Innovation and Disruptive Theory: Dyson Supersonic Hair Dryer Report

This report delves into the concept of innovation, focusing on the application of disruptive innovation theory to the development of the Dyson Supersonic Hair Dryer. It begins with an introduction to innovation, emphasizing its importance in modern business and the various models and theories used to manage it. The main body of the report defines innovation, highlighting its role in product development and market competitiveness, using the Dyson Supersonic Hair Dryer as a case study. It then introduces the disruptive innovation theory, detailing its features, strengths, and weaknesses. The report discusses how the Dyson Supersonic Hair Dryer embodies this theory, analyzing its impact on the market. The report further examines the application of the theory, including the capabilities required for successful implementation. It explores resources, processes, and values within an organization, and how these elements contribute to an organization's capacity to innovate. The report concludes by summarizing the key findings and insights regarding the product innovation and disruptive theory.

Managing Innovation

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
INTRODUCTION OF PRODUCT INNOVATION THEORY......................................................4
DISCUSSION OF THEORY AND ITS EXECUTION..................................................................7
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Innovation has become new imperative of management which is being adopted by each
and every business organisation. Managing innovation has become more crucial and fundamental
part of a company in order to carry out proper change. Innovation may contribute in several
different entity like performance of business at market place, employees productivity, quality of
product as well as services, enhance staff members motivation, perception and attitude etc. about
firm. In order to carry out effective plan of innovation, an organisation make use of various
models, techniques and theories related to this leading to better outcome and success in their
targetted plan. This consist of a combination of tools which allows the engineers and manager to
cooperate with same purpose and goals. The purpose of this report is to develop Dyson
Supersonic Hair Dryer on the theory of innovation in order to proper evolution and development
of whole product (Alvesson and Sandberg, 2013). This assignment will also imply and develop
the specific theory elaborating the historical development of the certain products or service. For
this various elements and aspects would be analysed and undertaken in the specific project for
finding proper outcome.
MAIN BODY
Innovation can be termed as the process of changing or creating more creative or
effective ideas, products, processes (Adam, 2014). Development of new dynamic of products,
modification of existing idea or service and executing new procedure or plan refer to innovation
in context of business organisation which is being adopted for the purpose of evolution, growth
and sustaining in the competitive marketplace. Change in technologies is the major and
fundamental source of growth and development through which better productivity can be gained
by a company. The report evolve over the need and benefits of innovation analysing how it can
help the enterprise in development of organisation (Archibald, 2017). For developing the whole
report and evaluating different aspects, the product which is taken in this report is Dyson
Supersonic Hair Dryer, new revolutionary products in the whole industry. But in order to
understand the model or theory, this is essential to assess each aspect of innovation i.e.
mentioned in the project.
As innovation is wide terms used for different purposes, there are various definitions of
this. According to few opinion, this refer to the change in existing production, products or
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process of organisation which make those processes and products more valuable commercially.
In the respected case, this depicts the early new production or service introduction and processes
of organisation into the organisational or nation's economy. The term has been eliminated into
different types as per the novelty degree of innovation in several manner.
INTRODUCTION OF PRODUCT INNOVATION THEORY
Experts analysed and developed various theories and models on the concept of innovation
that use or impact varies according to different types of organisation or market situation. There
are various types of innovation theories which can be analysed or adopted by an organisation for
proper evolution and management, but the major theories of innovation is disruptive and radical
which has a significant influence on the economical activities as well as market of enterprise.
The idea which is developed for innovation is a new supersonic hair dryer with extra and
modified features able to attract targetted audience easily through offering better and effective
product features. Innovation is a complex procedure while executed in an organisation which
follows non-liner procedure with less boundaries and limits but major part of this process is, this
need to be manage properly in order to avoid conflicts and imbalance of control. On the basis of
this, the theory which is developed for certain product is disruptive innovation theory (Duarte,
Goodson and Dougherty, 2014). This model is better and more beneficial for a private
organisation from a social betterment perspective along with economical and sales development
in market.
Disruptive Innovation can be defined the technology whose implementation significantly
influence the manner according which an industry and market functions. Different from the
disruptive technology, disruptive innovation aims over the technology optimisation despite of
technology themselves. This concept can be undertaken as this innovation disrupt the entire
market dominating the other substitution and products existing in market at specific time. The
major purpose behind this project is to alter the market and restructure the values and process of
market. The aim of this project is to develop the practices as well as transform the whole market
into new practices (Rampersad, Plewa and Troshani, 2012). Dyson organisation opt these
techniques to create more creative and revolutionary services and products to carry out radical
changes in the entire market. But first to understand various aspects of this theory, the analysis of
this theory features should be done.
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Features of Disruptive Innovation Theory: Descriptive innovation is an concept like as
breakthrough, sustaining and radical innovation. It is a term in an enterprise administration field
which refers to innovation that value network, eventually interrupt an previews market, create
new market and displacing introduced market leads alliances, products and firms (Alvesson and
Sandberg, 2013). It thrive on creating various first as well as concentrating on further growth. It
mainly not start by product designing as they always begins with consumers. Here are
mentioned some of those features why Dyson Supersonic is adopting this theory:
 Descriptive innovation are used to document, observe as well as describing a process
which occur in their natural setting without any control or manipulation.
 Innovation of descriptive are designed for achieving as much as information about its
characteristics within a specific field in the actual world.
 It give an impression of a condition as it take place in setting naturally.
 It does not include variable manipulation as well as it is studied as it exists in actual
world.
 It create a new segment of consumers. As it appeals to new buyers who are not served
in past by previous competitors within a market. This innovation relies that new
segment of customers will make higher profits as well as large growth.
 They do descriptive innovation not for what they are at present but for what they can
become in future. This innovation enter a market as inferior as it is often characterized
very quickly raising of performance.
The major purpose of this theory is to management the programs and operations within
the organisation associated with new product development and cater radical changes in the
technologies and market for making advancement in this sector. Dyson Supersonic Hair Dryer
launched new service through using disruptive theory of innovation with the purpose of
rendering new invention and transformation of modified technologies hair dryer techniques with
transforming the entire technologies and features of hair dryer existing recently (Gupta and
Gupta, 2014). Eric von Hippel has been identified as major source of innovation whereas Everett
Rogers is responsible for the origin of concept of diffusion of innovation in which they used the
theory of disruptive innovation for carrying out the change within the organisation.
Strengths of Disruptive Innovation Theory
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There are various benefits facilitated by this theory assist in management of Dyson
Supersonic Hair Dryer to meet proper evolution. Here are described few of the strengths of this
model mentioned under:
It is a evolutionary process where are new product and services may replace existing
established goods as well as competitors. It increase affordability and accessibility in large
population is referred to as disruptive innovation. Through this process firm are able to produce
innovative product as compare to their competitors that provide high profitability in specific
period of time. This method are always exist in industry. There are several tool and techniques
which used by management of an organisation in order to gain high market share. Through
change firm able to increase work process which enhance product quality as well as associated
features (Archibald, 2017). It is a management responsibility to manage change with in a firm in
order to enhance performance and market position. Many leaders those are not entrepreneurs
have lost their innovating thinking capabilities, they are prefer inexorable habituation of sustain
innovation with in work place. The only problem is to implementing change at work place.
Successful leaders and manager both are very often entrepreneurs that are completing task by
their own ways. Some important strength of disruptive innovation are explain as follows:
 Management of an organisation has develop innovation or modification in existing
product and services i.e. Dyson Supersonic Hair Dryer which help to gain high market
share as compare to their competitors.
 Through innovation current operational activities may be improve in the light of
urgency, improvement in organisation structure, identify process area and many more.
 Disruptive innovation may improve employees performance as well as productivity.
They are face challenges and critical situations effectively that helps in futures.
It create positive and health social cultural environment with in an organisation that helps
to enhance staff members performance. Dyson Supersonic has invested more than 550 million
dollars on this project. According to expert whether the company has made a good decision or
not by investing huge amount of capital (Bastalich, 2010).
Disruptive innovation is define innovation which may leads in determining new market
which mat leads in improving quality services in most effective manner. By using this model,
Dyson Supersonic Hair Dryer easily create better customers base within their business. Basically
this innovations needs to be more funds to implement in the organization. Sometime it create
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issues and obstacles within their production process. Along with this, it also negatively affect the
overall performance of the company. It can also increase the overall cost of the products and
services which may reduce customers towards the company products. Along with this, by using
this innovation company face various issues and conflicts among superior which may delay the
process of decision making. It negatively impact on brand image of the company by reducing
their market share in market place. This type of innovation also required huge funds to
implement in business organization which may reduce profitability of the business at market
place (Chun, Chung and Bang, 2015).
DISCUSSION OF THEORY AND ITS EXECUTION
In the above question, various aspects and elements along with value, benefits, purpose
and limitation of disruptive innovation theory is being analysed in order to apply this concept on
Dyson Supersonic is evolving new dryer with few modified and advanced features adopting the
new technology of disruption innovation theory. In this part, the research will execute the whole
theory over the product developing for competing the whole service industry products. This
theory is based on the the small improvements made to an organisation service, products,
methods and processes which focus over the productivity, efficiency as well as competitive
differentiation.
As the private sector companies has high innovation in the social and technological sector
which convey the technological spillovers effective benefits. Though, there is less doubt whether
the organisation would benefits society or users by their innovation. Thus, the spillovers from the
disruption innovation is numerous than radical innovation approach. Thus, the organisation
adopted this technique for better commercial value. Innovation exist in entire engineering or
business environment levels (Clausen and Rasmussen, 2011). In order to apply the disruption
theory of innovation, this is essential to develop the product into different dimensions which can
support and contribute the solution and creation, certainly during the evolutionary development.
RESIDE CAPABILITIES
It has been identified that there are three crucial factors which helps in determination of
whether organisation will be successful in the long run or not. These factors play a vital role
when it comes to be embracing and sustaining innovation in an organisation. The capacity of a
business to change according to business environment is taken into consideration with mentioned
capabilities of business such as:
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Resources: Resources defines the capabilities of an organisation and states what a
business can achieved with its operations. A business is equipped with numerous resources
categorised on the grounds of tangibility and intangibility. The tangible resources of business
includes inventories, machineries and technologies and liquid assets which are essential to
perform day-to-day operations along with embracing innovation in an organisation. On the
intangible aspects, there are elements such as design, trade market and copy rights which can be
termed as valuable assets as well. Dyson supersonic is an organisation working to fulfil
beautification needs of people and have been taking assistance from the technological aspects of
people (Cosh and Hughes, 2010). The technology which have been well-emphasized have helped
this organisation into develop a supersonic hair-dryer which have definitely disrupted the
existing market. The technological engineering can be referred to be a major strength for this
organisation and have been successful bringing a revolution in the beautification segment. The
unmatchable features of this products involves controlled heat airflow which helped in bringing
revolution to this industry.
Processes: These are referred to another crucial aspect which helps in entertaining
innovation in respect to an organisation. The process of a business involves practices such as
interaction, communication, coordination and decision making which are being practised within
an organisation. Such processes when undertaken in an organisation in the right manner assures
that product transformation is carried out in the right manner. All these mentioned feature are
important for a business when looking to develop a product with the help of technology. The
processes can be categorised on the formal and informal grounds. Formal processes takes into
consideration action which are defined and documented whereas, informal process focus on the
daily operation which happen to evolve with time (Dyson has tried to make a better hair dryer.
Will people buy it?, 2016). Dyson Supersonic is known to form a right balance between formal
and informal approaches so that so that change could be introduced within organisation in terms
of product. However, the consistency of tasks which are performed by employees tend to hinder
approach to innovation. To counter the same situation, organisation is known to be creating tasks
and activity which enhances numerous skills related to a person so that modification could be
carried out in the ideal manner (Duarte, Goodson and Dougherty, 2014). Dyson supersonic to
undertake additional element of the process such as logistics, manufacturing and customer
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services so that right modification are carried out in terms of product and assists overcoming
business disabilities.
Values: The third components which influence what a company can as well as cannot do
is their values. Corporate values come up with an ethical connotation which one consider the
principles in order to ensure the well-being of their consumer. The main value of Dyson Hair-
dryer in regard of curing the frizz-prone hair. The company's service and product has invested
million on the development and engineering. Hence, the certain product values for capital or
money as well. Hence, this is required for enterprise to develop proper values before disruption
of services which play major role in the development and evolution of enterprise and certain
service.
Execution Process of Disruptive Innovation
 Identify potential innovation opportunities at market place: Sir James Dyson is a British
engineer that find out new opportunities at market place and develop product accordingly
to full fill needs and wants of the potential buyers (Frow and et. al., 2015). He was
clutching devices that he content could change the monotony of bathroom routine in
modern era. Millions of person use contraptions daily which are hideously inefficient,
waste their time etc. There are various issues are arise by using old hair- dryer like
burned scalps, frizz issues and many more. Persons have receive just fine productivity
with standard hair dryer form decades. Because everyday life of people is too common
that is why they are realise there is a some problem. About 92 present individuals of
Britain regularly used hair dryer while 75.5 percent of all women as well as 24.5 percent
men in United States and so on. So that, market have full of opportunities to sell latest
technology hire dryer which are able to full fill customer's demand in an effective
manner. Dyson said there are 103 engineers which are involved in development of
supersonic which are able to taming of over 1,010 miles of person hair dryers and
7,000acoustic test and all team members are tackled care problem like speed, issues,
weight and noise etc. (Gupta and Gupta, 2014). Management of the company develop
strategies to grape this opportunities form market in order to gain high profitability as
well as market position. By thinking about clients who for one reason or another which
are can not consumed by finding different solution and understanding various issues that
consumers having difficulties solving their satisfaction.
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 Formulate and shape ideas: In order to produce new product, management of the
company has develop strategies as well as plan and formulate innovating ideas which are
able to provide competitive advantages at market place. As a prolific patent filer, Dyson
want to save their investment to develop new hair dryer with use several number of
intellectual property right. Through this, firm are able to control product quality as well
as technology which helps to increase market position as compare to their competitors in
specific period of time. The new Dyson's Supersonic Hair Dryer has developed new
Smart Heat Control for managing irreparable damage of hair (Gustafsson, Kristensson
and Witell, 2012). Through adding a thermistor of glass bead before the element of
heating, the management of heat more than 302 degree F 20 times when each and every
second. Balancing the power of airflow along with the management of heat can make the
dryer effective that Dyson Supersonic Hair Dryer has invented. The company has use
motor V9 with fast power of dry without ant dependency on the heat. As this is small in
size, this could proven suitable to control, enable the light as well as hand balanced feel.
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Illustration 1: Innovated technologies used in Dyson Supersonic Hair Dryer, 2017
Source 1: Innovated technologies used in Dyson Supersonic Hair Dryer, 2017

 Building an innovative Capabilities: Through institutionalizing process of innovation in a
manner that makes growth pursuit in routine as well as repeatable. It is to make sure that
internal structure of Dyson Supersonic Hair dryer as well as its process and its external
support of interaction its efforts to make a new enterprise growth. It can be frustrating as
well as time consuming procedure. Dyson Supersonic Hair dryer story of its engineer
starts with the issues as this driers having a very big bulk motors which have to put on
head (Isaksen and Akkermans, 2011). It will the only place where it can be placed. Since
1960s doesn't change the design of hair dryer. They found a best way Dyson digital
motors V9 propels 13 litres of air as per sec, but it is not wider than 27 mm. If the
enterprise have to truly think about the hair dryer they have to understand the science
behind the hair. Dyson Supersonic Hair dryer they have started constructing their
laboratory of hair with their own research as well as development facilities. They have
spend lot in their research as well as they tress a millions of natural hair. The equipments
they are using are not exist so they out establish and build their own. They test on real
hairs and create a shortage process in global. They designed they research and they
developed along with it they test it. Each improvement came from iteration. With their
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Illustration 2: Dyson Supersonic hair Dryer
Source 2: Dyson Supersonic hair Dryer, 2017

Dyson Supersonic Hair dryer they change vacumming and they hand drying as well as
they are changing care of their hair.
 Build an innovation enterprise: Through plan development for making a idea promising
further, assembling and team management to start a stage activities as possible as it can
by maximising chances of success of an uncertain idea along with it teams are
empowered for working a descriptive ides. Dyson Supersonic Hair dryer air temperature
is analysed 20 times at each second automatically. It make hair damage as well as dry it
very frequently. It is the worlds first Dyson Supersonic Hair dryer which is blade less. As
it decline the risk of hairs being intake into motor (Lundsted and Colglazier, 2013). It is
an safer manner to glow their dry hairs. Placing it on the head of dryer as this motor is
placed on handle. It take 20 minutes to make hair thicker as well as longer as it depend on
its quality of their hair dryer. Thus, in order to better airflow, the company has been using
the Dyson Digital Motor V9, 1.06 inch digital Dyson motor spin on minimum 6 times
more quicker than other motors of dryer with half of size and third of the whole weight.
Technology of Air multiplier is also one of the greatest technology which has been used
converted in the high-velocity jet that is able to amplified air three time multiplier. They
have also included Glass bead thermistor with a microprocessor carefully monitoring
elements of double-stacked heating, in which temperature can be scaled 20 times each
second.
Innovation can be managed or controlled by an organisation through measuring and
tracking each and every step of innovation. The output of system of innovation significantly
enhance the brand image. This can accelerate the new consumer, clients or acquisition as scaled
through the new consumer rate acquisition (Moss, 2013). This is quite important to measure the
innovation in order to make the proper managing of whole innovation procedure. The major
thing which is being evaluated at first is behaviour change of individual or organisation to
understand whether the response is positive or negative. After determining the behaviour, proper
communication establishment is essential in order to maintain the relationship with consumer
and other people, as this is required for organisation to form better means of interaction within
the organisation. Through the procedure has its own limitation, there are various
recommendation which can be suggested to company. Disruption innovation aims over radical
disruption of service in the entire market through providing the trade new techniques and
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