Innovation and Commercialization Strategies for Ensoft Ltd. UK

This report provides an in-depth analysis of innovation and commercialization strategies within Ensoft, a software company. It explores the importance of innovation compared to invention, highlighting how organizational vision, leadership, culture, and teamwork shape innovation and commercialization. The report examines the 4Ps of innovation (Process, Paradigm, Position, and Product) and the use of the innovation funnel to examine and shape innovative ideas. It further explains developments in frugal innovation and its application within organizational contexts. The importance of the commercial funnel and new product development (NPD) processes for commercializing innovation are discussed, along with building an innovation business case and accessing funding. Finally, the report evaluates tools for developing, retaining, and protecting knowledge and intellectual property within organizations. Desklib provides students access to similar solved assignments and past papers for academic support.

INNOCATION AND
COMMERCIALIZATION

Table of Contents
INTRODUCTION................................................................................................................................2
OVERVIEW OF THE ENSOFT ORGANIZATION...................................................................................3
LO1...................................................................................................................................................4
P1 EXPLAIN INNOVATION AND DETERMINE ITS IMPORTANCE TO ORGANISATIONS IN
COMPARISON WITH INVENTION.................................................................................................4
P2 EXPLAIN HOW ORGANISATIONAL VISION, LEADERSHIP, CULTURE AND TEAMWORK CAN
SHAPE INNOVATION AND COMMERCIALISATION...........................................................................6
LO2...................................................................................................................................................8
P3 EXPLAIN THE 4PS OF INNOVATION AND EXPLAIN THE USE OF THE INNOVATION FUNNEL
TO EXAMINE AND SHAPE INNOVATIVE IDEAS.............................................................................8
...................................................................................................................................................10
P4 EXPLAIN DEVELOPMENTS IN FRUGAL INNOVATION AND PROVIDE EXAMPLES OF HOW IT IS
USED IN AN ORGANISATIONAL CONTEXT.................................................................................11
LO3.................................................................................................................................................13
P5 EXPLAIN THE IMPORTANCE OF THE COMMERCIAL FUNNEL AND THE APPLICATION OF
NEW PRODUCT DEVELOPMENT (NPD) PROCESSING FOR COMMERCIALISATION OF
INNOVATION..............................................................................................................................13
P6 BUILD AN INNOVATION BUSINESS CASE FOR AN ORGANISATION, INCLUDING WAYS TO
ACCESS FUNDING.......................................................................................................................16
LO4.................................................................................................................................................20
P7 EVALUATE THE DIFFERENT TOOLS THAT ORGANISATIONS CAN USE TO DEVELOP, RETAIN
AND PROTECT KNOWLEDGE AND INTELLECTUAL PROPERTY...................................................20
CONCLUSION.................................................................................................................................23
REFERENCES...................................................................................................................................24
1

INTRODUCTION
There is a need for the innovation of the organization whether it is a small or big in order to
bring the growth as well as the expansion of the market. Innovation also helps in surviving in
the competitive world. The advantage of innovation is that it helps in increasing the base of the
customer as well as the loyalty of the customer. This report focuses on the describing the
innovative approach for the small-medium organization of the United Kingdom named Ensoft.
Further, the various types of innovation are explained and the methods needed for protecting
the ideas of the innovation in order to progress the growth. The commercial innovation also
helps in bringing the advantage to the organization.
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OVERVIEW OF THE ENSOFT ORGANIZATION
Ensoft is a software company established in the year of 1985 in Texas. The aim of developing
this company is to solve the complex problems of engineering through the computer. The latest
technology is being used by the Ensoft Organization (Buylen and Christiaens, 2013). Firstly, it
focuses on doing the research in order to solve the complex problems by using structural as
well as the geotechnical engineering. Ensoft helps in providing the services related to the
technology for the customers. The size of the employees is about 70 engineers. This engineer’s
worked for developing the network software. The CEO that is the Chief Executive Officer of the
Ensoft is Jonathan Turnbull who motivated the employees as well as gathers the feedbacks of
the employees in order to expand the growth of the company.
Figure: Ensoft LTD
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LO1
INTRODUCTION
This report focuses on the understanding the concept of innovation so that its importance can
be used in the Ensoft organization. Also, the comparison of the innovation is done with the
invention to clearly understand the difference.
BODY
P1 EXPLAIN INNOVATION AND DETERMINE ITS IMPORTANCE TO
ORGANISATIONS IN COMPARISON WITH INVENTION
Innovation is the introduction of new ideas so that the sales of the organization can be
increased. Innovation involves the two steps that are either improving the existing product by
doing modifications in it or introducing the completely new product. For implementing the
innovation, it is required that the organisation must conduct the market research. The
advantage of doing the market research helps in analysing the market as a whole which consists
of the competitor as well as the consumer (Chesbrough, 2010). The new approach is being built
by the innovation by increasing the creativity. Innovation leads to the organisation at the higher
level. This level is very difficult to achieve in the market as it involves efficient work as well as
the smart work. The two aspects of the innovation are the communication and the technology
which plays a key role in it.
Innovation creates chances of becoming more popular in the market. This popularity is
achieved by the having proper communication with the consumer as well as the market
associates. The aspects of innovation provide a step for the organisation for obtaining the
growth as well as the success (Jaffe and Lerner, 2011). Further, the survival of the organisation
in the market is highly dependent on the innovation strategies and approaches being
implemented in the organisation. Innovation not only applies to the products but also applies to
the management department of the organisation. The further advantage of the innovation is
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the increased ROI of the shareholders. The value of the business is being increased with the
help of innovation. The lifecycle of the product further gets increased.
COMPARISON OF INNOVATION AND INVENTION
BASIS INNOVATION INVENTION
Definition Innovation means doing the
creativity in the products and
services in order to enhance
the sale.
Invention means the
discovery or the invention of
the new thing.
Skills Practical skills implementation
is required for it (Kline and
Rosenberg, 2010).
Scientific skills are required
for it.
Knowledge Technical knowledge is
essential for the innovation.
Scientific knowledge is
essential for the invention
(Ram, 2010).
Applicable to It is applicable to the multiple
processes and the product.
It takes into account the
single process or the product.
Advantages The advantage of doing
innovation in business leads
to the creation of the value of
the organisation (Ariga, et al.
2013).
The advantage of doing
invention helps in the new
discovery on the planet.
Happens It happens because of the
realization of the need.
It happens because of the
thoughts striking on a mind of
the scientist (Kerr and Lincoln,
2010).
Activities The activities are concerned
with the organization.
The activities are concerned
with the research
department.
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Commercialization Innovation results in the
commercialization.
The invention may not result
into a commercialization.
Motive The motive of innovation is
economic.
The motive of the invention
may be economic or non-
economic.
P2 EXPLAIN HOW ORGANISATIONAL VISION, LEADERSHIP, CULTURE
AND TEAMWORK CAN SHAPE INNOVATION AND COMMERCIALISATION
The organisational culture is the culture possessed by the organization in the environment of its
own. These cultures are associated socially and psychologically and these cultures include the
value and the behaviour. The culture of the organization is further affected by the employees
of an organization and results in influencing the organization. The positive effect will be there
through the innovation on the organizational culture. The collaboration of the working in such a
cultural atmosphere will help in bringing the goals of the organization (Goetsch and Davis,
2014). The organisational vision describes the future perspective of the organization as well as
the set of goals and the objectives. The vision of the Ensoft is to solve and encounters the
challenges of the software engineering. Ensoft believes in the principle of combining the human
intelligence with the powerful and advanced level tools so that the complexity of the software
can be solved easily (Cameron and Quinn, 2011). This vision can be accomplished through
implementing the innovation. The organisational leadership qualities focus on building the
opportunities to expand the business further with the help of an efficient and powerful
teamwork. The organisational teamwork helps in utilizing the knowledge of the various
employees of the organization by taking their opinions and the thought process. Involvement of
the employees in the decisions of the organizations helps in motivating them and being valued
by the organization.
Innovation will bring the technical advancement in the organization of the Ensoft so that the
engineers of the organization (Liao, et al. 2012). The issues concerned with the engineers of the
organization can be solved by motivating them as well as discussing their problem concerned
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with the work. The innovation helps in bringing the numerous opportunities to the engineers
for expanding their growth as well as the organization growth.
CONCLUSION
The above report helps in understanding the Ensoft vision, culture, leadership, and the
teamwork for shaping the innovation and commercialization in the organization in order to
develop the innovative ideas for the development of the technical services to the customer so
that the customers can be increased and also the market share.
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LO2
INTRODUCTION
This report focuses on the understanding the 4P’s of innovation that will be useful in the Ensoft
organization for further growth of the business across the UK. The application of the innovation
funnel is described in order to shape the ideas of innovation.
BODY
P3 EXPLAIN THE 4PS OF INNOVATION AND EXPLAIN THE USE OF THE
INNOVATION FUNNEL TO EXAMINE AND SHAPE INNOVATIVE IDEAS
The 4 P’s of innovation is developed for doing the analysis of the innovation strategy adopted
by the organization. The 4 P’s of innovation helps in improving the process of innovation so that
growth of the organization can be attained. The four P’s of innovation are described below:
Figure: 4 P’s of Innovation
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Source: Glasbergen, 2017
Process Innovation
Process innovation is concerned with the different steps needed in the creation and the
delivering of the products and the services. The aim of process innovation is to use the inbuilt
products by doing modification in it in order to bring out the innovation in the processes.
Paradigm Innovation
Paradigms are actually the mental models which the organization uses to functions the business
activities smoothly. The modifications in the mental model are done for affecting the
functioning of the organization.
Position Innovation
Position innovation is concerned with the principle of relocating the existing product in order to
bring out the new in the market (Buisson and Silberzahn, 2010). The position innovation is
being done so that the lifestyle of the people can be improved. Position innovation helps in
doing the rebranding of the products as well as the services of the organization.
Product Innovation
Product innovation is concerned with the modifying the existing products so that the product
quality can be made better in fascinating the customers (Gunday, et al. 2011). Innovation in the
products is required for the organization so that the standard of the organization can be raised
in the market.
USE OF INNOVATION FUNNEL TO EXAMINE AND SHAPE INNOVATIVE IDEAS
The innovation funnel helps in managing the process of the new product development. The
working of the innovation funnel is described below:
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Figure: Innovation Funnel
Source: Admin, 2010.
The first step of the innovation funnel helps in acquiring the ideas from the numerous sources
available in the market. These sources are identified through the analysis of the market by the
organization which includes the knowledge of the customer, as well as finding an opportunity
for the organization in the market. After doing the analysis, opportunity for an organization
analysed (Vanhaverbeke, 2013). These different sources of ideas go through the several gates
of the innovation funnel. This innovation funnel consists of the different gates namely the
development gate, teat gate, assessment gate, etc. The idea of bringing the different gate helps
in estimating the required idea needed by the organization. These gates serve a purpose of
identifying the correct as well as the incorrect idea according to the strategy and the
opportunity needed by the organization (Hakkarainen and Talonen, 2014). The incorrect ideas
are identified and are sent back into the database as they are of no use in the present time but
can be utilized effectively in the future. The correct idea goes through the evaluation gate in
order to evaluate the idea. Then there comes the test gate which helps in testing the obtained
idea for various problems in the market and lastly, the launching is done for the
implementation of the idea.
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P4 EXPLAIN DEVELOPMENTS IN FRUGAL INNOVATION AND PROVIDE
EXAMPLES OF HOW IT IS USED IN AN ORGANISATIONAL CONTEXT
Frugal innovation helps in minimizing the cost concerned with the products as well as the level
of the complexity. Generally, the frugal innovation focuses on extracting those features from
the product which are not needed for it and causes an increase in the coast of the product. The
frugal innovation helps in increasing the efficiency of the products and the services of the
organization (Radjou, et al. 2012). Theory of frugal engineering is used for describing the
concept of frugal engineering. Further, the focus of the frugal innovation helps in estimating the
desired needs of the middle-class people so that they can buy the products of the organization
at their range. The organization uses the frugal innovation in the following ways:
Needs of the Customer
The frugal innovation helps in realising the demands of the people concerned with the
organization so that the organization can value the money of the consumers. This is
implemented by the organization to ensure that the products fulfil the needs of the customer.
Identification of the Barriers for the Organization
The organization encountered the barriers which affect the business of the organization. Frugal
innovation does this very effectively so that innovation can be done by increasing the
competitive advantage.
The building of New Ideas
The building of new ideas helps in increasing the market share of the organization in the
market. These new ideas also help in surviving in the market (Agarwal and Brem, 2012). New
ideas are developed by thinking of doing the modification in the ideas implemented earlier so
that the loyalty of the customer can be built.
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