HND Business Unit 8: Innovation and Commercialisation Report

This report analyzes innovation and commercialization, focusing on a case study of Samsung. It differentiates between invention and innovation, emphasizing their significance in a competitive market. The report explores the influence of innovation on organizational vision, leadership, culture, and teamwork, referencing models like Charles Handy's cultural model and Bruce Tuckman's teamwork model. It details the 4 P's of innovation (Position, Product, Process, Paradigm) and discusses developments in frugal innovation. The report also covers the commercial funnel, new product development (NDP), and the development of an innovation business case. Finally, it examines tools organizations can use to develop, retain, and protect knowledge. The report provides a comprehensive overview of innovation strategies and their practical application within a business context.

UNIT 8: INNOVATION AND
COMMERCIALISATION

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Differentiation between invention and innovation.................................................................3
P 2 Influence of Innovation in Shaping Vision, Leadership, Culture and Teamwork.................4
LO 2.................................................................................................................................................5
P 3 the 4 P’s of innovation...........................................................................................................5
P 4 Developments in frugal innovation.......................................................................................6
LO 3.................................................................................................................................................7
P 5 Commercial funnel and the application of new product development (NDP)......................7
P 6 Innovation business case........................................................................................................8
LO 4.................................................................................................................................................9
P 7 Tools that organization can use to develop, retain and protect knowledge...........................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Innovation is getting in imagination and new ideas in an organization’s product or service
which is going to add value and uniqueness in the business. Commercialization is making the
products be able to increase the sales and get competitive advantage in the organization.
Samsung is a private owned organization which is having its headquarters in Seoul, Korea and is
serving worldwide. There are more than 320,671 employees working in the organization which
is making the productivity and operations of the organization be well maintained. Samsung got
in a lot of changes in the organization since it started working in the market which is a great
factor for the overall working of the organization. The company has right experience to be able
to develop and work in the market accordingly as well and make the right changes to be able to
develop effectively. The report is going to consist of innovation and invention which
organization is getting in the market and the methods, frameworks and measures which the
organization is going to analyse before making a place for their products in the market.
LO 1
P1 Differentiation between invention and innovation
Invention and innovation
Innovation is adding value and enhancing the feasibility in the market so that the
organization can gain competitive advantage and invention is getting in or introducing a new
product or service which is unique in its nature and has not been used in the market earlier.
Significance of innovation
The customers want new ideas and change in the products and services which are present
in the market which businesses have to consider. Samsung is one of those companies which likes
to get in the changes according to customers and invests a lot of revenue in order to make this a
success (Polzin, von Flotow and Klerkx, 2016). The company has to match the satisfaction and
expectations of the customers only then the products and services will be able to have a higher
performance in the market.

Innovation Invention
After a certain time the products and services
loss their charm in the market which is why
innovation is done in them so that the
customers are going to remain attracted to the
products in the market. The quality, design, or
any other aspect of the products and services is
improved.
Introducing new products and services in the
market so that the organization will be able to
attract more customers. There is going to be
higher loyalty of the customers as well in the
organization which is good for the profitability
in the market as well.
Right skills and knowledge in the so that there
is going to be higher performance. The
company has got in slimmer, cheaper, more
colours, etc features in the existing products
and services so that the customers are going to
be loyal to the organization (Žižka and et.al.,
2018).
It is important for the businesses in the market
to be able to gain the satisfaction level of the
customers and add unique identity as well in
the organization. Wireless data transfer is new
invention which Samsung has made in the
products and targeting the business customers
so that they will be able to transfer data faster.
Innovation is getting is changes in the existing product while invention is getting a new
product in the market all together. Invention gets in unique identity for the company in the
market which is going to make the company be able to develop and work effectively in the
market. Innovation takes places according to the customers and their feedbacks but invention is
getting in higher lifestyle satisfaction for the customers which is going to be good for a longer
run.
Sources of innovation as a core process in a specific company
For innovation to be able to take place in an organization the company will have to
understand the market effectively so that the changes are going to match the expectations and
needs of the customers. Threats and opportunities have to be well analysed and decisions have to
be made accordingly so that there are going to be higher working performance that the
organization is going to have. New knowledge and process needs of the clients have to be
matched so that the company will be able to have higher demographical changes which are going
to come in Samsung. It is from place to place that the products and services of Samsung are
going to vary making the company be able to have higher working.

P 2 Influence of Innovation in Shaping Vision, Leadership, Culture and Teamwork
Innovation is going to influence leadership, culture, teamwork and vision of the
organization which is going to make the organization have a better functioning and direction in
the organization which is going to make the company have higher profitability.
 Culture
Charles Handy’s has given the culture model which is going to make there better understand.
There has to be higher uniqueness in the organization and superiors must monitor them so that
there is going to be higher performance. There are skills and experience which all the employees
have and they must be shared with one another so that the performance and working is going to
be better (Azarmi, 2016). Treatment to all the employees must be present so that there is going to
be loyalty of the employees in the organization which is a very important factor for
sustainability. Samsung is having effective and good cultural environment for the workforce to
work within which is going to make the performance level be higher.
 Teamwork
Samsung is using Bruce Tuckman team work model which is going to make the organization
have higher innovation and invention take place. There are four stages which are present in this
model which are forming, storming, performing, adjourning and norming which is going to be
discussed. The employees must have transparency and informed about all the changes. There are
going to be conflicts but there has to be a common ground which needs to be found so that the
organization is going to have higher performance. More ideas and creativity can come out of
conflicts which Samsung can use for higher satisfaction level of the customers and employees.
Drawback of this model is that it is time consuming which is why the managers and leaders will
have to monitor and control the employees so that this model can be implemented effectively.
Changes gets in conflicts and problems for the operations in Samsung which are dealt with
effectively since there are higher working which is present.
 Leadership
There is democratic style which is being followed in Samsung so that all the employees can
have a say in the decision making and the changes will be able to come in the organization

effectively. The competition in the market is high and increasing as well which is why the
organization will have to find ways in which they can make the organization get higher
competitive advantage (Bilandzic, Foth and Hearn, 2018). There has to be fairness and
distribution of work should be done effectively so that there is going to be higher satisfaction of
all the employees.
 Vision
The vision of Samsung is to get in competitive advantage by getting in innovation and
invention so that the company will be able to match the expectation and lifestyle of the
customers. There is a standard and reputation which Samsung has set for them in the market and
they have to be maintained. There is a victory celebration as well for the employees of the
organization so that higher performance of them can be sustained in the business.
LO 2
P 3 the 4 P’s of innovation
Joe Tidd and John Bessant have given 4 P’s of innovation which is going to be discussed
in the further report so that Samsung will be able to operate effectively and efficiently in the
market.
 Position
To understand what changes has to be got in, it is important to have a strong customer
relation. Digital tools are going to be used and improved upon by Samsung so that they can
increase the satisfaction level. Trust and loyalty of the customers will have to be gained by
having a strong base in the market. Innovated and invented products and services of Samsung
have to be placed effectively in market so that the company would be able to gain competitive
advantage and reach out to the customers on time as well.
 Product
Understanding of the products of Samsung in the market is high of the business which is
why they are being able to improve accordingly. There are group discussions and opinions of all
the members are being taken so that wireless data transfer can make a place in the market

effectively. The system which Samsung is coming up with is going to attract a lot of business
class in the organization which is a great advantage which the organization is having for them in
the market (Tranekjer, 2017). Products are going to match the clients and the reputation of
Samsung in the market so that there are going to be higher working and performance which the
company is going to have.
 Process
Preparation of services and products has to be included in this stage and the right skills and
experienced employees have to be selected for the work. Training and development must be
provided so that the work can be done matching the standards and reputation of the organization.
The trends of the customers is shifting and changing with time and they need to be matched so
that the organization is going to have higher performance which is going to be present.
 Paradigm
There are a lot of challenges which are going to come in business to be able to match the
expectations of the customers because the trends are changing rapidly. Samsung is having a
strong portfolio and experience of dealing with the customers therefore they improve their
products effectively in the market so that there is going to be higher performance which is going
to be present. There are a lot of obstacles which rise for a company and they must be overcome
effectively so that the company would be able to develop effectively and efficiently in the
market.
P 4 Developments in frugal innovation
Frugal innovation is a very cost friendly method which is adopted by Samsung which is
going to make the manufacturing of the company be effective as well as the complexity in the
market reduce. Frugal innovation is a process which helps the company be able to eliminate the
unrequested processing and operations in products and services which is going to make the
economic factor be in benefit of the organization. This is a very applicable method which can be
used for cars and phones in the market. The prices of the products have to be low in the market
only then the products will be able to capture the attention of the customers in the multinational
market which is a very good strategy being used by Samsung in the market. The daily
manufacturing of the product will have to increase because targeted audience is business class

and their demand for this feature is very high (Wonglimpiyarat and Chandrachai, 2016).
Technological changes are also taking place which Samsung will have to adapt and invest in as
well and this is going to make the company have higher performance in the market. For example,
Trucks was a product of Mercedes and the company could not make profit from this factor
therefore they sold the product to Tata which is an Indian brand. Tata used frugal innovation and
make the product a success in the market and globally as well.
Samsung will have to make plans according to the demands of the customers and
operations have to be improved as well so that there is going to be a higher level of satisfaction
of the customers. There is going to be a need of experienced workforce and motivation in them
as well when there are so much of technological changes which are taking place in the market to
make the productivity and operations increase in the market. Threats of competitors in the
market have also increased therefore the company will have to get in changes and be able to
adapt to them as well so that there is going to be higher performance which is going to be present
(Pansera and et.al., 2020). The system which Samsung is coming up with is going to have a huge
demand in the market which is a great factor for the brand image and portfolio of the
organization and the company will be able to have higher performance in the competitive
industry as well. Samsung has been able to use the right working and frugal innovation
processing in the past which is why the company improved on their operations and working
making the organization be able to make the right working which is a great factor for the brand
value of the organization in the market.
LO 3
P 5 Commercial funnel and the application of new product development (NDP)
Innovation funnel encourages the development of services and products according to the
trends and demands of the customers.
Idea generation
There has to be a good survey and data collection in this stage so that there are going to
be improving and better decisions which can be taken by the organization. There is a huge scope

which Samsung is having in the market which needs to be understood through feedbacks of the
clients as well.
Feasibility
The ideas are then analysed so that there are going to be feasible for the company and
implement them economically.
Capability
There are resources and convert ideas into reality which is a very important factor for the
business to have so that there is going to be higher ideas and realistic (Szutowski, 2019).
Rollout and launch
There has to be appropriate network or channels which the organization need to have so
that there is going to be innovation products.
Importance of Commercial Funnel
 Core competency in the market
There is going to be misguidance which is going to be present when there is going to be a
lack of strategic planning which is going to be present. There are a lot of ideas and getting them
into action requires a lot of methods and techniques for Samsung to achieve those factors.
 Generate sales
Commercial funnel is a very effective method which is adopted by Samsung which is going
to make the organization support (Dai and Xu, 2020). There are needs and desires which
customers have which are going to impact the profitability in the market.
 Builds Customer Relations
The company is having the local language to operate in the market so that there is good
awareness. Easier to penetrate in the market the business will have to have original content. This
is going to make the organization be able to fulfil the needs and demands of the customers.
New product development

New product development is making the organization be able to get in the right changes
and improvement in the organization so that there are going to be higher operations and working
which is present. New products also gets in unique identity and working in the company so that
the organization will be able to gain the advantage over other competitors. New product
development is invention which the company has and makes the organization be able to gain the
higher profitability in the market.
P 6 Innovation business case
Executive Summary
Transfer data from one device to another is important for the organization to have in the
market which Samsung is getting in the market for the customers. There is a target of the
business class which needs to be matched and the satisfaction of the customers is going to be
higher. This is going to make the profitability and standards of the organization increase in the
market.
Business case
There are a lot of sourcing which can be used by Samsung to gain the funds which is
going to be used by the organization to invest in the innovation and invention which the
organization is having in the market. There are going to be higher profit margins which the
company is going to have in the market due to this factor.
Vision
To make the satisfaction and experience of the customers with Samsung increase in the
market.
Strategy
The safety and security of the people is going to be looked after in which the company is
getting innovation into so that there is going to be a match in the expectation level of the
customers. The customers are going to get attracted to the products and services of Samsung
automatically which is a get functioning for the company.
Funding
The organization is going to opt for bank loans because that is a very safe and legal method
which is good for the company’s portfolio as well (Kruger and Steyn, 2019). There are a lot of
decision making commands which can be taken by the organization so that changes will be able
to come in the organization effectively and that is good for the reputation of the company and
brand image in the market as well.
Key performance indicator
The organization will have to make sure that they are controlling and monitoring the employees
from time to time so that there is going to be effective changes and improvement which is
coming in Samsung which is going to make the working of the company be even higher. There
are a lot of risks which are involved with changes and improvement in the working which needs
to be analysed and worked upon so that the organization will be able to work accordingly.

LO 4
P 7 Tools that organization can use to develop, retain and protect knowledge
Trademark of Samsung
The company has taken a lot of trademarks in the market for an effective functioning
which is going to make the organization have higher competitive advantage. Samsung
Electronics Co, Ltd is the trademark which Samsung is having for them. The company is trying
to make loyal customers in the organization and for that the organization will have to gain their
trust in the company so that there is going to be higher performance.
Copyright of Samsung
The company has taken a lot of copyrights like on the icon, post, download, reproduce,
copy, image, button, etc so that the competitors in the market will not be able to copy them.
There are copyrights on data base, website, content rights, etc also which Samsung has taken for
the company so that there are strict actions which the company will be able to take for the others
who will try to take away this right from the company (Mazurkiewicz, 2018).
Patent of Samsung
To gain competitive advantage the patent figure of Samsung is D876414 and there are
more than 75,594 patents which are present in Samsung in United Kingdom which is going to
make the decision making and other factors of the organization have an upper hand in the market
which is going to make the organization have better sales
CONCLUSION
From the above report it can be concluded that businesses in the market have to get in
innovation and invention effectively and with time before the customers shift their loyalty and
trust from one organization to another. Report discusses the factors which are going to affect the
teamwork, culture, vision of an organizations decision making which needs to be present in the
organization.