Innovation Process in Emerging Economies

This assignment examines the innovation process within emerging economies, focusing on an effectuation perspective. It delves into the value of customer cocreated knowledge during this process and highlights open innovation strategies as crucial drivers. The provided research papers offer insights into these concepts, encouraging a deeper understanding of how businesses in developing markets approach and navigate innovation.

Running head: BUSINESS CASE
Business Case
Name of the Student:
Name of the University:
Author’s Note:

BUSINESS CASE
Table of Contents
Introduction 2
The Problem that Innovation can Solve 2
Benefits of the Innovation 4
Strategic Response or Plan 5
Project Options Analysis 6
Delivery of the Recommended Solution 7
Conclusion 8
References 9

BUSINESS CASE
Introduction
Innovation management helps in introducing new ideas, products and processes while
responding to external and internal opportunities (Yoo, 2013). This report is a business case that
is a justification for the proposed project as it offers commercial benefits. The company chosen
for the purpose of this report is Apple Inc. It is an American multinational technology company
headquartered in California that designs, develops and sells consumer electronics. The company
sells smartphones, tablets, television and other electronics. The organization was founded by
Steve Jobs, Steve Qozniak and Ronald Wayne and sold only computers in the beginning. Ever
since, Apple has been looking into things and creating new technologies (Yoo, 2013).
They intend to be the first movers and capture the market by innovating new technologies
and products. They have been updating the iPhone- smartphone of Apple by developing internal
and external components. The company has been constantly working on its operating system,
camera, display, screen size and battery to provide the best user experience. It is a luxurious
product and iPhones are expensive n comparison with other smartphones such as Samsung, HTC
and Motorola. This report aims at providing an innovative smartphone- iPhone X which has a
bezel-less design as there is no home button. It has other advanced technological features like
Face ID facial recognition and wireless charging (Brexendorf, Bayus, & Keller, 2015).
The Problem that Innovation can Solve
It is analyzed that the other smartphones that are Android-based face common issues. The
major issues faced by the smartphone users are the design, battery life, resolution, camera, and
vulnerability. Currently, all the smartphone companies are focusing on providing customers with
the best features at low prices. The competition in the smartphone industry has significantly

BUSINESS CASE
increased that calls for innovation. Nowadays, the phones are not just used to make calls, text or
stream music and videos. With the advent of technology, the applications are designed to
enhance user experience. For using the applications, one needs a smartphone that supports
without slowing the speed (Norman & Verganti, 2014).
The smartphones are not usually dust and water resistant. The customers are annoyed by
the long charging cables that have to be pulled in and out daily. The customers also face trouble
as they have to find a socket which can be difficult at public places. The innovation can resolve
the problem as it has wireless charging feature adding to convenience. It is further argued that
the smartphone users face issues regarding storage space. In the current world, people are highly
reliant on clicking pictures and shooting videos to make memories (Spence, 2017). But, the
storage space in the smartphone is not sufficient as the games and other applications take up a lot
of space. The innovation of adding to space of 64GB and 256GB as internal storage is that the
features can be fully explored and users can make most memories (Kelly, 2017). One of the most
innovative features in iPhone X is that it has Face ID feature. Usually, the users suffer hacking
issues as they may attempt to crack codes and misuse the information present on the smartphone.
iPhone X uses Face ID innovative feature as there is a chance that maybe one in a million shall
be able to unlock the phone (Haselton, 2017).
The smartphone users often complain that they are unable to capture the true colours or
have a low brightness. The users also complain that the smartphones have LED display that is
more energy consuming than organic light-emitting diode (OLED). The users often complain
that the bezels on their smartphone are distracting. It also disrupts the beauty of the phone and
obstructs the perfect screen for viewing content. While clicking pictures or shooting videos, the

BUSINESS CASE
users might face troubles as camera shakes and the results obtained are blurry. The innovative
feature Dual Image Stabilization helps avoid blurry result by shifting the sensor (Silver, 2017).
Benefits of the Innovation
The innovation in iPhone X shall help addressing the above problems. It provides
wireless charging feature that adds to convenience. The customers would not have to deal with
cords and all the phones can be charged simultaneously. Even if the customers have to drop their
phone at the charging station, wireless charging is beneficial (Gartenberg, 2017). A storage space
of 64GB and 256GB has not been available on a smartphone before as internal storage as it takes
space on the smartphone. Talking about the iPhone X Face ID feature, it is argued that the
innovative feature ensures privacy, security and confidentiality. The previous smartphones of
Apple has finger touch option which may be cracked by 1 person in 50,000 (Haselton, 2017).
The face detection on iPhone X is more secure and faster that a fingerprint reader (Gartenberg,
2017).
The attractive and innovative feature of iPhone X is that it has Super Retina HD display
that is used through the first OLED screen. This screen can resolve the display and colour issues
that are usually faced by the users. In the current world, people are highly reliant on clicking
pictures and shooting videos to make memories. The colours on the phone appear stunning with
high brightness as every pixel has its own light source. It shall also prove efficient and hence
save power as the pixels turn on when needed (Lyons, 2017). The issue addressed due to bezel is
removed through the innovative feature with all-screen display. The new bezel-less phone shall
allow a perfect display for viewing content. The screen size appears bigger adding to a beautiful
design. The benefit that is added by A11 Bionic chip with 64-bit architecture is that it is faster

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than Qualcomm. Also, it occupies 30% less surface area in the CPU. As discussed earlier, the
dual image stabilization shall be beneficial for the users as the images and videos captured shall
not be blurry and result into fine outputs (Zafar, 2017).
Strategic Response or Plan
The innovation idea needs to be included in the long-range strategic plan. The first step is
to develop short-term and long-term objectives for converting work from conceptual to concrete.
The short-term objectives through the iPhone X innovation are to attain sales and profitability.
The long-term objective is to add to the loyal customers who shall look forward to Apple’s
organizational innovation and success. The initiatives shall be aligned as there is demand by the
luxurious segment for a smartphone that makes their possession unique (Norman & Verganti,
2014).
Secondly, similar organizations such as Samsung, HTC and Sony shall be studied as they
are inspiring. These competitors have been coming up with their innovations as well and offering
products at lower prices. The budget that can be allocated as short-term requirements and
performance incentives can be linked to performance against strategy. Further, a
transformational strategy shall be required by the organization to efficiently deliver the
innovative strategy.
The staffs at Apple need to be engaged. The staffs must be prepared that strategy requires
change. The company has been constantly working on its operating system, camera, display,
screen size and battery to provide the best user experience. It is a luxurious product and iPhones
are expensive in comparison with other smartphones such as Samsung, HTC and Motorola. The
key hurdles that may be experienced by the staffs at Apple are necessary to overcome for

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achieving execution. Further, the staff members need to understand strategic vision, themes and
roles that need to be played in strategic vision. The employees are expected to change for the
organizational success. Lastly, the strategy must be monitored and adapted so that they can
change our internal and external environments. The leaders shall set innovative targets and they
must communicate on a regular basis to monitor progress. It might take years for the innovation
to be successful but the right program and attention from executives can help succeed.
Project Options Analysis
The options and feasibility analysis is a systematic evaluation and assessment of the
alternative approaches for achieving the project objectives. The first step is option identification.
The do-nothing or baseline scenario should be included. In case of no investment situation, the
smartphone users shall continue to face issues regarding wireless charging, poor display, low
quality images and videos, and smaller screen. The do minimum option that shall provide the
least cost solution for achieving investment goals shall be USD 1 million. Further, do-something
option for the project involves the investment of technical, compliance, regulatory and demand
constraints. The do-something options involves an amount of USD 1.5 million. The focus of
analysts shall be placed in the pricing policy. The phone may be sold at a price of USD 999 per
piece (Nicolaisen & Næss, 2015).
A demand analysis shall be conducted by evaluating the need for investment proposal
through assessing current demand and forecast demand. The available technology plays a
significant role in making a project feasible. The option selection can be made by comparing the
alternatives with a unique common effect. The staff requirements shall be reviewed by training

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them with the right skills. It is therefore determined that the project proposal can add to the
benefits of consumers and address their common issues with smartphone.
Delivery of the Recommended Solution
Any individual can create new ideas, but its implementation is challenging. The solution
recommended can be delivered by following a balanced approach. The goals for innovation
network can be designed that can positively impact the business scenario. A scalable platform
shall be designed by increasing employee engagement in the innovation process. The next step is
to establish the right organizational principles (Slater, Mohr, & Sengupta, 2014). This is the key
to promoting innovation and the talented employees can help deliver new ways of working for
benefitting the clients. The goal of initial implementation is to put the new practices in place at
selected implementation sites. Practitioners in the sites are trained and begin to use the practices
or innovation. The goals of full implementation are to assure practices are used with high
fidelity, and are achieving expected outcomes at all initial sites. Orientation activities provide
necessary training and support to newly hired practitioners and leaders so they can use and
sustain the new practices (Lingelbach, Sriram, Mersha, & Saffu, 2015).
Next, it is important to expand in the market by expansion plans. Appropriate finding and
policies shall be required to increase data systems and supporting the new sites. The idea of
lauching iPhone X must be done by reducing risk and providing incremental funding, rewards
and recognition. The activities provide training and support to hired practitioners so that the new
proposal of iPhone X can be well implemented. During initial implementation, the
communication plan needs to be outlined in front of the stakeholders so that they are aware of
the progress and important changes (Mahr, Lievens, & Blazevic, 2014).

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Conclusion
The above business case is a justification for the proposed project for iPhone X as it
offers commercial benefits. The company has been constantly working on its operating system,
camera, display, screen size and battery to provide the best user experience. Nowadays, the
phones are not just used to make calls, text or stream music and videos. But, the storage space in
the smartphone is not sufficient as the games and other applications take up a lot of space. Even
if the customers have to drop their phone at the charging station, wireless charging is beneficial.
The colours on the phone appear stunning with high brightness as every pixel has its own light
source. The initiatives shall be aligned as there is demand by the luxurious segment for a
smartphone that makes their possession unique. It is a luxurious product and iPhones are
expensive in comparison with other smartphones such as Samsung, HTC and Motorola. The
leaders shall set innovative targets and they must communicate on a regular basis to monitor
progress. In case of no investment situation, the smartphone users shall continue to face issues
regarding wireless charging, poor display, low quality images and videos, and smaller screen.
The available technology plays a significant role in making a project feasible.

BUSINESS CASE
References
Brexendorf, T. O., Bayus, B., & Keller, K. L. (2015). Understanding the interplay between brand
and innovation management: findings and future research directions. Journal of the
Academy of Marketing Science, 43(5), 548-557.
Gartenberg, C. (2017). Samsung's component division will make more money off the iPhone X
than the Galaxy S8. The Verge. Retrieved 3 October 2017, from
https://www.theverge.com/circuitbreaker/2017/10/2/16404430/samsung-iphone-x-
galaxy-s8-screen-components-money-revenue-display
Haselton, T. (2017). Apple's upcoming iPhone face recognition said to be faster and more secure
than fingerprint reader. CNBC. Retrieved 3 October 2017, from
https://www.cnbc.com/2017/08/07/iphone-8-face-id-said-to-be-faster-and-more-secure-
than-touch-id.html
Kelly, G. (2017). iPhone X Vs iPhone 8 Plus: What's The Difference?. Forbes.com. Retrieved 3
October 2017, from https://www.forbes.com/sites/gordonkelly/2017/10/01/iphone-x-vs-
iphone-8-plus-whats-the-difference/#1cce4ec31543
Lingelbach, D., Sriram, V., Mersha, T., & Saffu, K. (2015). The innovation process in emerging
economies: An effectuation perspective. The International Journal of Entrepreneurship
and Innovation, 16(1), 5-17.
Lyons, J. (2017). What Is Super Retina Display? The iPhone X Has Crazy High-Tech
Resolution. Bustle. Retrieved 3 October 2017, from https://www.bustle.com/p/what-is-
super-retina-display-the-iphone-x-has-crazy-high-tech-resolution-2343801

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Mahr, D., Lievens, A., & Blazevic, V. (2014). The value of customer cocreated knowledge
during the innovation process. Journal of Product Innovation Management, 31(3), 599-
615.
Nicolaisen, M. S., & Næss, P. (2015). Roads to nowhere: The accuracy of travel demand
forecasts for do-nothing alternatives. Transport Policy, 37, 57-63.
Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research vs.
technology and meaning change. Design issues, 30(1), 78-96.
Silver, C. (2017). Apple iPhone X: 10 Logical Reasons Why You Can't Wait To Buy This
Phone. Forbes.com. Retrieved 3 October 2017, from
https://www.forbes.com/sites/curtissilver/2017/09/26/apple-iphone-x-10-logical-reasons-
why-you-cant-wait-to-buy-this-phone/#132be89b1d6c
Slater, S. F., Mohr, J. J., & Sengupta, S. (2014). Radical product innovation capability: Literature
review, synthesis, and illustrative research propositions. Journal of Product Innovation
Management, 31(3), 552-566.
Spence, E. (2017). New iPhone X Rules Expose Arrogant Apple. Forbes.com. Retrieved 3
October 2017, from https://www.forbes.com/sites/ewanspence/2017/10/02/apple-
iphonex-notch-design-arrogant-wrong-flawed/#620e490c730c
West, J., & Bogers, M. (2014). Leveraging external sources of innovation: a review of research
on open innovation. Journal of Product Innovation Management, 31(4), 814-831.

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Yoo, Y. (2013). The tables have turned: How can the information systems field contribute to
technology and innovation management research?. Journal of the Association for
Information Systems, 14(5), 227.
Zafar, R. (2017). Apple's A11 Bionic Chip Decreases CPU1 Surface Area By 30%; 2017 iPhone
GPU Is Still A Six Core Design Similar To Predecessor. Wccftech. Retrieved 3 October
2017, from http://wccftech.com/apple-iphone-8-plus-a11-bionic-complete-teardown/