University Innovation Report: Analyzing Entrepreneurial Strategies

This report examines the concept of managing innovation through the lens of an entrepreneur, Bruce Jeffreys, who founded GoGet, a car-sharing service in Australia. The report begins by exploring Jeffreys' background and his innovative approach to solving transportation issues. It delves into the insights gained from his entrepreneurial journey, including the importance of identifying societal problems, working towards sustainability, and adapting to market trends. The report then outlines a toolkit for developing the skills necessary for innovation management. This includes organizational skills, goal-oriented approaches, curiosity, and the ability to challenge existing norms, all framed within a SMART framework. The document highlights the importance of continuous learning, adaptability, and a proactive approach to challenges in the dynamic field of entrepreneurship. The report emphasizes the practical application of these skills and the potential impact on future entrepreneurial endeavors.

Running head: MANAGING INNOVATION
Managing Innovation
Name of the Student:
Name of the University:
Author’s Note:

2INNOVATION
Section A
Entrepreneurs are the risk bearers who try to develop their business ideas and carryon
with the same in the long run. Entrepreneurs are the ones who usually try to come up with their
business ideas for the purpose of solving some or the other ongoing issues in the market. This is
mainly because of the fat that they are the ones who want to work independently and initiate
business ideas in a proper manner. I am thankful to all the teachers of my University as they have
helped me to understand about the different qualities that are to be present in an entrepreneur.
However I have come to know that innovation is one of the mist useful things that must be resent
among all the individuals who want to establish themselves as successful entrepreneurs in the
near future.
Why did you select this individual?
There are many talented entrepreneurs or businessmen who are working very hard to
make their business idea to be operated properly. Among all the eminent business or
entrepreneurs I have selected Bruce Jeffreys . I have selected this entrepreneur as I feel that he
has been able to use some of the very useful and innovative ideas in setting up his business. This
is because it was the business idea of Bruce Jeffreys to bring about a kind of innovation in the
transportation and vehicle service for the welfare of the people of Australia (Brixiová, Ncube
and Bicaba 2015). They wanted to make sure that people are being able to get a car sharing
service easily so that they do not have to face any kinds of trouble in travelling from one place to
the other (www.goget.com.au. 2019).
I chose him as my entrepreneurs because I wanted to get some useful tips on the usage of
the innovation models in such a way so that I am able to develop myself as a very successful

3INNOVATION
entrepreneur in the near future. Bruce has a very interesting life history he has been an employee
of both the private and the Government sectors in his earlier life. Apart from this, some parts of
his career has also been spend in the film industry and the film sectors. Istanbul Film Festival in
Turkey is also one of the very influential places where Bruce was able to spend some precious
time of his professional career (Svirina, Zabbarova and Oganisjana 2016). He has been able to
shift his preference from this field to the field of researches in science and technology. Moving
into the NSW State Government’s Sustainability Unit, based within the NSW Department of
Infrastructure, Planning and Natural Resources has been one of the major moves for this
entrepreneur (Souto 2015). He has been able to lead to the foundation of the largest care sharing
facility or car sharing service in Australia. He began this work between the ranges of 2002 to
2003. In the initial stages, he started the company with one of his partner named Nic Lowe.
There were only 12 members and 3 vehicles. However with proper hard work he has been able to
make sure that he is growing his business day by day and also taking it to a very successful level.
What insights did you gain from them?
I have gained some of the very useful lessons from this entrepreneur. I realized that in
order to become an entrepreneur one has to have an in depth knowledge about the different
issues and the problems that are present in the society (Holmberg-Wright and Hribar 2016). It is
because of this reason that entrepreneur will have to understand the ongoing issue and then find
out the right solution for the issue that is currently going on in the organization.
The other useful insight or lesson that I have got from interviewing this entrepreneur is
that one must always try to work for a social cause and help the people of the society. Goget is

4INNOVATION
one of the most well known companies of Australia that tries to solve the problem of the
travelers who have to travel from one part of the country to the other.
I have learned that working by keeping in mind the concept of sustainability and being
able to give back to the people of the community is very useful step for the purpose of making
the planet a better place to live on. Bruce is always trying to work on the different ways in which
he can lead to the sustainable development of different goods and services in order to make sure
that the customers are able to get the pollution free products and also being able to satisfy the
basic needs and demands of the customers. I will also try to make sure that when I grow up I try
to carry on with these lessons and make sure that I am being able to satisfy some of the ongoing
issues going on in the society.
Section B
This interview that I have conducted with the entrepreneur has been very useful for me as
I have been able to get several useful tips of becoming a successful entrepreneur. I have realized
that it is essential to follow a step by step and organized approach so that I am able to maintain
the innovation management skills for a very long term basis. This will be helping me in order to
understand the different strengths and the weaknesses that are actually present within me.
skills Resources
needed
How to
maintain the
skills
Desired out
come
time
organized The resources
needed will be
This skill will
be maintained
This will be
helping the
3months

5INNOVATION
a mentor and
the daily
meetings with
the peers and
the other
colleagues
by staying in a
proper contact
with the
colleagues on
a day to day
basis. This will
be helping in
entrepreneur to
carry on all the
work in a
proper way.
This will help
in maintaining
and preparing
all the to do
lists,
unrecorded
logs and other
such aspect.
Goal oriented
nature
The practical
examples like
the real
workplace
scenarios, the
actual issues
that are
existing in the
society will be
helping the
entrepreneurs
An
entrepreneur
has to keep in
mind that there
will be several
hurdles
coming in the
way, however
at the same
time they ha e
to ensure that
This will help
the
entrepreneur to
shine in the
long run as
they will be
back step in
taking any kind
of challenges or
any risks.
taking up the
3months

6INNOVATION
to take up the
right decision
at the right
time and also
use the proper
innovation
they are being
open to this
and keeping an
attitude to face
all the possible
challenges that
can come up in
their way.
right busies
decision at the
right time is of
utmost
importance.
This can be
done when the
entrepreneur is
keeping a very
bold attitude
and an open
mind to get all
the indifferent
kinds of ideas.
Curious nature An inquisitive
nature must be
inculcated.
This can be
done by be
staying alert
every time
regarding the
different
The skills can
be maintained
by always
staying up for
gaining new
kinds of
knowledge and
also for using
the same in the
A curious
nature is of the
most important
traits of an
entrepreneur.
This is because
they will be
able to use all
the upcoming
3months

7INNOVATION
trends that are
developing in
the market
operational set
up so that the
new business
idea can
actually be run
and maintained
properly. Thus
staying of an
inquisitive or
curious nature
is one of the
most essential
aspect that is
to be present
within a
entrepreneur
and modern
developments
taking place in
the field of
science and
technology.
Challenging The resources
needed will be
the trainings
on decision
making skill, a
very good and
well
The process in
which the
entrepreneurs
can carry on
with this
aspect is by
straying of a
An
entrepreneur
has t challenge
all the age old
and existing
aspects so that
he can develop
3months

8INNOVATION
developed
domain
knowledge
and also a
good level of
confidence.
This will be
helping the
entrepreneur
to understand
about the
different ways
in which he or
she can
challenge or
question the
existing issue
in the market
or the
industrial set
up.
very confident
nature and
having a
strong belief in
their own
ideas.
some new
kinds of
business ideas
for the purpose
of conveying
his customers
to buy the
same.

9INNOVATION
SMART skill framework
skills specific measurable Attainable relevant Time bound
organized This is
specific in
nature as this
is specifically
needed by an
entrepreneur
to carry on
with his work
in a planned
and
organized
manner
One can
measure the
development
of this skill
by taking
reviews from
their
colleagues,
peers and also
from the team
members
This is an
achievable pr
attainable skill
as one will be
ale t organize
themselves in
their work
with proper
practice
Developing this
sill must be
relevant in
nature as this
will be helping
an entrepreneur
to realize that
staying
organized and of
a planned nature
can always help
in carrying on
with a business
idea in a very
good and error
free manner
This is
measurable
in nature as
this can be
measured in
a san if about
3 months
Goal
oriented
nature
This is
specific in
nature as an
entrepreneur
comes to the
This will be
measurable
by seeing the
progress that
the company
This is
attainable as
the
entrepreneur
will have to
This is relevant
as the
employees will
not be able to
attain all the
This will be
attained
within a time
period of
about 3

10INNOVATION
industry with
a particular
business idea
and also to
make sure
that they will
be able to use
the same for
overcoming
any specific
kind of issue
that is
existing in the
society. For
an instance
the
entrepreneur
that has been
discussed in
this
assignment
has started the
concept of car
is making in
the long run.
This can be
measured by
keeping a
close eye on
the market
trends and the
newer needs
and demands
that are
developing
among the
customers
motivate the
other
employees in
order to
achieve the
long term
goals
goals and
objectives
without the
proper guidance
of the
entrepreneur. He
has to make sure
that that he is
always
motivating and
empowering the
employees so
that they can
overcome the
hurdles and
work towards
the achievement
of the overall
company goals
months.
Therefore it
can be said
that is time
bound in
nature

11INNOVATION
share service
in order to
solve the
specific issue
that is the
problem that
people face
while
travelling
from one
place to the
other
Challenging This is
specific as the
entrepreneur
has to be of a
challenging
nature and
make sure
that they are
able to break
he age old
concepts and
It is also
measurable in
nature as the
progress of
the new good
or the service
among the
targeted
customers
will show if
they are
It is also
attainable in
nature as the
entrepreneur
will have to
bring some
kinds of
challenging
ideas in order
to make
customers
This is relevant
in the context of
entrepreneurship
as a business
idea will not be
easily accepted
by the
customers. In
such cases this
will surely turn
out to be a
It can be
attained
within a span
of about
3months

12INNOVATION
then showing
the new ideas
that can
actually solve
the issues of
the
organization
accepting the
challenging
of the new
ideas and the
arrival of the
new ideas
know that
they can use
some new
ideas for
attaining their
service.
challenge for the
entrepreneurs
Curious
nature
This is
specific in
nature
because an
inquisitive or
a questioning
nature has to
be present
among the
entrepreneurs
for getting the
most updated
information
about all the
new
innovations
This will be
measurable in
nature by
seeing the
number of
transactions
that have
been made
after the
initiation of
the new idea
or the new
project in the
organization
This is
attainable as
the
entrepreneurs
will have to
attain their
long-term
goals by
maintaining a
very curious
nature.
This skill is also
relevant in
nature as
curiosity will be
helping the
entrepreneurs to
know about the
actual issue
being faced by
people of the
community and
the actual ways
in which they
will be able to
solve the same.
This is rime
bound as it
can be
achieved by
the
entrepreneurs
by the time
of about 3
months

13INNOVATION
that are taking
place
This can be seen from the section A that Bruce has also been able to utilize all the
necessary skills and qualities in order to develop his business. It must be noted in this context
that he started with his new project or his new initiation with a very noble vision in head. In other
words he wanted to make sure that he is able to solve the problem of the people who have to
travel from their homes to their workplaces every single day (Garud, Gehman and Tharchen
2018). He has been able to realize that people often suffer from the issue of a huge traffic or
other issues on road. This might often lead to the issues like late arrivals on work or on other
places (Shabbir, Shariff and Shahzad 2016). In order to make sure that these issues are being
solve Bruce along with his partner Nic Lowe ked to the foundation of a new car service (Inigo,
Albareda and Ritala 2017).
This is like the car share service which will be helping them to travel from one place in
Australia to the other. By keeping his confidence high and also by making sure that they will be
able to solve the issue by taking the feedbacks of all the customers (Chatterjee and Das 2016).
This will be helping them to understand the new and the modern innovations that they can take
in order to innovate their service in a better way (Todeschini et al. 2017). In the modern day
scenario it has been seen that the Goget Company has become one of the largest car sharing
service in Australia. They have been able to expand their business to a large geographic territory.
The usage of the innovations is very largely visible in this business idea. This is because
of the fact that they have been able to use the IT systems in their business so that it can actually

14INNOVATION
give all the modern facilities to their customers and make sure that they are being able to satisfy
all the needs and demands of their customers. In the current scenario the company has been able
to expand their business service to more number of vehicles and also a vast area of operation. In
the current scenario they have about 3000 vehicles and over 100,000 members and operate in
Melbourne, Sydney, Adelaide, Brisbane and Canberra (www.goget.com.au.2019).
. However this must be noted that being entrepreneurs they have to keep a very open
mind and a risk bearing attitude so that they can actually challenge the age old attitude and can
make sure that people are being able to use the newly developed service that is the car share
service (www.goget.com.au.2019).
Section C
There are many different models and frameworks of innovation that are used in the field
of entrepreneurship. It must be noted that innovation is one of the most useful qualities that must
be present within an individual who wishes to become a well established and ideal entrepreneur
in the near future.
Innovation technique usage Desired output Associated risks example
Disruptive in ovation This
innovation
model is one
that brings
about a new
change by
making or by
The desired
output is
mainly to see
if this new
innovation is
being able to
appeal to any
In the initial
stages there is a
chance that they
will not be
producing any
such significant
or good results.
The advent of
portable
transistor radio
over the old
analogue radio
is a best
example of the

15INNOVATION
treating a
totally new
item or at
times by
disrupting an
ongoing
business
activity or any
particular
product that is
already present
in the market.
particular set
of customers.
For an
example there
is a chance
that the pre
existing set of
customers
might not like
the new
innovative
idea but it
might surely
make an
appeal to the
new
generation of
customers
However in the
long run it will
be seen that the
customers are
getting attracted
to this new
innovation
rather than
sticking to the
old
disruptive
model. This is
because of the
fact that initially
customers did
not really like
the concept of a
small transistor
radio but later
the young
generation
stated using the
same. It was
after the
inclination of
the young
generation of
people that all
the other
customers also
started showing
a major interest
in the same.

16INNOVATION
Sustaining innovation This model of
innovation
refers to the
goods and
services that
are already
exiting in the
market and the
ones that do
not really
create any new
values but help
in adding some
kinds of
additional
features to the
same existing
products.
This
innovation
model is
mainly used
for the purpose
of making
some existing
product better
by adding
some or the
other kinds of
new advanced
aspects
This innovation
model might
not be able to
satisfy the
needs and the
demands of the
customers in the
long run as they
will not be able
to understand
about the slight
changes. Either
the added
changes have to
be huge or at
the same time
the companies
will really have
to focus over
the production
of some items
that can
significantly
All the car
models that are
being developed
are a good
example as they
are jus the new
and the
modernized ,
technologically
advanced
products

17INNOVATION
have some good
appeal to the
targeted
customers.
Radical innovation
model
This is one of
the very
significant
business
innovation
model that
either creates a
totally new
product or
service giving
rise to a
completely
new business
model or also
disrupts the old
and the
existing
business
model.
The desired
output or the
desired
reaction is that
the customers
are able to
taste a totally
new kind of
product or
service that is
being released
into the
market.
There can be a
huge cost
involvement in
the production
of the new
goods or
service. Apart
from this there
can also be the
issue of
acceptance. In
other words,
people might
not like the idea
of using a
totally new
product right in
the beginning.
However with
Salesforce is
considered to be
one of the very
good and
prominent
examples that
has been able to
bring about the
radical change.
This is because
they have been
able to bring a
totally new
service to the
industry by
providing the
software via
web. They have
invented the

18INNOVATION
gradual
improvement
they will surely
be able to
accept the new
product by
looking at the
benefits which
they are getting
from the
consumption of
the new
product.
cloud model that
could was
adopted and
used by so many
IT and also the
software
companies. This
is relevant in
this matter as
this has been
able to bring
about a path
breaking
invention in the
field of
technology
based industries
and the different
ways in which
they actually
carry on with
their business.
Architectural innovation The core This The associated A best example

19INNOVATION
model components of
product remain
the same but
the actual
relationship
between them
changes.
innovation
technique will
help in giving
a new
experience to
the customers
issue is again
the problem of
understanding
and awareness
among people.
People will be
able to
understand the
additional
benefits but
only after the
some time has
passed and they
are being able
to reap the new
and the best
results from the
consumption of
that product.
can be the
walkman from
Sony. The
different
components that
are used I the
device is same
with the only
difference being
that these
components
were used in
some other
products prior to
this.
All the above mentioned models of innovation are used by all the entrepreneurs. As it is
known that the business men or the entrepreneurs are the ones who have to bring about some
new interesting business ideas, consequently the innovation management models and approaches

20INNOVATION
are always used by them. It must be noted that unless the entrepreneurs are following the
innovation techniques they will not be able to understand the issue that is actually prevalent in
the community and the different ways in which the same can be solved. Apart from this the
innovation techniques might also help the entrepreneurs to find out some kinds of new features
that they can actually add to any existing goods or services existing in the market so that it can
generate better values to the targeted customers (Wu et al. 2015). However in order to
understand the innovation technique used by Bruce Jeffreys an interview was conducted, It has
been seen that Bruce is always about to bring some or the other kinds of innovations in his
business ideas so that he can stay updated and can solve all the real issues or the problems that
are being faced by the people of the community.
Goget Australia is the company that has been set up by Bruce Jeffreys in the year 2002
to 2003 in order to provide a car service facility to customers, It is evident that this was a totally
new business idea that was launched by Bruce into the market. Thus the Radical business
innovation model is suitable here. This is because prior to this there were no such car service
facilities available in the market (Souto 2015). Therefore it was really difficult for the people to
always travel from one place to the other for the purpose of job, shopping, school or even the
health and the medical facilities. Therefore finding out the first car share service facility has been
able to appeal to the taste and the preferences of the customers and make sure that they are being
able to work over their problems and getting some kinds of solution from the same.
The other model of innovation that seems appropriate with the business idea of Bruce is
Jeffreys is Architectural model of innovation. This is because of the fact that the product is the
car that already existed in the market (Foss and Saebi 2017). The new service that was started by
Bruce was a car sharing service that would help in carrying more than one person from one place

21INNOVATION
to the other at a low and affordable price. This helped in dividing the price among the users or
the customers and also makes sure that they are being able to take the car from their desired point
of location. Thus it can be said that there was the re-structuring or the reassembling of the
already available technologies in order to help the customers be able to get a totally new kind of
experience or a new kind of product. Cars and GPS tracking systems were already present in the
market but were not being used in the way that Bruce Jeffreys thought of. He was successful in
creating a service facility where customers could enter their location and would be assured that
their car will arrive in order to pick them up and carry on with their journey easily.
Conclusion
Therefore it can be concluded that innovation management is one of the major skills that
has to be present within an individual for the purpose of becoming an ideal entrepreneur. They
will have to keep an open mind and also a risk bearing capability so that they can face all the
different challenges that are coming up in their path in the future days. It has really been a
wonderful experience of being able to take up the interview session with Bruce Jeffreys who is
one of the most eminent and the well known entrepreneurs of all time. This interview has really
helped in enriching the knowledge of entrepreneurship and also the different useful techniques of
innovation management that can help in setting up a proper business in the near future.

22INNOVATION
References
Brixiová, Z., Ncube, M. and Bicaba, Z., 2015. Skills and youth entrepreneurship in Africa:
Analysis with evidence from Swaziland. World Development, 67, pp.11-26.
Chatterjee, N. and Das, N., 2016. A study on the impact of key entrepreneurial skills on business
success of Indian micro-entrepreneurs: A case of Jharkhand region. Global Business Review,
17(1), pp.226-237.
Etzkowitz, H., 2017. Innovation Lodestar: The entrepreneurial university in a stellar knowledge
firmament. Technological Forecasting and Social Change, 123, pp.122-129.
Foss, N.J. and Saebi, T., 2017. Fifteen years of research on business model innovation: how far
have we come, and where should we go?. Journal of Management, 43(1), pp.200-227.
Garud, R., Gehman, J. and Tharchen, T., 2018. Performativity as ongoing journeys: Implications
for strategy, entrepreneurship, and innovation. Long Range Planning, 51(3), pp.500-509.
Guerrero, M. and Urbano, D., 2017. The impact of Triple Helix agents on entrepreneurial
innovations' performance: An inside look at enterprises located in an emerging economy.
Technological Forecasting and Social Change, 119, pp.294-309.
Holmberg-Wright, K. and Hribar, T., 2016. Soft skills–the missing piece for entrepreneurs to
grow a business. American Journal of Management, 16(1).
Inigo, E.A., Albareda, L. and Ritala, P., 2017. Business model innovation for sustainability:
Exploring evolutionary and radical approaches through dynamic capabilities. Industry and
Innovation, 24(5), pp.515-542.

23INNOVATION
Pisano, G.P., 2015. You need an innovation strategy. Harvard Business Review, 93(6), pp.44-54.
Shabbir, M.S., Shariff, M.N.M. and Shahzad, A., 2016. A conceptual development of
entrepreneurial skills and entrepreneurial intentions: A case of IT employees in Pakistan.
International Journal of Academic Research in Business and Social Sciences, 6(3), pp.65-78.
Souto, J.E., 2015. Business model innovation and business concept innovation as the context of
incremental innovation and radical innovation. Tourism Management, 51, pp.142-155.
Souto, J.E., 2015. Business model innovation and business concept innovation as the context of
incremental innovation and radical innovation. Tourism Management, 51, pp.142-155.
Svirina, A., Zabbarova, A. and Oganisjana, K., 2016. Implementing open innovation concept in
social business. Journal of open innovation: Technology, market, and Complexity, 2(4), p.20.
Todeschini, B.V., Cortimiglia, M.N., Callegaro-de-Menezes, D. and Ghezzi, A., 2017.
Innovative and sustainable business models in the fashion industry: Entrepreneurial drivers,
opportunities, and challenges. Business Horizons, 60(6), pp.759-770.
Wu, D., Rosen, D.W., Wang, L. and Schaefer, D., 2015. Cloud-based design and manufacturing:
A new paradigm in digital manufacturing and design innovation. Computer-Aided Design, 59,
pp.1-14.
www.goget.com.au. 2019. www.goget.com.au. [online] Available at:
https://www.goget.com.au/about-us/our-story/ [Accessed 24 Sep. 2019].

24INNOVATION
Bibliography
Antikainen, M. and Valkokari, K., 2016. A framework for sustainable circular business
model innovation. Technology Innovation Management Review, 6(7).
Berends, H., Smits, A., Reymen, I. and Podoynitsyna, K., 2016. Learning while (re)
configuring: Business model innovation processes in established firms. Strategic
Organization, 14(3), pp.181-219.
Cartel, M., Colombero, S. and Boxenbaum, E., 2017. Towards a multimodal model of
theorization processes. In Multimodality, meaning, and institutions (pp. 153-182). Emerald
Publishing Limited.
Christensen, C.M., McDonald, R., Altman, E.J. and Palmer, J., 2016. Disruptive innovation:
Intellectual history and future paths (pp. 1-52). Cambridge, MA: Harvard Business School.
Dijk, M., Wells, P. and Kemp, R., 2016. Will the momentum of the electric car last? Testing
an hypothesis on disruptive innovation. Technological Forecasting and Social Change, 105,
pp.77-88.
Foss, N.J. and Saebi, T., 2018. Business models and business model innovation: Between
wicked and paradigmatic problems. Long Range Planning, 51(1), pp.9-21.
Gabriel, C.A. and Kirkwood, J., 2016. Business models for model businesses: Lessons from
renewable energy entrepreneurs in developing countries. Energy Policy, 95, pp.336-349.
Ghezzi, A. and Cavallo, A., 2018. Agile business model innovation in digital
entrepreneurship: Lean Startup approaches. Journal of business research.

25INNOVATION
Hofman, E., Halman, J.I. and Van Looy, B., 2016. Do design rules facilitate or complicate
architectural innovation in innovation alliance networks?. Research policy, 45(7), pp.1436-
1448.
Huijben, J.C.C.M., Verbong, G.P.J. and Podoynitsyna, K.S., 2016. Mainstreaming solar:
Stretching the regulatory regime through business model innovation. Environmental
Innovation and Societal Transitions, 20, pp.1-15.
Osiyevskyy, O. and Dewald, J., 2015. Explorative versus exploitative business model
change: the cognitive antecedents of firm‐level responses to disruptive innovation. Strategic
Entrepreneurship Journal, 9(1), pp.58-78.
Pisano, G.P., 2015. You need an innovation strategy. Harvard Business Review, 93(6),
pp.44-54.
Saunila, M., 2017. Understanding innovation performance measurement in SMEs. Measuring
Business Excellence, 21(1), pp.1-16.
Schaltegger, S., Lüdeke-Freund, F. and Hansen, E.G., 2016. Business models for
sustainability: A co-evolutionary analysis of sustainable entrepreneurship, innovation, and
transformation. Organization & Environment, 29(3), pp.264-289.
Velu, C. and Jacob, A., 2016. Business model innovation and owner–managers: the
moderating role of competition. R&D Management, 46(3), pp.451-463.
Wells, P., 2018. Degrowth and techno-business model innovation: The case of Riversimple.
Journal of Cleaner Production, 197, pp.1704-1710.

26INNOVATION
Appendices