Innovation and Commercialisation Report: Dixon Schwabl Analysis

This report examines the critical concepts of innovation and commercialization within a business context, using Dixon Schwabl as a case study. It differentiates between innovation and invention, emphasizing the importance of innovation for organizational success. The report delves into the influence of culture, teamwork, vision, and leadership on fostering innovation. It further explores the 4Ps of innovation (product, process, position, and paradigm) and the application of the innovation funnel for idea development. Frugal innovation is discussed, highlighting its benefits in cost reduction. The report also covers the commercial funnel, new product development, and the creation of an innovation business case. Finally, it addresses tools for protecting intellectual property. The report provides a comprehensive overview of these topics, offering valuable insights into business development strategies.

Innovation and
Commercialisation

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Difference between innovation and invention and importance of innovation to organisation.
.....................................................................................................................................................3
P2) Culture, teamwork, vision and leadership of organisation in shape innovation...................5
TASK 2............................................................................................................................................6
P3 4P's of innovation and use of innovation funnel to develop innovative ideas within an
organisation..................................................................................................................................6
P4 Development in frugal innovation and its uses within an organisation..................................8
TASK 3............................................................................................................................................9
P5) Significance of commercial funnel and application of new product development for
innovation....................................................................................................................................9
P6) Innovation business case for an enterprise..........................................................................10
TASK 4..........................................................................................................................................11
P7) Various tools that can be used by enterprise to develop and protect intellectual property. 11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Innovation and commercialization is considered as the most essential element of each business
enterprises as these two elements are effective for organisational growth and success. In this
modern business era the major motive of each business is to adopt most advance and innovative
technology at workplace in respect to improvising the operations and function of firm at market
place (Ambec and et. al., 2013). Innovation is defines as an effective process of translating an
invention and idea into a proper product or thing which is having its own value and helps in
providing various benefits to firm or its buyers. Innovation is also consisting as a new method or
idea which creates benefits for firm in respect to gaining attraction of more customers. In this
particular report Dixon Schwabl is the chosen organisation. It is a advertising, marketing and
public relation company which has around 77 employees and widely concern on applying
innovative tools as to enhancing the performance of firm at market place. This report contents
the study about the idea of advancement, the potential contrast amongst innovation and
invention, the significance of culture, collaboration, vision and authority inside the firm, 4P'sof
development, improvement of thrifty advancement, centrality of business pipe and use of new
items improvement for development and diverse apparatuses that are utilized by an association
as to create and protected innovation will likewise be talked about in detailed and descriptive
manner.
TASK 1
P1 Difference between innovation and invention and importance of innovation to organisation.
Innovation is an essential term which plays most effective role in enhancing the
performance and walking activity of an organisation by establishing new and innovative ideas in
the workplace. Innovation is majorly defined as an effective process of transforming an idea or
invention into an effective product or services which are beneficial for an organisation or ready
to consume by customers (Battistella and Nonino, 2012). Customers are the major key of market
and it is essential for an enterprise to analyze current needs and wants in respect to satisfy them
in appropriate manner. Innovation is described as usual concept which includes innovative
applications of information various imagination and initiatives in respect to guiding appropriate

or effective values by sources and also involves different processes by which an innovative and
new idea are generated or transacted into proper action in regards to reducing some effective
products and services. On the other hand invention is also and essential term which determined
as a technical or scientific thought which is utilized buy form in respect to creating new product
or services for very first time this term is effective in promoting a new product and service
within the market. As a small business organisation Dixon Schwabl is widely concerned on
applying innovative thoughts and ideas as to developing its marketing and advertising operations
which are helpful in providing various benefits to their clients and buyers (Boudreau, Lacetera
and Lakhani, 2011). There is various importance of innovation within the workplace in which
some are described as follows:
Enhancing productivity: productivity is consistent with the major function of form as the whole
activity of urbanization are based on its production function and it is the major responsibility of
an organisation to produce valuable and effective products which are helpful in fulfilling the
desires of people at Marketplace. Innovation is very much effective in reducing new and
innovative products at market place to draw the implementation of new and advanced ideas.
Optimum utilization of resources: resources are the key element of form the operations of firm
are conducted through the use of resources it is necessary for firm to utilize their resources in
appropriate manner as to reaching at their desired objective. As a small marketing company
Dixon Scgwabl is very much interested in applying innovative tools and ideas as to proper
implementation of resources within the process of production and any other operations.
Difference between innovation and invention is described as below:
Basis Innovation Invention
Meaning Innovation is successful in making
proper changes in the current items and
administrations of firm through
executing new thoughts and strategies..
This is unique in relation to the
innovation, in this a compelling
thought has happens which helps in
actualizing another and inventive
item out of the blue which has never
been occur in the market.

Need Innovation is generally connected by
association as to including some new
esteem and highlight in the current
results of firm.
The real needs of invention are to
building up some new items out of
the blue.
P2) Culture, teamwork, vision and leadership of organisation in shape innovation.
In today’s modern era the major motive of each small as well as large business
Enterprises is to expand its business operations and activities at wide scale throw implementation
of innovative ideas and tools. Innovation is determined as the effective concept which is
undertaken by organizations in regards to improvising their performance and operations.
Innovation and commercialization are the contrary elements and based on each other these two
elements work together in respect to reaching at potential position at market area. Culture
teamwork leadership and vision these are consist to be the most essential element of a firm as the
activities of an organisation are related with all these elements (Breznitz and Murphree, 2011). Is
the major duty of manager or higher authority to effectively implement these elements as to
leading the farm towards right direction. Vision and Mission are consist to be a predetermined
statement which is needs to be clear and concise in nature as these are effective in providing
appropriate guidance to the workers to implement all the functions of form in right manner. On
the other side leadership and teamwork is also an effective element and place was troll in
developing the performance and ability of people within the organisation through establishing
coordination among the people of team. Organisational culture is a concise element which is
needs to be analyzed by organisation while implementing activities of firm. As a small marketing
company it is essential for Dixon Schwabl to implement innovative tools and technologies within
the workplace which is effective in achieving a higher and competitive position at Marketplace.
There are some effective elements with our needs to be undertaken by Organisation in regards to
attending hair growth which are associated as below:
Culture: It is fundamental for every business association to give a viable culture and condition to
their representatives with the goal that their working capacity can be enhanced this make an
incentive in finishing of hierarchical undertaking through powerful coordinated effort of
individuals. As a little UK based organization Dixon Schwabl has a few standards moral

qualities tenets and directions which are should be trailed by representatives as to keeping up a
successful culture at working environment (De la Mothe and Paquet, 2012).
Vision: This gives a proper way to oversee for execute all business activity in successful way
which make vale in higher productivity. The basic vision of firm is to giving high caliber and
administrations to their critical clients through applying creative thoughts and advancements.
Leadership: Leaders assumes viable part in executing coordinated effort with them
representatives keeping in mind the end goal to lessen clashes and issue. This makes advantage
for Organization to finish the work inside wanted timeframe toss powerful coordination of
representatives at work environment. Dixon Schwabl is concern on appointing out leaders in
each group all offices as to consummation of work with inspiration and joint effort.
Teamwork: The higher authority is more successful in building up powerful relationship among
representatives as this make a positive climate at working environment. As a private company
Dixon Schwabl is worried on building little groups keeping in mind the end goal to finishing
diverse undertaking according to the fundamental characteristics and aptitudes of workers.
TASK 2
P3 4P's of innovation and use of innovation funnel to develop innovative ideas within an
organisation.
Fundamental duties Enterprises development new ideas thoughts as to developing their
business operations at a large scale the four P’s of innovation is the widely applied concept
which is based on 4 different aspects such as product process position and paradigm (Díaz-
García, González-Moreno and Sáez-Martínez, 2015). Innovation is most effective and applied
tool buy small and large business Enterprises as is effective in developing and enhancing the
quality and future of products and services which are offered by organizations to their potential
buyers. The elements of four P’s are described as below:
Product Innovation: this is determined as the key element of innovation theory it refers as
important aspect of firm and also called as a representative of organisation. The element of
product innovation includes the process of involving some effective and innovative features in

the design and existing aspects of the firm in respect to making the product more attractive in
nature. Dixon Schwabl apply innovation as to implementing new and innovative products which
are beneficial for them to capturing a wide area.
Process Innovation: this is second important element of innovation theory this aspect is
appropriate in applying advanced Technologies and methods create benefits for found in
producing more attractive and effective products with in the market as a small business
organisation it is necessary for Dixon Schwabl is used and appropriate process of innovation
them to attracting more clients towards their operations also create value in decreasing the extra
cost and expenses which are incurred by firm on their production function.
Position Innovation: This is also and another effective aspect innovation as it is essential for an
organisation to position their products at the right place where the demand of product is high as
the high demand of product are beneficial for form in increasing their sales As to obtaining their
desired goals and objectives.
Paradigm Innovation: This implies the condition of various leveled outlets. A convincing
various leveled condition helps in impelling laborers as to contributing their colossal
undertakings in growing the effectiveness of firm. This is the basic ponder of progression which
is clearly connected with the mental impression of individual.
Innovation Funnel: An entity enhance different sorts of frameworks, procedures, structure that
can help in achieving business objectives (Gawer, 2011). Advancement is the methodology of
change and revolution that assistants in moving the organizations and things in more basic way.
This depends on three noteworthy angles which are portrayed as underneath:
 Wide Of mouth: This depends on get-together most creative thought and data from the
market; this gives a proper bearing to the representatives as to improving aptitudes and
capacity of work.
 Choice of thought: This consolidates about the decision of best musings which urges the
association to upgrade the idea of their thing and lessens the cost of undertakings.
 Execution of thought: This strategy joins about the utilization of such idea which select
above. This allows to association get high ground.

P4 Development in frugal innovation and its uses within an organisation.
Frugal innovation is considered as the most effective term which is used by organizations
as to reducing the extra cost of production and services. This method is effective in utilizing
advanced tools and less expensive Technologies as to producing more attractive products which
are beneficial for form as well as customers. . This type of development can help the general
public in different way that can lessen the general fabricate cost, less power usage alongside the
lower administration and item cost for render more administration cost (Gennaioli, Shleifer and
Vishny, 2012). For this, organization is using the cheap advancements like sites, online
networking for meeting the wide purchaser go in less item costing. Another effective use of
frugal innovation is that it is an effective tool which is utilized by organizations as to resolving
the issues and conflicts of the firm which has a direct or indirect impact on the productivity and
operations of the firm. The major reason behind applying the method of frugal innovation by
Dixon Schwabl is to removing the unnecessary element within the working environment as to
making organisational operations and functions more effective. There are numerous advantages
of frugal innovation within the working environment in which some are associated as under:
 Reduction of Extra Cost: The administration department of Dixon Schwabl is focused on
implementing new and imaginative thoughts and methodologies as to diminishing the
additional cost of creation. This renders compelling chances to firm to spare cost on
creation and offer assortment of administrations to their huge clients.
 Consumer Esteem Creation: This is compelling and customary correspondence
technique and additionally help client in creating organization in a few unique
methodologies utilized by organization.
 Stakeholder Advancement: For arranging and organizing successful partner,
organization can create and develop their association through utilizing different
strategies.

TASK 3
P5) Significance of commercial funnel and application of new product development for
innovation
Products and services are the most basic element of firm which helps in making
awareness about the firm or its offered products and administrations at market area. Products can
be depicted as the representative of an association which make benefits for firm as to giving
fulfillment to their purchasers (Lee, Olson and Trimi, 2012). Business concern is comprised to be
an immense idea which is worry on breaking down different courses as to achieving high
development and productivity. A firm and its higher authorities are concern on outlining an
arrangement and actualize them in successful way as to coming to at desired objectives and
results. The major centered region of channel is to upgrading the deals and income of firm
through delivering more imaginative and effective items at commercial center.
The major aspect which is based on commercial funnel is to determine all the potential
and new ideas that create value in respect to developing the profitability and performance of an
organisation at a market area.
The process of new product development:
Idea Generation: The essential procedure which is worried about business pipe is to decide all
the new and creative thoughts which demonstrates the qualities so as to enhance the gainfulness
of association.
Idea Screening: In this the produced thought must be screened association give mastery learning
and afterward the flawlessness of the thoughts must be broke down.
Concept development: This stage is identified with execute powerful procedures which are
obtained by association
Development of strategy: in this stage a compelling methodology with a specific end goal to
execute thoughts (Metcalfe and Miles, 2012).
Analyze business condition: In the wake of producing the methodology it is expected to decide
the state of business.

Product development: this stage is the last element and outline of the diverse items needs to be
chosen.
Test Marketing: in this stage items and administrations which are offered in determined market
where the request is great is high.
Commercialization: in this stage association publicize diverse items in appropriate way.
P6) Innovation business case for an enterprise
In this aggressive market every little and in addition expansive business associations are
concern n executing advancement at work put as to building up their execution and profitability
at commercial center. As a marketing, advertising and public relation company Dixon Schwabl is
concern on introducing a new advertising source or campaign which provides various benefits to
the clients and also plays effective role in development of organisational operations. Stages
associated with the development business case are depicted as under:
Executive Summary: As a small UK based advertising company Dixon Schwabl is focused on
introducing a new promotion campaign plan for providing beneficial services to their potential
clients. This innovative idea helps the firm in grabbing the attention of more and more customers
towards the firm or its various business operations.
Targets: As a advertising company the major targeted area of Dixon Schwabl is small and
medium size organizations which are concern about promoting their brands and organisational
activities within the market area. With the help of effective promotion campaign organizations
are able to grabbing the attention of more customers (Owen, Macnaghten and Stilgoe, 2012).
This also creates value in implementing a good relationship with clients which helps the firm in
conducing long term operations.
Solution: This component depicts that highlights and procedures of applying an item needs to be
appealing in nature. This is basic that it is required for firm to convey merchandise and ventures
according to the decision and inclinations of individuals.
Why item is Innovative: Development is the most basic component that aides in picking up
consideration of individuals towards the firm. It is fundamental for firm to create innovation and
advancement in their ideas as to fulfilling the desires of people at market place.

Customers Research: The real favorable position of this stage is to make suitable changes in
their ideas and administrations in regard to giving fulfillment to their purchasers.
Financing: This comprise to be the best part of firm as it is required for every little and also
extensive business ventures to make legitimate course of action of assets in regard to executing
all business activities in viable way. As to developing new plan and idea company has to
maintain a proper flow of funds as to implementing the plan in systematic manner.
Expected profit: This clarifies the normal advantage of firm which is accomplished by firm in
the wake of executing advancement at work put. In this past data are powerful in accomplishing
high future development.
TASK 4
P7) Various tools that can be used by enterprise to develop and protect intellectual property
There are diverse kinds of items and administration which named as legitimate way so as
to achieve high development and accomplishment for association. In this modern business era co
petition is so high at market place and it is essential for each small as well as large business
enterprises to maintain their effective image in the mind set of buyers as to sustaining
organisational operations in effective manner (Schaltegger and Wagner, 2011). It is also
necessary for firm to protect their intellectual property in respect to conducting business
operations in more effective and smooth manner. There are diverse apparatuses which are
determined by association keeping in mind the end goal to ensure their licensed innovations in
which some are talked about are:
Professional Help: This can be resolved as the most applicable techniques which helps to
achieve development and accomplishment for association. There are distinctive kinds of
apparatuses and methods which are found out by the association to secure the diverse property
which is said underneath.
Trademark: this is the pictorial type of association which is as logo, image keeping in mind the
end goal to make the client mindful about the items. This guides the client less demanding to buy
by them.

Copyright: This is the devices which help to offer help the protected innovation for the stipulated
day and age. There are distinctive kinds of exercises of association in legitimate way. The
association don't have ideal to duplicate the article of existing organization without earlier
consent.
Patent: this is additionally a compelling device keeping in mind the end goal to ensure
associations which are identified with objective property (Yoo and 2012). In this the proprietor
and higher specialist of association needs to discuss their thoughts in the patent office with the
goal that number is having the expert to duplicate them.
CONCLUSION
From the above given exchange it has been presumed that it is fundamental for every
little and in addition expansive business association to actualize imaginative thoughts and plans
into work put in regard to building up the execution and profitability of firm at commercial
center. Association is additionally worry on making some compelling objectives and goals as to
achieving aggressive edge at showcase territory. Organizations are additionally centers around
building groups in regard to finishing of authoritative activity through the coordination of
worker's grinding away place. Economical advancement is likewise viable in creating
development inside the workplace as to picking up consideration of individuals towards the firm
or its offered products and ventures.