Managing Innovation Report

This report examines the innovation management practices of Mercedes-Benz, a leading automotive manufacturer. It analyzes the company's strategies for future innovation, including its focus on connected, autonomous, shared, and electric vehicles. The report also explores the organization's innovation requirements for 2020 and beyond, highlighting key areas such as delighted customers, technology, leadership, and profitable growth.

MANAGING
INNOVATION

EXECUTIVE SUMMARY
Innovation is the process of having creation of something new in the market. It is very
effective process in terms to create the imperative management. Thus, innovative techniques in
need to be adopted by each enterprise in order to run the firm activities in systematic manner.
There are number of strategic areas which is need to be focused in order to run the business
function in systemically mode. The present report is based on the activities of Mercedes-Benz,
this firm is working with Diamler manufacturer and they are taking effective steps in order to
provide innovative products to customers. The main aim of this firm is to process the business
activities in order to gain the competitive advantage.
In addition to this, this report will focus over the future innovation practices in order to
have growth of an enterprise in market. Moreover, this assignment will focus over the business
activities as are Future of industry, organisation innovation requirement 2020 and Building of
future innovation capabilities for an enterprise. The innovation is the essential component which
can be termed out as “innovative or die”. With help innovative management the essential steps
is need to be taken towards having change management. In this way, customers demands the
quality, safety and reliability at the same time. The one of the main is to bring the innovation
capabilities to an enterprise so that enterprise can do all activities altogether manner. The process
of the innovation can be taken as to bring attracting creation in the product and services so that
firm can able to gain the competitive advantage in market. The process of innovation is need to
be done with having the proper research and development. It provides the sufficient scope to
business activities in terms to managing the cordial environment. The Mercedes-Benz need to
various initiatives in order to bring modification so growth of the firm can be sustained.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
Future of the Industry 2020 and beyond-....................................................................................1
Organization innovations Requirements 2020 and beyond........................................................3
Building of future innovation capabilities for an enterprise ......................................................4
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Innovation is a process which works as to recognizing, managing and
implementing the changes in product and services so that organizational innovations can
be done efficiently. In this modern approach, it is a process which is needed to be taken
as dynamic and implementable. It can be considered as a method which works for
creating something new with the help of proper research and development (Bason, 2018).
The present report is focussing over business activities which is being carried out
by Mercedes-Benz. This auto mobile manufacturer works with Daimler AG who has
taken various innovative steps to deliver advanced and modern vehicles throughout the
world. Furthermore, with the help of focussing over innovation and encouragement to
organisation member creates cordial environment to process each things systematically.
The main purpose behind managing innovation is to gain competitive advantage
and to satisfy their customers with new technological advancement. With the help of
innovative practices, there can be ultimate growth to business. One of the major
objectives is to have constant development in quality and electric mobility.
In this, constant development of skill is essential to bring the innovation to
market. This report will also be inclusive of future of industry, organisation innovation
requirement 2020 and building of future innovation capabilities for an enterprise (de
Mattos, Kissimoto and Laurindo, 2018). This entity produces low emission and
environment friendly products and services.
Future of the Industry 2020 and beyond-
In this, Mercedes Benz is one of the most global leading brand and it is one of
known enterprise to deliver luxury products to customers. Currently, it is operating by
Daimler-Benz whose headquarter is situated in Stuttgart Germany. The motive of this
leading organisation is to offer the latest technological product, styling and interior
features. It will offer variety of concepts cars for inspiration and the production version
will be more inevitably. Moreover, firm works as to manage quality of product and
services. In the 2020, Mercedes-Benz is taking innovating steps towards launching of
1

Mercedes- Maybach S-Class in this there is addition of new digital light which displays
one pixel per headlamp.
It is attractive innovation in which camera sensor and system monitor the road
which detects oncoming traffic and obstacles and it will automatically adjust the lights as
needed. It is one of the greatest innovation of 2020 as it will prevent blinding other
drivers on the road and will go to display line which reduce negative consequence and
offer high level of precision than the Multi-beam LED headlamps. In this, lights will
adapt in milliseconds (Engelseth and Kritchanchai, 2018). Furthermore, firm is taking
steps towards having innovation to provide low grip surface symbols, construction sites
symbol, Rare end collision symbol and speed and blind spot symbol. Thus, it can be said
that in this new technological innovation there are various driver alert symbols in it
onboard processing system. This technology must gets approved by the department of
transportation. In this way, there is the presence of high definition headlight projection
system which works as to displays of the message at the exact time on the road ahead. In
addition to this, Diamler group is one of the world's biggest manufacturer of the
commercial vehicle and this enterprise works as to provide financial, leasing, fleet
management and innovative mobility services.
2

Illustration 1: Mercedes-Maybach S-class Digital light
(Source: Robert Moore, 2018)
In this, S-class will get Squared-off tail with the use of copious horizontal
elements of design. There will be addition of sharp tail lights in the corner and there will
also be use of tailpipes. Thus, all manufacturing process there will be using of LED
lights with four door Sedans. With no doubt there will be the greatest strength in its
interior part. The size of the car will be expected as to plump a bit dimensionally
speaking with addition of extra girth compare to the present model in relation to the
width, length and hood-line length. In this, there is slight decrease in hight to give it the
extra sport demeanour look.
This brand is taking step to shaping of the future in terms to mobility with help of
managing the quality status. This firm put its major focus on word CASE, which can be
termed out as Connected, Autonomous, shared & Service and Electric drive. This firm is
taking steps to produce concepts of EQ which works as to foretaste of future generation
with the vehicles in which there is presence of electric battery powered drive system
(HAMIDI, 2018). The main aim behind execution of this is to offer the impression to the
future user experience in the auto mobile.
3

Organization innovations Requirements 2020 and beyond
In this, the organization innovation can be termed out as execution of the new
organizational methods so that overall operation of the firm can be improvised. It is
generally defined as changing process to create effective process with the expert ideas.
Thus, innovative approaches to the firm works as to having increment in likelihood of
business activities to have sustainable position.
To have innovative facilities in the systematic way it is crucial to upgrading the
innovation skills. In order to effective innovations in firm it is essential to develop the
strategy of working. In 2020, Mercedes-Benz has one basic motive is to changing the
nature of mobility. Moreover, organization innovation requirement will be done with
creating outstanding product and services so that corporate culture can able to keep up
the piece with requirements of digitized world.
The one of the motive in terms to having innovation is to achievement of
profitable growth and works as to increases the value of the company. Under this, the one
of the major plan is to focusing over the goals so that enterprise can developed its
activities effectively (Karlsson, Larsson and Öhrwall Rönnbäck, 2018). Moreover, there
are four majors objectives in terms to organization innovation requirement as are-
Delighted customers- in this, leading brand as Mercedes-benz created values in the eyes
of customers. This firm aims to have innovation with the outstanding quality. With the
help of offering the customers the tailored transport and services of mobility will be
helpful in order to improving the efficiencies and reflect the growing trend to have
sharing economy. The one of the main aim of this entity is to provide digitized services
to its customers till 2020.
Technology, leadership, innovation and digitization- Innovation requirement is need
to be done with the help of adopting technological advancement. Under this, there are
number of safety, autonomous driving and green technologies creates the potential
growth to the enterprise. Thus, to main motive is to inspire and attracts customers to have
utilization new business models in field of mobility and transport. With the help of this
undertaking the operations of enterprise can growing rapidly.
Profitable growth- Till 2020, firm expects to achieve 9% average return on sales. It is
need to be done in order to have sustainable position. In this term it can be said that the
4

overall targets are based on the division of the individuals. In this way, growth strategy is
designed to ensure that Mercedes-Benz car division plays greater roe in order to have
premium segments in worldwide. Moreover, it can be true to said that maintaining and
safeguarding the profitability under the differed market conditions, it is essential to
adapting the business system which reacts quickly and flexible to the market fluctuation.
Best teams- This enterprise works with the Daimler group as their core corporate values
as are passion, respect, integrity and discipline. Thus, organizational innovation is need
ed to be taken timely to have sustainability which means working with firm in
responsible manner to ensures the long term economic success in harmony with
environment and society (Kumar, 2018).
Building of future innovation capabilities for an enterprise
Innovative management will be helpful to drive the enterprise in forward context.
The one of the major aim is to shape the mobility of tomorrow. To have the innovation
capabilities in enterprise, Mercedes-Benz will always be ahead of its time. In this term, it
can be said that innovation capability is the ability to innovate the whole process in
systematic and sustainable manner. With help of undertaking of the innovative process
the firm can able to process its business activities systematically (Kwak, Seo and Mason,
2018). Innovation is the subject matter which works as to have survival at the medium
and long term for the majority of an enterprise. It is need to be done in effective in terms
to have improvement in the position in marketplace. It is essential to develop products
and services in market so that firm can gets sustainable position. In this, it can be said
that enterprise need to take the process of innovation in order to survive and grow in
market. This, it can be said that managing the development of the product will also be
helpful in order to understand future of an innovation. In this, it can be said that the
constant development skills will be essentiaWeber and Heidenreich, 2018l for keeping
the human resource of an enterprise and to bring latest changes in the market.
Mercedes-Benz has taken various steps in terms to making the history into
innovation capabilities to an enterprise. Thus, safety, performance and driving enjoyment
are one of the exciting road-map to the future. This firm will soon be taking as
electronically controlled Active body control which will have the adjustable spring and
damper units. In this camera will be used to read the road surface up to 200 feet ahead.
5

This organization is also taking step in order to come up with clever solution which
works as to eliminates unsightly smudges and the grubby digit might leave on the vehicle
screen. With the use of centrally mounted touch pad in relation to the screen and camera
technology, there will be reflect ghost image at the time of having direct contact with the
screen.
In 2020, the Mercedes will come up with new model as which will provide the
information as Low grip surface symbols, construction sites symbol, Rare end collision
symbol and speed and blind spot symbol as it is the kind of drive alert system to
customers so that they can have direct contract with the screen. Thus, this enterprise has
taken various steps in order to develop groundbreaking solution so that they can get
closer to the vision of safe and accident free driving. With help of taking innovative
procedures as to get alert at the time of driving about the road will also be helpful in
order to have reduction in accidental issues. This enterprise has also developed the stereo
camera system which is capable of seen three dimensions and all together with the use of
360 degree round view (Lema, Rabellotti and Sampath, 2018). This kind of safety
system is very helpful in order to detect the danger. This firm has creates its pioneer
image in the market with the help of its quality services and to shape the mobility of the
future in systematic manner. Thus, new facilities in this firm will work as to aim towards
the new facilities which will be helpful in order to expand the nature of mobility. The
greater innovation can be dine with the help of effective approach of research and
development.
In addition to this, Mercedes-Benz is also going to develop the system as
infotainment. It is the type of connectivity which is already the priority for the automaker
and it is very systemic way in terms to create the holistic experience for android and I
phone users. It is very effective system as it ensures the seamless and automatic
integration with its vehicle. With the help of this I phone menu will be displayed on the
vehicle display and which allows the user to safely navigate user interface and control
the driving. This is effective app which helps to remain connected with Twitter and
Facebook with the speed limit assistance.
This organization has also taken one step ahead to the innovation by developing the new
system as idea of integrated navigation which compatible with Google glass. It is very
6

systematic process in order to create the seamless transition between the life outside of
the car and driving. This is the system which allows staying connected with the car at the
time of driving or doing something else.
The one of the effective innovation can also done by the taking step towards to
develop Wrist watch which works as to connects the car with help of internet and
provides vehicle related innovations (de Mattos, Kissimoto and Laurindo, 2018). Thus,
the drivers can review the information such as level of fuel, door lock status, location of
the vehicle. It is one of the effective device which gives alert to driver of the real time
hazards as are road accidents, construction at the side of road ans stalled vehicles by the
simply vibrating. In this way, it can be said that digital drive style with the effective app
features attract the number of the customers in markets.
The another innovative concepts of Mercedes-Benz is autonomous driving in which the
brand is the fast becoming the leader. In the new S class model there will be easily
detecting the rural and urban traffic and it is also equipped with the camera and reader
sensor and it is only found in the production S class which needs to deal with the traffic
lights, roundabouts, pedestrians, cyclist and tram without any human involvement
(Weber and Heidenreich, 2018).
In this way, it can be said that technology is something which plays the crucial role in
terms to have the future success in luxury automobiles brand. Innovation is the process
which attract the customer to have the use of new technological advanced products. In
this it can be said that with the establishment of new silicon valley facilities the creation
of the societal research team will work as to bring bright future to mobility.
In this, there are suggested key areas in which wide innovation facilities can be
done with the help of this three lenses areas as are-
Business strategies- It is one of the conventional approach in which development in the
enterprise can be possible in terms to led changes in marketplace disruption,
globalization and rapidly shifting of the customer needs. In this way, it can be said that
the with help of high level strategic direction the firm is able to process with the changes
in market (Kwak, Seo and Mason, 2018). The enterprise as Mercedes-Benz is always
stays one steps ahead to the innovation. In this one of the essential skill is to rapidly
review the key elements in the enterprise so that overall integrity of the firm can be
7

maintained. With the help of rapid transformation changes the overall things can be done
precisely and clearly.
Recognize and project INtrapreneurs- In this entrepreneur is the person who operates
the business activities with the help of internal innovation. He is the person who is
responsible to undertake with number of changes in the enterprise. This, it can be said
that the innovation is not relay on the tole of the job or title which has given but it is also
based on the intrinsic organizational capabilities to an enterprise (Lema, Rabellotti and
Sampath, 2018). In this, innovation is the process which works as to create the product
and services in the effectively mode so that firm can able to gain the competitive
advantage in market. The manufacturer of Mercedes-Benz as Dialmer group is taking
various steps in order to develop the product in the market systematically. With help of
having the technological advancement in the firm will create the sustainability in market.
This is also assists in having rapid growth and development.
Build an innovation culture- In this, innovation is the process which gives birth to the
sustainable innovation capability in the enterprise. It is the systematic process which
works as to implementing the holistic strategy so that organizational activities can be
done effectively. In this, with help of developing innovation process and it is need to be
in transparent, inclusive and secure. With help of wide strategy the activities of an
enterprise can be done in systematic mode. In this way, it can be said that it is automobile
company there is need to review the whole process of an enterprise so that it can attract
the customers (Weber and Heidenreich, 2018). In this, it can be said that the changes are
necessary to process the activities of the enterprise systematically.
CONCLUSION
Based on the above notions, it can be affirmed that management of product
development assists future of an innovation. Constant development practices are essential
in terms to have the latest changes. Innovation management is the process to find out the
lacking part of an enterprise and come out with the good and effective solution to an
enterprise. To have effective innovation in enterprise it is essential to consider strategic
areas of firm as strengthening our core business, growing firm activities globally, leading
in technological manner and takes steps to moving ahead with digitization process. The
8

present report based on the activities of which is carrying out by Mercedes-Benz. This
auto mobile company works with manufacturer as Daimler AG who has taken various
innovative steps to deliver innovative and modern vehicles throughout the world.
In this report, the following activities are covered as are Future of industry,
organisation innovation requirement 2020 and Building of future innovation capabilities
for an enterprise. This enterprise is working with Daimler which is manufacturer industry
and its provides quality products to customers. In this report it also has been stated that
process of innovation is need to be carried out with proper research and development.
Thus, it can be said that innovation management is blend of innovative procedure and to
have change management. With the help of focussing over the strategic area the
enterprise is able to gain competitive advantage in market.
Innovative management is the practices which work as to develop the
organisation practices. In this, the main motive is to provide quality services to its
customers. This firm wants to captured the sustainability so that growth of an enterprise
can be possible. In this way, it can be said that the process of an innovation is one of the
critical components in relation to improves the individual and institutional performance.
9

REFERENCES
Book & Journal
Bason, C., 2018. Leading public sector innovation: Co-creating for a better society.
Policy Press.
de Mattos, C.A., Kissimoto, K.O. and Laurindo, F.J.B., 2018. The role of information
technology for building virtual environments to integrate crowdsourcing
mechanisms into the open innovation process. Technological Forecasting and
Social Change. 129. pp.143-153.
Engelseth, P. and Kritchanchai, D., 2018, April. Innovation in healthcare services–
creating a Combined Contingency Theory and Ecosystems Approach. In IOP
Conference Series: Materials Science and Engineering. IOP Publishing.
HAMIDI, L.S., 2018 Marketing d’innovation: Enjeu Stratégique pour un positionnement
efficace des entreprises. Revue Marocaine de Recherche en Management et
Marketing. 3(15).
Janssen, M.J. and Castaldi, C., 2018. Services, innovation, capabilities, and policy:
Toward a synthesis and beyond.Science and Public Policy.
Karlsson, A., Larsson, L. and Öhrwall Rönnbäck, A., 2018. Product-service system
innovation capabilities: linkages between the fuzzy front end and subsequent
development phases. International Journal of Production Research. 56(6).
pp.2218-2232.
Kumar, A., 2018. A successful treatment report on rabbits infected with sarcoptic mange.
Kwak, D.W., Seo, Y.J. and Mason, R., 2018. Investigating the relationship between
supply chain innovation, risk management capabilities and competitive advantage
in global supply chains. International Journal of Operations & Production
Management. 38(1). pp.2-21.
Lema, R., Rabellotti, R. and Sampath, P.G., 2018. Innovation Trajectories in Developing
Countries: Co-evolution of Global Value Chains and Innovation Systems. The
European Journal of Development Research.
10

Weber, B. and Heidenreich, S., 2018. When and with whom to cooperate? Investigating
effects of cooperation stage and type on innovation capabilities and success. Long
Range Planning. 51(2). pp.334-350.
Online
Robert Moore, 2018. How Do The Mercedes-Maybach S-Class Digital Lights Work?
[Online] Available through: <https://www.topspeed.com/authors/72976/>.
11