Innovation and Commercialisation Report: Apple's Strategic Analysis

This report delves into Apple's innovation and commercialization strategies, examining key aspects such as organizational vision, leadership, culture, and teamwork. It explores the importance of innovation and invention, the 4Ps of innovation (paradigm, position, product, and process), and the innovation funnel. The report further analyzes frugal innovation and the new product development process (NPD) for commercialization, including a business case analysis. It also investigates tools for knowledge and intellectual property protection. The report provides a comprehensive overview of Apple's approach to fostering innovation and successfully bringing products to market, offering insights into their strategic processes and market positioning.

Innovation and
Commercialisation

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1) Explain about the innovation and determine the importance of organisation. ....................4
P2) Discuss about organisational vision. Leadership, culture and teamwork in order to shape
innovation & commercialisation. ...............................................................................................6
M1) Analysis the different source of innovation and how organisations developing
surroundings and culture of creativity........................................................................................7
TASK 2............................................................................................................................................7
P3) Explain the innovation with the using of 4P's and innovation funnel..................................7
P4) Examine development in frugal innovation with the help of examples...............................8
M2 Analysis the innovation funnel within the organisation context. ......................................10
M3) Explain the role of frugal innovation in organisation context..........................................10
TASK 3 .........................................................................................................................................10
P5) Explain the importance of commercial funnel and the application of new product
development process for commercialisation of innovation. ....................................................10
P6) Analysis the business case of organisation. ......................................................................12
M4) Critically analysis innovative business case.....................................................................14
TASK 4..........................................................................................................................................14
P7) Examine the different tool which are organisation can adapting to develop, retain &
protect knowledge and intellectual property.............................................................................14
M5) Evaluation various tool and techniques within organisational context.............................15
CONCLUSION.............................................................................................................................15
REFERNCES.................................................................................................................................15

INTRODUCTION
Innovation and commercialisation is concept which refers to organisation generating new
ideas and developing innovative product and services in order to effectively achieving
organisation goal and objectives (Al Hinai, 2018). The report is about Apple in order to dealing
in wide rand of products and services and offering various product and services for customers.
The paper consist is comparison between innovation and invention, leadership, team work and
many others. It includes 4P's of innovation, frugal innovation and NPD process for
commercialisation and innovation.
TASK 1
P1) Explain about the innovation and determine the importance of organisation.
Innovation-: It is tool and technique which refers to developing idea in order to
considered the various measures due to achieving organisation success and growth. It involves
innovation is process for capturing market share as well as developing brand image in the mind
of customers (Ardito, 2018). Organisation developing innovation within the existing product and
services. In context of Apple, it includes various innovation such as launching new tablet as well
as including various smart features like compass, accelerometer, temperature sensor and water
resistant. This one is there to create new things from the old one or existing one. There is also
improvement or modification.
Inventions-: It is process which refers to organisation generating new as well as this kind
of invention are not existing in previous product and services. It includes organisation utilised
various tool and techniques in order to developing invention as well as targeting for new
customers base. The main motive for invention in order to increasing effectiveness of
organisation and creating value in the eyes of customers. It involves organisation has
requirement to conducting research such as know about customer preferences, taste and market
trend. In this, there is something new that is being developed in the market and is new to each
and every one. This refers to the one in which there are many of the new things which were not
there in the market and before in existence.
Importance of innovation over invention:
Reinforce Brand-: It involves organisation developing brand image in the mind of
customers and accordingly provided products and services. It includes organisation capturing

huge market share which refers to effectively attained organisation goal and objectives. There
are ample numbers of forces which are essential in order to making innovation regrading product
and services as well as company sustainability and growth depends on this factor.
Helping in growth of organisation-: According to the invention process so organisation
take many experts view and opinion in order to successfully achieving growth at marketplace.
Innovation is effectively implemented in order to serves the best products and services in order
to achieving success and growth. It involves various kind of risk are associated to the innovation
but they are helpful to fulfil organisation requirement (Azarmi, 2016). Most of organisation
considering innovation in product and services in order to gaining competitive advantages.
Developing a unique selling point-: It is process which refers to innovation developing
different image of organisation in the market. It is helpful to making value of products and
services as well as creation USP so increasing sale and profitability. It is essential in order to
organisation analysis the customers needs and demand and effectively making changes properly
in products.
Difference between Invention and Innovation
Basis Invention Innovation
Meaning Invention refers to developing
new strategies regarding
products and services in order
to effectively launching new
product and services as well as
achieving organisation goal
and objectives. It is process
which refers to invention are
not exist in existing product
and service.
It includes organisation
utilised various tool and
techniques in order to
generating new ideas for
developing existing product
and services. It is useful
process which refers to
creating value for existing
product and services.
Concept It includes organisation
utilising various tool and
techniques due to providing
better product and services for
The main motive and purpose
of the organisation in order to
making innovation due to
enhancing brand image in the

customers. It considered as
invention in order to targeting
new customers segment.
mind of customers as well as
more value in the eyes of
customers (Belgin, 2019).
Activities It involves only limited
approach is utilised such as
research & development.
It is essential for organisation
to making innovation in order
to conducting market research
to know about the customer
taste, preference and market
trends.
elope an environment and culture
There are various sources of innovations which can industry and market change and
unexpected occurrences.
Industry and market changes : This is considers to be the first source of innovation as while
creating innovation mangers should have to analyse market and industry conditions and how
they can be changed as per the time. How customers preferences can be changes by the change
of time.
Unexpected occurrences: There can be unexpected risk in future, so the organisation should
have to considered about the risk which are being involved in the future by the ideas they are
making.
P2) Discuss about organisational vision. Leadership, culture and teamwork in order to shape
innovation & commercialisation.
It is process which refers to each and every organisation essential to sustain and survive
for long term in order to achieving organisation goal and objectives. There are ample numbers of
aspect which refers to effectively applied due to creating different value in the eyes of
customers.
Organisational vision-: It is process which refers to organisation developing innovative
product and services due to increasing profitability of company (Boretti, 2020). It is essential to
effectively implemented communication tool and techniques in order to accomplishing desired
goal and objectives. In relevance of Apple, it involves organisation has continuous innovation

and development. It includes organisation provides quality product for customers and developing
healthy relationship with customers.
Leadership-: It includes organisation dealing with various work and guidance in order to
accomplishing task and activity within specific period of time. It includes leaders used various
kind of leadership style in order to effectively influencing employees perception. In relevance of
Apple, it considered as leaders focusing on transactional and transformational leadership in order
to effectively formulating new strategies. There are ample numbers of changes are effectively
adapting by an organisation in order to making new development as well as employees have
positive attitude towards the organisation.
Participative leadership: Participative leadership is term which is used in an organisation
where all member of a team are work together to make decision. In this, the participative
leadership motivate number of people for their work and contribute for work.
Culture-: It involves organisation culture and working environment in order to directly
impact on employees performance. It involves diverse workforce because each and every
employees from different background, languages, background, religion and many others. It
involves each and every employees are different from each other such as attitude, habit, opinion
and belief (Cheah, 2016). In context of organisation, it includes organisation focusing various
strategies in order to achieving goal and objectives within specific period of times as well as
effectively implementing innovation.
Team work-: It includes organisation using various tool and techniques in order to all the
team members work together and developing coordination between them. It is essential to
developing team spirit among the existing employees in order to effectively managing activities
and task. Leaders and manager of company dividing activity between the employees and they are
accountable for that (Dincer, 2017). It involves and focusing on skill due to employees
performed effectively business operations.
Quality circle: A quality circle is defined as the group of worker who perform same task or
similar work in order to meet the work for the identification of the work related problem. They
consist of minimum three and twelve number of member.
Kaizen principle: This is defined as the competitive strategies in which the employee are work
together to create various strong culture of the constant improvement. In the term of innovation
this important to analyse the factor which must be eradicate or to improve.

Forgiving and empowered culture: This is provide another level of culture where the number of
people are work together in such a way to improve their function and organisation culture which
is productive in nature.
There are many of the innovations which are there able to enhance the environment for
the innovation in the market. In relation to this, there is need to fulfil the demand and to create
the new competition in market there is need to create different strategy that can help to get better
innovation.
M1) Analysis the different source of innovation and how organisations developing surroundings
and culture of creativity.
In reference of Apple, it includes organisation focusing ample numbers of factors in
order to developing as well as achieving organisation goal and objectives. There are various
factors which are helpful for effectively gaining competitive advantages at marketplace. It
includes organisation using various innovation process such as engineering, launching new
phone and tab with the various advanced features as well as utilising various advanced
technology. Apple is one of leading brand in order to developing innovative product and
services.
TASK 2
P3) Explain the innovation with the using of 4P's and innovation funnel.
Innovation is tool and techniques in order to creating and developing new product and
services which result as increasing value for organisation. There are 4P's of innovation which
result as paradigm, position, product and process. Organisation effectively implementing in
order to achieving organisation goal and objectives.
Paradigm-: It includes various measures which are helpful in order to formulating
new effectiveness in business function of an organisation (Farid, 2016). In context of
organisation, it includes identifying and analysing various innovation regarding product
and services which result as enhancing company profitability and productivity.
Product-: It is process which refers to second element in order to launching new
product in order to attracting large numbers of customers. It considered as employees
developing new ideas due to effectively implementing. In relevance of organisation, it is
useful tool and techniques which result as launching new tablet with various features such

accelerometer, temperature and water resistant so targeting new customer base. This kind
of innovation creating USP of product in the market.
Position-: It includes organisation dealing with customers in order to increasing
profitability. In context of Apple, it involves organisation launching new product for
market in order to fulfilling organisation goal and objectives. The main purpose and
motive for developing innovation due to analysing the external environment accordingly
creating product and services which refers to fulfilling the needs and wants of customers.
Process-: Management is process in order to managers and leaders handling
business function effectively as well as assigned the work within team members due to
effectively launching innovative product (Guimon, 2017). In context of organisation, it
includes Apple launching new product and services such as online and offline channels. It
involves targeting more customers with the help of both the channels.
Innovation funnel:
It includes organisation using innovation funnel in order to smoothly flow of information
in unique way as well as organisation effectively adapting this mechanisms. It considered as
organisation effectively using this approach in order to launching innovative product and
services due to generating new ideas. There are ample numbers of steps which are effectively
formulating innovation funnel which are described below.
Investigation-: This is the first stage in order to developing new innovation funnel which
refers to analysing and identifying various process for creating innovation. It considered as
organisation conducting market research because divided work within team members in order to
effectively performing business activity and functions. Apple managers conducting market
research in order to analysing the external environment due to gaining competitive advantages.
Development-: It includes second stage which refers to developing new innovative
product in order to target market. It considered as organisation launching new product because
effectively achieving organisation goal and objectives (Hamada, 2017). In reference of Apple, it
serves the new innovative product for Europe market and USA so achieved profitability and
productivity.
Product delivery-: It is the last stage of innovation funnel which refers to organisation
developing innovative products and then finally served for customers. It is stage which refers to
organisation analysing growth of company due to new product has been launched in the market.

Product process: the product process encompasses of various step which is taken under
the product form the concept of market availability. This include identifying the need of market
and researching the competitive landscape and this will develop road map and viable product for
more.
P4) Examine development in frugal innovation with the help of examples.
It includes frugal innovation is process which refers to analysing the manufacturing cost
as well as production. It includes organisation used various tool and techniques in order to
effectively producing products and services. It considered as various activity in order to
removing unnecessary activities and proper allocation of resources in order to enhancing
profitability of an organisation (Joshi, 2017). There are ample numbers of methods which are
utilised by organisation in order to effectively adapting various process which refers to
improvement in product and services. Organisation effectively adapting resources in order to
making innovative products and services. The top level of management making decision process
regarding frugal innovation as well as achieving goal and objectives. In relevance of Apple, it
includes higher authorities of an organisation developing frugal innovation due to improvement
in product and services as well as enhancing profitability. Apple managers launching and
promoting new tablet in order to various advanced features as well as effectively charge with
other devices. It involves organisation attracting large numbers of customers as well as capturing
market share.
There are many examples regarding frugal innovation like Samsung, 1 plus utilised as
frugal innovation in order to targeting large numbers of customers. It considered as developing
innovative product and services in order to creating value in the eyes of customers. Samsung
launched this product so gaining more reputation and beat from its competitors. It effectively
capturing high market share and profitability in order to providing best product and services. On
the basis of this method, it involves serves the best product and enhancing living of standard.
Frugal innovation is process which result as developing innovative products in order to
organisation successful sustain and survive in the market. It is tool which refers to conduct
frugal innovation in order to focusing core activities of company due to greater contribution
towards the performance of an organisation (Kalinowski, 2016). There are ample numbers of
principle for frugal innovation because effectively and efficiently conducting activities. It

involves various principles which are followed by manager in order to launching innovative
product at marketplace.
Idea generation-: It is process which refers to manager of an organisation encouraging
and motivating employees in order to developing new idea, opinion regarding product and
services. Apple launched new table so it is helpful attracting large numbers of customers.
Feasibility-: It is next step which refers to generating new ideas so analysed the external
market in order to feasible for new products and services.
Capability-: It considered as organisation launched new product so overall capability are
associated with this product and services (Mattila, 2017).
Launch-: It is process or stage in order to developing product and services for targeting
new customer and segment in the market.
M2 Analysis the innovation funnel within the organisation context.
Innovation funnel is process which refers to organisation adapting effective tool and
techniques in order to generating new ideas and opinion due to reducing overall manufacturing
cost. It includes manager utilised various method in order to developing innovative and unique
product which are helpful to increasing productivity and profitability. It considered as Apple
launched new table with advanced features so enhancing sales as well as developing brand
image in the mind of customers. Further innovation funnel is method in order to gaining
competition advantages and know about the market trend, customer preference and many others.
M3) Explain the role of frugal innovation in organisation context.
The main role and function of frugal innovation in order to determining effective method
of improving production with the minimum cost incurred (Mazurkiewicz, 2018). It includes this
innovation is associated with new idea and concept regarding tablet with advanced features in
order to attracting large numbers of customers in the market. It is tool and techniques which
refers to utilised this method by organisation in order to know about the market trend and
customer preferences which are helpful to achieving customer satisfaction and retention.

TASK 3
P5) Explain the importance of commercial funnel and the application of new product
development process for commercialisation of innovation.
Commercial funnel is method which are utilised by organisation in order to targeting
market effectively and efficiently in order to consumption of product and services as well as
organisation offering at marketplace. It is process which are helpful for an organisation in order
to know about the need and demands of customer accordingly offered the product and services
due to achieving customers satisfaction. In the relevance of organisation, it includes commercial
funnel refers to top level management of company developing awareness and promoting
launching new product and services with advanced features. In addition to this, it involves
organisation identifying customers in order to fulfil the requirement and targeting new customers
in order to enhancing profitability and productivity (Misra, 2018). However, it includes
organisation identified market condition and situation due to flexibility is essential in order to
conducting activities. Organisation launching new products and services so utilised marketing
tool such as promoting of brand in the market and developing brand image in the mind of
customers.
New product development process:
New product development is the one in which there is creation of different new product
which is there able to create different products that is able to fulfil the demand of the customer to
satisfy them.
Commercialisation is the one in which there is introduction of new innovative product to
the market that it can help to get that product to the customer.
It is process which refers to organisation launching new product and services so targeting
new customers by organisation. In relevance of organisation, it involves various new product
development stages which are discussed below.
Idea generation-: This is the first step which refers to organisation planning to launch
new product and services so generating new ideas in order to developing innovative product and
services. In context of Apple, it includes organisation launching tablet so most of customer
facing difficult of charging so organisation provides advanced battery which are fully charges
and this charged in just period of 10 minutes.

Screening-: It is step which refers to ideas are generating in order to scrutinized or
analysing effectively because it is beneficial for organisation as well as increasing profitability.
It is process which refers to research & development department of an organisation was analysed
the idea or screening.
Development of concept-: This is stage which refers to analysed the idea so effectively
measure other concept such as legal formalities, technical feasibility, designing and many others.
Marketing strategy-: It includes organisation utilised various marketing strategies in order to
promoting products and services in the market (Nabulsi, 2017). In context of Apple, it includes
managers and leaders used various marketing strategies such as distribution channel in order to
attracting large numbers of customers.
Business analysis-: It includes organisation used as evaluating of new product and
services so tablet are launched with advanced features by top level of management.
Development-: It is the essential stage in order to organisation think about that expansion
of good and services and offered to the customers. It includes effectively implementing plan in
order to associating various activities in order to launching new tablet (Szutowski, 2019). It
considered as organisation developed the product after tested the idea so product will be
developed.
Test marketing-: In this stage which refers to organisation using strategies in order to
tested product and services as well as increasing effectiveness. Idea is essential to tested in order
to launched product for external market.
Commercialisation-: It is the last stage which refers to product is launch in the market
within specific period of time.
P6) Analysis the business case of organisation.
Steps Description
Summary Apple is one of the leading organisation and
utilised advanced technology in order to
developing product and service. It considered
as organisation launching new tablet with
advanced features such as accelerometer,
sensor temperature and powerful battery.