Innovation and Commercialisation Report: Analysis of Strategies

This report comprehensively examines innovation and commercialisation strategies, with a focus on Unilever and Tesco. It begins by discussing how organizations source and foster innovation, including market structure, demographics, and new knowledge. The report then differentiates between various types of innovation, such as disruptive, product, platform, and process innovation, analyzing how each is processed within organizations. A significant portion is dedicated to producing a detailed business case for innovation, evaluating risks, benefits, and funding access. The report also assesses tools for developing, retaining, and protecting knowledge and intellectual property. Key aspects include analyzing innovation sources and support, examining successful processing of different innovation types, and producing a commercially driven business case for innovation. The report concludes with an overview of commercialisation, highlighting functions like production, marketing, and distribution, and includes a business case for a new Unilever floor cleaner product, detailing potential risks and benefits. Overall, the report provides a thorough analysis of innovation management and its practical application within real-world business contexts.

Innovation and
Commercialisation

Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
P1 Discussing the ways in which different organisations source and foster innovation........4
P2 Differentiate between different types of innovation and how they are processed............5
M1 Analysing the ways in which innovation is sourced and supported within different
organisation............................................................................................................................6
M2 Analysing how different types of innovation are successfully processed within different
................................................................................................................................................7
organisation............................................................................................................................7
D1 Effectively analysing how innovation is successfully developed and embedded in different
................................................................................................................................................7
organisational.........................................................................................................................7
P3 Producing a detailed business case for innovation for an organisation............................8
M3 Producing an evidence-based business case analysis for innovation that emphasises the
business value for potential investment................................................................................10
P4 Evaluating the different tools that organisations can use to develop, retain and protect
knowledge and intellectual property....................................................................................10
M4 Critically evaluating the different tools that organisations can use to develop, retain and
..............................................................................................................................................11
protect knowledge and intellectual property........................................................................11
D2 Produce a commercially driven business case for innovation........................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
Books and Journals...............................................................................................................13

INTRODUCTION
Innovation can be defined as introducing the new product and services or implementing
changes in the ways of production by the organisation through which they can attract new
customers towards the business (Mazzarol, 2022). One of the main purposes of introducing
innovation in the workplace is to give competitive edge in the market and to grow more in the
future. It facilitates the organisation to stand out from the competition in the market and which
helps them to make valuable brand images in the eyes of the customers. For this report, Unilever
and Tesco have been undertaken into the account. Unilever is a British multinational consumer
goods company which is situated in London. On the other hand, Tesco is also a grocery company
which has their supermarket stores across England. In this report there will be the evaluation of
the various innovations that the organisation implements in the workplace. Different kinds of
innovation types will also be analysed. Along with that there will be the evaluation of the
business case which includes business risk, benefits and ways in order to access funds. After that
there will be the evaluation of the various tools that organisation undertakes in order to develop,
retain the knowledge of intellectual property.
MAIN BODY
P1 Discussing the ways in which different organisations source and foster innovation.
There are various ways through which organisations can source innovations in order to
give tough competition in the market. The source helps the organisation to introduce new
products and services to the customers. Sources of innovations that the Unilever company uses
are mentioned below:
 Market structure: - It can be defined as one of the most common ways in order to
introduce innovation in the market. Old market structure sometimes put pressure on the
organisation to introduce new products or services through which customers can be
attracted towards the organisation (Markan, 2021). For example, managers of the
Unilever generally implement innovation through this type of source.
 The unexpected: - It is the source of innovation which takes place due to the
uncertainties that are going on in the market. It is not predicted in the advance by the
managers of the company as innovations are implemented due to the change in the

market conditions or when there is an uncertainty rise. For example, at the time of the
COVID-19 pandemic managers of the Unilever company uses this source of innovation
and they shifted their business to digitalisation in order to connect with their customers.
On the other hand, there are various sources of innovations that are implemented by the
Tesco company. Managers of the organisation critically analyses the ways they can
implement innovation techniques at the workplace. Some of the sources are mentioned below
in relation to the Tesco company:
 Demographics: - It can be defined as fulfilling the needs and the wants of the customers
according to the lifestyle of the individuals. Generally, managers of the Tesco company
critically analyse a specific place through which they introduce new products and
services into the market according to the demands of the customers.
 Necessity: - It can be defined as introducing innovations in the products and services
according to the needs of the customers that arise in the market place.
 New knowledge: - It is one of the most effective sources of innovation in which the
person of the organisation innovates new products and services into the market by their
specific knowledge (Mazzaro and et.al., 2022). It facilitates the organisation to develop
new products or services or to implement changes in the existing ways of production. The
manager of the company always ensures that they keep updating their knowledge
regarding the production of goods and services through which they can generate more
productivity.
P2 Differentiate between different types of innovation and how they are processed.
There are various types of innovation that organisations implement in the workplace in
order to introduce new products and services into the market. Some of the innovation types that
the organisation uses are described below: -
Disruptive innovation: - In this type of innovation organisation uses effective techniques
of production with the help of updated technology through which they can get good results in the
market place (Uctu and Jafta, 2018). It can be defined as a type of innovation that facilitates the
organisation to grab more opportunities in the market and along with that it also creates so many
challenges for the organisation. In order to use this type of innovation organisations should hire

professional team and should select the potential market in which they want to introduce their
products and services.
Product innovation: - It is one of the most common types of innovation that are used by
the organisation in which they introduce new products or implement some changes in the
existing products of the company (Chrysaki, 2020). This type of innovation is undertaken by the
organisation in order to fulfil the needs and the wants of the customers. This type of innovation
can easily be processed in the organisation by evaluating the resources that an organisation can
use in order to fulfil the needs of the customers.
Platforms innovation: - It is the new type of innovation that an organisation uses in order
to implement changes in the platforms in which ultimately the product has to be offered by the
organisation to the customer. In today's time customers has shifted in order to buy products from
offline method to online method and in order to fulfil this demand of the customers organisation
have introduced effective platforms that are based online (Stoianoff, Chilton and Monotti,2019).
This innovation facilitates the organisation to directly connect with the customers in a virtual
way. It can easily be processed in the organisation as the technical department of the company
can build an effective website of the organisation in which customers can make purchases.
Process innovation: - It is a type of innovation in which the organisation introduces
changes in the ways of carrying out the production in order to produce products and the services
into the market. This type of innovation is generally undertaken by the organisations when there
is a need to update the course of action. For example, Unilever companies generally focuses on
to use this type of innovation in which they implement new machinery and technology in order
to make changes in the process of production.
M1 Analysing the ways in which innovation is sourced and supported within different
organisation.
It has been analysed there are various ways that innovations help the organisation in order
to attract large number of customers towards the products and the services of the business. It has
been evaluated that there are various sources of innovation that an organisation uses in order to
increase the revenues in the market. Market structure is one of the most common and effective
ways in order to introduce new products and services into the market (Kergroach, Meissner and
Vonortas, 2018). It has been analysed that it facilitates managers of the Unilever organisation to
make changes in the old market structure through which they are able to make innovation in their

products and services. On the other hand, new knowledge of the managers is also effective
sources of innovation in which they introduce new products into the market by the new ways of
production. It facilitates the Tesco company to develop new skills and knowledge into the
employees so that they can learn new techniques of production. Another main way and source of
innovation that has been analysed is the unexpected innovation. It has been analysed that
sometimes managers have to implement changes on an urgent basis regarding the uncertainties
of the market conditions. Different kinds of organisations undertakes this source of innovation in
regards to the uncertain events like pandemics, disasters etc.
M2 Analysing how different types of innovation are successfully processed within different
organisation.
It has been analysed that there are various types of innovation that managers of the
organisation introduce in order to continue the process of production. According to the
requirement of the company managers implement different types of innovation that can generate
more profits for them. It has been evaluated that product innovation is one of the most common
and effective innovations in which organisations implement some changes in the existing
products or launch new products and services into the market. Another effective method that has
been analysed is the disruptive innovation in which an organisation undertakes effective
technology in order to generate more productivity in the products and the services (Amadi-
Echendu, 2021). This type of innovation is processed in different types of organisations
according to the requirement of the technology that is to be needed in order to produce goods and
services. Platform innovation also facilitates the organisation to change platforms in order to
offer products and services to the customers. On the other hand, it has been analysed that process
innovation facilities the managers to make changes in the production process. These types of
innovation can be implemented in the organisation that can help them to become more successful
in the market.

D1 Effectively analysing how innovation is successfully developed and embedded in different
organisational.
It can be analysed that innovation can be successfully developed in an organisation with a
perfect knowledge of technology and market conditions. Innovations can be implemented in
different kinds of organisations by analysing the needs and wants of the customers in the market.
It can be analysed that an organisation should produce effective products and services into the
market through which they can satisfy the desires of the customers that they have with the
organisation. Innovation can be effectively developed by evaluating various alternatives that an
organisation can undertake in order to produce new products and services. Effectively evaluation
of all the alternatives and selecting an appropriate one will help the organisation to attract a large
number of customers towards the products and services. This helps the organisation to make the
innovation process more successful in the market.
P3 Producing a detailed business case for innovation for an organisation.
Commercialisation can be defined as a wider process which means to introduce new
products and services into the market (Mazzarol and Reboud, 2020). It consists of various
functions like production, marketing and distribution of the goods and services to the ultimate
consumers. In order to carry out the commercialisation process organisation should undertake
effective techniques through which they can promote their brand among the customers and they
can influence the customers to buy their products and services. In relation to the Unilever
company, they are also focusing on launching new products into the marketplace. The business
case of the organisation is described below:
Innovation of the company
Unilever organisation is planning to introduce a new grocery product that is floor cleaner.
It is one of the most used products in the houses and the organisation is planning to launch new
floor cleaner products with different kinds of fragrances at a very reasonable prices.
Risk of the innovation
Along with the introduction of this product there are various risks that can create so many
challenges for the organisation. These challenges can be:

 With the new innovation there are various set of limitations that organisation has to be
faced in order to implement a new process of production.
 The manager of the organisation can face challenges in order to attract a large number of
customers towards their new invention (Yeo, 2019). It is one of the challenging tasks for
the organisation to shift customers from other businesses towards themselves.
 Another main risk that the organisation will bear while introducing new products or
services into the market is the requirement of huge capital. Because in order to introduce
a new innovation, an organisation has to spend a lot of money in order to promote the
product as well as deliver the product to the ultimate consumers. It can create difficulty
for the managers of the organisation in order to carry out the activities smoothly.
Benefits of the innovation
 One of the main benefits that the Unilever will organize will get of innovation is that they
will become able to increase their productivity in the market (Franco-Giraldo and
Gentilin, 2021). Introduction of new floor cleaner products will help the organisation to
increase the revenues as they are planning to sell it at a very reasonable price.
 Innovation will directly help the organisation to attract a large number of customers
towards their business. This will directly give benefits of increasing their revenues as
well as profits in the market.
Sources of funds
In order to launch new products and services into the market there is a need for a huge
number of resources and funds in order to carry out the production process. In relation to
Unilever company, they are planning to launch new floor cleaner products in the market.
There are various options that the finance department of the organisation can undertake in
order to raise funds. These options are described below: -
Bank loan: - It is one of the most secure ways of sourcing the funds in which the
organisation can get funds through banks (Kyerewaa Barfi and Sackey,2021). The manager
of the organisation can easily access the banks and get short-term and long-term loans and in
return they have to pay a fixed amount of interest. In relation to the Unilever organisation,
they can easily access funds from the banks and in return they have to be a specific amount
of interest.

Angel investors: - It is another way of sourcing of funds in which the specialised body
provides funds to the organisation and in return they demand equity in the business. It is one
of the most effective ways of accessing funds because when these people gets connects with
the organisation, they give valuable advice and suggestions in order to carry out the
production process. This way of accessing the funds can help the Unilever organisation in
order to introduce more effective innovations in the market.
Crowd funding: - It is the newest and effective sources of funds in which the organisation
accesses the funds through an online platform (Ardito, 2018). In this type, organisations can
connect to the large number of people who are providing funds and they can raise funds in
the large amount and in a very less time.
M3 Producing an evidence-based business case analysis for innovation that emphasises the
business value for potential investment.
It can be analysed that organisation should go for bank loans in order to introduce new
innovations in the market. It is one of the most secure ways in order to access the funds and
comparatively banks charge less interest which the organisation has to pay on the borrowed
amount. This will help the manager of the organisation to effectively use the sources of funds
through which they can promote their business values. From the above discussed business case
of the organisation, it can be evaluated that bank loans will be much beneficial for the company
because from this source of fund they can raise short term as well as long term funds.
P4 Evaluating the different tools that organisations can use to develop, retain and protect
knowledge and intellectual property.
There are various ways that an organization can undertake in order to develop, retain and
protect their innovations from the competition in the market. It helps the organization to make
themselves more potential and attractive in the market and this will help them to attract a large
number of customers towards them. In relation to the Unilever or organization, they are planning
to launch new floor cleaner in the marketplace. In order to protect the innovations in the market
there are several ways that can be undertaken by the management department of the organization
that are described below: -

Copyright: - It is a kind of intellectual property which is generally used by the
organisation in order to use the innovative work by the owner over a specific period of time. In
relation to the Unilever company, they are planning to launch new floor cleaner products in the
market and copyrights can be used in order to protect the formula of the product (Clark, Reboud
and Mazzarol, 2022). This will help the organisation to protect their product from the
competitors in the market.
Patents: - It is the another most effective intellectual property that can be used by the
organisation which helps them to provide legal rights to the owner of the business through which
the inventions of the innovation are limited to themselves only. No other person in the market
can use their innovations as their products and services because patents provide them the right to
use their innovations under their name only (Habiyaremye, 2020) Patents can be used by the
Unilever organisation in order to protect their product from the other competitors in the market.
There are various competitors who are operating their business in the grocery store and patents
will help them to develop, retain and protect knowledge of their product.
Trademark: - It can be defined as another intellectual property that is used by the
organisation in order to protect design, expression and other qualities of the product from the
manipulation of the other. This intellectual property can be used by the Unilever organisation in
order to protect their new innovations from the competition in the market (Clark, Mazzarol and
Moore, 2022). Trademark will help them to certify their new product under their brand name
only.
M4 Critically evaluating the different tools that organisations can use to develop, retain and
protect knowledge and intellectual property.
Various kind of tools have been evaluated that can be undertaken by the organisation in
order to protect their products and services. Copyright can be one of the most effective
intellectual properties that can be implemented by the organisation in order to use their creative
work for a specific period of time. Another effective tool that has been undertaken is the patents
that are intellectual property and it can be used by the organisation which helps them to get legal
rights in order to use inventions and innovations under their name. At the last trademark
intellectual property has been analysed that helps the organisation to protect their features of the

product from the competitors. These tools can be applied to the business organisations that will
help them to protect their new innovations regarding the products and the services.
D2 Produce a commercially driven business case for innovation.
In order to introduce new inventions in the market Unilever should use bank loans as a
source of funds. On the other hand, they should make an effective action plan in order to protect
their new launch that is floor cleaner in the market. Effectively implementation of the action plan
will help the organization to promote their new products into the market which help them to
generate more revenues. They should forecast the level of competition and the number of
customers that they can attract towards their new product.
CONCLUSION
From the above report it has been analysed that it is very important for the organisation to
introduce innovations in the workplace through which they can attract a large number of
customers towards their business. It has been evaluated that innovation facilitates the
organisation to generate more revenues and profits through which they can become more
successful in the future. It has been seen that innovation helps the organisation to make their
image more effective from their competitors in the market. In the above report various
organisations have been undertaken into the account that implements various types of
innovations in order to generate more revenues. In the above report there have been the analyses
of the various innovations that managers of the organisation introduce in the workplace. Along
with those different kinds of innovations tools and types have also been undertaken into the
account. After that a detailed business case for innovation in relation to the organisation has been
undertaken which includes risk, benefits, and various ways in order to raise funds. At the last

stage of the report different tools have been undertaken that the organisation uses in order to
develop, retain and protect knowledge about the intellectual property.

REFERENCES
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Clark, D., Reboud, S. and Mazzarol, T., 2022. The Business Model and Innovation
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Librarians in the Generation and Management of Technical Research Data (TRD) to
Advance Inventions, Innovation and Commercialization in Ghana.
Markan, S., 2021. Strategic Intellectual Property Management and spin offs during Medical
Device Innovation and commercialisation. International Journal Of Drug Regulatory
Affairs, 9(2), pp.43-51.
Mazzarol, T and et.al., 2022. Commercialisation and Innovation Strategy in Small Firms:
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