Innovation and Commercialization: Big Belly Case Study Report

This report examines the crucial concepts of innovation and commercialization within the context of business development, using Big Belly, a smart waste management company, as a primary case study. It delves into the distinctions between innovation and invention, emphasizing the importance of innovation for achieving business goals, expanding market share, and fostering a competitive culture. The report highlights the influence of organizational vision, leadership, culture, and teamwork on driving innovation, along with the application of the 4Ps of innovation (process, paradigms, position, product) and the use of innovation funnels to generate and refine ideas. Furthermore, it explores the role of frugal innovation in reducing costs and enhancing efficiency, and the significance of the commercial funnel and New Product Development (NPD) in marketing and sales. The report also addresses the development of an innovation business case, along with the strategies for protecting intellectual property rights. The report underscores the importance of innovation and commercialization for business success, offering valuable insights into practical applications and strategic approaches.

Innovation and
Commercialization

Table of Content
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Innovation and invention........................................................................................................3
P2 Organization vision, leadership, culture and teamwork shape innoavtion.............................4
LO2..................................................................................................................................................5
P3 4ps of innovation and the use of funnel to shape innovative ideas........................................5
P4 Developments in frugal innovation........................................................................................7
LO3..................................................................................................................................................8
P5 Importance of commercial funnel and application of NPD....................................................8
P6 Innovation business case........................................................................................................9
Funding sources.......................................................................................................................10
P7: Effective way of intellectual property Tools.......................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Innovation and commercialization are the key criteria business managers use in
developing their business operational efficiency in the competitive digital world where new
brands and companies are coming up. Big-Belly is one of the biggest company in world who
operate recycling solutions for public spaces and communities with innovative nuclear-powered,
recycling stations and communicate real time status of places to all connection crews. This report
explains importance of innovation as comparison to invention in dynamic business world and
hoe it has become extensively important for companies to operate innovation in their technology
and production equipments. It also explains hoe organization vision, leadership, culture and team
work shape innovation in company and the use of proper funnel to implement new changes in
management. This report explains frugal innovation importance and appliance of NPD in
company along with innovation business case formulation and the various tools it can use to
retain knowledge and protect intellectual property rights.
LO1
P1 Innovation and invention
Innovation is variably different from invention on various parameters which can be
understood as innovation implements usage of new machinery with the latest technology of
already invented products (Ambrose, 2020).It is highly vital for companies to built business
strategies with high innovation to maximize the return on investment, effectively achieve
business with goals and profitability margins. Innovation build expansion plans for company to
effectively respond to industry demands and increasing markets hare along with focus on
preferences of customers. Innovation builds competitive culture in company where management
has high focus on using the latest research analysis as base to integrate them in business
expansion strategies and reach new levels of revenue profitability.
Importance of innovation for Big Belly
 Big Belly is World leading smart and recycle system company where the goal is to
maintain public places in cities and all over the world clean and establish strong hygienic
environment. The company provides smart solutions of recycling products and wastage in
high traffic areas by people with innovative models to establish strong cleanliness in city.
 Big Belly give high importance to innovation models in company operations where the
management focuses in building strong models to recycle the wastage in cities and

maintain strong cleanliness in city. The brand has high value for cleanliness and comfort
of pedestrians due to which it maintains strong ethical practises regarding cleanliness.
The recyclable models are integrated with advance technology and machinery which are
highly adaptive to current environment needs and climate conditions. The company
focuses on providing cleaner and safer environment for all citizens and compress
significant large amount of trash generated with new technology in recyclable machinery.
 Big Belly has built various partnerships with numerous global organizations and brands
to cultivate the drive of cleanliness and smart waste management with reusable and
recyclable techniques. The company uses compaction technology plus over 20,000
gallons of capacity in the new recycling streams while reducing the overall dustbin
footprint. Innovation is major part where company has planed the operational structure
for reaching large crowd in city areas efficiently and on large scale instantly (Dias, P.,
Bernardes and Huda, 2019).
 Big-belly uses separate components in each location with segregate dustbins for cans and
bottles, papers and other rubbish with distinctive clear messages to make proper
disposable access for people and recycle easy for pedestrians across cities. The company
uses the latest innovative technology standards in all functions which impact the
performance standards positively on various levels.
P2 Organization vision, leadership, culture and teamwork shape innoavtion
Vision: Organisation vision, leadership culture and teamwork has large role to build innovation
in company operational structure as the whole management force needs to bring in force and
innovative synergy together. The company overall vision to bring innovation technology in
operational efficiency for reaching high profitability margins and reach the set performance
targets with positive impacts on society and environment.
Leadership: Leader in production departments must motivate employees and other team
members to use the latest new technology standards in bringing recycle products and smart
solutions to waste management. Big Belly team leaders take training session of employees where
they are given the latest research knowledge on smart solutions to recycle waste and produce
recyclable products. Brainstorming sessions will highly motivate employees working in
company to reach the set benchmarks of company goals with high efficiency and build strong
innovative potentialities to learn skills.

Culture: Big Belly believes in cultivating innovation in organizational culture for high
functionality in performance of company goals and build confidence in top management along
with other leaders and employees. Harnessing innovation in parameters of growth in company
needs support and commitment of all organization as whole to establish smart waste
management techniques. Culture has big role to increase the revenue generation and profitability
margins in company as whole brand value is enlarged on global level and the employees of
company are real face value (Dogan, 2019).
Teamwork: Big belly employees working in team are given proper training by leaders and
superiors though practical filed knowledge of smart solutions in waste management and built
innovative business ideas where the employees are encouraged to use innovative technologies
with super efficiency. Big Bell;y believes in building smart solutions and harness employees
with strong dynamic skills to reach the set targets at time and with strong efficiency.
Commercialization in company can be fuelled by building strong cooperation d innovation
synergy of operational efficient in teams, culture and overall organization vision which enables
the band to shape into strong brand name. Big Belly company goals to provide clean and safer
environment for citizens in cities and also impact environmental factors positively can be
enriched by building innovation funnel in company structure. Commercialization can be
increased largely to massive scales as innovation leads to wastage of resources and optimum
usage of funds available to company (Eidt,Pant and Hickey, 2020).
LO2
P3 4ps of innovation and the use of funnel to shape innovative ideas
Innovation 4ps can be understood as Process, paradigms, position and product where
company builds the business strategies to implement innovation successfully for long term
sustainability factor in long run. Big Belly has build strong parameters of growth development in
company by focusing on key areas of innovation and highlighting the proper implementation of
these factors in company and top management.
Process: The smart waste management process by company has strong operational efficiency in
the whole process of taking trash from bins for recycling till the factory outlooks. Fast efficenmt
technology usage in whole process enables management take large volume of rubbish in one
instant and the desired output is also achieved with strong cost-effectiveness.

Paradigms: The smart waste management by Big Belly has structured the whole mind-set of
propel working in company by motivating the employees to use innovation technologies in their
production arena. Marketing strategies can be strongly uplifted with innovation to highlight the
operational efficiency and goals of company, though innovatively building paradigms of all
employees and leaders (Moreno and Doderovic, 2019).
Position: Big Belly has high focus in positioning the company operations to all parts of public
areas and positioning the waste management services extensively to provide clean and safer
environment to all public. The company has used innovative business platforms to position itself
firmly in competitive business world, and provide high quality services under the brand name
globally.
Product: Big Belly can bring new products and services to build innovative solutions for smart
waste management in cities globally and build innovative technologies in company operational
structure. Product innovation has high importance for long term success of company as there are
late preferences of customers to have strong innovative technology in all products.
Innovation Funnel:
Innovation funnel is one of the most innovative business strategy mechanism which can be used
for vitality with strong research of all viable methods and technologies available before company
and convert the factors into a realistic plan. Big belly can use innovation funnel widely by
encouraging employees and leaders to share their ideas and motivate them by giving them
platforms to be innovative. The stages of innovation funnel can be understood in derail by
analysing the factors which are engaging the management on whole, assessing their ideas and
evaluating the platforms and resources vital for implementation and executing the final plan. Big
Belly can use innovation funnel to unguarded the ethnology standards in company for smart
solutions to waste management and bringing in new resources to expand into new sectors of
market share (Pellicelli and Bosso, 2020).
P4 Developments in frugal innovation
Development in frugal innovation is an important parameter of growth in company for
reaching high scale probability margins and diversified business sectors in highly competitive
business world. Frugal innervation reduces the complexity and total cost of good which has high
positive impact on company and also remove the non-essential features from goods. It allows
company to deliver more value at low cost and adopt high innovational usage of machinery

without sacrificing the quality standards of products and services. Big Belly focuses highly in
building frugal innovation methods in producing recyclable wastage from large collected
wastage all over cities. Frugal innovation builds low-cost design business models and high
efficiency in product development with optimum customer satisfaction features and eliminating
non-value features. Big Belly by introduction of frugal innovation in technologies and methods
vitalize the function of recycling goods with high quality standards. Frugal innovation helps
companies to use their resources worth-fully and maintain form balance between inputs and
outputs of company capital funds. Big Belly can establish training in all employees to make them
learn importance of frugal innovation while producing the outputs. Frugal innovation has long
termed impact on company operational efficiency as large capital is saved and utilized
successfully in implementation of innovative plans. Big Belly can establish smart waste
management strategies through frugal innovation methods which will cultivate strong ethics and
deliver the goals of company which are minimum wastage and recycle the products.
Examples:
 Big belly can introduce extensive scale production method of recycling waste by building
plants to operate their functioning near output areas. This will eliminate wastage of
resources and optimum utilization will enable company to build strong cost efficiency
standards (Razali and Wai, 2019).
 Frugal innovation has large role to play in Big Belly functioning structure as the company
goals are highly determined on providing clean and safer environment to all people in
cities. Through frugal innovation implementation company presents high quality brand
image in world level as the goals of smart wastage management in city are strongly
reached.
LO3
P5 Importance of commercial funnel and application of NPD
Commercial funnel is highly important for establishing strong business in the market-
share as it enables company to build strong marketing strategies which are relatable to people for
getting attracted towards company services. Sales funnel also commonly known as commercial
funnel plots out map of all strategies to generate more sale for reaching new segments of
customers and improving market growth potentialities by bringing competitive edge. The
commercial funnel vitality can be analysed as it enables customers to get strong access to all

platforms where business operates and establish strong linkage between company and customer
all over the world.
Big Belly may conduct seminars and campaigns among people to generate awarenesses
of waste management among people and chaptalize resources to spread the importance of
hygiene a among all cities and public areas. Big Belly can enhance the commercial funnel by
expanding the business sale through promotion of smart wastage solutions and other services
which can be utilized by people. The company can use digital media services to upgrade its reach
of promotion for reaching new sectors of economy and customers all over the world. Sales
funnel enable company top managers get closer vision of the performance reports and revenue
margins along with details of how much it has been ale to captivate the customers effectively in
market-share. Big Belly can increase the sales by engaging the steeple inn conversations and
resolving their grievances, also maintain strong feedback services at public places and on
websites (Thangavelu and Jyotishi, 2020).
New Product Development (NPD): This refers to complete process of bringing new products into
market by designing it with strong innovation business models to reach high quality completion
of company goals and enhancing the revenue profitably margins considerably. Big Belly by
integrating the steps of NPD which are as follows cultivate strong performance in business arena
and high quality performance delivery to all people around the world.
STEP1: Generating new ideas
Srep2: Screening the idea vitality performance
STEP 3: Testing the concept operational efficiency
STEP 4: Business Analytics
STEP 5: Marketability tests
STEP 6: Technicalities and Product development
STEP 7: Commercialize
STEP 8: Post Launch review and perfect pricing structure
Big Belly can reach new sectors of economy by building business models with high
quality innovation and strong technicality to commercialize the business extensively, high
expanded level marketing which enables company management. The marketing and research
department of company can built smart wastage management tools in recycling. By testing and
screening the new machinery functioning level and highly commercialize the business

performance delivery. Big Belly can launch post review sessions of customers and people in city
to gain their feedback which can be highly important in determining the new changes which
needs to be brought in company services (Wang and Zhang, 2019).
P6 Innovation business case
Innovation business case enables management to get an accurate exexuation plan which
analyses the various aspects which needs to be built strongly and also plots down the areas which
needs increasing supervision for reaching the set company goals. Innovation helps people reach
bigger scale of customers in market share and enlarge the operational efficiency and enlarges the
growing potentialities. Innovation business case determines the company capital distribution by
finance mangers properly and also analyses in detail what hindrances can be faced by company
to implement the business case. Big Belly through strong innovation business case plan reach
new heights of success and enhance the achievement of company set targets by effectively
serving people with strong business ethics. The company has build various parameters of growth
which can be explained in detailed to people by promoting and strong marketing as an important
component of innovation business case plan. Brand has large established goodwill among
consumers in world which emphasis the large scale waste management structure it has
established all over the world.
Development of strong innovation case plan will enable management of Big Belly to
commercialize the revenue from business and increase profitability margins largely:
Step 1: Confirm the investment opportunity
Big Belly needs to analyse the vitality of business opportunity, logic of investment funds being
optimized in company strategically and develop the base of integrating innovation in company
efficiently.
Step 2: Analyse and develop shortlisted plans
Big Belly needs to analyse the alternative options available before company management to
implement the innovation base plan, gather detailed knowledge of all options and choose the best
plan for further processing.
Step 3: Evaluate the options:
Big Belly needs to build strong evaluation platforms by conducting strong analysis of their
affects on business performance and company goals achievement. Financial value generation in

context of capital and large goodwill generation which will help company to build strong
business for long term success (Gil, Madrid and Fajardo, 2020).
Step 4 :Implementing the strategy:
Big Belly can construct implementation strategy to check the performance delivery by
innovation case plan, determining the people accountable for functional operations and how can
the risks be mitigated.
Step 5: Recommendations:
Big Belly can seek peoples feedback regarding the new system implemented or machinery in
waste management in city, recommendations and other points regarding their functional
operations. This step also enables detailed financial analysis of the innovation business case and
what all capital funds were required to build strong assets.
Funding sources
 Big Belly can seek to angle investors and commercial investors who seek for investment
opportunities in big enterprises, companies who haves strong goodwill in market share.
Angel investors are perhaps the best sources of fund for Big Belly by which company can
enhance it capital structure with large funds and high investment opportunities by
building strong relations with angel investors.
 Crowdfunding is also vital source of funding for company as it will enable company to
reach large level promotions and spread the company mission and vision of creating safer
environment to people on large scale. This will help Big Belly to generate high customer
goodwill in cities and promote the business goals extensively among people which are
environmental friendly. Social media platforms can be used by people to enable
crowdfunding structures where people can get detailed analysis on company functions,
what are the future plans and technology used for including innovation in business.

P7: Effective way of intellectual property Tools
Intellectual property rights and tools are an internal tool for company through which the
stability and performance benchmarks are enhanced through various parameters on global
platforms. Big Belly Company being highly innovative company highly stresses towards
keeping strong focus for intellectual rights and property rights, being highly important asset for
company. There are various tools and safeguard elements through which company gains focus
towards keeping intellectual assets safe for long term within the set fundamental horizons and
maintain strong paradigms to maintain their working ethics.
Copyright- Copyright is the most important tool of organization. It is the intangible assets of
organization, Copyright give right to the company that organization cannot sale own product to
any company with same brand name. It protracts the product trade name, promotion and label
description. Copyright enrolment gives security from damage or robbery of product, If someone
uses their copyright without owner’s permission in that case owner has an attorney right in that
he can demand from government for attorney fee against the uses of copyright. This attorney fee
always will be more from actual cost of copyright. Without copyright enrolment owner of
product can't demand attorney fee.
Trademark – Trademark protect the product brand name. From which name consumer identify
the product into market is trademark. The common kind of trademark names is word marks,
logos and slogans. Trademark include sound, colour sensation and anything which are related
with the product, owner can serve in Trademark. Trademark enrolment is optional because
anybody who need trademark rights can easily ensure mark in commercialism instantly (Dias,
Bernardes and Huda, 2019). But law gives a right against trademark that owner can claim against
territory there is product used for mark name but also have right such that owner can block other
for securing own enrolled product trademark.
Patent- Patent give a right to discover, execute, produce, sell or import the product in the market.
Patent is a property right of product. It includes two type of discover of product. When owner
represent product in front of other people owner need to describe its utility function and design
function. Patent help in to protecting product. If the product design and product function are
discovering in the market then design patent protect against the pattern design, layout and other
design attribute of product. For receiving design patent owner need to enrolment. If owner

selling product without enrolment, then yet product design or product utility idea of owner will
be devoted to the public.
Trade Secret-Trade secret protracted from leaking product information in public and owner has
responsibility to maintain privacy. It includes the information of product plan, customer list and
research of their idea of product and development of product in formation. Trade secretes is not
enrol in government structure.
These tools are helpful for organisation in protecting its intellectual property and knowledge
resources. The improper use of these resources can result in decreased competitive advantage
and brand value of the organisation. Thus for long term sustainability and growth in the market it
is vital for organisation to effectively use and employ these tools. Big Belly being one of the
highly developed innovative company highly invests in these tools, through which intellectual
assets are retained within internal strength and assets are developed for long term effective
usage.
CONCLUSION
This file can be concluded with the explanation that innovation and commercialization
are highly important for company to build in their business operational structure as it is vital fir
reaching the competitive edge in industry. Innovation is implanted in company by strongly
motivating the company employees, organization culture and vision, teams and leadership. Big
Belly focuses on innovation funnel implementation where new research and scientific methods
are sued fir smart waste management and solutions. This report concludes frugal innovation is
vitally important for company management to reach cost-effectiveness in revenue and high
profitability factors. It also explains in detail the steps company can taker for building strong
innovation business case and harness long term impact on company performance levels. This
report also evaluates tools company can use to protect intellectual property and cultivate the tools
that can protect knowledge in company. It can be conduced that commercialization and revenue
enlargement has high impact if company integrates innovation in business strategies and train
employees with strong advance skills.

REFERENCES
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