Innovation and Commercialisation Strategies: ASDA Case Study Report

This report examines innovation and commercialisation strategies, using ASDA as a case study. It defines innovation, compares it to invention, and explores the impact of organizational vision, leadership, culture, and teamwork. The report details the 4Ps of innovation, explains the innovation funnel, and discusses frugal innovation. It covers the importance of the commercial funnel, new product development processes, and building an innovation business case. Finally, it outlines tools for knowledge and intellectual property management. The report provides a comprehensive analysis of innovation within a business context, offering valuable insights into various aspects of innovation and commercialization.

Innovation and
Commercialisation

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Explain innovation and determine its importance to organisations in comparison with
invention......................................................................................................................................3
How organisational vision, leadership, culture and teamwork can shape innovation and
commercialisation.......................................................................................................................5
TASK 2............................................................................................................................................6
4Ps of innovation and explain the use of the innovation funnel.................................................6
Explanation of developments in frugal innovation.....................................................................8
TASK 3............................................................................................................................................9
Importance of commercial funnel and they application of new product development
processing....................................................................................................................................9
Build an innovation business case for an organisation.............................................................11
TASK 4..........................................................................................................................................12
Different tools that organizations can use to develop, retain and protect knowledge and
intellectual property..................................................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Innovation mentions to the process and activity of converting and translating the ideas
and thought which make creativity in the extant commodities and services of the organization
and that have some value or able to fulfilling customers needs (Al Hinai, 2018). It can be a
procedure of making some creation in the products and services of the company as per
consumers needs and demands so that they can provide satisfaction to their wants by taking the
advantages of innovative products. Development refers to the activity of conveying new
merchandise or services at marketplace. The broader activities of commercialisation entails
manufacturing, distribution, marketing, sales, support of customers and others. This assignment
is based on ASDA Stores Ltd. which a British supermarket retailer and operate its business in
different nations of the world. This organisation was established in 1949 by Peter and Fred
Asquith and Sir Noel Stockdale. This report will discuss about creation and various between
excogitation & innovation. Further, will explain about 4Ps of excogitation and improvement in
frugal innovation. Grandness of the commercial funnel, application of new product development
and an innovation business case will also describe. Various tools that companies can use to
ameliorate, hold and defend cognition of intellectual property will defined briefly.
TASK 1
Explain innovation and determine its importance to organisations in comparison with invention
Innovation refers to the activity of making change in the procedure or creating more
efficacious procedure, merchandise and thoughts. In an business an innovation can be an action
or act of changing the procedure of manufacturing goods and making creativity in the present
goods and services of the company. The major objective of innovation is create the thought to
amentiferous position whether the merchandise is profitable and easy. In ASDA, it is a critical
procedure that consists transferring thoughts of the form of products and services that focus on
developing value.
Importance of innovation
It is important for a business because it assist the company in offering a boundary in
discriminating market quicker and provides an effective relation to improve markets which can
track to bigger growth options (Ardito, 2018). In ASDA, it is essential because it help in creating
a new business and offering cardinal source of growth and improvement in the business of the

company. In also beneficial to the company because it help in enhancing productivity and
profitability by getting attention of its new consumers by devising creation the goods and
services of the company. The importance of innovation is defined as:
Able to attract number of customers- If the management of the company adopt
innovation and make creation then it help in getting attention of number of target audiences
(Bilandzic, Foth and Hearn, 2018). In ASDA, if the administration make creativeness in its
commodities and services which is able to fulfil the needs and request of the target audiences
then it attract number of consumers.
Assists in competing in the market- The innovation is also able to furnish competition to
market. In ASDA, by devising creation in the extant commodities and services of the
organization the firm can generate competition to the other firms which are dealing in same
sectors. This positively affect the company in term of increasing maximizing profitability and
productivity.
Helps in maximizing sales- Innovation is also assist in increasing the gross sales of the
organization. In ASDA, if the company accept it or make creation in the business with the help
of its goods and services and the innovation which is form by it, have some value the it attract
consumers and increase the sales of the company in different manners.
Difference between innovation and invention
Particulars Innovation Invention
Meaning It the process of implementing
new ideas and thoughts in the
goods and services of the
company first time.
It indicates to the generation
and creation of new idea and
thought which has never been
made before.
Concept It based on practical
implementation of new
thought.
It is an original idea which
work according to the concept.
Occurs During the time of the
company is required to make
improvement in its existing
products.
When new thought strikes a
scientist (Davis, Tzanidis and
Saltzman, 2018).

Activities It spread across the company. It is limited to research &
development department.
How organisational vision, leadership, culture and teamwork can shape innovation and
commercialisation
In business firm, vision provides a perception about business aims and objectives. The
objectives assists in encouraging workforce who are performing in effective manner in the
organisation. So that they can help the company in attaining its business objectives with the help
of completing the work in set time period. In ASDA, the administration of the company well
aware with its vision so that they can effectively aware with the necessities and demands of the
their potential customers (Dezi and et. al., 2018). The administrator of the company make focus
on finding the ways through which the challenges and market culture can be determine. It is
essential because it help in providing information about customers needs and demands. By
concentrating on team work and improving the abilities of the employees for working in a group,
the management can shape innovation and commercialization and the characteristics can be
defined below:
Organisational vision- It consider the clear images of established intent and verifiable of
the organisation in the mind of workforce who are working and performing their responsibilities
at workplace. In ASDA, the vision of the company can be “To be the number one in retail sector
in term of offering good quality and innovative merchandise and services” in order to increase
the sales and maximise the customer base. The objective of the company will help in making
creation and shape exploitation because to be first in retail industry, the management of the
company will monitor consumers needs and make innovation according to them in its products
and services.
Leadership- It is another essential component which help in shaping innovation and
commercialisation. In ASDA, if the management of the company will perform actions and
activities to make and form creation and innovation in the existing goods and services then
leadership is required to guide and direct the employees so that they can utilise their knowledge
and competence in effective manner (Do, Mazzarol and et. al.,2018). To gain positive outcomes,
the company should use positive leadership like a leader which is able to lead, motivate and able
to resolve the issues or problems which are generating when the workforce perform their duties
as per the vision of the company.

Culture- It refer to the rules, polices, plans, regulations etc. that are adopted by the
company. To shape innovation and commercialisation, the administration of ASDA should
concentrate on setting up a ulture where the busienss can run and operate with facing and issue
like discrimination and gesture favourable work culture between employee as they offer equal
growth options to execute in the business (Francke, 2018). By creating positive work
environment at work place, the business concern will be able to foster team to work and the
outcome will be good in term of working together as per organisational culture.
Teamwork- It is a crucial component at workplace, that consider motivated workforce of
the business to perform their duties together in a structured way in context of accomplishing
business objectives. In ASDA, when employees are working to gather to attain the business
objectives then it assist in shaping innovation and commercialisation by generating creative and
innovative ideas regarding business growth in term of making innovation in firm's existing
products and services.
TASK 2
4Ps of innovation and explain the use of the innovation funnel
4 Ps of innovation are defined as under:
Product- It refers to those commodities which are offering by the organization to its
target audiences with the purpose of fulfilling their needs and demands so that they can provide
satisfaction to them. In ASDA, to getting attention of numerous target audiences, the company
provides various innovative commodities to them (Huang, Farrukh and Shi, 2018). Customers
also excited and curious to take advantages and benefits of new products which are offered with
new features. Innovation is crucial to fulling the changing needs of potential customers by
manufacturing products and services according to them. By manufacturing goods as per their
needs and demands the management of the firm can provide satisfaction to them which help in
gaining competitive advantages fro m the market.
Process- It consist different actions and activities which are performed by the company
to manufacture a product, distribute and getting feedback regarding it. In context of ASDA, it
can be those acts and actions which are performed by the company to produce good and
launching its in the market so that the management of the company can get information about it
that it is able to attract consumers or not. This will help in shaping innovation and

commercialisation because by the process of launching products at marketplace to get
information redacting it, if the product and service do not like be them then the firm can make
innovation within it.
Position- It refers to a method of placing order in an effective way in an efficient market.
In ASDA, the management of the company positioned its goods and services in the market
having high fruit gross sales (Kergroach, Meissner and Vnortas, 2018). The firm can monitor the
marketplace that it having high utilization of quality products and services. To build and
maintain a good position in the market, the company can make innovation in its existing products
ad services and use different promotional channels to provide information about innovative
product in the market so that customer aware with it can take the benefits of it.
Paradigm- It is an ongoing process of preserving in the marketplace. It can be attained
by ASDA by making innovation in current products or new products which will fulfil consumers
needs and demands. In it the firm can address the changing needs and wants which help the
company to shape innovation and commercialisation by manufacturing new products to fulfil
customers needs.
Innovation funnel
It indicates to a mechanisms which helps a invariant stream of thoughts which can be
current of thought that can be surfaced for practicality. It also refers to as funnel administration
activity, it is a favorite approach for excogitation which is used by the organisation yo formulate
a creative and realistic action plan. In ASDA, it can be utilised by the management of the
company to define the stags of improvement procedure and product (Lehtimäki and et. al., 2019).
There three main phase of innovation funnel which are essential to assist in shaping creativity
and commercialisation. They are following:

Source: Innovation funnel,(2019).
Wide mouth of funnel- It is the first stage of it, within the firm maximize the cognition
and information base. The major purpose of it is to collect numerous thoughts and ideas in
possible manners. In ASDA, in this process the administration of the company collect
information in different manners (Lin, 2018). And using different source like conducting market
research, competitors analysis and others. With the assistance of this data, it can make creation in
its merchandise and services so that it can gain competitive advantages form the marketplace.
Narrow segmentation of the mouth- It is the next phase and in it, the administration of
the company apply those thoughts and ideas, which are collected by its from different sources, in
to business so that it can enable to form excogitation and mercantile. With the help of it the
company can create and generate high competition for its rivals in the market.
Narrow segment of the funnel- it is the last phase of innovation funnel, within this
phase, the company assure that the info and thoughts select to verbalize on the organisation's
purpose that were awaited when the company was set up. In this step, the management of the
company develop new products and services and launched them in marketplace by devising
innovation within them with the motive of satisfying consumers needs and demands.
Explanation of developments in frugal innovation
Frugal innovation
It mentions to the activity of minimising and reducing the cost of goods and its crucial
characteristic from a quality merchandise and service (Lopes and et. al., 2018). It can be a
procedure of observes new business models, assemble value chains and redesigns merchandise to
suffice users who aspect utmost supply restraint in a ascendable way. With the help of it, the
company can shape innovation and commercialisation by devising creativity in its existing
Illustration: Innovation funnel

commodity and services as per its consumers necessities and wants. There are numerous
principles of frugal innovation which can be followed by ASDA in its business to shape
innovation, they are as following:
Find opportunity in adversity- The organisation can find different growth options in
different situation (Mensah, 2018). For example, In ASDA, if the company face the issues of
lack of profitability then with the help of market research option it can monitor the needs of the
market and produce goods and services as per consumers needs.
Do more with less- The organisation can accomplish success and growth with the
assistance of available origins. For example, In ASDA, the administration division of the firm
can make increment in the profitability of the company by making innovation in term of
producing high quality products and adopting different pricing strategies like discount pricing.
Thinks and act flexible- In this principle, the administrator of the company think
critically and collect information or monitor it then germinate thoughts for the development of
the company. For example, the management of ADSA can assemble data regarding consumer's
needs and evolve ideas to satisfy their desires.
Keep it simple- In ASDA, the management of the company should provide simple
solution regarding situation and issues so that it can be easily understand by the employees and
they can work towards maximization of the profitability.
Follow your heart- It indicates that individual who should be passionate and perform
their duties b y utilising all their efforts so that it assist the company in an efficient manner.
TASK 3
Importance of commercial funnel and they application of new product development processing
Commercial funnel
It refer to the buying concept and activity which is apply by the administration of the firm
to guide and direct the workforce during the time of purchasing goods an services (Odame and
Alemu, 2018). This execution assist the firm in drafting the real and potential target audiences.
This method can be beneficial to enhance the productiveness and maximizing profit margins of
the organisational getting attention of new potential clients.
Importance of commercial funnel- It is essential to a company because it help in providing
understanding the sales of the company (Pynnönen, Hallikas and Immonen, 2019). It is a helpful

model for ocular the consumer journey from initial awareness all the manner by transformation.
This concept help in offering a effective structure by which the management of the company can
monitor the business and find out the areas fro development.
New product developments
It refers to the activity of bringing a new product to the market. In ASDA, it can be an
activity of manufacturing new products and service. In current time, there are several kind of
issues are faced by the consumers regarding billing after purchasing the products. So the
administration of the company can decided to make innovation in its billing services by using
artificial intelligence within them. Now, the management of the company can use Robots for
billing the products. The brief deception of new product development process regarding this
innovation is as beneath:
Idea generation- This is the first phase of this process within which the management of
ASDA collect ideas with the help of internal and external origins of the firm. They can also
assemble thoughts by making discussion regarding Robotics technology regarding billing from
inside source. While producing a new thought in to marketplace, there are different ideas create
in the mind of the manufacturer. This stage consider the ordering of information that can be
considered by the administration.
Idea screening- It is the nest step, within it, the ideas are utilised and determined by the
management of the company which are developed in the first phase regarding innovation. So that
it can be analysed that they are able to make innovation or help in success of the company. These
ideas also measured according to the company's requirements to analyse that when the thoughts
are converted in the services then they are able to serve their services in adequate manner.
Concept development- In this phase, thoughts are conveyed in the reality so that the
administration can able to gain competitive advantages fro the market (Rijswijk and et. al.,
2018). In ASDA, in this phase the administration can convert the idea in to process after
screening of it. The management monitor deep information about the thoughts which are
verbalized in meaningful customer context.
Development of strategies- In this stage, the administration of the respective company
formulate and choose strategies and plan of action with the the help of research and development
department of the company (Rotstein, 2019). The administration of the organisation formulate
strategies in context of making innovation in billing services by using artificial intelligence. So

that the company can make easy the process of billing and the target audiences of the company
did not face the issues regarding it.
Examine business condition- It is an important phase in which the administration of
ASDA understand the business atmosphere so that it can sustain and survive in it with long time
period and offering services in the marketplace to its potential customers.
Product development- The administration generates the service in this phase and try to
gather and monitor origins that would be required for the successful implementation of the
services in the business and market also.
Marketing test- In this phase, the management of the company launch the service in the
small portion of the market to test it in ASDA, the management of the company can lunch this
services in some stores so that it can be analyse that this service work effectively and liked by the
customers.
Commercialisation- It is the last phase of new product development process, it indicates
to the successful implementation and launching the service at marketplace so that the consumer
can familiar with it and use or take the advantages of it.
Build an innovation business case for an organisation
Business case
It refer to a written document which is designed by the administrator of the company to
provide the thoughts and ideas to the top level management. It considers the innovative thought
which is developed by lower extent administration to manage and resolve the issue switch are
occur in the business of the company. From the process of new product development, the
company is faced issues regarding billing service. Cause of this problem the sales, profitability
and customer loyalty were affecting (Szutowski, 2019). So resolve it the company decide to use
artificial intelligence technology in it and providing this services through Robots. So that, the
target audiences of the firm did not face issues regarding in future. This innovation I also
beneficial to the company because it help in retaining the potential of the company till long term
and maximising the sales and profitability of the firm.
Executive summery- The management of ASDA decided to make innovation in its billing
services. The respective company is a British retailing firm which operate its business worldwide
and founded in 1949 in West Yorkshire, UK.

Mission statement- The mission of the company is to offer effective billing service to the
customers so that they did not face issues regarding it (ten Kate and Poirot, 2019).
Resources- To make this innovation the company required financial resources and capital of the
firm for manufacturing this new services.
Market analysis- In this, the management of the company monitor the needs and requirement of
the target audiences regarding the innovative services.
Source of fund- There are different source of funding which can be used by the company to
raise the money to make innovation in the services of ASDA. Some of resources are defined as
beneath:
Own funds- The fund and cost which is invested by the owner of the firm can also used
by the person to make theses kind of innovation in the services of its business. It is crucial to the
investor to invest its fund in the business activities so that it can get attention of investors and
national authorities
Government grants- It is another source of raising fund in which government grants can
offered to businessman in form of lessen and long time bonds when they elevated fund from
government. To provide the money an financial help to the organisation, the government frame
different criteria.
Business angels- These are private fiscal organization with high net worth who privation
to commit fund in this kind of innovational business concern companies for assets share in the
enterprise. The business angle hold for a long time for bend because they offer finances to
establish a business organisation and make innovation in existing business.
TASK 4
Different tools that organizations can use to develop, retain and protect knowledge and
intellectual property
Intellectual property-
It indicates to an impalpable artefact of human module (Žižka and et. al., 2018). They are
unique thoughts and ideas which are formulated by a person to set up own business by utilising
different ways which is never been utilised by others. Protection and security is an important
facto so providing protection to these kin of ideas and business there are different tools which
help in securing the business from the interference of others with out taking grants and

permission of the owner. Some of them are mentioned here which can be beneficial for the
innovation of ASDA:
Patent- it is an important rights which is developed and framed by the investor and
registered with the national authorities of the nation so that only the owner has the right to utilise
these kind of technology in its business (Al Hinai, 2018). It provides a right to patent owners to
decide that how they can have the power of giving right to others. This tool is beneficial because
it help in providing protection from rivals products and services. The drawback of it is that the
national authorities needs the investors bring out the redundant quality of the creations explained
in the patent.
Copyrights- It is a legal term for aesthetic and writing work and consists different kinds
of artistic works like articles, books, music, painting and others. It is also just like patent because
in it, the owner firstly registered its work to government and after that have the right to provide
the power of utilization of other. It is filled with national authorities in context of protect
original work by the individual. The advantage of this tool is that it provide the protection to the
owner of the intellectual property and provide the right of legal instrument to the owner. But the
disadvantage of it is that is consume more cost to file copyright protection of any intellectual
property.
Trademarks- It refers to a mark which is utilized by the company to separate the
commodity and service of one entity from others. These kind of tool are utilized by the company
to provide protection from ancient time where goods are pronounced with a particular symbol
that states the ownership of individual on that product. The advantage of this tool is that within it
all the products are recorded in the registration. But the drawback of it is that to take these kind
of protection, the company will pay for the registration and renewal.
From the above information it can be analysed that patent is an effective tool which is
beneficial to provide the protection to the innovation which is made by ASDA in its business
(Ardito, 2018). Because with the help of this, the company have the ownership on that services.
CONCLUSION
From the preceding explained information it can be concluded that innovation is an
crucial aspect to make creation in the business of the company with the help of its merchandise
and services so that they can supply satisfaction to the necessities and demands of the customers.
4Ps of innovation and innovation funnel are essential for constructive innovation with the help of

innovative idea. Frugal innovation is help in organisational development and commercial funnel,
new product improvement are beneficial for processing of commercialization of innovation.
Different tools of intellectual property are effective which provide protection to new product and
innovation of the
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