Munich Gases: Innovation and Creativity for Business Advantage Report

This report examines the importance of innovation within Munich Gases, a German industrial gas company. It analyzes the Stockholm approach to innovation, highlighting its benefits for organizational performance and adapting to market changes. The report then delves into a case study involving a potential teeth whitening project, assessing the roles of management team members and exploring open and closed innovation models. It evaluates the use of plasma technology in teeth whitening and discusses the project leader's responsibilities. Finally, it provides recommendations regarding a €10 million investment in the new project, considering market conditions and the potential for business advantage. The report emphasizes the need for Munich Gases to adapt to changing market demands and leverage innovation to maintain its competitive edge.

Developing Innovation
and Creativity for
Business Advantage

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Stockholm approach for innovation.......................................................................................3
Selecting the member of management team as per their roles for teething project...............6
Explain one open model and one closed model of innovation and analyse how they could be
applied to the teeth whitening project. Which model you would recommend should the project
go ahead..................................................................................................................................9
Make recommendation to the board about whether Munich gases should invest €10 million in
this new project.....................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Innovation works as a subset for the organisation which is used to increase the customer's
value in their products and services. The main aim to implement innovation is the organisation is
to fulfil the customer's needs with a unique approach. Approaches, techniques, values and new
ideas are some of the major tools which leads management to perform their work in effective
manner. For organisational perspective it is essential for management to perform their work
through utilising innovation. It helps management to enhances their work performance as
compare to other competitors due to which better results will be achieved by organisation. This
report is written to analyse the importance of innovation in the organisation (Hnátek, 2015).
Further, the organisation selected for this task is Munich Gases which is one of the German
industrial gas company. They are providing gases to overall Europe from several years. As in the
present scenario there are various task are performed by the management due to which it is
complex for them to deliver their gases easily. In the last, this case study is based to analyse all
the ways through which Munich gases explores the opportunities for multi-billion dollar market
which exists in the form of teeth whitening market.
MAIN BODY
Stockholm approach for innovation
The Stockholm region is one of the strong and innovative action which leads the
organisation to perform their work by increasing their productivity for the future. The main
purpose of the Stockholm innovation is to provide better results by combining all the aspects that
leads management to implement an mutual innovation strategy. The motive to implement
innovation in the organisation by developing and improving conditions that is useful for
changing and converting the ideas into practical world (Hon and Lui, 2016). According to the
existing market conditions, the world and international market is changing with a rapid speed.
This determines that most of the organisation are performing their work at international level. So
the global development and increasing competition in market provides more time to individuals
for transforming and renewal policy to complete their work. Innovation is one of the perspective
which is directly linked with the improvement of organisational operations and functions by
formulating changes that are necessary to establish in their performance. Some of the major
points related with position of Stockholm is mention as below:

 Stockholm attracts all the individuals and organisation at a multi-national level by
offering and providing new ideas that is related with the advanced market. It governs
management of Munich gases relates develop and implements fresh ideas. Due to which
it is one of the key feature for organisation that enhances organisational performance.
 Stockholm develop and leads the ways which provides direct responsibility to the
organisation to perform their work effectively (Kuratko, Covin and Hornsby, 2014). Like
to divide equal responsibility and authority to all departments through which
management is able to sustain in the market for longer period.
 The sustainability for the Stockholm is increasing with a rapid speed because it offers the
ways through which management is able to perform their work without impacting future
resources. This results the opportunities for the new generation will remain similar as
compare to old generation.
 With the development of open culture in the organisation it is easy for management to
enhance their work possibilities and life-styles as per the ways that increases living
standard for society.
Majority of the business houses are performing their work at global level. Therefore, all the
expectation relates with management of houses are determined because it helps to make
sustainable commitment which is used to make better innovation in the organisation. On the
other side, goals and objectives of the organisation must be coordinated with the organisational
actions and activities. In the context of the Munich gases, there are various task are performed by
management, like to deliver their gases among all European countries. Due to which it is
complex for them to perform their work as per their needs of customer's. It governs that the
demand of products is changing on regular terms due to which the management face barrier as
per their performance (Lumpkin, 2014). So the innovation related with management perspective
leads the organisation to make an effective process. This results with the development of some
steps it is easy for management to make modifications that enhances performance of organisation
for longer period. Their are various task are performed by the management so some of their
process is mention as below:
Accept mistake as a process- Their are various task are performed by all departments of
an organisation at a similar time. It results there are more opportunities related with management
is impacted. So many times managers must monitors all the perspective that are affiliated as per

the market conditions and industry. Moreover, it also helps the organisation to increases their
work possibilities by implementing its needs that increases effective spheres for organisation.
Most of the great innovation leads management to achieve huge success that is used to convert
the business ideas into practical functions.
To keep their mind open- The possibilities that enhances the organisation work and its
performance existed at all places. It governs that it is essential for employee's and management to
complete their work as per the needs that is based on the capacity of the resources. Example-
from the several years the core business of the Munich gases is to deliver their gases among all
over the Europe (Manniche, Moodysson and Testa, 2017). Now the organisation focuses on all
those perspective that enhances new business area for management.
The business area which is managed by the organisation need to be accomplish the work with
high performance that increases the overall performance of work and their projects. It governs
with the enhancement of all possible work possibilities management of Munich gases delegates
the responsibility to the research and development department. Amongst large number of
projects are present in market but the most suitable for them is to complete the work possibilities
as per the organisational goals relates with the Teeth whitening project. Like Plasma works as a
cleaning agent for the humans, further it is also safe for humans and enhances the sale of
products in minimum time period.
In the last it is monitored that to manage the project of teeth whitening effectively. Management
of Munich gases need to enhance their work performance by considering all aspects. As they are
performing their work in the gases form which are in the form of liquid and gas (Mårtensson and
Westerberg, 2016). Plasma refers to an ionised gas which is capable to conduct electricity and to
absorb them from electric supplements. Some benefits that are related Plasma for cleaning the
teeth are mention as follow:
 Plasma is used by most of the individuals from several years that is used to clean the
surface. Like in semi-conductor processing plasma is used to clean the surface that is
related with observing electrical energy from the environment. Manmade plasma is
generally used to perform the work that is used to enhance the work and its performance.
 On the other side, Plasma is also used by the organisation to clean their surface by using
all those aspects which are related with water. Artificial plasma is created with water that

is used to make changes as per exploring the incorporating plasma methods to clean and
whitening teeth.
 Munich gases are present in the market from various periods. It determines that there are
various goals must manage by them as they are financially strong and leads management
to complete the work on effective basis (Palm, Lilja and Wiklund, 2016).
Selecting the member of management team as per their roles for teething project
In the present scenario all the task are performed by organisation in effective manner if
they are delegated to the right person. This determines that it is mandatory for all the
organisation to enhance their work possibilities by considering all the perspective of work.
Munich gas is introducing a new project which is related with the teeth whitening project. As it is
effective for the management to complete whole work through managing the task as per their
needs of the customer's. This results it is easy for management to enhance its work possibilities
by considering all the needs of market.
Plasma teeth cleaning project- The research for the teeth whitening project was started before
the twelve months. So it was the time for analysing all the factors which are related with market.
It assist the top authorities to perform their work by determining the actual needs as it is related
with the management factor. With the overall report for the organisation it is easy for the Munich
gases to cover all those aspects that increases the profitability as well as productivity of the
organisation. It governs that management focuses on the needs of management and the work
culture that is followed by market and the needs of organisation. Moreover, by determining all
needs of management there are various goals and objectives are performed that increases profits
for organisation for longer period. The project leader for the teeth whitening project is Thomas
Wolfgang. All the roles and responsibilities related with work is performed by them as it is
mandatory for organisation to enhance their profits and sustainability for longer period
(Paternoster and et. al., 2014). In context of Munich gases this task or project is based on teeth
whitening. So plasma is the first item that is conducted by the management as it is related with
the temperature factor. Most of the innovation are developed by the scientist but in context as per
organisational needs there are various aspects are managed that introduces the new products
according to the market. All the gases are converted into state by utilising high temperature.
Points that must be performed by leader or project manager of Plasma is as follow:

 When a gas absorb the electrical energy in the organisation then the temperature
increases, due to which its icons are vibrates faster. This results the organic compounds
related with management are included with all factor easily.
 Due to the easy and free flow of gases in the environment it is easy for management to
perform the work that is related with management, as with this icons better results are
gained by management (Racela, 2014).
 On the other side the all task relates with management must be beneficial to perform the
role of leader in the organisation. This governs various rules are managed that is used to
perform work in accurate manner. So the main role of leader in the organisation defines
that management must enhances their work as per needs of management.
Role of team member in the organisation
Teams are divided by the top authorities of the organisation that is beneficial for
completing the work and its task in short intervals. This is possible only if the management
focuses on all perspective which enhances performance of organisation and its employee's. The
project of Munich gases was established in the quick manner. So they all are related with
management and its increases the work performance by managing the patent for the organisation.
In the year 2009, its patent are changed and impacts on organisational goals and the needs which
relates with all possibilities of USC (University of South California).
The role of research member is to analyse all those aspect which are related with the
plasma factor. Like the issue happened past years that plasma is impacting on all those factor in
which it is used. So all those clients who are utilising the plasma faced its side effects. This
results the goals and objectives of Munich gases is impacted. As there are various task are also
performed by management due to which its goals are managed by completing its work as the
decision related with management and their goals. Like most of the Plasma gases are impacted
due to the cold temperature whereas, in order to manage it effectively there are various task must
be managed to perform its work as per the needs to enhance their productivity.
Marketer of the organisation are performing their work to manage its needs as per the
consideration that improves work performance of organisation, because it is directly related with
management needs and the project which is managed by the Munich gases is totally fresh for all
the departments (Spieth, Schneckenberg and Ricart, 2014). This refers that there are various task
are performed due to which it leads management and other departments to boost the sale of their

products. This helps to utilise all gases in a form which works as a better perspective for
management. One of major task which is performed by member of market is relate with the
overview of market. Due to this management enhances their works possibility by considering all
those policies that benefits the society and their work performance in effective manner.
Wolfgang also undertakes a effective slide showing that is used to gain competitive space by
offering all variety of products to the clients. Moreover, the work which is managed and used by
health professional increases the chances to deal with all diseases. Innovation is one of the most
beneficial factor which is used by Munich gases to gain competitive edge in market (Stehlik and
et. al., 2016). As due to innovation perspective there are various drastic changes are monitored
in the performance of an organisation. Therefore, in order to lead all this changes in the right
direction that leads the management of Munich gases to accomplish their goals and objectives.
Role of production department- Plasma is one of the crucial factor for the organisation
that is used to manage the work possibilities of organisation, as per market conditions. Munich
gases will be able to achieve more benefits by developing or manufacturing their products
effectively. Like organisation is focusing to perform this work by managing it with the
production department. This refers that it is used by management to complete and coordinate the
work in effective manner. Munich gases achieved better results from the organisation by
managing all the work through which production will be done in better way. As it is complex for
the new organisation to perform their work with more efficiency because all the task are requires
huge amount of investment.
Consumer market and the professional market
Their are two types of market segment are present in all types of industry which is (B2B)
Business to Business and (B2C) Business to consumer. As it all related with management and
its factors boost performance of organisation in effective manner. Teeth whitening project
requires huge investment in order to manage all the business in short periods. On the other side,
discussion requires enough time due to which better decisions are formulated (Taherparvar,
Esmaeilpour and Dostar, 2014). It results better performance and productivity for organisation
leads management to complete their work with in both areas. Like management uses this task
with motive of formulating organisational policy that increases the work in both market areas.
Like the licence is one of the best option for the organisational work as it is related with

management factor that will consider management to increase their business size with the motive
of generating right decision-making.
Business model
Business model works as a company plan that is used to divide the work in effective
manner. This results the profits for the business is increasing by selecting the appropriate model
for business. Munich gases is performing their work at a large level it governs that they deliver
their products are sold by management among all the parts of Europe (Vrontis, Bresciani and
Giacosa, 2016). Along with this it also helps the organisation to attract more number of investor
due to which it is easy for management to complete their task as per their needs that enhances
work possibilities for management through managing the work with more efficiency. Business
model for Munich gases is as follow:
 Value proposition- This undertakes the value for gaining better results that is beneficial
for satisfying customer's needs through their products.
 Market segment- With the innovation it is essential for organisation to recognise those
model through which better task are undertake as it it essential to accept those areas
which helps to target the market.
 Value chain structure- Firm position and its activities relates with value to complete the
work as per their needs to enhance its needs and goals. This results position of the
organisation in the market is increases.
Explain one open model and one closed model of innovation and analyse how they could be
applied to the teeth whitening project. Which model you would recommend should the
project go ahead
It is necessary for every organisation that they must bring some of the innovative ideas to sustain
within the market. If any of the organisation fails to bring the innovative idea, then it is very
difficult for them to compete with rivalry firms (Shehadeh and Mansour, 2019). For the purpose
of bringing innovation in the company, Munich gases can take the help of different innovation
process which will give them the idea that how teeth whitening project can be successful for
them. Below, there is the detail explanation about different types of innovative model.
Open Model of Innovation: It is one of the model of innovation which is very helpful for
business organisation where they explore the number of areas at the time of doing innovation. In
this types of innovation process company don’t depend only upon the internal innovation but

even like to do innovation process by use external resources. In this process innovation is done
with the help of internal and external interaction where ideas, technologies, processes and eve
sales channels are used by developing the aim that company will be able to introduce the
innovative product in the market. Whenever this types of model are used for doing any of the
innovation it becomes important for company that they might have to involve number of terms
such as high cost for the use of licence and even for obtaining any of the intellectual rights. In
context of the Munich gases, if they use the open model for doing any of the new innovation
related to teeth whitening then they will require to take the number of innovative decisions.
Firstly, it will be important for the organisation that they should try to explore each and every
field through which can find that how they can do innovation by using the plasma. Secondly, it
will be crucial for the team to take the time and do proper research on the project where they will
need to determine that whether they will succeed or not. They will require to have highly skilled
employees who are capable of conducting this types of research for bringing out the new
innovation. As this project will relate to teeth whitening which means that it becomes important
for the organisation that after doing the innovation they will do the select the number of people
for trying in reality that whether success can be achieved or not. If Munich gases becomes able to
be successful, then they can bring it in use for common people.
Close Model of Innovation: It is necessary to understand that these are those innovation
process done by the company where views and innovation are completely based on companies
themselves. In this types of innovation, all of the process are conducted within the company. For
example: company will have needed to generate the idea of own and after that they will try to
execute the idea and in the final process they will do marketing of the innovative product.
Opening to the outside of a company is almost impossible task. If company like Munich gases
takes the help of closed innovation process, then they will require to invest huge amount of
money within the internal research and development program. The main theme which will be
used in closed innovation is that “we can do it; we will do it”. Secondly, Munich gases will not
require any of the highly skilled employees. This innovation model will help in introducing teeth
whitening project only up to limited area where company will not focus on any of the external
resources just because of the restriction available in this model.
Recommendation: By looking at the both model, both have their own specification. Both of
them completely works in the opposite direction where one restricts some of the area. As

innovation will be related to teeth whitening, it is necessary to consider each and every area. By
looking at the area which company want to explore, it is necessary for them to take the help of
open innovation area because this will be one of the innovation which is directly linked with the
betterment of common people. Although, it will require higher amount of money for doing this
types of research and innovation but it will help to collect the information which are relevant for
the innovation. The innovation which they are doing is completely based on unique process
where latest technologies will be required and even research will be needed to done outside the
company and this only possible if company uses the open model of innovation. In addition, they
will be using the plasm in the process of innovation of teeth whitening in which different aspects
will be needed to check. It is never an easy job for any of the company to do any of the
innovative work with the help of closed model of innovation so it will be better option for the
company like Munich gases to take the help of Open Model of Innovation.
Make recommendation to the board about whether Munich gases should invest €10 million in
this new project
The research for the teeth whitening project was started before the twelve months. So it
was the time for analysing all the factors which are related with market. It assist the top
authorities to perform their work by determining the actual needs as it is related with the
management factor. With the overall report for the organisation it is easy for the Munich gases to
cover all those aspects that increases the profitability as well as productivity of the organisation.
For Munich Gases it has been recommended to respective organisation before investing €10
million there is requirement to indentify its future return on investment. If return on investment
will be higher than amount invested so it is necessary for Munich Gases to calculate ROI (return
on investment) formula of this are as follows :-
Net Profit / Total Investment * 100 = ROI
For instance, net profit is going to be what you netted ($160,000) minus what you spent ($75,000
+ $35,000), so it is $50,000. Your total investment is also what you spent ($75,000 + $35,000),
which is $110,000.
ROI = Net Profit / Total Investment * 100
ROI = 50,000 / 110,000 * 100

ROI = .45 * 100
ROI = 45%
If only house flipping was that easy. Keep in mind that you can certainly lose money on an
investment. If there is a loss, the formula will yield a negative number. Here's a simple example:
ROI = -1,000 / 5,000 * 100
ROI = -0.2 * 100
ROI= -20%
Along with this, it has been recommended to respective organisation that teeth whitening are
daily consumable product. So it is necessary to check that chemical as well as other substances
utilise in their production should have to be safe and secure. In addition to this, it is also
necessary to conduct market research so that taste as well as preference of existing and potential
will be identified in effective manner. As per that production of product have to be done so that
consumers need as well as wants will get satisfied because they will be the ne who increase sales
of business firm and also in generating revenue. Along with this, it has been recommended that
company can invest €10 million for introducing teeth whitening product because in future it will
result in gaining return on the amount invested by organisation.
It is necessary for every organisation that they must bring some of the innovative ideas to
sustain within the market. If any of the organisations fails to bring the innovative idea, then it is
very difficult for them to compete with rivalry firms. For the purpose of bringing innovation in
the company, Munich gases can take the help of different innovation process which will give
them the idea that how teeth whitening project can be successful for them. In addition to this,
business firm have to provide free samples to customers and then take their feedbacks according
to that. If there is any requirement modification within existing then they will be able to make
these changes as per requirement.
CONCLUSION
From above entire discussion it has been summarised that, for an organisation innovation
is necessary as it will provide assistance to company in gaining competitive advantages within
business environment. In addition to this major another reason behind implementing innovation

is to making customers satisfied within more effective manner. As after sometime customers will
get bored by same offering and they need something new. Moreover, it is important for business
firm to come up within innovative offering in market area by keeping in mind their customers
needs as well as wants. The Stockholm region is one of the strong and innovative action which
leads the organisation to perform their work by increasing their productivity for the future. The
main purpose of the Stockholm innovation is to provide better results by combining all the
aspects that leads management to implement an mutual innovation strategy. Apart from this,
there is requirement of proper team within organisation for coming up with some innovative
products as well as services.
It is responsibility of manager within organisation to form team while framing team it is
important to make sure that each and every member should be of different skills and knowledge
which help them in conducting task in more effective manner within required time duration.
Apart from this, there are some models of innovation which is necessary to be implement within
working of company while coming up within innovative product and services. It is necessary for
long term sustainability and gaining competitive advantages.

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