technical
personnels required to develop the concept into a product. They might also need
to formulate and modify the operations which could induce the impact on
organisation as a whole.
▪ Resources: With such high-end innovation, it is imperative that effective
resources be employed by the company to produce this product effectively. A
standard Hologram requires development of photographic films that are coated
with emulsion of silver halide (Hologram, 2018). Generally glass plates are used
to manufacture it which is not the case in Pocket Holographic Television. The
resources required by the company would be raw materials for electro-forming,
embossing, metallizing and so forth. Moreover, a use of artificial technology is
required to compile these into small devices that could be fit in a pocket. To make
this more efficient, the firm would require external manpower to handle the
operations effectively that are associated with the project.

▪ Requirement of Technical Skills: To implement the change in the products, it is
imperative that technical requirements are fulfilled to develop a new product
where unique technologies could be used along with different methods of
production. To successfully produce Pocket Holographic Television, the skills
that are required would be a brief knowledge about the software that would aid
the projections for instance Microsoft HoloLens (How to become a virtual reality
or hologram developer, 2018). Another technical skills would be to have a brief
knowledge and experience in Information Technology and Software Engineering.
Skills to effectively use Artificial Intelligence are also required in the employees
involved in the projects. The agenda of having these skills must be to develop a
competent product that could fulfil the demand of enhanced technology.
▪ Legal Compliance: Whilst developing such a major product, it is essential for
Samsung Electronics to acquire certain legal benefits that would aid the
requirements and help the firm to get a legal support. Most importantly, to protect
the intellectual property, the firm must acquire a patent for Pocket Holographic
Television. Moreover, taking such support would allow the firm in better risk
management for their product which is one of the major impacts of a change in an
organisation. In addition to this, the firm must comply with the Employment
Legislations that ensure its ethical working for the project and it acquires support
from the government and employees,
▪ Cost:
Expenses Amount
R&D 16000
Marketing 30000
Advertising 21000
Material 380000
Human resources 32000
Total 479000

Described above is the budget estimate for Pocket Holographic Television which
includes all the activities that are required to develop, market and distribute this product to the
customers. The firm would be focusing a lot on its marketing and advertising and would invest a
huge amount of US$ 380,000 on purchasing the materials and technological equipments
necessary to manufacture Pocket Holographic Televisions. Another major investment of the
company would be on employing the Human Resources necessary to convert the concept into
reality. The estimated cost for the same is set out to be US$32,000. Feasibility: The most important aspect of change is the feasibility. Change in the
organisation is measured by how feasible it is to implement and what enhanced benefits
does it provide to the company. Pocket Holographic Television would be analysed on the
basis of how viable and dependable is this project for the company. Samsung Electronics
have three ways to determine the feasibility of their innovative product (Wang and Tsai,
2014). These are described below:
▪ Economical: The prime factor of determining an innovation is the economical
and feasible soundness. Pocket Holographic Television would be feasible in
economic aspects because this innovation eliminates the usage of television
frames (Love, Roper and Vahter, 2014). This relieves the company from the cost
of developing these frames. On a larger scale this also ease the firm from building
costly sound systems as it will all be in-built in the television device for Pocket
Holographic Television.
▪ Technological: Samsung Electronics would then analyse the product on the basis
of how it benefits them as well as the customers technologically. Holographic
technologically is used in an appropriate and contributing way in Pocket
Holographic Television along with enhanced sound system built for a surround
sound from the device. This makes it technologically feasible for the customers.
In addition to this, Artificial Intelligence along with Automation is used in to
produce these televisions which ease the pressure of work on employees. It also
eliminates the possibility of human error which increases the productivity and
better production.
▪ Operational: As discussed, on the operational levels, with much less human
intervention, AI robots play a vital role in development of Pocket Holographic

Television. These robots are designed to function 24 hours a day which makes it
quite an extensive approach to make the overall project operationally feasible. Approval: After the feasibility of the change is analysed, the next process is to get it
approved by the upper management. Samsung Electronics, to gain approval of the upper
managers must organise formal meetings regarding this innovation. They must also
organise Board of Directors' meeting where the members would assess the overall impact
of this change on the company as well as on the customers (Wei and et. al., 2014). There
will be a presentation of budget for the project, feasibility charts, profit forecasts and so
forth. The members of the board must agree to the innovation and give it a thumbs up for
the managers to move forward with the same. In case some of the members speak against
it, voting takes place and approval is acquired on the basis of majority. Application of Change: After getting an approval, the next step is to apply the changes in
the company. In this stage, Samsung Electronics would go ahead with the production,
marketing, promotions and distribution of Pocket Holographic Televisions. Resources
will be assembled along with hiring of staff and required workforce for the project. This
would also require the firm to employ AI Robots and effective automation system to
produce the desired number of televisions.
 Review: The final step of the road map is to review the implemented change and its
impact be analysed (Tether, 2014). The firm would run some internal tests to determine
the performance, endurance and safety of Pocket Holographic Televisions. After various
physical and chemical tests, the product would then be set into the market. The review
process in the market would be completely based on its acceptance and the financial
gains that Samsung Electronics would experience after their televisions are sold.
Moreover, one prominent way of reviewing the change would be the feedbacks the firm
would get from its customers in the market. For more production and long term
sustainability, it is crucial that all these aspects turn out to be positive for the firm and
their product.
CONCLUSION
Thus, it is concluded from the above report, that to successfully bring innovation in an
organisation, it is essential to clearly determine the aspects upon which the change would be
analysed and reviewed. Innovation is crucial for a company as it contributes in its success as well

as ensures its long term sustainability in the market. Moreover, innovation also provides the
company competence and abilities that gives it a competitive edge over other present
competitors.
In order to successfully bring in the innovation, it is imperative that the organisation
determines the current and emerging technological trends in the industry. This would enhance
the scope of success of the innovation as it would effectively satisfy the future demands of the
market.
It is also imperative for an organisation to determine its innovation requirements in the
future which would help them to develop clear ideas about how the innovation should shape up.
It would help their creativity align with the market needs which would mould their innovation to
satisfy their future wants as well.
There are various stages that a change goes through to successfully implement itself in
the organisation. To appropriately manage the same, it is crucial that the change goes through a
road map which would help the firm to identify various stages of its implementation. It gives the
firm a systematic approach to implement change in the organisation. The various stages are
focused on the impact the change would create on various organisational operations including
resources, skills, legal compliance and so forth. For its successful implementation, it is
imperative that a strong and positive impact of the change be created on the organisation for its
long term sustainability and future success.

REFERENCES
Books and Journals
Frow, P., and et. al., 2015. Managing co‐creation design: A strategic approach to innovation.
British Journal of Management. 26(3). pp.463-483.
Love, J.H., Roper, S. and Vahter, P., 2014. Learning from openness: The dynamics of breadth in
external innovation linkages. Strategic management journal. 35(11). pp.1703-1716.
Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education,.
Saebi, T. and Foss, N.J., 2015. Business models for open innovation: Matching heterogeneous
open innovation strategies with business model dimensions. European Management
Journal. 33(3). pp.201-213.
Schaltegger, S. and Wagner, M., 2017. Managing the business case for sustainability: The
integration of social, environmental and economic performance. Routledge.
Tether, B.S., 2014. Services, innovation, and managing service innovation. In The Oxford
Handbook of Innovation Management.
Wang, C.J. and Tsai, C.Y., 2014. Managing innovation and creativity in organizations: an
empirical study of service industries in Taiwan. Service Business. 8(2). pp.313-335.
Wei, Z., and et. al., 2014. The fit between technological innovation and business model design
for firm growth: evidence from China. R&D Management. 44(3). pp.288-305.
Winterhalter, S., Zeschky, M.B. and Gassmann, O., 2016. Managing dual business models in
emerging markets: an ambidexterity perspective. R&D Management. 46(3). pp.464-479.
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