Innovation and Commercialisation Report: EE Limited, Semester 1

This report delves into the concepts of innovation and commercialization within the context of EE Limited, a major telecommunications company. It begins by defining innovation and invention, differentiating between the two, and highlighting the benefits of adopting innovative techniques. The report then explores the significance of organizational vision, leadership, culture, and teamwork in fostering innovation, emphasizing how these elements contribute to achieving organizational goals. It further examines the application of the 4Ps of innovation (product, process, position, paradigm) and their practical use within a business setting. The report also discusses frugal development, its importance, and how it can be implemented to create cost-effective products. The commercial funnel and innovation business case are analyzed, providing insights into the process of bringing innovative ideas to market. Finally, the report considers tools for knowledge retention within an organization, concluding with a comprehensive overview of the key findings and implications for EE Limited and similar businesses.

INNOVATION AND
COMMERCIALISATION

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Explain Innovation and invention .........................................................................................1
P2 Organisational vision, leadership, culture, teamwork and innovation ..................................2
M1...............................................................................................................................................4
D1................................................................................................................................................4
TASK 2............................................................................................................................................4
P3 Innovation 4P's and their use.................................................................................................4
P4 Frugal development and its importance.................................................................................6
M2...............................................................................................................................................7
M3...............................................................................................................................................7
TASK 3............................................................................................................................................7
P5 Commercial funnel and its importance..................................................................................7
P6 Innovation business case........................................................................................................8
D2................................................................................................................................................8
TASK 4............................................................................................................................................9
P7 Tools that an organisation use to retain knowledge...............................................................9
M5...............................................................................................................................................9
CONCLUSION................................................................................................................................9

INTRODUCTION
Innovation is a process through which an organisation produces something new with the
available resources which is equipped with giving more advantageous and enhanced outcomes to
administration. Change may be brought in technique, commodity, procedure or arrangement of
present framework which is superior to the current one. Invention than is totally an alternate idea
which comes about into presentation of completely another direction or service (Aarikka-
Stenroos and Sandberg, 2012). EE limited is one of the biggest organisation in portable working
of Britain that has given the most recent innovation facilities to its customers. Given study is set
up keeping in mind the end goal to comprehend the significance of changes in the concerned
enterprise and in what manner it varies from invention will likewise be talked about in depth.
Thereafter, different ideas identified with this concept like frugal alterations, 4ps of same and
advancement funnel, are given which improve understanding of user about how this concept can
be actualize in the current operations of an enterprise and developments can be experienced.
TASK 1
P1 Explain Innovation and invention
Innovation is a diverse concept as it has various applications in the day to day operations
of an enterprise. It is a successful technique which assist management in exploring better ideas
which can bring development and expansion in the various operations performed at the work
place. By applying to the innovative techniques the refereed organisation can increase its
revenues, get better access to larger market share etc. Innovation can be done in different ways
like in case when alteration is done in the preset working procedures than it is refereed as a
technological innovation (Wonglimpiyarat, 2010). Apart from this alteration can also be brought
in the present supply or business models to observe change in the productive. It is generally seen
that the concept of innovation is considered as same as of invention which is not true. In case if
both of them are same than invention should not bring much change in the present cost of
production to company as when invention is done higher financial resource need to be invested
which ultimately increases total cost. By adopting the innovative technique EE limited can
provide better services to its customers which will further raise the customer satisfaction level
1

and hence the goodwill will rise to a great extent. Different benefits of adopting to the innovative
techniques are as follows:
 Advantage of global entrepreneurship movements – Growth in every sector is taking
place at a fast pace. Therefore it has become important that with the change in external
surroundings modifications should be done in the organisation so that competitive
advantage can be achieved (Bagchi-Sen, 2007).
 Flowing with advances in technology – Digitalisation is an example which has proved
to be blessing for today's business world. With the assistance of it better work can be
carried out and effective communication among various levels can be established.
 Fresh manner of conducting different activities – Due to the increase in demand and
competition it has become necessary that such technology is used which has the capacity
of increasing production capacity.
The difference between innovation and invention can be analysed through the table given below:
Innovation Invention
Bring change in the existing code of conduct Brings an entire new technique of practising
operations
It does not require much of finance to be
invested
Invention results into increase in cost of an
organisation
It results into a product that better satisfies the
customer.
It gives a novel product or procedure to be
conducted.
P2 Organisational vision, leadership, culture, teamwork and innovation
An association ought to present their future goals which aid to
accomplish their individual target and objectives in extremely proper and
productive way. Representatives of the organization requests to know the
essentialness of the advancement which really help them to translate and
comprehend the utilization of the changes of the item benefits. They should
need to determine the issues which is raised by the customer and identified
with the advancement. They have to give the correct heading to their
representatives which really help them to accomplish their in demand
2

objectives and targets. Apple Inc. administer the capacity of the labourer
and abilities through which they locate the talented representatives which
can play the role in the suitable way alongside dealing with their other
collaborators (Bogers and West, 2010).
Mission :- The concern association principle mission is to fulfil the future
goals and in addition the current objectives in the specific period of time.
This advancement fundamentally help them finish every one of the
objectives which requests to be accomplished in a set time frame.
Vision:- Vision associates with the long time objectives which each
association consider for their incredible development. It as of now has the
coveted targets which comprise of the present monetary position of the EE
limited organization that need to finish in the future. There is vision of the
association which give a portion of the propelled innovation items to their
customers. Some advancement may give the design of business
development and assist to the accomplishment of goals that are set for
future (Bogers and West, 2012).
Authority – The best administration of the organization leads for the
advancement by doing different overview and research. Through which they
receive the thought regarding the present and in addition future patterns in
the business condition. These supervisors give the right route to their
organization and energize and also inspire their workers so they can finish
the goals viably and proficiently. This development prompts the new items
which shape the products.
Collaboration:- When the quantity of representatives work out and out for
a similar goal and mission in extremely compelling manner to fulfil same
objectives alludes to the cooperation. It enhances the abilities and learning
of the imaginative merchandise and enterprises by offering the plans to the
next co workers. This group works helps in enhancing the coordination in
the middle of the divisions and the specialists inside the organization. Apple
Inc. organization disseminate and apportion the work to each group so that
they can concentrate on the group in exceptionally compelling way.
3

Cooperation by and large aides in persuading the representatives for
accomplishing their regarded target. The referred organization additionally
receive this strategy for cooperation and relegate every task to the groups
which will be more valuable for the organization and associations. They
ought to likewise advance the new items which more often gives the high
calibre of the advance and improvement (Ettlie and Rosenthal, 2012).
Culture:- It is critical factor to make accessible the great workplace and
conditions to the representatives so that they complete their assigned work
in an effective manner. It performs an important part in the advancement
of the organization if the individual does not play out the assignment in the
great way then he/she will confront the fulfilment from the activity.
Development assist in changing the way of life by presenting and propelling
new units and administrations in the surroundings.
M1
Innovation is an effective tool which can help the refereed
organisation in increasing its quality of output and can also assist in
controlling the total cost of production. EE limited with the help of this
technique can come up with new products in the market which will further
help in improving the brand image.
D1
As per the Godin, 2012 innovation can be made effective at work place
by bringing change in the existing code of conduct which are capable of
providing better and developed results.
TASK 2
P3 Innovation 4P's and their use
Different P's of innovation shows that in what areas changes can eb doe and hence
Commodity advancement - It alludes to the presentation of new administrations
alongside items or make change in the current merchandise by including some extra highlights
and administrations. EE limited conducts a statistical surveying on the tastes and furthermore
needs of buyers with the goal that accordingly changes can be implemented. The creation, fund,
4

operations, advertising all sections are cooperating and develop thought to improve quality of
offerings and creating its more demand. EE limited embraces propelled innovation for improving
the nature of items.
Process development - To enhance in the standards of production, firm needs to make
change in the method through which a product is being produced. From utilizing most recent and
propelled apparatuses and innovation, organization can expand standards of commodity. It will
further assist in improving the business efficiency (Gambardella and McGahan, 2010).
Position – Under it this is demanded that the refereed organisation re-position the current
items, innovation, process and so on in a successful way. Along with this, roll out improvements
in the specific assembling process and from this the items can be taken note.
Paradigm – This is in context to the companies shape and structure. On the off chance
that the structure of firm will be great then it will be useful for business and staff individuals will
work appropriately during their working hours.
Innovation funnel alludes to a few stages which are vital in growing new items or any
sort of procedure. The principle point of advancement is to create merchandise that can take care
of with the demand of market or can fulfil the necessities and inclinations of clients. It gives a
graphic structure to the development with respect to making other option. In this , three stages
are included:
Broad opening of funnel - At this point, EE ltd. expand its data and the information
grounds. Its fundamental object is to assemble numerous different thoughts in a most ideal way.
On the off chance the thoughts will be all the more at that point there will be simple in making
new commodities. This organisation gather message and information with the assistance of its
rivals, colleges, business foundations, current accomplices and many more like options.
Narrow subdivision of funnel – After the preceding level, during this firm needs to run
with the way toward screening. Through this administration can calculate the thoughts with the
targets of association. Organization ought to dependably utilize the great assets. On reaching to
this stage, it is important to test administrations and products with the customers (Godin, 2012).
Limit fragment of funnel - It is the final level and association guarantee that picked
thought conveys on points and objectives that are incorporated at the beginning of concern. This
5

is the point where organization present its item in the surrounding in a compelling and
impressive way.
(Source – Innovation Funnel, 2016)
P4 Frugal development and its importance
This is the model which diminish the multifaceted nature of specific products and the
offerings. In the given organization they reproduce and build up a portion of the business
networking sites and with this concept they additionally overhaul and make them more
productive. With the help of this techniques company gives more sensible and moderate products
for the intended interest group in extremely viable and maintainable way. This really enable
them in making due in the industry which faces immense of competition. Alongside this there are
distinctive assets which gives the different basic strategies that helps in the advancement. Some
of the major changes are as follows:
 Down in the estimation of items :- It follows the procedure in which reduction in the
estimation of merchandise and ventures is observed. It is in help of the immense and
latest devices and innovations (Huizingh, 2011). This will be more sensible and
economical for the purchaser. Along these lines, through this strategy company likewise
enhance the deals and negligible benefit for the organization. In the event that the EE
limited organization diminish the esteem cost of the item then it will naturally tends to
bargain crude material with the low value esteem.
 Appropriation of the exchange great line :- The refereed organisation presented a
portion of the new innovation in exceptionally inventive path for their buyers in the
6

business surroundings. This will naturally help them for the practical thought which help
to the association in spite of the fact that they can likewise raise their products line and
convey every one of them at the equivalent numbers. Through this they additionally
match and get the development of the organization.
 Help to development and their aggregate property :- This is exceptionally essential
way and technique for the given enterprise. This really help them to keep up their pride,
altruism by refreshing their merchandise and ventures with a specific end goal to meet the
systematized so through this they can fulfil to their objective customer. This advancement
additionally helps in expanding their peripheral benefit by their new innovative item in
the focused business condition (KimAnd et. al., 2011). This most recent items give
satisfaction to their customers by giving them new web services and networking sites
which are efficient in their field, additionally with a good speed which further adds to the
satisfaction level (Thore, 2012).
M2
With an assistance of innovation funnel the extra cost which can be evaluated is reduced
to minimum. Through this system the procedure is monitored which eliminates the wastage and
bring efficiency at work place.
M3
By adopting to the frugal concept satisfaction level of various customers is raised as
benefits associated with a particular commodity are raised which further increases demand for
same.
TASK 3
P5 Commercial funnel and its importance
Since aggregate business of refereed organization develops by utilizing the procedure of
marketed funnel it has extraordinary role in the business world. Through this administration is
furnished with the way toward making change in the present administrations so compelling
outcomes can be accomplished. Following are the distinctive significance of this idea which can
not be wiped out from EE constrained:
 Directing the projects identified with investigation – Keeping in mind the end goal to
make modifications it is critical that all the required data are assembled so appropriately
7

administration can design their future action. With the assistance of business pipe this
information can be given totally.
 Increment in quality - When generation is finished utilizing the given idea last yield is
of better quality and can give more fulfilment to the purchasers (Walsh, 2012).
 Keep away from wastage – When a legitimate set example is streamed to do the
operation misfortune can be lessened of assets as designation of each is finished with
taking much care.
 Moderate cost – As the generation is finished with keeping the control over aggregate
cost administration is equipped for offering the items at an exceptionally lessened cost.
This expansion the acquiring energy of different clients (Lindič and et. al., 2011).
So as to catch new customers EE restricted necessities to take after a set procedure for the
advancement of their current items which is given advance insightful beneath:
 Assessment of alternatives – Once through the procedure of examination and
improvement organization gets every single accessible choice there is have to do the
screening of every with the goal that it can be presumed what choice offers most extreme
preferred standpoint to the association.
 Checking and advancement – At this stage every one of the snags that may happen
amid the improvement procedure are recognized with the goal that future issues can be
dispensed with (Lindič and et. al., 2011)
 Ware improvement – After the above advances are finished phase of work done is
accomplished. To this stage component upliftment is done to provide in the market.
P6 Innovation business case
The given organisation works towards enhancing its projects as new technology products
are launched by it and presented before costumers. Various steps that guarantees innovation are
as follows:
 Summary – With the help of new code of conduct the given organisation is successful in
giving effective services to its costumers. Improved products are offered which further
add customer satisfaction.
 Need – As the company is dealing in business that need high efficiency innovation
helped the same in achieving its objective. With the help of new techniques it is
8

successful in increasing its efficiency level s that customer can take the advantage from
developed network (Rafinejad, 2007).
 Solution – By working on the speed and range of networks the given company
established its goodwill and hence reaches to a greater market.
Assistance from different areas is taken like the available options are first evaluated and than
screening of same is done through which the best option is selected. Thereafter the process of
screening is done so that it is examined that weather the chosen option is effective or not. Lastly,
the code of conduct is developed and communicated to work force so that desired objectives are
achieved (Schoonmaker and Carayannis, 2010)
D2
It is observed that the process of innovation is a complex process which is difficult to
implement in case where company is dealing with several products. By implementing this
function total brand image of an enterprise reaches to another level which further helps in
achieving competitive advantage.
TASK 4
P7 Tools that an organisation use to retain knowledge
There are different tools which can be utilised in order to protect the data and other
valuable assets of the company. Some of them are discussed below in detail:
 Licenses – They are acquired by the diverse organizations and once it is received by a
specific organization it can not be replicated by some other firm (Teece, 2010)
 Copyright – Once a specific organization take a copyright of any capacity than it winds
up plainly legitimate for it to utilize the same and it can not be used by another unit. It
can not be seen but rather specialist can be delighted in by the organization having the
duplicate right.
 Trademarks – Every association has their own particular distinctive images which turns
into a method of recognizable proof for the same. At whatever point a trademark is
chosen organization needs to do its enrolment as without getting enlisted it has no
legitimate esteem. It is watched commonly that individuals don't perceive organization by
their name yet by its trademark in this manner it is essential that it ought to be alluring
and clear to the customers (Snow and et. al., 2011).
9

M5
In the given organisation use of trademarks is done which makes it different from the
other similar brands. This trademark of the company is an identity which help in recognising
companies services.
CONCLUSION
From above report it is summarised that innovation is of great importance to the
company. By adopting to this technique an enterprise can increase its productivity by bringing
less change in the total cost. This concept assist in utilizing the available resources to their full
capacity. Concepts like frugal and funnel were also discussed which shows how they play help in
taking correct decision by the management.
10

11

12

Innovation Funnel, 2016. Available through
<https://www.ifm.eng.cam.ac.uk/research/dstools/innovation-funnel/>. [Accessed on 28th
September 2017]
13

14

15