Innovation and Commercialisation Strategies for Volkswagen Automotive

This report delves into the critical aspects of innovation and commercialisation within the context of Volkswagen Automotive. It begins by defining innovation and comparing it to invention, emphasizing their importance to an organization. The report then explores how vision, leadership, culture, and teamwork shape innovation and commercialization within Volkswagen. It utilizes the 4Ps of innovation and funnel innovation to identify effective innovation strategies and examines the development of frugal innovation. The report also highlights the significance of the commercial funnel and the application of new product development processes for commercialization. Furthermore, it presents an innovation business case study for Volkswagen, followed by a discussion of tools for developing, retaining, and protecting intellectual property. The content covers various innovation strategies and their practical application in the automotive industry.

INNOVATION
AND
COMMERCIALISATION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P.1. Explain innovation and its importance to organisation in comparison with invention........1
P.2. Explain how vision, leadership, culture and teamwork can shape innovation and
commercialisation.......................................................................................................................2
TASK 2 ...........................................................................................................................................3
P.3. 4Ps of innovation and use of funnel innovation..................................................................3
P.4. Development in frugal innovation ......................................................................................5
TASK 3............................................................................................................................................5
P.5. The importance of the commercial funnel and the application of new product
development processing for commercialisation of innovation...................................................5
P.6. Innovation business case for Volkswagen Automotive corporation....................................7
TASK 4............................................................................................................................................8
P.7. Different tools to develop, retain and protect and intellectual property..............................8

INTRODUCTION
In this documentation, we will discuss about various importance of innovation in the
organisation and also compare invention to innovation. Moreover, we will take a look at how
vision, leadership and teamwork will provide proper guideline to the organisation in order to
better formation of innovation in the business efficiently. We will utilise of 4P's innovation and
funnel innovation in this research in order to find out the best option of innovation in the
company and we will develop frugal innovation that can generate environment in which
innovation can be implemented effectively as well. Furthermore, this assignment review about
several kinds of development and retail and protection strategy which can effectively protect
intellectual property of the company efficiently.
TASK 1
P.1. Explain innovation and its importance to organisation in comparison with invention Innovation: Innovation define about the process in which an idea and invention is
implemented into the business in order to produce new product and services in effective
form and for that customer would pay for it (Plewa, 2010). Commercialisation: Commercialisation is the method in which innovative product and
services initiate in the new market. Commercialisation involves into several parts like
production, distribution, marketing activities, sales and customer support as well in order
to make commercialisation success.
Innovation Invention
Innovation involves the idea on product and
services in very first time in order to provide
new product offering.
Innovation describe about to adding some
values in already existing product and services
effectively.
It is totally practical activity on an innovative
thought.
Innovation needs of marketing mechanism and
Invention define about to the thought and
process on new product and services which
never comes before anyone's mind.
Invention describe about to formulating a new
product and services (Date and Eligibility,
2010).
It is a genuine idea on someone minds and it is
theoretically based.
Invention needs of scientific ability to produce

strategic ability to its implementation.
It is the process which spreading all over the
organisation.
Innovation can be implemented on
combination of numbers of product ans
services in the market.
idea about new product and services.
It needs limited research and development.
Invention implements on new product and
services in the organisation.
Nowadays innovation is the most necessary thing for each organisation in the business. In
a survey it is concluded that 90% of organisation in the world believe in implementation of
innovation in the company in order have new product and service development. Volkswagen
Automotive also need implementation of innovation in their existing luxury car product and
services in order to better satisfy customer demand in the industry effectively. Invention in auto-
mobile sector can increase the market sales of the organisation by efficiently satisfying their
targeted customer demands and needs effectively (Uppenberg and Strauss, 2010). Innovation on
Volkswagen Automotive firm take them bring ahead in now complex competitive auto-mobile
industry in the world. Commercialisation is also essential part for Volkswagen Automotive
Company in respect of initiate introducing innovative product and services in existing market.
This is a fundamental demands for Volkswagen Automotive organisation in terms of
accomplishment of technological based economy which enhance the development areas of the
firm. These things would increase succession of the business in near future of the company in
industry more efficiently.
P.2. Explain how vision, leadership, culture and teamwork can shape innovation and
commercialisation
In Volkswagen Automotive organisation, there are various elements which make great
effect the innovation and commercialisation of their existing product and services within the firm
effectively. Volkswagen Automotive major vision is to achieving their targets of strategy 2025,
in this stratgy the organisation wants to become the biggest automotive company in the world by
providing innovation product and services in auto-mobile industry with existing offers. To better
satisfy each customers needs in the market efficiently as well (Schröder, Baaken and Korff,
2012). Its major vision to become world's biggest sustainable automotive care products provide

in the industry. The firm wants to furnish innovative luxury care product to their targeted
customer which help the business to make some innovation in their existing products in order to
efficiently satisfy each customer needs and demands within the firm effectively. Volkswagen
Automotive firm is providing their services across the world and growing in faster rate by
increasing their market share around the world as well. Moreover, the company are setting up
their vision to achieve strategy 2025, by furnishing refined engineering product and services
which supports to more commercialisation in the business in more effectively and also in context
of increase their sales and brand value across the world. Organisation culture of Volkswagen
Automotive firm follow more positive manner which provides some effective values to its
leaders and managers to formulate more effective innovative strategy in order to become the
largest in auto-mobile industry (Rasmussen, 2010). Effective team working portion of
Volkswagen Automotive corporation enforce their leader to make decision towards carrying out
new updates in auto-mobile technology in terms of providing high refined engineering and high
performance based engine in their cares which extend brand effectiveness across the world.
Leaders of the company need to formulate some organisational policies according to effective
team working culture in the company. Leader and manager of Volkswagen Automotive company
can give support to their team members and other employees within the firm to carry out
efficient commercialisation to introduce innovative product and services within the market in
effective way so that its market share will increase rapidly. Positive working culture create
healthy working environment at the workplace, which furnish information to let their employee
know about to the role and responsibility of each worker in the firm to take their full attention to
effectively carrying out shape towards commercialisation and innovation within the industry in
efficient form.
TASK 2
P.3. 4Ps of innovation and use of funnel innovation
Innovation is the most essential part for Volkswagen Automotive firm in order to
sustainable development in the industry (Sichelman, 2011). 4Ps of innovation furnish appropriate
value about relevant innovation in product and process of the business in order to provide more
effective auto-mobile product and services within the market in an efficient way. This involves

four steps of innovation implementation by which a sufficient innovation can be carried out on
company's product and services more effectively.
Following steps are 4Ps innovation as below: Product innovation: Volkswagen Automotive need often look forward in terms of
developing their product and process in new way which put the company ahead from the
competitors in the industry in more effective manner. In this step the firm can make
decision with the assistance of collaboration between employees and administration so
that effective decision can be made with the help of innovative suggestions of their
employees. That will generate innovative idea on company's professionals. Process innovation: Process innovation is the process by which we could make
improvement in the manufacturing process of Volkswagen Automotive corporation in
effective form. In this process the organisation can improve manufacturing, distributing
and delivering process in efficient way as well as bring out new ideas about innovation in
process of the company (Chua and Oh, 2012). Position innovation: In this step, product and services of the firm is re-positioned in
effective manner in order to carrying out of innovation on product and process of the
firm. Position of new products of Volkswagen Automotive company can put forward
company in the market from their competitors within the industry in sufficient way.
 Paradigm innovation: This step is concerned about to the something new changes in the
corporation which increase quality of product and services in efficient manner. Paradigm
innovation is related about to the establishment of advantages of the organisation to make
their goals and objectives in unique way so that organisation will carry out innovation in
their products.
Funnel innovation: in the first step of funnel innovation, the company raise information
and knowledge base towards innovations. The aim of this stage to gather several innovative ideas
about innovation which can make effective changes in product and process of Volkswagen
Automotive corporation. The innovative ideas is being screened in the second step and in this
step new ideas is going to match with the goals and objective of the firm to know about to how
they are concerned (Finegan, 2010). You need to select an idea which can prove cost effective to
Volkswagen Automotive organisation towards implementation of innovation within the firm. In

the final stage of funnel innovation, the company's professionals ensure about new idea
implementation are giving proper advantages for the business or not. Then innovative product
and service could be launched in the market sufficiently.
P.4. Development in frugal innovation
FRUGAL INNOVATION: Frugal innovation is related about formulate valuable design
and some marketing strategy by which some refined product and services comes out in the
market which can satisfy each targeted customer needs in effective manner. It can be carried out
by re-engineering and re-innovative product and services at lower process so that each lower
category customer could afford the price efficiently. Its process provide lower cost product and
services with high value added in existing product which can satisfy the poorer customer needs
effectively. Volkswagen Automotive firm could utilisation of some innovative product and
services on their car product which can affordable for middle class people in the country. Frugal
innovation is the process in which utilisation of resources being decreased by implementing
innovation in the business in new manner. Result on it, frugal innovation make cost of
production and services lower within the business effectively. It can be acquirable at large
standard in the business often times, it also decreasing the total cost of the ownership within the
business in effective manner. Frugal innovation also minimise the use of material and financial
resources in the organisation so Volkswagen Automotive firm can decrease the overall costing of
their each product (Robinson and Stubberud, 2012). With the help of effective frugal innovation
Volkswagen Automotive can meet to green marketing objective in the industry ad also reach to
low carbon foot print with the help of innovative technology carrying out on company's product
and services in efficient way. Volkswagen Automotive corporation can use frugal innovation
and minimise the cost of its lower price of cars in the industry in order to make availability of
their car product and services at lower level to middle class people in the country who can afford
the rate of fewer product of Volkswagen Automotive company. By furnishing effective discount
offering on some occasion, Volkswagen corporation can furnish their innovative products at
lower rate by which their middle class customer will be satisfied in effective form.

TASK 3
P.5. The importance of the commercial funnel and the application of new product development
processing for commercialisation of innovation
Importance of the commercial funnel: Commercial funnel define about the way by
which a consumer and buyer can get idea about making a proper buying decision. It also helpful
to let you know about what is your organisation is doing to effective influencing their customer
in the market in effective manner by doing promotional and marketing exercises. Through
commercial funnel organisation can design effective strategy which can be furnished efficient
results at every stage of the business (Teece, 2010). Volkswagen Automotive corporation need to
conduct effective marketing strategies at the workplace by following commercial funnel process
so that engagement of promotional exercises can generate awareness of innovative product and
services of the firm and this will raise the market sales and profitability of the business in
efficient manner.
APPLICATION OF NEW PRODUCT DEVELOPMENT The idea: Each product come up in the market with innovative idea on individual person
mind then it further takes place outlines of new product in the market. The though of new
product development must be in innovative form in order to attract their targeted
customer in effective manner. Pridville is a UK based company which make modification
of old cars and new cars as well as in terms of make them modified according to
customer demand and requirements. Pridville company need to introduced innovation
process in their new modified custom cars so that their refined engineering will attract
new customer in the market. Research: Pridville firm need to conduct research program in the current auto-mobile
industry in the country so that they will find out appropriate needs of customer in
efficient way and also get to know about to updated innovation and engineering in the
new car product (Larkins, 2011). With the help of research they need to modified new
cars in effective form so their customer will get more attract towards new designed
products of Pridville firm. Development: Pridville need to redesign their new product and services in effective
manner according to research information and customer demands from auto-mobile

sector. They need to utilise new refined engineering in their new car product development
and do proper commercialisation by promotional activities of innovative new products.
They use the latest technology to promote their innovative products in the market in
effective manner. Testing: Innovative modified new product go for testing after proper development of
existing product in Pridville firm. While testing, if any kind of fault find out then it goes
for re-development at the workplace and company must ensure that their product must
give effective performance in the market and effective marketing activities furnish more
promotion of innovative product in the market.
 Commercialisation: After successful testing a product, Pridville firm must utilisation of
marketing strategy in proper manner. In this stage marketing mix can be utilised
efficiently. The final decision can be made in this stage in order to proper launching and
promotional activities of this firm in effective form. Proper commercialisation of
innovative product can enhance the profitability of the business in sufficient manner.
P.6. Innovation business case for Volkswagen Automotive corporation
Innovation is most essential part for each corporation, for Volkswagen Automotive firm
innovation can give effective result in order to sustainable development in the market and
efficient manage growth rate of the business as well (Wonglimpiyarat, 2010). So, for its effective
implementation need to build innovative case which includes various steps which are outlined
below.
In this business case, we will discuss about various importance of innovation in the organization
and the reason how innovative business will increase the sales of the company.
Executive summary: Volkswagen Automotive need to utilisation of some innovative techniques
in their new car product and process in respect to make them perfect according to customer
demands and needs. The company need to set up an innovative plan in strategy 2025, in which
the organisation require involving updated engineering like the Volkswagen group can
implement electronic engineering in their new car product so that their product will more attract
customer and prove as Ozone-friendly product in environment of the country as well.
Need: Different market techniques are required to be identified. Behaviour of consumers
towards their Car and innovation which can change their perception towards their Product.

Solution: These innovative business activity can raise the sales of the business in more effective
manner and in the future the company will gain more revenue generation.
Research of customer: Innovative refined new electronic engine in new cares, company will
also reduce the cost of cars and increase its performance in well manner so that its customer feel
extreme satisfaction by utilisation of Volkswagen Automotive company's new electronic care
with refined innovation in the auto-mobile sector.
Designing of plan: Volkswagen group can implement electronic engineering in their new car
product so that their product will more attract customer and prove as Ozone-friendly product in
environment of the country as well. With the assistance of innovation in new product
development, they can also remove traditional manufacturing process and its barriers in the
process as well as in respect to meet to its target of strategy 2025 in efficient form.
Investment requirements: Funds are required to be generated from different sources so that
company can have enough funds to implement its new innovative technique in order to attain
higher sales.
Conclusion: From the above case it has been concluded that innovation will help In growth
of company and also it will increase the revenue of organisation.
TASK 4
P.7. Different tools to develop, retain and protect and intellectual property
There are different kinds of tools and techniques available in order to effective protect
and retain intellectual property of Volkswagen Automotive organisation in the industry.
Intellectual property like symbol, image, landmark sign, trademark sign, confidential
documentation protection and patent and copy rights of particular company's product and
services in effective form (Bastalich, 2010). These intellectual property in needed to be protected
effectively within the industry to sustain in the market in more efficient way.
EXPLOITING INTELLECTUAL PROPERTY AND KNOWLEDGE Absorptive capacity audit: Administration of Volkswagen Automotive firm can
utilisation of self observation tools in order to effective protect intellectual property of the
business. This will help the business to find out absorptive capacity of the corporation.
This audit will help the organisation in order better improvement of the operational
activities at the top level.

 Managing of internal knowledge of connection: In this approach, effective management
of internal knowledge of connection can provide the best knowledge of accomplishment
of organisational goals and objectives in effective manner. There are several things which
must be managed efficiently within the business in order to better management of their
innovative knowledge in the corporation. Innovation ecosystem: Ecosystem assist the organisation in order to formulate positive
and innovative environment at the workplace which can increase the outcomes of the
business in more effective manner (Perks and Moxey, 2011). Innovative ecosystem can
assist the organisation in order to make innovative in the product and services in more
effective way. Knowledge mapping: This is an approach in which innovative ideas and knowledge of
employees and co-workers is shared to each other in order to better development of their
product and services in more effective manner so that effective formulation of product
and innovation can be implemented on the firm efficiently.
 Joint solution: they can use of joint solution strategy in order to better address their value
in the organisation in effective manner. There are some invention is find out by joint
solution approach in the business and they can create new product and services which can
increase the sales and market share of the organisation in effective manner.
Intellectual properties
It is the ownership of non tangible goods which includes ideas, artist work or symbols.
There are majorly three types of intellectual property which are defined below.
Copyright: It is the right of an artist or writer for the work they have created on their
own. It is a type of protection given to the creative workers for example Movies, articles, novels,
drawings etc.
Trademark: Every business venture is represented by some words, group of words or
symbols. Trademark is given to protect business name and symbol. The symbol TM at the end
of a word indicates that trademark protection is claimed, means that the trademark has been
registered.
Patents: Patent protection is given to product or process inventions, giving the creator
exclusive control over how their idea is used.

CONCLUSION
From the above analysis, it can be concluded that innovation and commercialisation in
most essential part for Volkswagen organisation in order to better development in their product
and services effectively. Moreover, there are some factors like vision, leadership and teamwork
can help proper innovation within the organisation in effective way and frugal innovation
approach can remove complexity of the business in more effective form as well. It is also
concluded that we have given the new product development application in Volkswagen group
which can help them to produce some innovative product and services in their organisation
which can increase market share of the firm efficiently.
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