Managing Innovation of Samsung

MANAGING INNOVATION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
1) Innovation theory...............................................................................................................1
2) Application of theory on a product....................................................................................3
A) Technological development..............................................................................................4
B) Predicting alternative and possible market developments.................................................6
3) Reflective Summary...........................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In present business world, innovation plays a crucial role when it comes to develop
market share or to maintain strong sustainability at marketplace. Innovation can be known as
making modifications in existing products and services in order to deliver high and qualitative
experience to customers. This process is mostly being adopted by companies when they find that
returns becomes moderate and would not take a rise in near future (Bieraugel, 2015). With the
help making modifications is products, it has been found that customers interests can be
developed. Through this, enhancement of sales and profit ratios can be done. Firm which has
been taken under in this report i.e. Samsung which was found in the year of 1938 by Lee Byung-
chul. They are dealing in many sectors like electronics, apparel, chemicals, medical equipments
and many more. Main focus under this assignment will be on electronic gadgets and application
of innovation on them which changed the whole scenario for them. Assessment will show
Sustaining & Disruptive Technology Innovation and implication of it in specific products of
Samsung in order to gain competitive advantages.
TASK
1) Innovation theory
In modern world, innovation is occurring at every single place in order to bettering the
existing situations and results. It has been analysed that there are ample number of innovational
theories that can be adopted by organisations for some specific goals and objectives
(Brunswicker and Vanhaverbeke, 2015). Some of these theories are Routines, Bottom of the
Pyramid, Incremental & Radical Innovation, Architectural Innovation, Dominant Design,
Sustaining & Disruptive Technology Innovation and many more.
Sustaining & Disruptive Technology Innovation Theory, is going to be considered as
the main approach which will be applied in present matter. This theory was developed and
analysed in 1995 by Clayton, M. Christensen who is an American Scholar and a business
consultant at current moment. He took some support as well of some collaborators (Michael
Raynor and Rory McDonald) in order to formulate disruptive innovational approach.
According to the view point of Christensen, Disruptive innovation is a sort of
modification which creates a whole new market along with value network. This process directly
interrupts old or existing markets. This approach is being used by many firms in order to
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establish themselves so that they can displace existing firms, products or services and sustain a
better position as compared to rivals. This thought which was developed by Clayton, M.
Christensen and his collaborators is being considered as one of best idea i.e. helping business
firms in current century (Dawson and Andriopoulos, 2014). On the other hand, this theory has
given a specific approach which is being adopted by products and services and then when they
adopted it they brought in innovative products with a whole new market and replace the old
ones. It has been analysed that, there are many leaders of small and medium sized business
organisation and entrepreneurial companies which took under in use and praises it because it has
became as guidance for them and can be taken as a key element in order to make sustainability of
firm stronger.
Some of example of different organisations like Intel, Southern New Hampshire
University, and salesforce.com, that started at a small level but enforced themselves with
innovation and made their existence high in nature. Apart from this, it has also been analysed
that this theory is in massive danger just because of success rate of this approach is really very
high. Regardless of wide spread, the hypothesis' centre ideas have been broadly misjudged and
its fundamental principles as often as possible twisted. Besides, fundamental refinements in the
hypothesis in the course of recent years seem to have been eclipsed by the fame of the
underlying plan. Accordingly, the hypothesis is in some cases reprimanded for deficiencies that
have just been tended to.
On the other hand, another concern of the American scholar is that, most of people in
business world talks about disruption without even knowing or going into depth of it. Rapid
increase in number of these individuals in the marketplace will make this approach less effective
in nature. Apart from this, it has also been examined that implication of this sort of approach
may or may not require high funding, this totally depends on the competitive level where
organisation is looking forward to expand its business or to develop a whole new market. At
current time, companies that are offering new, updated and innovative products have taken under
in use of this theory which can be stated as a breakthrough that changed the whole scenario of
doing business. Because of this, competition at marketplace gets altered which can put both
negative or positive impact on a business firm (Dickins and Germaine, 2014). On the other hand,
the exercises which has been found out about prevailing as a troublesome trend-setter (or
protecting against a problematic challenger) won't have any significant bearing to each
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