Unit 8 – Innovation and Commercialisation

Innovation and
commercialisation

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
P1 Explain innovation and its importance to organisations in comparison with invention........3
P2 Explain how organisational vision, leadership, culture and teamwork can shape innovation
and commercialisation................................................................................................................5
P3 Explanation of 4Ps of innovation and their use in innovation funnel....................................6
P4 Explanation of developments in frugal innovation ..............................................................8
TASK 2............................................................................................................................................9
P5 Explanation of importance of the commercial funnel in New Product Development ..........9
P6 Build an Innovation Business including ways to access funding........................................10
P7 Different tools that are required to develop, retain and protect knowledge and intellectual
property.....................................................................................................................................11
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The concept of innovation is defined as action that is required to create new idea, product
and respective process that lead the organisation towards the positive change. It is basically
involves to replace something in product and add some new ideas in it. Commercialisation is
termed as a process to bring new product or services in respective market. It is related to the
whole process of production, marketing, distribution and maintaining customers support. All
these functions help the organisation to attain the commercial success of respective new product
and services. In this project report, the chosen organisation is F-drones that is founded in the 1
March,2019 by the Nicolas Ang, Teshwanth reddy. The organisation is involved in the making
transition drone that facilitates aerial deliveries to respective ships and offshore platforms. The
headquarter of F-drones is situated in the south Asia. In this report concept of innovation and
commercialisation and its importance for the organisation is being covered. Various visions,
leadership skills and teamwork help to conduct innovations process smoothly. There are 4Ps of
innovation and innovation funnel is being discussed. Importance of commercial funnel and new
product development process is also mentioned in this project report.
TASK
P1 Explain innovation and its importance to organisations in comparison with invention
Innovation: The concept of innovation is the basically a process to bring various new
ideas in order to make product and service more better that are being served by the organisation
to their customers. Innovation facilitate the respective organisation successful. There are various
aspects, that have affect the innovation process such as courage, intellectuality and thought
process of management of organisation. In other words innovation is about the matching the
needs and desires of respective clients to the latest technological competencies in order to fill the
gape and create better understanding about the products design, conception and marketing as
well as other process(Adams, Freitas, and Fontana, 2019). Innovation helps the F-drones to save
its time, money and efforts to produce the product is new innovative manner. As the organisation
innovate in their drones that enable the organisation to deliver products aerial ways and make
innovation in the aircraft to remain competitive in the market. The organisation changing their
process to create it more effective.

Invention: Invention is the process of implementing new thoughts and ideas into action,
innovation deals with implementing new ideas and make changes in the existing product in
which organization is already dealing on the other hand invention is the process of bringing
brand new product in the market.
Difference between the innovation and invention:
Innovation Invention
Innovation is the act of creating and
developing effective changes in the existing
product and procedure by implementing new
ideas and techniques on the other hand
invention is related to create new products of
the organization. Innovation is concerned with
combination of several products and
procedures and invention is related to the
single product and respective process(Anwar,
2018).
on the other hand, Invention required
scientistic skills and it's area is limited to
research as development department whether
innovation required combination of marketing,
technical and various strategical skills that are
used across the organisation.
It is related to adding various new values in
the existing products.
Invention is about create totally new product
that have various new features.
To innovate new product there are various
skills like knowledge of marketing, technical
as well as strategic skills are required.
To invent a product high level of scientific
skills and knowledges are required.
Importance of innovation
Innovation are very important for the for the every organisation to enhance various
features in their current products according the market requirement. External factors such as
political, legal and environmental factors and market competition force organisation to make
innovations. Innovation as well as invention both are important for the success of F-drones. As
innovation creates new qualities in existing product and make it more effective and invention is
implementation of idea and thoughts into action in the process of creating new product. F-drones
is a company that deal in manufacturing drones, organisation implement various changes and

innovations in their drones that facilitate it to survive in the competitive advantage and respective
competitive market and invention is related to take competitive advantage into the actions.
Various external factors such as competitors,and customers make it more important to
adopt these innovations and inventions in order to compete in the competitive environment.
Highly innovative drones with having more capacity facilitate the F-drones to make better
positioning in the market then their competitors(Bantigue, 2019). The organisation adding
various new feature, designs and enhancing the loading capacity of drones according to
requirement of the market. As innovation make the product distinctive from others and modify
them according the requirement of customers, that make the innovative company more
successful. In the context of F-drones, the organisation find various new ideas to improve its
services that is capable to enhance the value of it. Hence innovation is very important for the
respective organisation for its growth in effective manner and enhance the profitability.
Invention is the last phase to shape the product. For the organisation innovation is more worthy
than invention. Although both concepts facilitates the F-drones to become success in the vast
competitive market environment.
P2 Explain how organisational vision, leadership, culture and teamwork can shape innovation
and commercialisation
It is the biggest challenge for the organisation to effectively implement the plan, as
people plays most major challenge in the process of introducing changes within the organisation.
The organisation should conduct various training and development programmes to enhance the
creativity in the employees to complete defined task in effective manner. Develop various skills
in the employees to increase the ability to think creatively(Chandel,and et. al., 2018). By
enhancing various skills and competencies, employees are able to analyse all critical situations
and take decisions accordingly. These programmes also provide various opportunities to grow.
Organisational vision: The main objective of the innovation process is to develop the
new ideas and thoughts. Invention is the process that help the innovation process to actualise and
decode all new ideas and thinkings. Commercialisation of product and services in the respective
market is the most important objective of both innovation as well as invention process.
The concept of commercialisation is referred as combination of both innovation and
invention. It ensures the reach of respective product and service in the market. F-drones use

various factors of innovation and invention in the process or commercialisation of respective
product in the market place to the potential customers.
Organisational culture includes all aspects and areas that determined all future goals and
objectives of organisation. Like F-drones is to provide the better quality drone for transmitting
loads from one place to another. For the achievement of this goal, the organisation includes
various innovation in their existing products and also create new one according the market
analyse and demand of customers(Dincer, and Acar, 2017). After the market analysis, new idea
is invented and final product is being commercialised in the respective market. By using this way
F-drones enter in the new market, analyse it demands and launch new product.
Leadership:Leadership is the method to lead and guide the all organisational employees
towards the attainment the goals and objectives in effective manner. There are various types of
leadership styles are being used by the organisation such as autocratic, democratic and
participative leadership. F-drones adopts the autocratic as well as participative leadership style
according the situation. If there are need to take decisions regarding the technical issue, in that
situation autocratic leadership style is better because executives and management take effective
decisions. For taking the innovative ideas F-drones use participative approach, because
employees can give the more effective ideas for the improvement and make innovation in the
process.
Organisational culture: Organisational culture in the aggregation of organisational
values, norms and behaviours of employees. Culture of organisation also depends upon the
respective culture of Courtney in which business is working. Because of that reason, organisation
culture is appropriate for one country and become void for the another one. So, differences in the
culture of organisation have affect the process on innovation and commercialisation of any
product and service(Godin, 2019). F-drones creates positive culture within the organisation and
make better relation with their costumes that help the organisation to accomplish all defined
goals and objectives within defined time period. Hence, organisation culture facilitates the
organisation to shape the process of innovation and commercialisation.
Teamwork: Team is very important for the F-drones to complete the task in according
the defined plan. F-drones form team at all level of organization that [perform various tasks to
innovate and commercialise the product and service in the market. Teams have to perform

according defined manner. The organisation conduct various activities to develop team sprite in
the organisation and motivates them to achieve goals and objectives.
P3 Explanation of 4Ps of innovation and their use in innovation funnel
Innovation is related to the develop new idea and thinking in the existing product and
service of organization. There are 4Ps of innovation, that are also termed as a innovation mix.
These innovation mix is used by the organisation at wide range. The respective concept of
innovation mix is developed by the John Bessant and Joe Tidd. These innovation mix are
paradigm, product, process and position, which help the organisation to create various innovation
in their products and services. These are discussed below:
Paradigm: Paradigm is referred as a process that is planned by organisation to face the
changes that are taken in innovative ideas(Hogan, and Thompson, 2017). It is basically the
process to determine how the organisation do all respective innovations in their products and
explain how to face all challenges and threat that are occur in the innovation process. F-drones
has to develop a strategic planning that determine how to conduct business in changing
environmental situation. The respective organisation provide new product to customers
according to their requirements.

Product: Product is the main objective that is organisation offers to their customers.
Products should be according the requirement of respective customers and able to enhance the
brand value within the competitive organisation. Product contains all qualities that satisfy
customers need effectively. In the context of F-drones, organisation launch newly innovated
products and services to their customers, that facilitates the respective organisation to enhance
the brand value by taking various competitive advantages in competitive market. Hence, product
is most important item of 4Ps of innovation mix, by which effective innovation and
commercialisation is take place.
Process: Process is related to the providing and delivering product and services to
customers. Process is very important for F-drone organisation. The organisation should adopt the
effective delivering process because long process decrease the chances of success of respective
organisation(Kim, and et. al.,2018). F-drones is working for the deliver products through drones,
so it is very important for it to make innovation in the process that saves time, money and efforts
of organisation. Process includes various steps that includes such as supplying, hiring people and
provide training them.
Position: The main objective of innovation and commercialisation is to make effective
position of organisation in the competitive market environment. F-drones provide better quality
products and services to their customers and fulfil their all needs and demands that make feel
them satisfied. If customers are satisfy with the organisation, this will help it to ensure their
position within the market. F-drones conduct various survey programmes to ensure the
customers satisfaction.
Innovation funnel: Innovation funnel is referred as a process of preparing new ideas and
thoughts by elaborating all steps that can provide better products and services to their customers.
There are various ideas, thoughts and funnels are available that help to proceed the idea and it
will facilitate the organisation to achieve its defined goals and objectives. Innovation funnel is
also known as funnel management process(Möller, and Halinen, 2017). It is a famous approach
of innovation that facilitates the F-drones to prepare innovative as well as realistic plan for
success.

Usages of innovation funnel:
innovation funnel is very useful for the every organisation to adopt new ideas that enable
the organisation to produce better product and services for their costumes. In the context of F-
drones use the innovation funnel in order to prepare plan for whole organisation. In the first step
the of the process, it collects all relative informations form primary as well as secondary source
and evaluate that these ideas are helpful to satisfy all needs and demands of respective
customers. In the next step of innovation funnel the idea is screened from various perspective
from the pool of idea to choose the appropriate one that fit the organisation goals and objectives.
The best ides among all is chose by the F-drones that support all consequences and enhance the
opportunities for it. At last the idea is implemented to actualise the actual action.

P4 Explanation of developments in frugal innovation
Frugal innovation: frugal innovation is referred as a process that discovers new models
of business, assemble all value chains, creates various changes and redesign the products in
effective manner and serve these products to customers. It is basically describe as a process to
invent new product and services with scars resources(Pikkemaat, Peters, and Chan, 2018).
Frugal innovation is depends upon the various factors such as political, environmental and social
factors. All these factors have grate impact on the innovation process. It is related to producing
product and reducing the expenses. It includes the overcoming various void and additional
resources in order to make inclusive market. It plays important role in business innovation some
of importance are discussed below:
Environment constraints: Various environmental constraints such as water, energy,
climate and other resources are very helpful for the frugal innovation model. All these resources
are used in effective manner to complete task in defined manner.
New technology: Frugal innovation provides the drastic platform to the organisation that
facilitate it to reduce the cost of innovation. New technological factors help the organisation to
complete defined task within time period.
Fast growing markets: In the economy where the markets are growing at very fast rate, it
becomes very important for the organisation to adopt the frugal innovation to remain competitive
in the market. This model help the organisation to reduce their cost and enhance the productivity.
Frugal innovation help to confirms the reach of respective product and services to the
lower level of buyers, the respective model reduce the cost of innovation and remove the
complexity from the production process that help to satisfy all needs and demand of respective
customers. In the context of F-drones consider frugal innovation in their production process that
affect the organisation in various manner(Popp, 2019). Organisation critically evaluate all
factors of frugal innovation. For example: F-drones is famous for producing different featured
drones for its customers who are from different countries such as India and UK. Hare the
organisation use frugal innovation because customer are from different country that have
different preferences, demand and choices are varies from each other. Customers of UK are
highly educated and sophisticated, so the Samsung have to plane their strategies to launch their
products in the UK according the requirement of customers(Wydra, 2020). Such products have

to included various new features because customers of UK are willing to expense more then the
customers of India. In the situation of India, customers are not able to pay more amount, so it is
best place for organisation to use frugal innovation for doing business by which product with less
amount. With the help of this model, the organisation access their product in vast area of market.
Innovation as well invention both concept are necessary for the organisation to survive in the
competitive environment.
Principals of frugal innovation:
find the opportunity in adverse situation: Evaluate all the problems and threats and
develop various strategies to change them into opportunities.
Think and act flexibly: organisation have to think various aspects improvisational point
of view rather then act rigid full.
Keep it simple: All organisational strategies and functions have to be simple because
complexity raise the problems.
Do more with less: Organisation have to thing about the resources that it has and try to
innovate them in effective manner.
Include the margin: Customers problems are identified deeply and solve them in
efficiently. This will increase the margin of organisation.
TASK 2
P5 Explanation of importance of the commercial funnel in New Product Development
Commercial funnel: Commercial funnel is also known as sales funnel. Commercial
funnel is defined as overall journey of customers in order to purchase the product and services.
Commercial funnel is the process that demonstrate customers purchasing process that starts from
the awareness to purchase decision. It is important to spread the awareness of product among the
customers and and identify their problems(Sichelman, 2017). It helps to solve the problem by
conducting various online campaigns and digital marketing. Commercial funnel also help the
organization to increase the interest of customers in the product and increasing the sales. All
these campaigns facilitate F-drones in the process of innovation and commercialisation to ensure
the positioning in the competitive environment.

F-drones use various multimedia platforms for the promotion as well as distribution
process. Commercial funnel is important for the generating new ideas for the new product
development and screen all ideas and select the one that help to develop the various marketing
concepts and effective strategies. Before launch product in the market employees of F-drones
test the effectiveness(Myers, 2020). In the process of new product development, commercial
funnel help the respective organisation to drag the product in the market successfully and in the
building the innovation business case. Hence the market testing facilitates F-drones to launch the
various innovative drones in the market(Tidd,and Bessant,2020).
The process of new product development is being discussed below:
 First step of new product development is generating effective ideas for developing new
products.
 All ideas are evaluated and properly screened on the view point of organisation.
 In this step various various concepts are defined and organisational technical feasibility,
product design and current market trends are researched(Fontana,and Musa,2017).
 Next step is to plan strategies in order to develop products.
 Products are developed according to planning and tested their receptive feasibilities.
 Market testing is being completed in this step and various modifications are done
according requirements of customers.

 After above process new product is commercialised in the respective market.
 In this step the brand new product is launched in the market with effective planning.
P6 Build an Innovation Business including ways to access funding
Month Pre-Start month 1 month 2
INCOME
Cash Sales 18,000.00 20,070.00
Credit Sales 8,500.00 9,477.50
Business Loans 1,00,000.00
Income from other sources 5,500.00 6,132.50
Opening balance 0.00
Total £1,32,000.00 £35,680.00

Cash Purchases 10,500.00 9,500.00
Stock 4,700.00 4,700.00
Drawings 1,300.00 1,450.00
Wages/Sub Con. 6,000.00 6,500.00
Rent 6,500.00 6,500.00
Rates 850.00 870.00
Light/Heat/Power 1,050.00 1,050.00
Telephone / Mobile / Broadband 250.00 250.00
Stationery & Post 250.00 250.00
Insurance PL
Advertising & Marketing 750.00 750.00
Repairs/Renewable 1,120.00 1,120.00
Motor & Travel 3,700.00 3,700.00
Consumables- 1,100.00 1,265.00
Accountancy 4,500.00 4,500.00
Loan Repayments 4,000.00 4,000.00
Miscellaneous 90.00 100.00
Tools & Equipment (Capital Items) 95,000.00
Total £1,41,660.00 £46,505.00
Surplus/Deficit £0.00 -£9,660.00 -£10,825.00
Balance @ Start £0.00 £0.00 -£9,660.00
Balance @ End £0.00 -£9,660.00 -£20,485.00
month 3 month 4
22,378.05 24,951.53
10,567.41 11,782.66

6,837.74 7,624.08
£39,783.20 £44,358.27
9,900.00 9,300.00
4,700.00 4,700.00
1,990.00 850.00
6,800.00 6,900.00
6,500.00 7,000.00
920.00 910.00
1,050.00 1,050.00
250.00 300.00
250.00 300.00
3,500.00
750.00 800.00
1,120.00 1,120.00
3,700.00 4,000.00
1,454.75 1,672.96
4,500.00 4,500.00
4,000.00 4,000.00
80.00 120.00
£51,464.75 £47,522.96
-£11,681.55 -£3,164.69
-£20,485.00 -£32,166.55
-£32,166.55 -£35,331.24

month 5 month 6
27,820.95 31,020.36
13,137.67 14,648.50
8,500.85 9,478.44
£49,459.47 £55,147.31
8,300.00
4,700.00
1,750.00
7,200.00 7,100.00
7,000.00 7,000.00
820.00 800.00
1,250.00 1,150.00
300.00 450.00
300.00 300.00
800.00 800.00
1,120.00 1,120.00
4,000.00 4,000.00
1,923.91 2,212.49
4,500.00 4,500.00
4,000.00 4,000.00
140.00 200.00

£48,103.91 £33,632.49
£1,355.56 £21,514.81
-£35,331.24 -£33,975.68
-£33,975.68 -£12,460.87
month 7 month 8
34,587.70 38,565.29
16,333.08 18,211.39
10,568.46 11,783.84
£61,489.25 £68,560.51
7,900.00 7,800.00
7,500.00 7,500.00
800.00 800.00
1,150.00 1,240.00
450.00 300.00
350.00 350.00
3,500.00
950.00 950.00
1,120.00 1,120.00

4,000.00 4,000.00
2,544.37 2,926.02
4,500.00 4,500.00
4,000.00 4,000.00
120.00 150.00
10,000.00
£48,884.37 £35,636.02
£12,604.88 £32,924.49
-£12,460.87 £144.01
£144.01 £33,068.50
month 9 month 10
43,000.30 47,945.33
20,305.70 22,640.85
13,138.98 14,649.96
£76,444.97 £85,236.14
7,450.00 8,300.00
7,500.00 8,000.00
950.00 950.00

1,450.00 1,450.00
250.00 200.00
350.00 400.00
3,500.00
950.00 1,000.00
1,120.00 1,200.00
4,000.00 4,000.00
3,364.93 3,869.66
4,500.00 4,500.00
4,000.00 4,000.00
190.00 150.00
£36,074.93 £41,519.66
£40,370.05 £43,716.48
£33,068.50 £73,438.55
£73,438.55 £1,17,155.03
month 11 month 12
53,459.04 59,606.83
25,244.55 28,147.67
16,334.71 18,213.20
£95,038.30 £1,05,967.70

7,150.00 8,200.00
8,000.00 8,000.00
1,000.00 1,150.00
1,800.00 1,900.00
400.00 200.00
400.00 400.00
1,000.00 1,000.00
1,200.00 1,200.00
4,000.00 4,000.00
4,450.11 5,117.63
4,500.00 4,500.00
4,000.00 4,000.00
150.00 200.00
£38,050.11 £39,867.63
£56,988.18 £66,100.07
£1,17,155.03 £1,74,143.21
£1,74,143.21 £2,40,243.28
Total
4,21,405.38
1,98,996.98
1,00,000.00

1,28,762.75
0.00
0.00
£8,49,165.12
47,500.00
23,500.00
7,340.00
87,300.00
87,000.00
10,820.00
15,590.00
3,600.00
3,900.00
10,500.00
10,500.00
13,680.00
47,100.00
31,901.83
54,000.00
48,000.00
1,690.00
1,05,000.00
£6,08,921.83
£2,40,243.28

Innovation business case: Business case is referred as a written document that contains all
information regarding the production of product and respective innovation that are occur to make
the product more effective. In the business case all data such as resources and efforts that are
being consumed in the production process. Innovation business case is prepared in the defined
structure that helps the project management. F-drone prepare a innovation business case that
includes the product development process, pricing strategies and customer awareness
programmes. It includes all these steps:
 In the first step, it includes development offerings, and modify the product accordingly
by adding more features.
 To attain more revenue, F-drones set reasonable prices for the target audience.
 Promotions plays important role in enhancing brad value, and lead the organisation in
competitive environment. It includes various steps preparing business care are discussed
below:
Executive summary : Innovation business case is a thoughtful process and important for
the organisation that is dealing with innovative products such as F-drones that is create various
innovation in their drones, so they can provide the additional services to their customers. These

innovation make the product able to carry the heavy load for the long run distance(Smirnova,
Rebiazina, and Khomich, 2018). These drones can take off vertically like a aircraft that
facilitates quick delivery of product.
F-drones use the segmentation, targeting and positioning process that facilitates it to
ensure its market share.
Segmentation: Segmentation is the process dividing the whole market in the small part.
F-drones is analysing the whole market and select particular segment of market in which it will
provide its services. Segmentation help the organisation to identify their customers and develop
product accordingly.
Targeting: In the targeting process F-drone is targeting UK market. First of all
organisation analyse the needs and demands of that segment and develop a product that involves
the various innovation that are required to fulfil the needs of customers (STP process.2021).
Positioning: F-drones is providing the better quality products and services to their
customers that satisfy their needs and demands, so it make the positive impact in the mind of
customers. Effective market positioning helps the organisation to enhance its productivity as well
as profitability.
Strategies: F-drone is analysing all current market trends and customers demands by
conducting various online surveys and questionnaires. These data help the organisation to
develop the product according to their customers(Urbinati, and et. al.,2020). Organisation
involve innovation in drones so they can deliver products on time in efficient manner. All
technological involvement reduce the cost of production.
Funding for innovation: F-drone organisation takes funds from the respective banks and
corporative institutions for new product development and make innovations in the existing
products. For the innovation banks provide the finance to organisation in low interest rates. For it
these institution evaluate and analyse all aspects of organisation then provide fund accordingly.
Apart from that, the organization use access funding, internal and well external funding sources,
crowd funding and business angles to enhance funds for the innovation in its process and
products in order to increase market share.

P7 Different tools that are required to develop, retain and protect knowledge and intellectual
property
As innovation is about presenting new and innovative product and service in the market
place to the potential customers. To survive in the highly competitive environment, it becomes
necessary for every organisation to include innovation activities. If the organisation provide the
better quality product and services that are enough to satisfy customers, then customers
sentiments are attached with the respective organisation and a bond of trust is built between them
that helps the organisation to expand their business. Customers satisfaction is the effective tool to
organisation to get success. There are various tool are used by the F-drones to retain, develop,
protect knowledge and various intellectual property are such as enhancing knowledge and
intellectual property.
To remain competitive and make its existence in the market, the respective organisation
must develop the knowledge of their employees regarding the intellectual properties. F-drones
conduct various training and development programmes for their employees in order to enhance
depth knowledge(Svensson, and Hartmann, 2018). It is very important for the organisation to
retain knowledges in effective manner. Every knowledge or idea become worthy, if it is properly
perceived and implemented on defined time period. In the regular changing market environment,
experience and previously earned knowledge is the best tool to handle these consequences. To
develop, retain and protect the knowledge proper training are provided to employees with good
leadership style. F-drones involves employees in decision making process and their performance
is appraised, so they feel quite motivated in the organisation. There are open leadership style is
used so employees can open to give new innovative ideas(Teece, 2018). Proper recognition and
enhancement is salary and various bonuses are help to retain knowledge.
Patent: Patent is the tool to generate the legal right on the property by the authority and
inventor. It provide the exclusive right on the patented process, design that increase the value
respectively. It also prohibited other to use that patented property to others.
Trademark: Trademark is referred as the type of intellectual property that is recognised in
the form of sign, design or defined by some expressions that helps to identify and differentiated
products and services from others.
copyright: It is also the other type of intellectual property that gives the rights to the oner
to create copies of that product and take legal actions if someone use it without information.

Managers of F-drones have to design their innovation and protect them through the legal
patents. There are a identified logo that makes the organisation different from others. Well
established patent, trademark and copyrights are some tool that help the F-drones to protect their
intellectual properties. The organisation have to enhance it legal awareness about the other
companies that are working in the same industry. Proper motivation is given to people and their
idea regarding the innovation and commercialisation are welcomed.
CONCLUSION
As per the report, it can be concluded that innovation is very important for every
organisation to make their existing product more attractive. Innovation is related to including
new ideas and make some changes in it according the requirement of respective customers.
Commercialisation enhances the market share of organisation by ensuring the proper market
reach of product. It is basically the process of launching new product in the market for customers
use. 4Ps of innovation mix plays very important role in the every organisation in the
development of new product or for make some innovative changes. Innovation make the product
of an organisation quite different from others that contains prefers equabilities that is demanded
by respective customers.

REFERENCES
Books and Journals
Adams, P., Freitas, I.M.B. and Fontana, R., 2019. Strategic orientation, innovation performance
and the moderating influence of marketing management. Journal of Business Research. 97.
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