Innovation and Commercialisation: Strategies and Business Case

This report provides a comprehensive analysis of innovation and commercialisation strategies within business organizations, focusing on how different companies source and foster innovation, using Marks & Spencer and Morrison as specific examples. It differentiates between types of innovation such as radical, incremental, disruptive, and architectural, explaining how these are processed within organisations. The report includes a detailed business case for innovation, covering risks, benefits, and funding access, and evaluates tools for developing, retaining, and protecting knowledge and intellectual property. It also analyses how innovation is successfully developed and embedded in different organizational contexts, emphasizing the business value of innovation for potential investment. Desklib provides students access to similar solved assignments and resources.

Innovation and
Commercialisation
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Content
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART – 1.........................................................................................................................................3
P1 Discuss the ways in which different organizations source and foster innovation, using
specific examples....................................................................................................................3
M1 Analyze the ways in which innovation is sourced and supported within different
organisation environments and cultures.................................................................................5
P2 Differentiate between different types of innovation and how they are processed within
organizations...........................................................................................................................5
M2 Analyze how different types of innovation are successfully processed within different 7
organisation settings...............................................................................................................7
D1 Critically analyses how innovation is successfully developed and embedded in different
organizational contexts...........................................................................................................8
PART – 2.........................................................................................................................................8
P3 Detailed business case for innovation for an organisation, adding risks, benefits and ways
to access funding....................................................................................................................8
M3 Produce an evidence-based business case analysis for innovation that emphasizes the
business value for potential investment................................................................................11
P4 Evaluate the different tools that organizations can use to develop, retain and protect
knowledge and intellectual property....................................................................................11
M4 Critically evaluate the different tools that organizations can use to develop, retain and
protect knowledge and intellectual property in the context of the wider business environment.
..............................................................................................................................................13
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D2 Produce a commercially driven business case for innovation, including an action plan for
development and methods for its successful protection in the context of the wider business
environment..........................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Innovation refers to the practical implementation of ideas that results into the introduction
of new goods and services or improvisation in goods and services. Innovation takes place
through the development of more – effective products, services, technologies and art work.
Innovation is related to practical implementation of an invention. Technical innovation often
manifests itself via the engineering process when the problem being solved is of a technical or
specific nature (Wang, Phillips and Yang, 2021).
Commercialisation is the process of bringing new products or services into the market. In a
broader sense, commercialisation involves production, distribution, marketing, sales and
customer support and other key functions critical to achieving the commercial success of new
product and service in the market. Morrisons is the fourth largest supermarket chain in United
Kingdom. This firm was founded by William Morrison in year 1899. Morrison is dealing in food
and grocery products. Marks & Spencer is a leading British retailer quality dealing in great vale
food, clothing and home ware appliances. M & S was founded in year 1884, Leeds, United
Kingdom by Michael Marks and Thomas Spencer. This report consists that how innovation took
place in given firms and how firms overcome from the risks and barriers that generated through
innovation and commercialisation.
MAIN BODY
PART – 1
P1 Discuss the ways in which different organizations source and foster innovation, using specific
examples.
Marks & Spencer has announced a “Innovation hub” to develop sustainable food products.
The retailer firm has announced that the nine – strong innovation team, will seek to
capitalize on emerging trends, such as veganism and environmental causes, to become more
relevant to its customers. Research will include soya – alternative proteins for plant – based
foods and how to reduce plastic packaging for its products. M & S food totally eliminated soya
from the production of all its milk product for the commitment regarding to eliminate
deforestation. Marks & Spencer adopt this change because customers are more environment
friendly and organizational itself want to promote veganism because enterprise believes that rise
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of veganism is raising awareness about animal cruelty (Clausen and Fichter 2019). M & S is
continuing to work towards its zero – deforestation pledge, which includes ingredients soya and
palm oil, wood and paper and textiles made from wood pulp. Forests are very important for
ecosystem they regulate climate, save water supplies and provide a home to people, plants and
animals. Yet it is believed that half the world's forests have already been cut down and
deforestation is continuing at rapid rate. These above innovation is taken by M & S because
organisation want to protect the world forests for the future and have a clear goal to eliminate
deforestation from the production of palm oil, soya, meat and wood in M & S products. These
above changes prove beneficial for M & S for recording high financial growth and it also
increase its brand vale and goodwill in the market. Audience mostly attracted towards firm who
want to fulfill its social responsibility and think about social welfare and environment. Enterprise
who work for social and environmental cause it wins customers trust and that is the key factor of
success in competitive market.
Morrison introduce intervention tablets at self – checkouts along with hand held terminals
and headsets to staff members.
Technical innovation makes everybody’s life easy and flexible and when whole world
suffering from coronavirus pandemic many technical innovations took place. With hard work
and dedication Morrison digital and innovation team launch intervention tablets at self –
checkouts, along with hand held terminals and headset which helped organisation colleagues and
customer to follow social distancing guidelines issued by formal authorities for the welfare of
every citizen (Giebel and Kraft, 2019). Moreover, Organization replace face to face meetings
with video calls. They used to google communities, colleague Facebook and WhatsApp to stay in
touch with colleagues and daily share VLOG to keep everyone updates. Furthermore, Morrison
innovators make the most card readers, tablets, and other innovative doorstep delivery tools to
help customers that customers stay safe. Morrison identified that checkout experience is of the
most important element in achieving customer trust. The above technical innovation help
organisation to achieve customer trust and make itself better than other because during the
pandemic everyone has fear of coronavirus and people took all necessary measure to save
yourself from corona pandemic. People avoid visiting grocery stores for buying grocery items
and prefer online shopping to avoid this fear of virus Morrison use its sharp mind skill and make
these digital innovations which help them in covering most of the market share and make
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Morrison different from other organisation. As per a data reports with eleven million consumers
passing through their checkouts area each week. In addition, customer gets several benefits from
self – check out is that it reduces customers time as they do not need to wait in queue for billing
and by increasing the number of self-checkout, then even small stores can vastly increase their
customers served.
M1 Analyze the ways in which innovation is sourced and supported within different organisation
environments and cultures.
The evidence to the inquiry is that innovation is multi – faced and complex process that
encompasses a broad spectrum of diverse activities and outcomes. It can be analyzed that
innovation took place due to several reasons such as increased in competition, threats, arrival of
non-expected situations. Innovations always attract customers because innovations are something
new that any other firm in market does not have. Marks & Spencer has launched an innovation
hub to facilitate customers and for winning customer trust and this innovation welcomed by
organization environment and as a result of this Marks & Spencer successively operate in the
market. Morrison also done technology innovation which help it winning customers loyalty and
customer shift its preference on Morrison from other grocery stores and this is only possible with
the team support of organisation.
P2 Differentiate between different types of innovation and how they are processed within
organizations.
Every company wants to innovate and stand out in the market and want offer the best to
its customer, employees and partners. Innovations can be related to a product, service, process,
market, technology and many more. Here are some types of innovation explained.
 Radical innovation – A radical innovation is an innovation that really changes the
circumstances of a brand whether in terms of market or of business dynamics. These kind
of innovation occur due to a complete change in organizations positioning, working style,
services or product offered (Kobarg, Stumpf-Wollersheim and Welpe, 2019). Thus,
Marks & Spencer took radical innovation as it started developing sustainable food items
by neglecting soya from all its milk product and encourage veganism culture.
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 Incremental innovation – Another innovation is incremental innovation in this type of
innovation organisation add new features to a product, brand or production method
without encouraging or promoting a very big drastic change (Lim and Ong, 2019). This
innovation is usually an evolution of an innovation that is already implemented by the
brand that offer improvements to its employees and customers or to features of a
business.
 Disruptive innovation – This type of innovation follows the market more than specified
brand, product or service. In general, it is a scalable change that reach to many people at
the same time (Si and Chen, 2020). These innovations occur due to technological and
behavioral changes. Morrison took this innovation because it launches self – check out
service for its customer to save them from coronavirus and to follow social distancing
guidelines.
 Architectural innovation – Architectural innovation is the modification of existing
solutions for an entire new market (Park, Ro, and Kim, 2018). Architectural innovations
refer to the complete change in designs of product by putting some extra components
together in new creative way. These kind of innovation occur in the short term to medium
term.
Different processes of innovation
A process innovation is the implementation of a significantly improved production or
delivery method. Here are some stages of process innovation are as follows -
Stage 1 – Idea Generation and Mobilization
The generation stage is the starting line for new ideas. Successful idea generation should
be filled both by the pressure to compete and by the freedom to explore. When idea is generated
then it passes on to the mobilization stage, where the idea travel to a different physical or logical
location. Many inventors are not marketers, a new idea often needs someone other than its
originator to move it along (Rampa and Agogué, 2021). This stage plays a crucial role in
progression of new idea, and skipping this stage can delay the innovation process.
Stage 2 – Advocacy and screening
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In this stage, advantages and limitations of ideas are measured. Advocacy and screening
have to take place at the same time to weed out the ideas that lack potential without allowing
stakeholders to reject ideas impulsively. One of the biggest advantage of this stage is that idea
has potential than discussion and arguments help to expand it.
Stage 3 – Experimentation
The experimentation stage tests an idea. Experimentation does not test a merit of idea, but
the suitability for a particular organisation at a particular time. Some ideas are not suitable for the
present capacity of company those ideas set aside for future use.
Stage 4 – Commercialization
Commercialization aims to create market value for an idea by focusing on its potential
impact. This step makes the idea to make appealing to the audience, such as by packaging an
idea with other ideas. In this step it is analyzed that when and how idea can be used. An
important part of commercialization is maintaining specification for a given idea. In this stage
focus shifts from development to persuasion. When idea is clarified and a business plan is
created, then it will be ready for diffusion and implementation.
Stage 5 – Diffusion and Implementation
Diffusion and implementation are two sides of same coin. Diffusion takes place at all
levels of organisation. This process is often aided by knowledge brokers, who are effective at
presenting an innovation by using their awareness of the specific content and application into
which an idea or product or service can be inserted.
M2 Analyze how different types of innovation are successfully processed within different
organisation settings.
Innovation has several types such as radical innovation, incremental innovation,
disruptive innovation and architectural innovation. These innovations help to find out that which
type of innovation organisation has took. Process of innovation work as guide for the preparing
innovation. Process of innovation help to analyse pros and cons of idea that is prepare to
implement and if idea is not perfect as per the organisational culture or situation than idea can be
put on hold for future use.
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D1 Critically analyses how innovation is successfully developed and embedded in different
organizational contexts.
In this modern era, different organisation depend on new innovations because customer
highly shifting towards new innovative products. Innovation mainly developed due to market
trends, change in customer taste and preferences, uncertainty in market, rivalry firms and many
more. In this competitive world, management organization research team persistently look to
innovate new ideas in the market to facilitate customers and to stand out differently in the market
(Revzon, Pochekutov, and Aksyonova, 2021). There are various categories of innovation such as
radical, incremental, disruptive and architectural. To analyses successful implementation of
innovation. Organizations should follow process of innovation which help in successful
implementation of innovation with maximum benefits and minimum risks.
PART – 2
P3 Detailed business case for innovation for an organisation, adding risks, benefits and ways to
access funding.
Business innovation refers to when a company explore a new model or type of business.
Through study over Marks & Spencer and Morrison it is analyzed that a business plan includes
several objectives, goals and performance (Grubb and et. Al, 2021). These organizations
consistently focus on making better customer experience and want to stand out different from
other competitive firms. To achieve this goal both organizations Marks & Spencer and Morrison
came with some innovations in market to facilitate customer with new customer experience
which help organisation in winning customer trust and to achieve high financial market. From
above study of different organisation it is analyzed that both the firms came with different
innovation. So, to enter into UK grocery market company has came with new innovation that is
“Adding items into delivery cart through robots”.
Executive Summary
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The Company dealing in grocery store retail business and also planning to improve
customer experience and want to attain customer loyalty during the corona pandemic. The
organisation came with a new innovative idea of adding grocery items into cart through robots.
This innovation is not yet launch but organisation started trial stage of this innovation (Jaskyte
and Liedtka, 2022). Organization came with this innovation to provide different customer
experience after the corona pandemic. To save customers from upcoming uncertain situations
such as corona.
Company Description
The Organization is a food and grocery store and want to enter into supermarket chain in
the United Kingdom. Company has launch its online app which is accessible 24x7 and provide a
home for all of its services.
Objectives behind the Innovation
 The Company want to introduce some different experience among customer on store
visit.
 To save customer time during corona pandemic and to restrict customer crowd in
physical stores.
 Attract new customers to experience this innovation.
 To stand out differently among other rivalry firms in the industry.
 To ensure customer safety from unexpected pandemic just as COVID – 19.
Mission Statement
The Organization mission is to utilize a different experience and design innovation to
provide flexible and responsive solution to the packaging industry. Firm want to set a standard
by providing different innovations to that introduce to fulfill customer needs and exceed
customer expectations with support build.
Innovation
The organisation planning to adopt technical innovation in its organisation through
adding items into delivery cart by robots. These facilities help organization and customer both in
different way. Organization enjoy benefit of less crowd in physical store and also able to
maintain social distancing guidelines Martínez-Azúa and Sama-Berrocal, 2022). Customers has
no need to visit store internally they can collect their item in waiting lobby just by giving
instruction to robot.
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Risks
Every innovation came with some risks. Enterprise plan to adding grocery items into
delivery cart have several risks are as follows -
 Robots are self-sufficient to do every task assign to them but it still requires to be self-
monitored by human and a result of this it increases operation cost for the organisation to
monitor robotic activities because to monitor robots organisation require high skill
technology friendly team (Song and Ding, 2019).
 Many customers are less technology friendly and they have fear of dealing with robots to
give them instruction regarding their grocery items because of this fear many customers
neglect to use this technology and does not welcome this innovation.
 Robots do not have emotions which leads to lack of communication between a customer
and robot which may lead to non – completion of given task.
 Lack of choices when a customer visit store internally it may have wide range of variety
to choose by analyzing several product factor customers can choose the best but robots
are unable to do this they only opt the product for which they assigned.
Advantages of using robots to add item in delivery cart.
 It saves customer time in hopping physical store when customer visit store they waste
their time in checking various items. When task is assigned to robots they only do the
task which assigned to them and customer get their items on time.
 Organization able to maintain social distancing guidelines because when customer visit
store internally they physically touch every item and it increases the risk of expansion of
virus but when robots do this task they have no human contact and easily follow social
distancing guidelines.
Financing Sources
To adopt some new innovation financial resources are necessary because without
financial resources practical implementation of innovation is not possible. Here are some
resources from where organisation can arrange funds -
 Debt – Financing through debt means sourcing funds from a third party, and agree to pay
money back with interest. Mostly debt arises through financial loans from financial
institutions.
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 Equity – Equity refers to when organisation source fund from third party with the
agreement with investor that organizational body give a share of the business to the
investor. Equity finances have certain sources such as business angels, venture capital
investor etc.
 Business Angels – Business angels are an individual who have a high net worth who
directly invest in the business. Business angels are not doing charity or pursuing a hobby
by giving fund but while they need a solid return on investment for their investment
(Szutowski, 2019).
M3 Produce an evidence-based business case analysis for innovation that emphasizes the
business value for potential investment.
Before adopting an innovation organisation have to look on different segments such as a
master business plan which includes mission, vision, objectives, risk to adopt innovation,
benefits from innovation, source of fund for the implementation of innovation and many more
(Kearney and et. Al, 2020). A complete study requires before adopting new innovation because
new innovation in organisation does not only effect organisation internal cycle but also have
huge implications on external factors of organization such as stakeholders, investors, customers
etc.
P4 Evaluate the different tools that organizations can use to develop, retain and protect
knowledge and intellectual property.
Intellectual property (IP) covers original ideas of company, organizational designs,
discoveries, inventions and creative work generated by an individual or group. IP protection is
necessary to ensure that organizations innovations, team work and hard work of an individual
cannot be copied or stolen (Mody, 2019). Here are six different ways to protect organizations
intellectual property.
 Copyrights, Trademarks, and Patents – Registered copyrights, patents and trademarks are
the foremost intellectual property of any organisation. Copyright applies to the protection
of tangible and intangible creative works (Taylor, 2022). Trademark use symbols,
designs, logos, and catchphrases as part of every organizations marketing strategy.
Registration of trademark is very necessary because through trademarks customers
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identify original brand. Most Intellectual property patents are valid for 15 to 20 years
after filing date. Patent applied for the unique product, machine, or chemical composition
that produced by organisation.
 Register business, product and domain names – Another important Intellectual property is
domain names an organisation further protect interest and identity by registering the
business, and domain name associated with the organisation.
 Create confidentiality, non – disclosure, licensing contracts for employees and business
partners – Every organisation has several information which organisation have to save
from leaking in public. Confidentiality agreements must be prepared by lawyers to bound
employees and workers to comply organisation demand to keep what employees know
they keep it private.
 Implement security measures – Due to globalization every firm across the globe use
technology and internet for their day to day operations. However, usage of technology
may lead to adverse effect on organisation because companies’ intellectual property is
connected online and stored in a system that may have fear of hacking and file
corruption. To save companies intellectual property from organisation should follow
some precautionary measures such as setting up password protection for all computers,
encrypting data, usage of VPN and establish Wi-Fi protected access.
 Avoid joint ownership – Intellectual property is developed by more than one person;
company has its R & D team. Joint IP ownership, allow the control of the copyright,
patents and trademarks to more than one party which may become a cause of stolen of
enterprise intellectual property.
 Keep record of every important file that is related to IP - To save organisation from
unnecessary hurdles and loss of company’s important information. Time to time view is
necessary over important files those are connected to intellectual property of firm.
M4 Critically evaluate the different tools that organizations can use to develop, retain and protect
knowledge and intellectual property in the context of the wider business environment.
From above analysis it is analyzed that to save intellectual property of organization is
very mandatory to save organisation from unnecessary obstacles. There are several ways to
protect IP such as registration of copyright, trademarks, patents. Moreover, it includes neglecting
of joint ownership, proper maintenance of online system. Apart from these measure organisation
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can adopt adopted high advanced technology, legal documents signed by employees to not to
leak organisation sensitive information.
D2 Produce a commercially driven business case for innovation, including an action plan for
development and methods for its successful protection in the context of the wider business
environment.
A proper business plan is play a very crucial role in the implementation of innovation.
Launch of an innovation does not only need high skill brain or high fund but it also requires
proper study of organisation and society that innovation which enterprise want to implement is
possible to implement in organisation or not and suitable as per the current situation or not
(Toms, 2018). Furthermore, after successful implementation of innovation organizations have to
follow several security measures such as registration of copyrights, proper maintenance of IP
related files, confidentiality measures etc.
CONCLUSION
From the above analysis it can be concluded that innovation and commercialization play
a crucial role in the successful development of an organisation. Advancement of technology and
increment in competitive rivalry firm force organisation to make some innovations because in
competitive market customer always want something new and innovative. Therefore, if a firm
want long term survival in the industry that it should always focused on innovation. After the
study over innovation it is analysed that a successful business plan is very necessary for
innovation and an in depth study over objectives, mission, vision, and pros and cons of the
innovation.
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REFERENCES
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Wang, Y.C., Phillips, F. and Yang, C., 2021. Bridging innovation and commercialization to
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