Detailed Report on Innovation and Commercialisation at Big Belly

This report provides an in-depth analysis of innovation and commercialisation strategies employed by Big Belly, a company focused on transforming public space waste management. The report begins by defining innovation and comparing it to invention, emphasizing their importance in business growth. It explores the management of innovation through leadership, culture, vision, and teamwork, and discusses the 4Ps of innovation (Product, Process, Position, Paradigm) and the use of the innovation funnel to shape ideas. A significant portion of the report is dedicated to frugal innovation development and its application within Big Belly, including steps for identifying and implementing frugal innovation. The report also examines the commercial funnel and the development of new products, including the New Product Development (NPD) process. Finally, the report evaluates tools for protecting intellectual property, providing a comprehensive overview of Big Belly's approach to innovation and commercialisation.

Innovation and
commercialisation

Table of Contents
INTRODUCTION 3
P1 Definition of innovation , its importance to business and its comparison with invention....3
P2 management of innovation and commercialisation with the help of leadership, culture,
vision, and teamwork..................................................................................................................4
P3 4Ps in innovation and use of innovation funnel to shape innovative ideas...........................5
P4 Development and use of Frugal Innovation Development....................................................7
TASK 3 8
P5 Commercial funnel and development of a new production...................................................8
P6 Innovative business case........................................................................................................9
Task4 13
P7 Evaluation of various tools for protecting intellectual property..........................................13
CONCLUSION 13
Reference 15

INTRODUCTION
Innovation is known as a concept which is used within the companies for developing
interest of customers within the company's products and services. Innovation is defined as the
process in which alterations are developed in the present product and service. The marketers of
the company are involved in innovating the present services and products of the company for
increasing the customer satisfaction level. On the other hand, commercialisation is defined as the
process of launching of new product in market (Bilandzic, Foth, and Hearn, 2018). The company
which is considered within this report is Big Belly. This company is involved in the transforming
of public space waste management with the cloud connected system. There are various stations
that communicate the real time status into actionable web based software. A new innovation is
done in this company for managing waste.
P1 Definition of innovation , its importance to business and its comparison with invention
Innovation: A process in which already existing product of a company is altered and
changed to make it better for consumers is called innovation. It is improvement in an already
existing group. While taking Big Belly in reference manager is focusing on recycling a solution,
investing more in information technology and solar system so as to satisfy consumers of
company.
Invention: Process in which innovative ideas are converted into action is described as
invention. This happens when an idea which has emerged in mind of a person is finally
converted into a final product. These are usually first of their kind. Big Belly managers are
inventing plastic bottles recycling machine in order to bring something new in market. This wil
also enhance their brand name.
Com parison among innovation and invention
Basis Innovation Invention
Purpose Purpose of innovation is to
make more profits by making
some changes in existing
products.
Purpose of invention is
introduction of new innovative
and fresh products or services.
Occurrence This takes place when business This takes place when new

is sure of the fact that there are
no more competitors in
market.
ideas pop up in mind of
employees or managers. Then
the idea generated is worked
on and results into a new
product.
Innovation has an important role to play in development and growth of a business. There
are a number of risks and challenges faced by while innovation. Some of them are mentioned
below:
Continuous Improvement: There is a need to continuously improve your product. And
services in an business organisation. Big Belly have faced a number of changes in its products
and services (Cheah, 2016). There is a requirement for company to keep changing its product
and services from time to time for betterment of its performance in market.
Unique selling point (USP): Competition in a marketplace never ends. Big Belly have
adopted innovative techniques so as to provide unique qualities which no other competitor can.
Recycle machine set-up by company have two benefits i.e. it help in reducing wastes along with
which it recycles plastic. After all this company provides customers with some very innovative
and different products and services.
P2 management of innovation and commercialisation with the help of leadership, culture, vision,
and teamwork
in order to attain objectives of a firm in stipulated period of time innovation is necessary.
There are a number of factors which can be useful for a company in this case. All those factors
are mentioned below:
Organisational Vision: Goal and objectives of a company which are to achieved in a
given period of time are determined by organisational vision. In Big Belly employees are given a
lot of importance so as to provide new ideas and innovations (de Zubielqui, Jones, and
Statsenko, 2016). The result can be seen as company set up a machine for recycling plastic bottle
so as to remove garbage and decrease pollution in globe. This technique have proved to be very
helpful in increasing goodwill of Big Belly.

Leadership: Leadership is a process in which a single person guides a group towards
organisational goal adopting an appropriate style of leadership. In context to Big Belly, leaders
are bound to perform their duties and responsibilities in order to fulfil vision and objectives.
Democratic style of leadership is followed by firm in order to create a unique product (Huang,
Farrukh, and Shi, 2018). Another leadership style used in Big Belly is autocratic leadership style
in order to motivate employees to bring in new innovations. It is quality of a good leader to
delegate his work amongst his subordinates. Brian Philip CEO of Big Belly have adopted
democratic leadership style which helps in innovating product and increasing image of brand and
reputation of company.
Culture: Culture refers to a way in which a personal identity of companies product is
developed in the market or business environment. In context of Big Belly unique products and
services are provided to customer. This helps in achievement of goals and objectives of
company. It also helps companies with gaining a competitive advantage. In Big Belly task
culture is used in organisation which helps subordinates to develop confident and coordinate well
with each other.
Teamwork: A work environment where people work in groups to achieve a specific task
or goal generates teamwork. In order to attain success it becomes important for an organisation
to work in team. While working in team an individual can enhance skill as well as learn to finish
task on time. When analysing Big Belly, management team of company is working in teams in
order to increase quality of work. It also helps to get rid of any conflicts or grievances which
might be caused (Ireland, and Gorod, 2016). Also it can be seen that motivated employees work
better to provide better results or end products. In this case they are focusing on reducing
garbage as well as pollution .
P3 4Ps in innovation and use of innovation funnel to shape innovative ideas
In order to bring in new innovations in market a there are a number of innovative
resources used by business. In this marketing manager used 7 types components to innovate
their product. This provides unique product for growth of market structure. The 4P's of
innovation are-
Product: This is a primary factor which is found to be helpful in innovating product and
reducing wastages. In this needs and wants of customers which provide value to company are

satisfied. In context of Big Belly company will use plastic bottle recycling machine so as to
reduce wastage (Kedron, and Bagchi-Sen, 2017). This will also result in rise of company's
reputation and its goodwill in marketplace.
Process: This refers to steps which are followed for production of products and services
by a company. In Big Belly, in order to provide optimum satisfaction to their customer team is
generating a new process of recycling bottles. This will help save time, money and also reduce
pollution. It will help company to boost their brand image. It ultimately helps in growth as well
as development of company.
Position: This steps include positioning of product in market accordingly with product
of competitors. There are a number of other organisations in market who provide similar kind of
products. Big belly have launched new machine for recycling plastic bottles this will help
eliminate wastage and reduce pollution. Apart from this company is also known for providing
different and unique products to its customers. This helps in increasing brand image at
marketplace.
Paradigm: This is a stage where all challenges are faced by an organisation while they
bring in innovation in their products and services for their customers. Big Belly is trying to bring
in new innovation and provide a benchmark of its own to competitors as well as customers. In
addition to this, company also require to make such strategies, policies and plans to cope up with
rivalry in market place. Main objective of company includes providing best quality products and
services and earning as much as revenues they can.

P4 Development and use of Frugal Innovation Development
Commercialisation including best utilization of resources in order to benefit mass
population is called Frugal Innovation. A number of methods in development of frugal
innovation have positively impacted Big Belly (Kim, Park, and Paik, 2018). Development of
frugal innovation have four steps which were used by Big Belly:
Identification of Frugal Innovation- Big Belly first need to identify what is their need
for development of frugal innovation. This can be used when resources available with company
are less and cost of project is really high. After this frugal innovation can be used.
Reducing Problems- Here needs for frugal innovation are identified. All the limited
resource available with company are collected in order to facilitate changes and provide ways to
start project.
Reducing Patterns- In this step Big Belly trashes some of the idea identified earlier.
Only ideas which are best suited for organisation are picked then.
Pattern System- In this last stage proper system have been selected and applied. Now
frugal innovation is used in working of company.

Frugal innovation and organisation
There are a number of different ways to use frugal innovation in Big Belly. Company is
benefited by achieving their goals and objectives in long run. Some of such examples are
mentioned below-
Product development: Product development in an organisation is supported by Frugal
innovation. It is used as a part of its functioning by Big Belly. It helps in identifying methods
which cost less and also help in waste management.
Market Analysis: Any kind of market analysis requires huge funds . Frugal innovation is
helpful here as it helps firm to maintain cost with the help of its innovative ideas. In order to
analyse market Big Belly is using review form for its customer which are helping them in
reducing cost for market researches.
Use of resources: This also helps in effective use of resources. This is beneficial for big
belly as they work with limited resources.
Generating ideas: There are a number of ways in which ideas can be generated through
frugal innovation. Example can be taken as Big Belly is asked to replace dustbins in London.
They used frugal innovation and replaced it with low costing smart bins.
TASK 3
P5 Commercial funnel and development of a new production
A commercial funnel is a framework that helps in utilisation and reformation of current
goods by implementing several policies and plans in the organisation. This framework consists
of three phases. It is essential for Big Belly to make the type of funnel process that is helpful for
managing all the innovation phases.
Pricing policy- Big Belly provides services at affordable rates. This is helpful in attaining
organisational goals.
Improving ways of growing business- The funnel framework helps to understand the
needs and requirement of customers. There is case in market in which there is need for managing
processes and making improvement in them.

Implement investigation programmes- It is advisable for company to conduct a market
research before introducing product with innovation in market. This will help in implementing
effective changes in products for satisfying customers.
New product development (NPD)
A process in which new methods or techniques are used in an organisation in order to
achieve target market and bring competition in environment (Loya, and Rawani, 2016).
Process for New Product Development-1. Generation of idea: This is the first step where idea of a new product is generated. In
context of Big Belly it was plastic bottle recycling machine.2. Defining Concept: In this step Big Belly decided to demonstrate their product in retail
shop and many other places.3. Analysing Market: In this market where firm will launch their product is decided. In
context of Big Belly, they analysed London where the need of their machine is high.4. Developing Product: After this the product is developed in accordance with market study
which is a time taking process. Big Belly started production of their product once market
analysis is completed.5. Commercialisation: In this step product is launched in market where it will be now sold
and brought in use by consumers.
Commercial Funnel Factors which are needed to be considered before production and launch of
new product in market is considered here. It is a graphical presentation which includes client,
goods and services. It is also called as sales or revenue funnel. Five steps of this process are:
 Generation of ideas- The idea generated by Big Belly is developing a machine for
recycling plastics. In many firms its usually employees who come up with such ideas.
 Screening of ideas- The idea which are generated in step one are screened in this step.
Screening includes checking its effectiveness and its value for company (Mazzarol, and
Reboud, 2020). This steps also defines scopes for innovation. In this step idea is polished
and all unwanted elements are trashed.
 Testing of concepts- This steps include testing of products of Big Belly in small
quantities. This is done in major tourist spots where use of plastic bottles is high. It helps
in testing efficiency of product. This will decide whether production should be continued
or not.

 Analysing need for developing product- In this step previous step is analysed. Big
Belly looks for effectiveness of its product in market and what is response of customers
towards its innovation. This response then decides whether product is ready for launch or
does it need some changes before its launch.
 Commercialization: It is final step where promotion of product starts before its
launching. Big Belly is promoting its product through advertisements on television and
on some social media platforms. This sets a base for success of product in market.
P6 Innovative business case
Business case:
Steps Description
Executive summary Big Belly was founded in the year 2003 and the
main objective of the transforming one of the
least efficient and resource intensive industries
which is waste collection. All the cities were
collecting the waste fuel and labour in context
of emitting excess of Carbondioxide. This
company has evolved by offering unique and
complete solution. This is done by leveraging
renewable solar energy and information
technology.
Objectives The objective of Big Belly solutions is to offer
service in all cities and remove waste products
from it. This company has an objective for
positioning as a public platform which delivers
Smart city solutions. Big Belly is deployed in
the communities, organisations and campuses.
Mission The mission statement of this company is to
promote waste reduction and keep the cities
clean and green. They have the objective for

making all the area of cities clean and making
the people happy and giving them good
environment to live (Nabulsi, 2017). The new
bottle will help in minimising the wastage of
plastic bottle by 40%. This company is using
solar panel so that it emits minimum carbon
residue.
Source of innovation and solution This company is using solar panels and
recycling techniques and tools. These are the
most essential factors that are helping this
company to produce new innovations in waste
management.
Innovation in product Innovation which is done in Big belly is that
the solar panel is used for making bottle that
are recyclable and in this way the number of
plastic bottle are minimised. Big Belly is also
having new innovation and technique in which
recycling of plastic bottle is possible.
Target market The target market is known as the number of
potential customers. This is known as the
people who can be available for taking service
and product offered by Big Belly. It is
important that target market is reached
effectively so that company is able to achieve
it's mission and vision.
Sources of funds Sources of fund are those which are used by
this company in order to do market
research(Nepelski, and Piroli, 2018). New
innovations are done within company by
analysing the need of company in managing the

organisational goals. Big Belly organisation is
using commercial bank for taking money and
doing research for innovation. Also, this
company has to provide the money back to
bank by making profits and money. It is
important for the company to have effective
source of funding so that there is no problem in
managing the work. The bank chosen by Big
Belly is chosen such that the rate of interest is
minimum.
Benefits The main benefit that a company will have
after introducing the recyclable plastic bottle.
This is helpful in managing the work
effectively and achieving success in company's
vision and mission. When there is increase in
number of satisfied and happy people, then
profits can be increased and market share can
also be increased.
Monitoring and controlling This is known as managing and controlling the
activities and tasks that are involved in
preparing innovative products. There is need
of cooperation and collaboration of all
departments so that new innovation is done
successfully.
Sources of funding
Funding is the most essential resource needed by any company while innovating the
product or service. There is need of having enough money and funds so that work including the
innovation is done in proper manner. In context of Big belly, there are following types of funding
used while innovating process -