Report: Innovation and Commercialization Strategies for Anglo American

This report provides an overview of Anglo American's new product development (NPD) process, focusing on how the company drives innovation and commercialization within the mining industry. It details the stages of NPD, including idea generation, strategic analysis, product development, testing, market testing, and commercialization. The report highlights Anglo American's emphasis on improving existing products to gain a competitive advantage, utilizing research and development to identify solutions to technical problems, and conducting thorough testing before market launch. It also explores the company's approach to Greenfield and Brown exploration. The report concludes by summarizing the key aspects of Anglo American's innovation journey, from research and development to commercialization, and their impact on the company's success.

Innovation and
Commercialisation

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
NDP........................................................................................................................................1
Research and development.....................................................................................................1
Testing....................................................................................................................................2
Commercialization.................................................................................................................2
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
New development process is process of conduct product or service from conception to
market. This process determines the idea of evaluation, idea of generation, strategic analysis or
product development and testing and market testing, commercialisation and product launch etc.
(Block and et.al ., 2016). in this report includes Anglo American is one of the leading mining
companies in the primary department which is extracting, exploring and processing minerals and
metals.
NDP
New development process in Anglo American tries to make invention in the existing
products to gain competitive advantages. Anglo American mainly focuses on improving their
existing products. Company has many sources and ideas to make invention in the products
(Mollick and Robb, 2016). One of the main ideas to make innovation in products, Anglo
American first focuses on their problems and then they make structure to development plan and
identify new features as well as benefits when they supply. Company also involves to estimate
the cost of testing. After calculating the cost of products, Anglo American uses 'roadmap to
define the steps to impel mention of problems this process make to solve problem and help to get
idea this stage diagram include the red arrow which indicates the milestones (Datta and et.al.,
2015).
Research and development
Anglo American starts the research first to identify solutions to technical problems and
issues. Company has five roles which support the best application for existing technology and
development process. Research also defines the best suitable ideas which help to get solution of
problem and research about examine all development what occur in product. Company also tries
to develop new technologies that improve the efficiency of products (Partanen and et.al ., 2014).
The main thingsis Anglo American try to make invention of the products in demands and cooper
etc. mining material and Anglo American try their competitive advantage existing products from
that development is also demanded to make new procedure which increasing their products
popularity and increase demands of the products. Mainly, the Anglo American exploring their
products two types-
 Greenfield exploring which identify and focus previous and new undiscovered mineral.
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 Brown exploring existing mines takes place near or around and includes the discovery of
resource close to existing operations
Testing
New development process and testing before implementation. Anglo American testing
their products in market to customers are like or nit they also examine the demands of the
products what weakness of the products and how to fulfil it (Westland, 2016). Mainly Anglo
American first test their new process to 'break scale' mean they check their products in laboratory
at small scale. His is final stage for testing after that they present their products in the market.
Commercialization
It means the established new products and introduced the products in the marke(Kuratko,
and Hoskinson, 2016))t. Anglo American after the complete all process they introduced their
products in the market and also defines how they lunch their product and when they launch or
where they launch.
CONCLUSION
From the above report, it can be concluded that new process development in Anglo
American defines their product invention process to make competitive advantage to existing
product . Research and development as well as testing process and commercialization process in
the market.
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REFERENCES
Books and Journals
Block, J.H., and et.al ., 2016. Commercializing user innovations by vertical diversification: The
user–manufacturer innovator. Research Policy. 45(1). pp.244-259.
Mollick, E. and Robb, A., 2016. Democratizing innovation and capital access: The role of
crowdfunding. California management review. 58(2).pp.72-87.
Datta, A., and et,al ., 2015. Understanding commercialization of technological innovation: taking
stock and moving forward. R&D Management. 45(3). pp.215-249.
Partanen, J.,and et.al ., 2014. Innovation types and network relationships. Entrepreneurship
Theory and Practice. 38(5). pp.1027-1055.
Westland, J.C., 2016. Global innovation management. Springer.
Kuratko, D.F. and Hoskinson, S., 2016. Technological innovation: Generating economic results.
Emerald Group Publishing.
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