Innovation and Commercialisation Analysis: Brooklands Hotel Report

This report provides a detailed analysis of innovation and commercialisation, using Brooklands Hotel as a case study. It begins by defining innovation and its importance, emphasizing the role of ethical culture, vision, leadership, and teamwork in fostering a creative environment. The report then classifies different types of innovation using the 4Ps model (Product, Process, Position, and Paradigm) and explores frugal innovation strategies, highlighting how Brooklands can reduce costs and expand its customer base. Furthermore, it examines the commercialisation funnel and the stages involved in bringing innovations to market, including the protection of ideas and intellectual property. The report includes examples from Apple Inc. and Virgin Group to illustrate key concepts and strategies, offering a comprehensive overview of innovation management and its practical application in a business setting. Finally, it includes a conclusion and references to support the findings and analysis.

INNOVATION AND
COMMERCIALISATION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.................................................................................................................................................1
P2.................................................................................................................................................2
TASK 2 ..........................................................................................................................................3
P3.................................................................................................................................................3
P4.................................................................................................................................................4
TASK 3............................................................................................................................................5
P5.................................................................................................................................................5
P6.................................................................................................................................................7
TASK 4............................................................................................................................................7
P7.................................................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Innovation is considered to be the most important part for every business as well as in
individual life. As every thing needs some change for their growth and development. Moreover,
it assist the organization to come up with new products and services which directly increases
their sale volume (Podmetina and et.al., 201). In the present report, Brooklands hotel is selected
for making a detailed study. It is a efficient SME organizations which is providing with several
services to the customers. Under this, the importance of innovation is determined and stated to
the employees for managing their activities accordingly to ensure that goals and objectives of
the company is been achieved. Moreover, different types of innovation are determined which
help the organization to grow in their services. Further, the process is been studied which is
required to commercialise the innovation. At the end, the evaluation of different methods which
are required for protecting the ideas are defined efficiently. Moreover, its advantages and
disadvantages are also determined in an effective manner.

TASK 1
P1
Innovation refers to the process of creating and implementing new ideas in the
organization. It determines the process of using the ideas and converting them for the formation
of new products and services. In the Brooklands, they uses innovation strategy which assist the
manager to manage their activities in an efficient manner. They come up with different
innovation which help develop new services or products for serving the customers. The
innovation can be determined as the new ideas, processes and products which when implemented
in the company results in positive affect (Kianto, 2011). It can explained by taking the example
of Apple Inc., they adopts new technology in their products which makes them efficient in the
market over their competitors. This action assist the company in attracting more and more
customers to avail the services. Thus, the overall productivity of the organization increases
which results in maximizing the revenue of the firm. It is very important for the higher authority
of the company to make understand the importance of innovation to the employees so that they
can adopt the coming changes easily and work in an efficient manner. The innovation strategy
used by Brooklands will assist them to develop their services which will give more satisfaction
to the customers who are availing them. For example, in Apple Inc. they come up with new ideas
and developed I-pod which was the leading product in the market and has attained a high
competitive edge in the industry. Thus in the same manner, the organization must adopt change
like developing new interior for the existing rooms in the firm so that it may attract large number
of customers. This will also help to enhance the brand image of the company in the industry. It
has also been studied by the case study Virgin group that they highly focus on talented
employees and staff members for developing the creative ideas and use them for developing new
products and services. From this, it can be said that the cited company must also focus on the
efficient employees so that they can come up with new ideas and help the firm to grow and
develop in the market (Harman, 2010). Thus innovation is different from invention as innovation
is some changes made in the existing products. On the other hand invention determines to the
introduction of new product or services for the company. Hence, the cited firm must adopt both
the strategies so that they can make their existing services better and come up with new latest
ones.

P2
Brooklands has a very ethical culture for the employees as well as for customers. They
make sure that the beliefs and values of every person in the organization are taken care of so that
it may not effect their morale. This act assist in having innovation at the workplace as they give
their ideas for the development of the services provided to the clients. The beliefs of every
customer is regarded as if the people are not comfortable in having non-veg which is been given
in the buffet, they provide them with the pure vegetarian food so as to satisfy them to the fullest.
For example, in Apple Inc. the employees are given with the flexible cultural environment so
that they can come up with new innovative ideas and help the company to grow in the market
(Cosh and Hughes, 2010).
Moreover, the vision of the firm must be clear as to what are the needs and objectives to
be fulfilled. This will be comfortable for the employees as they will be clear for the work they
have to perform. Further, this will develop with the ability to adopt the changes or innovations
done in the company. Thus, it will make them work efficiently with changes adopted by the firm.
It may be in terms of technological, strategy, serving style etc.
Brooklands must adopt the most efficient leadership style which may help the company
to lead their employees towards the achievement of goals and objectives. The leader of the group
must be effective enough so that he can lead their staff members in the positive direction and
assist the company in attaining the goals and objectives. For example, in Apple Inc. they adopts
democratic leadership style at their workplace which gives all the employees with the right to
suggest with the ideas and take active participation in the decision making process. This assist in
increasing their morale and make them efficient in their workings (Wonglimpiyarat, 2010). Thus
the cited company must also provide with the rights to give suggestions and take part in every
activity of the firm. They must also ask for the ideas which can help the company to develop
their products and services.
Further, teamwork is also very important to have efficient working in the company.
Every member in team must be given with equal importance so that they feel free to determine
their new innovative ideas which can help to develop new products. In Virgin group they work in
making efficient groups, this assist in creating healthy relationships within the staff members.
Moreover, if there is strong bond in the teamwork than it would be easy for the company to state
the new innovation adopted by them. The people will also supportingly take the decision and

make the efforts to perform efficiently. Thus, the culture, vision, leadership and teamwork will
help to shape the innovation in the right direction.
TASK 2
P3
Innovation is been required at every aspect of life whether it is in organization in
individuals life. Thus to identify and classify the innovation, the company focuses on different
processes which may be adopted by them to develop their activities. Further, the 4Ps model is an
efficient and powerful tool for analysing the needs of the company. It is basically a foundation
based on the hypothesis which assist in having positive change in the company. The following
are the main categories of this model:
 Product innovation- It is the most simplified term of innovation. In this the company
introduces or improves the product or service served by them. It is the most common type
of innovation which helps to modify the current product which offered to the end users.
The best example to determine this is introduction of Split AC, which is an innovated
product of window AC. Further, there are some innovations done by the company which
assist them in achieving the goals and objectives of the firm. However, the product
innovation leads to the development of approaches to develop with the products (Olivo
and et.al., 2011).
 Process innovation- The innovation for the certain product mainly focuses on the
process which is involved to develop the products or services. It is been seen that by
improving the organization's process, it will assist in enhancing the efficiency and
effectiveness of the company as a whole. In Brooklands, to adopt the process innovation
they can have variations in the manner they serve their food to the customers. They can
adopt some theme for serving or definite dress code which may help the company to
attract wide range of people (Sonne, 2012).
 Position innovation- In this type of innovation, the re-positioning of the perception of
the existing product and services takes place. The main point in this is to determine the
specific product or process which is perceived for the company and how it will assist in
achieving the goals and objectives of the company.

 Paradigm innovation- It is the type of innovation in which it defines or redefines the
dominant paradigm of the company. Further, it is highly relates to the mental models
which are used to shape the business in which they are dealing in.
In the recent era, to manage the new product development process, the company adopts a
model of innovation funnel at their workplace. It is the major process of reducing the complexity
and cost of products and its production process. The basic idea behind this is that, before
developing the product the marketer needs to examine the idea and then shape the ideas into the
concept which is efficiently tested before developing the final product (Love, Roper and Bryson,
2011).
P4
Frugal innovation refers to the holistic rethinking of the products and services which are
been offered to the customers and underlying the process and the models so that firms can reduce
their cost and expand their customer base, business and profits. The following are the ways in
which Brooklands can develop with frugal innovation in their organization:
Products and services need to be conceptualized after assessing the realistic need and
expectation of the target customer- With the time the need for the hospitality sector has been
increased which demands to expand the business by developing new rooms and services so that
maximum people can be served. Further, by using frugal innovation model Brooklands can meet
the demands by evaluating its budget and than only taking the step to expand their business.
Business frugality is possible by the realistic assessment and application of proper supply chain
management- For this, they adopted the frugal innovation by catering the raw material from the
nearby places which has reduced the cost of transport and middle agent. Moreover, they also
targeted a certain segment of people whom they can easily serve with the services (Perks and
Moxey, 2011).
Growth of the company mainly depends on promotional activities which need to be effective and
cheap- The cited company can enhance their business by adopting several promotional
techniques so that people come to know about the services which are been served by them. With
context to frugal innovation, the company must use the most simple and cost effective technique
for promoting its business.
Companies must take efficient efforts to apply new technology for their operations which is not
costly at the time of procuring but is highly effective in delivering the remarkable result-

Brooklands must adopt new latest technology in their company which is highly cost effective and
provide with high results to the company. This will assist in increasing the revenue of the
organization (Cosh, Fu and Hughes, 2012).
In Apple Inc., they adopt frugal innovation in their company by using latest technology
and produce new products which help them to lead in the market. They adopted latest technology
and produced I-pod which was the top leading product and has gained number of customers for
it.
TASK 3
P5
Commercial funnel is just like a pipe which have long mouth in front and and have
narrow at the bottom. Its just like a cycle or level where first of the stage show sales which
include the qualifying and understanding of the sales. Further, the development of new product is
been done in the company with a motive to introduce new products and services in the market. It
is very important for the company develop new goods as the earlier ones can be technologically
outdated or do not satisfy the needs of the customers any-more. Thus for all these reasons, it
becomes crucial to adopt the innovation strategy and develop new products for the market.
Further, for the development of the product, it mainly involves seven steps:
 Idea generation- In this step, proper research is made for the ideas of new product. Thus
to ensure that the selected method is worth using, it has to generate several ideas from
which the best one can be chosen (Edison, Bin Ali and Torkar, 2013). The main sources
for getting the ideas are internal sources which includes customers, competitors,
distributors and suppliers. Brooklands need to analyse the demands of the customers and
come up with the innovation in product or service development so that they can attract
wide range of clients.
 Idea Screening- It is the second step and the core motive of this idea generation is to
create a large pool of ideas. From all the ideas short list the ones which are worth using
for developing the product. For this, the company is having different methods for making
the research for the product. Further, the management can assess the ideas which highly
fits the company's marketing skills and other capabilities. At the end, the company can

obtain the overall rating of the ability of company for launching the product or service
successfully (Wnuk, 2010).
 Concept developing and testing – It is considered as the third step in the product
development process and in this the attractive idea has to be developed in the product
concept. The idea for the product development must be checked that it is feasible or not
in the perception of the customers. Further, once the concept is been developed it has to
be tested with the customers either physically or symbolically. This method will assist
Brooklands to determine the perception of customers and also to evaluate that the
developed service or product will increase the sales volume of the company.
 Marketing strategy development- This step mainly consists of three parts namely for
describing the target market, planned product positioning and the sales and market share.
The company must develop the strategy which is highly beneficial for developing the
product (Clausen and Rasmussen, 2011).
 Product development- In this step, the R&D develop the concept into the physical
product. Under this stage, it involves high investment for producing the good. Firstly, the
prototypes which will satisfy the customers will be developed and then in the final step
they are tested to evaluate that the produced product are efficient.
 Test marketing- When the product is been passed through the functional tests, the
coming step is test marketing. In this step the marketing programs is been introduced to
realistic market. Further, it provides with the opportunity to tweak the marketing mix
before making expense of the product launch.
 Commercialization- It is the final step in the product development of the company. For
introducing the product to the market it will include high costs for manufacturing and
advertising. This is highly dependent on the ability of the company to spend the money.
P6
For developing the business case for Brooklands, they adopted innovation in their food
which is been served in the hotel. As there are several Indian visitors to the place, they came up
with the development of their services by providing with Indian cuisine in their menu. They have
adopted this innovation due to the demand raised by the customers. Thus for adopting this
change, they need to incur high investment for having a different cuisine in their servings. This
innovation will help the company to attract large number of customers for having the food. They

can source their funding through several sources which mainly includes from bank, investors etc.
For making the funds to develop their services, banks are the most useful means for Brooklands
as they will give them adequate time to repay the loan (Youtie and et.al., 2012). This will assist
them in setting up their service and seeing the response of the public and repay the loan as the
company earn profits. Furthermore, they can also raise their funds by taking money from
investors. There are several people who are ready to invest their money for the company against
the interest which they receive from the organization.
TASK 4
P7
It is very important for the company to maintain and protect their data in an efficient
manner. Thus it becomes important to adopt several tools which will assist them in maintaining
the records of the company related to the intellectual property, data of the employees and
customers in an effective manner. Further, the most efficient tool for protecting the data is use of
IT at the workplace (10 Ways to protect your business ideas . 2010). Under this, all the data
related to the company's secrecy, patents, copyrights, information regarding customers and
employees everything is been put in the computers and taken backup for every thing so that in
any case it do not get damaged. In the modern period, it is not possible for Brooklands to
maintain manual records of every transaction made by the company so they must use IT in an
efficient manner so that the data is highly secured and protected in the hands of company
(Troshani, Rampersad and Plewa, 2011). Further, they can also adopt Intellectual property
management system (IPMS) in the company. In this the website for the firm is been developed
which facilitates brands, innovation and services management which assist the users to create the
site themselves and associate with their individual IP's. This is highly beneficial for the company
to develop and protect their intellectual property in an efficient manner. For example, Apple Inc.
is having efficient IT system which keeps their data secured and protected from the misuser.
CONCLUSION
From the above report it can be concluded that Innovation plays an important role in
every organization. Thus it becomes highly crucial for Brooklands to determine the advantages
of innovation strategy to the employees so that they can adopt them easily and perform
efficiently. For this, the organization uses the 4Ps model of the innovation and develop with

highly efficient products. Company adopts the advance technology which helps to changes in the
services and protect their intellectual property from getting damaged.

REFERENCES
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