ASDA Case Study: Innovation and Commercialization Strategies Explored

This report provides a comprehensive analysis of innovation and commercialization strategies, with a specific focus on ASDA, a multinational consumer goods company. It explores various ways innovation is sourced, fostered, and supported in different organizational structures, including multinational organizations, SMEs, and large organizations. The report also examines how organizational leadership can promote teamwork to develop an innovative culture, identifying different types of innovation and analyzing how these innovations are processed through the innovation funnel. Furthermore, it delves into new product development stages at ASDA, the preparation of a detailed business case, and the tools used for protecting intellectual property. The report concludes with recommendations to overcome challenges in innovation and commercialization, highlighting the importance of these strategies for business growth and competitive advantage.

Innovation &
Commercialization

Table of Contents
INTRODUCTION...........................................................................................................................3
PART -1...........................................................................................................................................3
Ways in which innovation is sourced, fostered and supported in different organisations-.........3
Analyse how organisational leadership can support and promote teamwork to develop an
innovative culture and environment within an organisation ......................................................5
Identify and compare different types of innovation-...................................................................6
Critically analyse how different innovations are successfully processed, developed and
embedded through innovation funnel within different organisations.........................................7
PART – 2 ........................................................................................................................................8
New Product Development.........................................................................................................8
Preparing the detailed business case...........................................................................................9
Evaluating Important tools that is used by organisation for purpose of developing, retaining,
and protecting knowledge and intellectual property.................................................................10
Recommendations to overcome challenges..............................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Innovation is the process of introducing new methodology, ideas, product and service.
Commercialisation refers to launching of the new product and service in the market through
distribution, production, marketing of the product and service(Santos, and et.al, 2018). It helps
in creating the agile business by generating new ideas,and it helps in solving the problems related
to the existing products and helps in reaching the customers. The main motivative for the
innovation and commercialisation is to create value to the business and as well for the
customers . In context of ASDA, it a multinational consumer good company which has its
headquartered in UK and was established on 1949. the company deals in wide ranges of goods
like food items, personal care products. There are lot of challenges faced by the ASDA is
inventory loss, employees injuries , difficulty in maintaining the customers base and innovative
digital strategies.
PART -1
Ways in which innovation is sourced, fostered and supported in different organisations-
Multinational organisations- For multinational organisations innovation is the key factor for
success and growth of the companies to compete in the highly competitive market and attracting
the large numbers of audiences through new and innovative tactics.
Sources- Sources is the way through which the things can be obtained. There are the following
sources of innovation for multinational companies-
 External partners- It is the way through which the company companies do partnership
with external firms in order to bring innovation in the market. For example Audi and
Airbus.
 Software companies- Software companies provides solution to other organisations. They
leads processing and collecting the information based on new innovative strategies and
market trend.
Fostered ways-
Hire creative employees for building creative ideas.
Development of a effective innovative plan for effective working.
Supported ways-
 Investment by the stakeholder and other board of directors.

 Application of proper planning and time management techniques.
SME's- Innovation is the ley for the small and medium enterprise in order to increase the growth
of the company for achieving the competitive advantage.
Sources ways-
Consulting and software companies- Consulting and software companies helps in providing
innovative and new tactics as per the market situation.
Tech scouts- Tech scouts helps in identifying the new technology trends and techniques in the
market.
Fostered ways-
 Development of new and innovative techniques.
 Building innovative tools into business strategies.
Supported ways-
 CEO and shareholders investment in adopting tactics.
 Support of other big software companies.
Large organisation- Adaptation of innovation in large organisations helps in enhancing the
business profile and overcome the challenges comes in the market.
Source ways-
External communities- They are the people who are network developers and innovative
competition and they are track key innovative activities.
Software companies- partnership with software and consulting companies leads collection of
data based on innovation and new techniques which influence the working of the organisation.
Fostered ways-
 Planning of a new innovative strategies.
 Create innovative business plan.
Supported ways-
 Participation of the key stakeholders and shareholders.
 Partnership with other entities.

Analyse how organisational leadership can support and promote teamwork to develop an
innovative culture and environment within an organisation
Organisational leadership is the process in which leaders set a strategic objective of the
organisation and support and motivate all the team members to carry out the task in a effective
and efficient manner ( Rodríguez-López, and Souto, 2020) . Leadership helps in motivating the
employees and promote the teamwork within the organisation through building good
communication and interpersonal relation with the employees. In context of ASDA, the leaders
of the organisation support and maintain their relation with their subordinates in order to carry
out the work smoothly (Expósito, and Sanchis-Llopis, 2019) . ASDA have a team of highly
skilled and intelligent employees who promotes innovative ideas towards the goal of the
organisation. There are the following ways in which organisational leadership support and
promote teamwork to develop innovative culture in organisation-
Vision- Leader is the person who have a clear vision that can motivate the employees
and lead them to work towards the same goal of the organisation. They ensures that everyone has
the same objective and work with purpose and passion. In context of ASDA, company creatively
work with each other and value's everyone suggestions and ideas. They encourage their
employees in contributing their roles towards the objective of the business. It helps ASDA in
maintaining their relation with employees also in creating good brand image in the mind of
customers and employees which increase the success of the organisation.
Teamwork- Teamwork is the process in which individual and group of people come
together and work towards the same objective. Leadership enables in building good teamwork in
the organisation through maintaining proper coordination and communication between the
employees of the organisation. In context of ASDA, company have a group of people who works
at different areas and departments. Teams work different task on the basis of their know;edge
and area of interest which helps in producing innovative ideas of doing the work. The leaders of
the company maintain their relation with the employees and leads them to work towards the
same objective which helps company in achieving the success in a effective manner.
Innovation – Innovation refers to the In context of ASDA, company have a team of
highly skilled employees and people who have a knowledge of a particular area. This helps
company employees to contributes their ideas and thoughts on a particular situation or objective.
This generate innovative objects because everyone has different skills and knowledge, which

helps in generating new and innovative plans. ASDA is working at a large scale currently and its
success defines the ways it is carrying out its operations and its uses the different methods and
tactics (Schniederjans, 2018). Also leaders provide training and development training to their
employees and builds their knowledge and helps in doing the work in s,art way. This directly,
contributes towards a innovative culture of an organisation and leads success of the organisation.
Culture- Culture refers to the way which includes the behaviour, beliefs and attitude of
the individual in the organisation. In context of ASDA, leaders of the organisations helps in
educating the employees about the moral values, ethics and influence their behaviour. Leadership
enables in maintaining good environment in the organisation because they involve the
participation of the employees to give their suggestions and solve their problems which removes
the conflicts and problems in the organisation.
Identify and compare different types of innovation-
Innovation is the process which involves introducing of new product and service with
new techniques and ways for achieving competitive edge (Burström, Parida, Lahti, and
Wincent, 2021) ). The following chart shows the various types of innovations in context of
ASDA which company use for their new products and existing product.
S.NO Product innovation Process innovation Radical
innovation
Incremental
innovation
It is evaluated that there are various types of innovations which are applicable in
companies for their new products and existing products (Piñeiro-Chousa, and et.al ,2020). It
enables firms in achieving competitive advantage and know the status of the product and the area
where they need to work. Generally, ASDA focus on product innovation, process innovation and
incremental innovation(Zmmermann, Ferreira, L.M.D and Moreira, 2020). Company always
focus on improving its existing products through bringing new features and innovative items
which helps in holding the customers over the product and enhance the profitability of the
company.

Critically analyse how different innovations are successfully processed, developed and
embedded through innovation funnel within different organisations
Innovation funnel is the framework which describes the different stages of innovative
ideas. It helps a company in identifying which idea are strategic and which are not (Zheng,
Xiong, Chen, and Li, 2021) .Through innovation funnel management of the company knows
about the strategic planning which need to be follow for their projects. There are the following
stages of innovation funnel which will be applicable in context of ASDA-
Identification of opportunity- This stage identifies data related to customers and
market in order to analyse the opportunities for new product. In context of ASDA, company do
complete research before entering into the market with their products. They develop their
products as per the customers needs which helps in maintaining their growth in the market.
Research and idea generation- This stage refers to the marketing research ,
brainstorming needed in this process which states the research about the target audiences and
generate a proper effective idea plans. In context of ASDA, company divide their customers as
per their psychographic, demographic and behavioural basis. Which helps company in
identifying to who the product need to be prepare.
Conceptualisation- In this stage where the most effective ideas get select and tested. In
context of ASDA, company first test the ideas after testing they apply the particular idea or
strategy on a product.
Benchmarking and evaluation- It refers to trial of the idea and strategy based on that
feedback gathering is done. In context of ASDA, company examines the feedbacks of the
customers and then apply the idea at a large scale.
Plough on- This refers to whether the company should go with product in the market or
not. ASDA, mainly introduced the products which can perform well into the market and leads
success towards the organisation.
Launch- This is he last stage which refers to the introducing the product into the market.
It is critically evaluated that innovation plays an essential role in bringing new and
innovative product or service into the market. There are different types of innovations which
helps ASDA in focusing on introducing new product and improving existing product(Hughes,
and. et.al , 2021). It helps in identifying on what area company need to focus on product

development and how to build a item. Application of new and innovative techniques helps
ASDA in performing well in the market(Yang, Wei, Shi, and Zhao, 2020 ). On the other hand,
ASDA's competitors like Unilever they are also using the new innovative tactics for their brands
but there performance can be decrease because Unilever sell their products through collaboration
with other brands which can affects the profitability of the business.
PART – 2
New Product Development
There are various stages which helps the organisation to prepare the desired product and
their various action plans which can be taken by them in a strategic manner (Suryahartati, 2019).
The stages of new product development in relation to Asda is been described below:
 Idea Generation – This is the first stage in which the organisation prepare the business
idea which helps them to attract new audience in the market. Asda idea to sell organic
drinks and other organic products could revolutionise the retail industry. They are able to
provide something new to the customers which help them to attain an effective growth
over a period of time.
 Screening – The screening process is to filter out the ideas which is best one for the
organisation. With the changing market trends Asda is providing something new to the
customers in order to enhance the sales in the market. Through this organic products they
are able to gain competitive advantage in the retail industry.
 Concept Development – This is the stage in which the enterprise find out the potential
costs. Asda can use multiple methods which includes the swot and pestle framework to
identify the areas and make the product more competitive towards the changing market
scenario.
 Product development – This stage helps the organisation to initiate the process of the
product development (Novikov, and Arbelaez-Campillo, 2021). They make the product
by evaluating all the stages. In order to make the product better for the customers the
research and development team of Asda is making the products in an excellent manner.
Through this they are able to gain maximum customer satisfaction in the market.
 Commercialization and rollout – This is the stage in which the organisation sell the
products to the customers. Asda is using various ways to do promotion in order to attract

customers. They are selling the organic drinks and products on the online as well as
offline stores.
Preparing the detailed business case
Business case is the document in which there are various factors which is been discussed
in an effective manner. The main focus is toe take the best decisions which can help the
organisation to achieve the desired targets in the market. Asda is bringing the organic products to
attract the customers. In this business the organisation will launch the organic products to bring
a healthy lifestyle change in the customers life (Myers, 2020). The company will provide it at an
affordable prices. The business case is been prepared below:
Business case
Executive summary This is the business case which is been prepared in order to attract the
customers with new products. Asda is lunching this new product to
bring anew and sustainable change in the society and enhance the
overall sales in the market. There are various challenges which might
be arise and the organisation needs to overcome it in an effective
manner. The product is innovative and it can attract the new audience
which is the major step fpr the growth of the organisation. There are
better sales which can be achieved by the company.
Problem definition
and analysis
In this business case, the problem has been identified that there are
major number of competitors which is been present in the retail
industry. The growth in this sector and the product growth has been
slowed down over a period of time.
Solutions After analysis of problem, the organisation needs t supply the products
in multiple regions and enhance the sales in an effective manner. Asda
needs to provide the products at an affordable prices which will help
them to attract new customers in the market. There are various
advantages which can be taken by the company by providing the
products at low prices. It is the vital source for the company to make the
loyal customer base (Wang, and et.al 2020). This will help them to

generate more revenues by providing variety of products.
Project description It is vital for the organic products to get the best raw materials through
which there are different products which can be made it includes the
energy drinks, protein bars etc. This is the major source of innovation
the organisation needs to use the best equipments to make the products.
Cost benefit analysis It is the section in which the organisation analyse the cost of the
products and the equipments which is been used in order to make the
products and the customers can use it to gain satisfaction and follow the
healthy lifestyle trend.
Financial analysis Finance is the vital factor for the organisation. Asda needs to
collaborate with different shareholders and stakeholders in order to
make the new products in the market.
 Borrowings from stakeholders
 Bank loans and investors
 Share capital that include equity and preferences shares
 Reserve and surplus
Evaluating Important tools that is used by organisation for purpose of developing, retaining, and
protecting knowledge and intellectual property
In this business case there are various factors which could create a negative effect on
them. There are various problems which could be arise while generating the idea. The idea needs
to be made with the help of evaluating the new marketing conditions in an effective manner. In
order to make the organic products there are various raw materials which needs to be prepared.
The organic energy drink could be prepared with the help of no added preservatives it will be
made from the natural fruits (Whitnell, and Murch, 2018). There are various tools which could
protect the recipe of this organic drinks and products. The IPR intellectual property tools is been
described below:

Patents -It is the right which the owner gets while making the product ore services which they
want to provide to the customers(Csaszar, Mills, and Zandstra, 2021). It is the legal right if the
product is been used by someone else. The individual can take legal actions on them. There are
various benefits and advantages is been described below:
Advantage
 The owners of the property can take the legal actions if their property is been used by
other individual. The ideas and knowledge of every individual is unique and it could get
special recognition.
Disadvantage
 This is one of the most costliest methods there are heavy expenses which needs to paid by
the owner in order to infringement their goods and services.
 The fees needs to be paid by the individual and it needs to be paid at the significant
amount of time.
Copyright
It is the right which is been given to the authors and other individual. Through this they
are able to protect their intellectual property in an effective manner (Wicaksono, 2021). There
are multiple benefits and disadvantages which is been described below:
Advantage
 The owners have the right to patent their work and could make multiple copies in order to
protect the content.
Disadvantage
 In the copyright the person does not get the viable results. They only have the expression
and the idea is not get results to the owners.
Trademark
It is the legal trademark which is been used by the organisation in order to make their
products trademarked with their own company. The organisation which is launching the product
can use the legal obligations in order to protect the right of the goods and services. Asda can use
their methods to trademark their organic drinks through which the customers can uniquely
identified them in the market. They are bale to use the viable resources in order to achieve more
profitability in the market.
Advantage

 The difference of various products can be possible with the help of trademarks and
various individuals can recognise their products and services.
Disadvantage
 There are various problems of registration which is been arise due to the trademark of the
products and services.
Recommendations to overcome challenges
 Asda needs to heavily invest in the technology in a better way. This will help them to
carry out the operations in an effective manner. They are also able to achieve better
results in the market. They also needs to reduce the carbon emissions in order to attain a
sustainable future.
 Asda also needs to make their workforce skilled which will help them to enhance the
overall productivity of the workplace (Bakhtiari, and Bruno, 2020). The management
needs to provide right training to the employees to help them develop different skills and
capabilities. Through this they can offer better services to the customers.
CONCLUSION
From the above report, it has been concluded that innovation could help the organisation
to achieve great results in the market. There are various advantages which can be taken by the
company in an effective manner. On other other hand, in this report the main focus is to evaluate
the new methods which can be used in order to make the new products and services in the
market. There is business case which includes several details. There are various stages through
which the individual can understand about the products in a systematic manner. The organisation
management needs to make the business case with the help of different strategies and techniques.
The main focus is to achieve the desired goals and objectives in the market. For further instance,
it has also been analysed that the individual can patent their intellectual property and other
person could not use it without the permission. Also analyse the stages of innovation funnel
which helps in evaluating whether the particular product is effective to enter into the market or
not. Also identified the different ways in which innovation is source, fostered and supported in
SMEs, multinational and large organisations.

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