Innovation & Commercialization: A Business Development Report for XLN

This report examines the critical role of innovation and commercialization in business development, focusing on the telecommunications company XLN. It begins by introducing innovation, comparing it to invention, and emphasizing its importance. The report explores how organizational vision, leadership, and culture shape innovation and commercialization, followed by an analysis of the 4Ps of innovation (process, product, position, and paradigm) and the use of the innovation funnel. It delves into frugal innovation and its application. The report then presents the importance of the commercial funnel and its applicability to New Product Development (NPD), including a business case for XLN. It discusses techniques for developing, retaining, and protecting patent rights. The report provides valuable insights into fostering a successful innovation environment and overcoming challenges in the business landscape.

INNOVATION
&
COMMERCIALIZATION

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Introduction to innovation and its importance when compared to invention.......................3
P2. Ways by which innovation and commercialisation is shaped through organisational vision,
leadership and culture.................................................................................................................4
M1 Development of an innovative environment using various sources.....................................6
D1 Analyses about how innovation is developed in an organisation..........................................6
TASK 2............................................................................................................................................6
P3 4Ps of innovation and use of the innovation funnel...............................................................6
P4 Developments in frugal innovation........................................................................................8
M2 Analysing and applying innovation funnel in an organisation.............................................9
M3 Evaluate the function of frugal innovation in organisation context...................................10
TASK 3..........................................................................................................................................10
P5.Importance of commercial funnel and its applicability on NDP for commercialising
innovation..................................................................................................................................10
P6 Innovation business case for XLN company.......................................................................12
M4 A business case on innovation which measures overall effectiveness of organisation......13
D2 Evidence based judgement of organisation to overcome from the various challenges to
develop successful innovation...................................................................................................13
TASK 4..........................................................................................................................................14
P7 Various techniques which are used to develop, retain and protect various patent rights....14
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Innovation is the process of implementing new and advance technology in an
organisation which assist to execute different types of operations in stipulated time period
(Kilelu, Klerkx and Leeuwis, 2014). It is considered as significant for an organisation to
implement new and advanced ideas in the organisation which leads towards attainment of goals
and aims of the organisation. This leads to effective business practices. These techniques helps to
attract large number of customer in marketplace. XLN Company is the small telecommunication
company which provides service in the UK. The company needs implementing different types of
new and advanced technology in order to accomplish different types of operations in an effective
manner. Organisation takes help of different approaches of leadership in order to execute new
and advance technology in the organisation plus it leads to enhance the working capabilities of
the organisation. 4p' s of innovation play significant role to accomplish different changes in the
organisation within stipulated time period. It helps to flourish the business in different field and
aids in invention of different types of products and services in proper manner. Proper way of
organisational leadership, vision and teamwork aids to give proper structure to implement
innovative idea and its commercialisation.
TASK 1
P1. Introduction to innovation and its importance when compared to invention
Implementation of new and advanced technology aids to develop organisation in proper
manner. In order to implement innovative techniques determine the various conditions of the
organisation whether the organisation is ready for the change. Implementation of these change
helps to enhance the quality of production process in proper manner. Provide various types of
service with helps of innovative method aids to attract large number of customer in the
marketplace (Aarikka-Stenroos, Sandberg and Lehtimäki, 2014). The enterprise produce several
types of products as per the demand made by the customer.
Significance of innovation when compared to invention
Innovation plays a significant role in order to execute various types of new and
innovative ideas to achieve goals and objectives of organisation in an effective manner. By
taking help of some effective real theories which provide attitude and confidence and attain

knowledge about to solve with different types of risk and also accomplish different types of
operation in an effective manner.
The difference between innovation and invention is describe below:
Basis of difference Invention Innovation
Meaning It is related with the different
methods which help to
develop new services and
products (Godin, 2012).
It assumes about an activity
by the employee working in
the organisation which give
shape, size and implement new
colour changes in existing
products.
Work Individuals develop new
thoughts and prepare goods
which are not developed
before.
It can change all services and
products according to the
current and leading technique
Necessary skills An individual has new and
innovative skills which have
tendency to invent new
services and products in order
to attract large number of
customers.
An individual have the
mechanising, technological
and strategic ability which aids
to increase growth of business.
In this case study, it is reveals about the organisation adopt different types of
organisation execution of new and innovative ideas in order to changes various types of products
and services which are already present in the organisation. Like, Apple manufactures laptops and
I-pods and also stores more than 1000 songs and the iPod. Company modifies its products at
small level in order to attract large number of clients in the marketplace.
P2. Ways by which innovation and commercialisation is shaped through organisational vision,
leadership and culture
In order to accomplish different types of operation of the business which aids to attain
effective result, XLN Company implements different types of changes in the organisation to

complete various types of function in the specified time period. The leader of the organisation
plays a significant role in execution of different types of changes in the company. Leaders
motivate and guide their employee in order to attain new and advanced technology in proper
manner (Lindič, and et. al; 2011). Manager of the organisation monitors the performance of the
employee working in the company in an effective manner. It also put its effort in order to resolve
the various issues which arises during performing different types of work activities in proper
manner. It also defines the vision of the company, its mission, leadership, working in a team and
culture. Manager and employee put their efforts to attain the vision of the company plus motivate
its employee about the mission of company to attain goals and objectives of the company.
Vision: XLN organisation has the short and long term aims which aids to attain the
productivity of the organisation. By the defined vision, company can attain the assigned target in
stipulated time period. The vision of the company is to attain top position in the
telecommunication
Sector: By implementing different types of new and innovative idea, it also assist to
maintain long term relationship with the employees working in the organisation. The vision of
the company is to provide better quality of service to its consumer so that company can generate
large number of revenues as well as trust of the company.
Mission: This organisation has short term aims and goals which are developed by intense
strategic thinking. The mission statement of a company can help in commercialisation and
innovation activities because it is important to attract large number of customer (Ettlie and
Rosenthal, 2012).
Leadership: Leader provides a significant role in order to guide the employee and these
leaders help to attain objectives and objective of organisation. In context to this, leaders of XLN
guide their teams in order to execute several types of operations of the organisation. It also
motivates various employees to accomplish different task in proper manner.
Teamwork: It is very essential for the business entity to motivate their personnel to
perform various types of functions of the organisation effectively and efficiently. The leaders of
the company motivate their employee to conduct work as a team so that it can be accomplished
in stipulated time period.
Culture: As employee comes from different backgrounds in the organisation so, there
are possibilities of rising conflicts while performing different types of functions. Consequently,

manager needs to define the culture of the organisation and direct them to perform their duty in
one single culture and implement effective strategies in order to solve the various types of
conflicts in proper manner.
M1 Development of an innovative environment using various sources
Organisation implements various changes in order to develop the structure and different
types of activities in an effective manner. The managers of organisation put their efforts in order
to accomplish numerous task in specific time period in proper manner. Moreover, the
management of organisation allocate different resource to implement different new and
innovative technology which helps to perform various kinds of activities in short time period.
There are different resources which are implemented by the enterprises which helps to enhance
skills and knowledge of the employees working in an organisation (Engel and del-Palacio,
2011).
D1 Analyses about how innovation is developed in an organisation
Implementation of the various innovative ideas leads to attainment of aims and objectives
of the organisation in a proper manner. The enforcement of new and innovative ideas can result
into maintenance of the effective practices in an organisation. Management of the organisation
take corrective measures in order to succeed in different types of activities in effective manner.
Manager of the organisation monitor the performance of the employee working in the
organisation leads to attain the effectiveness in the performance of employee working in the
organisation. Organisation made several efforts in order to enhance the performance of the
organisation in effective manner. There are different levels to measure the performance of the
employee employed in an organisation. It helps to improve the explore the business in different
area. There are different types of activities which are performed by the company in order to
achieve the goals and objectives of the organisation.
TASK 2
P3 4Ps of innovation and use of the innovation funnel
The proper definition of innovation is to create something new specific which give
positive impact on the performance and productivity of the organisation. It includes process,
products, position, and paradigm which are collectively known as innovation mix. The 4p's of
innovation are mentioned below:

 Process: There are various types of process on the daily which are implemented in the
organisation such as production of different goods , supply of goods , selling, recruiting,
accounting and many more. By implementing different types of new and innovative
process. The above mentioned activities are accomplish in stipulated time period. It aids
to implement to enhance the profitability of the organisation (Micheli, Schoeman,
Baxter and Goffin, 2012).
 Product: It is most essential factor which aids to encourage people to purchase different
types of products from the organisation. Organisation implement new and innovative
design of packaging, less time consuming, delivery of different schemes, provide fresh
products to the consumers.
 Position: This component is similar to the promotion of the marketing mix. By which
the image of the brand or company name plays a significant role to enhance the profit and
benefits related to sales, customer satisfaction and keeping the position of the company
before the different rivals in international market. Paradigm : It is most important factors which can be explained as effect of the
modification because of the image of the different products, desire of customers and
competitors strategies. This cause deals to perform different types of market research to
determine the needs and demand of the customer in the marketplace.
Use of Innovation Funnel
This is the funnel which plays an important role in order to convey various type of
information in about the different criteria which can be conduct in order to manufacture more
advance products in the organisation. It is easy to manufacture new and innovative products in
short time period by implementation of new and innovative technology. These technology aids to
attract new clients as well as existing ones which are related to maintenance of value of products
in the market. Focus on wide mouth of funnel: It can be explained as to gather a bunch of the new and
innovative ideas as well as probability of execute which are related to criteria of the
firms. Conduct various kinds of research in order to identify the proper demand and
desire of different customer. The mouth of the funnel shows the demand and desire of the
customer in proper manner. This leads to accomplish different types of function of the

organisation. The manager of the organisation put their effort in order to mange the
different activities of the organisation. Narrowing segment: This stage is related with the screening of different ideas which
takes place in order to match different standard of the demand and desire of the different
types of customer. Determination of different types of risk and uncertainty which will
done to attain effective result in term of the investment.
 Narrow Funnel: The team of the company ascertain different condition of the
innovation by providing the positive impact on the productivity and profitability
implementing new strategies and policies. This funnel show the effectiveness in
performing new and innovative technology in order to maintain the different functions of
the organisation.
P4 Developments in frugal innovation
Innovation is the procedure by which organisation implement different types of new and
advance design to manufacture new range of the products in proper manner. This leads to
maintain the effectiveness and efficiency of the organisation in proper manner. This concept is
related to the implement effective and accurate process by which the manager of the
organisation can reduce the manufacturing cost of different goods and services of the
organisation. It is essential for the company to take corrective measures while preparing the
budget so that the large number of customer can be targetted and large number of shares can be
capture in the marketplace in effective manner (Brunswicker and Van, 2014). Management
needs to implement different strategies in order to fulfil the demand and desire of the customer in
the marketplace. There are some points which are mentioned below which needs to determine
the manger of XL company:
 Manager have the effective knowledge about the process of innovation which aids to
guide the different employee working in the different organisation. It also helps to
achieve the aims and objectives of the organisation.
 It is essential for the upper level of management should determine the skills and
knowledge of the employee so that the employee perform their work according to the
guidance of the organisation. The manager of the organisation needs to determine the
capabilities of employee so that different functions of the organisation can be accomplish
in effective manner.

On the ground of Apple Inc. and also Virgin Groups case study determine that both
organisation implement different types of resource in order to perform different types of
functions of the organisation in stipulated time period. It helps to achieve the aims and
objectives of the organisation it leads to maintain the effectiveness of different types of
operations of the organisation. The Frugal innovation plays an important role in accomplishment
of various functions in stipulated time period (Qian and Haynes, 2014). Management of the
company implement various idea of the frugal innovation in accomplish different types of
functions within the organisation. There are six principals of the frugal innovation:
 Engage and iterate – This principals says that an organisation do not needs to
implement new and innovative technology at regular interval of time period. They can
pursue their idea and executive and creative think in proper manner.
 Flex your assets- XLN can influence amount of their retained earning toward the
implement of innovative techniques and also provide different types of the financial
support in the long term goals.
 Sustainable solution- The organisation needs to focus on the main cause of the different
problems and implement several kinds of strategies in order to resolve different issues in
effective manner.
 Shape behaviour of customer- By ascertaining the purchasing power of the customer
and attitude of the different customer, organisation needs implement different innovation
in the products. This can change the behaviour of the different customer.
 Creation of value with customer- Regular and proper communication with the
different customer in order to assist to rapid development of the organisational process
(Schroll and Mild, 2011.).
 Innovation stakeholders- If stakeholder like employees, customers, supplier, and many
others are the creative so they can aids the company in better and fast implementation of
the implementation of the idea.
M2 Analysing and applying innovation funnel in an organisation
Innovation funnel is related with the implementation of different new and innovative
idea which leads to attain the goals and objectives of the organisation. It define the suitable time
in which the execution of new and innovative technology in order to accomplish different types
of operations in proper manner. It helps to attain the aims and objectives of the organisation

within stipulated time period. Funnel shapes determine the different stages of the organisation
which defines the roles and regulations of objectives of the organisation. Organisation apply this
funnel to explore the business in effective manner. It leads to attain the goals and objectives of
the organisation.
M3 Evaluate the function of frugal innovation in organisation context
Frugal innovation plays a significant role in organisation which leads to implement
several activities in proper manner. It leads to maintain the effectiveness of the employee
working in the organisation in proper manner. There are six principle of frugal innovation on
which XL organisation implement new and innovative technology to produce different types of
the activities of the organisation. It leads to manage the effectiveness of the organisation. It helps
to create interest to the employee to perform their work with helps of new and innovative
technology. It aids to accomplish different types of task in stipulated time period.
TASK 3
P5.Importance of commercial funnel and its applicability on NDP for commercialising
innovation
Commercialisation can be described as process in which different procedures and
techniques has been used for making products and services available to target audiences. Further
it described about sale funnel which help the organisation in maximising their sales and
profitability through reaching to wide range of customers in proper and appropriate manner.
Organisation adopt this method in order to enhance their customer base by providing standard
quality of goods and services. In business environment changes are coming with rapid fast speed
therefore innovation is important to beat all the challenges of rivalry (Gray, 2011).
Commercial funnel is essential for XLN which is telecommunication based industry and
this funnel consist of different steps which describe below:- Awareness:- In every organisation marketing department main motive is to create
awareness among customers regarding goods and services produced by them which leads
to profitability and growth of business. XLN must use commercial funnel for increasing
innovative skills which help in creating awareness among customer about product and
services with the motive of maximising sales.

 Feedback:- Before implementing any innovation in product and services it is necessary
for company to consider all the opinion and viewpoint they get from their services
through sampling and testing. Apart from it previous record also be consider so better and
suitable working condition in environment.
 Decision factor:- Last factor that need to consider which is helpful in assessing the
interest they get from innovation in regard to products and services. Further after
analysing rivalry market strategies managers must take final decision for gaining
efficiency and good outcomes in future.
Therefore XLN must follow all the above steps of commercial funnel and include all those
factors and element which give better shape to their innovation at the time of launching 4G
facility and digitalisation in their telecom business. Apart from it when management plan to
bring new changes in existing product and come with new feature in their services then in such
NDP model steps has been followed which stated below:- Idea generation:- Whenever company is planning to launch any new product and
services in market then before that proper idea has been generated for this in which
proper preparation has been made by them in advance. For example XLN need to
generate idea comprises of innovative techniques and methods at the tome of producing
5G handsets. Screening the idea:- Whatever the idea company generate then next step is to screen that
idea in order to analyse all the advantage and disadvantages. This allow them to execute
their idea in market effectively and proper manner. Testing:- Before launching the product officially in the market Company test that
services with limited customer in order to know that in future that product give them
profit and better outcomes or not (Huang, and et. al., 2012). Analysis:- Under this step all the factors and elements must be analyse which affect the
innovation thing in that services which ensure smooth running of business. Product development:- After analysis and testing the new product and services in market
by XLN then next step is to observe all the positive and negative things in that items and
then consider all the positive elements that help in executing action plan of XLN.
 Commercialisation and launching:- This is the last step of NDP under which after
positive and appropriate steps is done in commercialisation and launching of product and

services. XLN have to work on their innovation once after each and every
commencement get done.
P6 Innovation business case for XLN company.
XLN company is the small and medium company which provide service in
telecommunication services. It manufacture different types of application, provide broad band
services and different types of digital services and Internet facilities to the different company of
UK (Xiao and et. al 2017). But the the business related to the phone is famous among all the
various products which plays a signifiant role in order to generate large number revenue from the
marketplace. Here are some steps of innovation business case:
Executive summary- Cited organisation provide different types of telecommunication
service to different types of organisation in UK. The management of the company wants to
implement different types of new and innovative technique in the organisation to accomplish
different types of the activities of the organisation. The management wants to offers new and
innovative service to the customer. By determining different organisation who have attain good
value after implementing new and innovative technology which leads to attract large number of
customer in proper manner.
Target – Client related to telecommunication industry because business phone are not
in household. The main objectives of this phone is to improve the communication. Business of
the broadband and development of the application which creates the interest to the different
customer.
Solution- The main feature of this products it is easy to operate so the purchaser do not
face any difficulty at the time of launching of this phone. It stands on the expectation of the
different customer in effective manner.
Why products is innovative – Most of the customers want to the special feature for the
products they want the main features of products they want by customer is video calling
feature. For this different customer ready to pay e3xtra money to avail this facilities.
Customer research- this step is concerned with the up gradation of this phone in feature
by implementing different types of feature in the phone. In order to increase the rate of sales of
products of the company should add on different types of features in the phone. Technology and
needs of the corporate client are modified in very short period of time.

Funding – For small and medium organisation it is not easy to collect different resource
for implementing innovation. The organisation has very limited resource in order to develop the
the organisation. Loan bank is considered as the most feasible choice but they can lend money up
to a limit. Angel investors and investment groups are other options, benefits of taking funds.
Expected benefits : The return which will attain in the future to determine in this steps.
Past information and data is used in the performing different types of task in proper manner.
M4 A business case on innovation which measures overall effectiveness of organisation
Organisation launch a featured phone to the customer and the management of the
organisation implement different techniques in order to measure the performance of the
organisation organisation. They just take the feedback of consumer in the marketplace. It leads to
attain the cost of the different activities in the order to enhance performance of organisation.
There are different types of techniques which are used by the arrangement to measure the
performance of the organisation these techniques are gain feedback from the customer, monitor
the rate of sales of products, determine the margin of profit of company and many more
methods which are used by the company to determine the performance of the company.
D2 Evidence based judgement of organisation to overcome from the various challenges to
develop successful innovation.
There is evidence to overcome from the different challenges in order to develop the
organisation in effective manner. Organisation put their effort in order to pertain the
development of the company (Liu and Liang, 2013). The company manufacture phone with the
video calling feature in the phone which leads to attain the effectiveness of the organisation. The
people like these phone because the rate of interest of the different people is very high. So
company needs to fulfil the desire of the customer in an efficient manner. It aids to enhance the
execution of the organisation in proper manner. It helps to enhance the profit of the company in
effective manner. It leads to maintain the effectiveness of the organisation in proper manner.
TASK 4
P7 Various techniques which are used to develop, retain and protect various patent rights
It is possible for the entities to implement different types of the innovative technology in
order to accomplish different types of task in effective. There are different tools and techniques
which protect the and retain the intellectual property and knowledge :

Help from professional : there are various kinds of lawyer, accountant which helps the
enterprise in order to protect from the case of retaining and protecting intellectual property and
knowledge.
Know your right- If an company is doing some innovative activities than the
management of the organisation grab the opportunity to implement those innovative techniques
in order to protect the right of the employee working in the organisation (Cooper, Seiford and
Zhu, 2011).
Trade mark – It is the sign used by the organisation in order to sell different products
on behalf of the sign.
Patent- XLN has engineered a mobile phone which has a innovative factor of having
video calling feature.
CONCLUSION
From the above project report it has been observed that innovation is the essential factor
in order to compete different rivals present in the marketplace. There is a big differences between
the innovation and invention but the customer misunderstand between these two aspects. This
concept also assist to attain the goals and aims of the organisation.

REFERENCES
Books and Journals