An Analysis of Innovation and Commercialization at the Dyson Company

This report examines the concepts of innovation and commercialization within the context of a globalized market, emphasizing their critical role in organizational growth and competitive advantage. It defines innovation as a process of transforming ideas into valuable products or services and contrasts it with invention. The report explores the importance of innovation from both macro and micro perspectives, including economic growth, job markets, and environmental sustainability, as well as competitive advantage, ROI, and productivity. It further analyzes how organizational vision, leadership, culture, and teamwork shape innovation and commercialization, focusing on the case of Dyson. The 4Ps of innovation (product, process, position, and paradigm) and the innovation funnel are also discussed as tools for driving business improvements and gaining a competitive edge. The report provides a comprehensive overview of innovation strategies and their practical application within a real-world business environment.

Innovation and
commercialization

Introduction
Due to the globalisation the world has become global community. There is a strong
presence on the companies due to the technological advancement. With the change in trends
the preferences of the consumer are changing. To have growth and development in the
organisation every company deals with the innovation. The business starts with invention but
owned by the innovation. Innovation is an important aspect for the company as it displays
challenging influences between the competitors. The commercialization in the economy helps
in introducing the new innovated product in the market. The commercialization described as
the procedure of conversion of ideas, inventions and knowledge into the capital for the
organisation with the intention of profit maximisation. In the study the discussed topics are
related to the innovation and invention with its importance in the organisation (Abhari and
et.al., 2017). The 4Ps of the innovation taken by the organisation, approaches and steps to
develop new innovative product.
The chosen organization is Dyson. It is a British technology company introduced in
1991 by James Dyson in United Kingdom. The company deals in the designing and
manufacturing of the household appliances like vacuum cleaners, hand and hair dryers,
bladeless fans and lights etc. The headquarter is located in Malmesbury, Wiltshire, UK. It
has over 12000 employees across the world.
Main body
P1 Innovation and invention with importance
The term innovation is a wide concept focused by the small and medium, large sized
enterprises. The innovation has a vast role in the companies which leads in development and
growth by offering competitive advantage. The small and medium sized enterprises are able
to introduce innovative ideas rapidly and simply as compared to large firms. The authors
have described innovation as track of visualising, emerging and implementing ideas
interested in manufacturing of the product or services that makes value. It is defined as doing
modifications in the products of invention (Carayannis and et.al., 2018).
The term invention is associated with the physical creation of the new idea and
conceptualization. The new idea is emerged to do or to make something without verifying
will it work or not. To have invention it requires the creativity and proper development of an
idea. Example- product design, business models. The invention is the method for the

improvement upon machines or process to generate an object. It is refereed as novel idea
which can be patented.
Difference between innovation and invention
Innovation Invention
 It deals with manufacturing new things
in the prevailing product.
 It increases the productivity of the
company.
 It entails marketing and tactically skills.
 It depends on practical application of the
product.
 It enhances the business value (Chang
and et.al., 2017).
 It deals with creating new items and
launch of new services.
 For company introduction invention
takes place.
 It involves technical and systematic
skills.
 It banks on the philosophy of the
product.
 It upsurges the company value.
Importance of innovation
To stay in the competitive market innovation is needed which also helps in economic
growth. The complex problems are solved with the help of innovation. As already stated,
innovation is the introduction of something original which offers a competitive advantage to
the companies. The importance of innovation from macro perspective is-
 Economic growth- The technological innovation is the main aspect for the growth of
economic. The term economic growth defines the rise in inflation- accustomed in the
market worth of belongings and services formed by the economy concluded time. It is
calculated in the percent rate of growth in the gross domestic product. To increases the
yield in the market the number of contributions can be increase to the productive process
and generating new ways. The aim of innovation is to come with original ideas and
technologies for increment in the productivity and producing high output (Cropley and
et.al., 2017).
 Innovation and future of jobs- With the technological upgradation and increase in the
productivity it brings major changes in the careers. It affected the manual, low-skilled
jobs like accountants, lawyers etc. the labour force has become important now as required

new skill set for both occupations of old and new. It will increase the demand of the
expert.
 Increased well-being- Due to the innovation in the economy the living standard has
increased. It increases the GDP which leads to the great income and wealth disparity.
With the increase in the income inequality the purchasing power is decreased of the
consumers which requires innovation (Curley and et.al., 2017).
 Environmental sustainability- The challenges in the environment and sustainability
issues like climate and weather change, waste disposal needs the ration of work and
advanced solution for present and future situation. The consumerism has the positive
influence on the innovation and the increasing consumption is also considered as
environmental deterioration. The change in policy also affects the organisation in long
term and responsible to adapt innovative technology.
The importance from the micro perspective of the innovation is-
 Competitive advantage- It defines the essential progressions in the abilities that provides
competitive edge against the competitors in the company. It depends on the business
model and the business operating in. to have the competitive edge in the organisation it
requires the innovation which helps in keeping business operations, service and product
successful pertinent to the consumer requirements and fluctuating market conditions. The
innovation helps in discovering of opportunities to meet the changes (Dogan 2019).
 Maximize ROI- The introduction of the innovation and competitive advantage in the
organisation leads to increase in the performance and profitability. In first the measuring
of ROI was challenging but with the introduction of innovation it makes easy and
enhanced the overall productivity.
 Increased productivity- The innovation and technological advancement leads to
economic growth by reducing cost of production and revealing high output. The
innovation in the organisation decreases manual, repetitive work, and release time with
different automation solutions by creating value task. The improvement in the
productivity and efficiency requires less time on the tasks making work extra eloquent.
The spending of time on the task improves the process, problem solved and enhance the
customer experience.
 Positive impact on company cultures- The innovation brings positive impact on the
company culture by growing the capability to obtain, generate and creating the best use of
capabilities, skills and acquaintance. The innovative practices shape a culture by

continuous education, progress and personal development. Team work is improved by
providing support and right tool to the employees leads to positive effect on the person
how they notice their jobs (Ebrahim 2020).
P2 Organisational vision, leadership, culture and teamwork can shape innovation and
commercialisation
 Commercialisation- It contracts with the monetary advances by introducing original
product and services inside the commercial market. It includes bookkeeping, sales,
marketing and customer support. It aids in trade with the publicizing position and
planning. It is the wider procedure of innovation. It includes numbers of aspects to
perform the function to commercialize the advanced idea for constructing on
considerable scale for monetary expansions. The following points has been discussed
in the standards of innovation and commercialisation in the company. These factors
lead to increase in the productivity and assembly all requirement of the company
(Ernawan and et.al., 2019).
 Vision- Every single business has its visualization which defines that which
merchandise is need to be revolutionized and in what customs commercialization of
modernized product is ended. Business’s vision resolves the business development
and modernizations variety subsequently that commercialization can be complete
effortlessly. The Dyson vision is the essential lashing power that can increase
origination and commercialization with great pace. Ground-breaking companies such
as Google and Dyson deliver serving of period in their workers employed historical to
permit them to do whatsoever they want from the inventive opinion of view (Jorna
2017).
 Leadership- Leadership is identical mutual procedure in any corporations like Dyson
every single professional and front-runner leads its tenure for some precise purpose. If
concern is important in marketplace, it defines to preserve the situation stead between
its threatening competitors. Leadership usages collaborative method for the praise of
imagination between the employees. Primary, leaders make chances for team
associates that assist in increasing innovation and originality influence through
supportive the productive team environment, encouraging them and gratifying them
above their achievements. Additional, leaders represent the establishments to develop
innovative which can be complete through reserve apportionment and administration
in the system of reserves, amenities, period and information.

 Culture- Diverse businesses have dissimilar culture like in Dyson company where
they have variety of electronic products for their consumers. Culture outlines in what
pardon way merchandise determination successful to be revolutionized and in what
rapports its commercialization becomes exaggerated. It has remained pragmatic that
the innovation and commercialization can be succeeded if the association is eager to
inspire its staffs to current their concepts and thoughts in the expansion of pioneering
situation. These inspirations will be in the system of encouragements, motivations,
capitals, support, trainings and rewards. The volume of capitals upon research and
development has straight comparative relative to the grade of innovative ideas and
commercialisation tactics (Katz 2019).
 Teamwork- Teamwork centrals the business growing and intensifications its output.
Teamwork donates in the commercialization of the revolutionized product of the
Dyson. Cooperation brings novel ideas and additional individuals occupy in further
innovation. To work in a squad with the associates improves the harmonization by
generating the thoughtful of the work. It is a high framework of the team containing
of the interdependent personalities in the group. An acceptable team size is obligatory
to make operative team so that the efficiency of the company can be heightened.
P3 4Ps of innovation and the use of the innovation funnel
The 4Ps of innovation helps in creating the product leading to enhancement in the
better way. It is a tool used by the organisation for discovery innovation techniques to carry
upgrading in the business. It helps in understanding the current market position and the
technique of energizing its product, process, position and paradigm. The guidance is provided
to the organisation where it wants to go and what it requires to fain competitive edge. The
positioning is improved with the application of 4Ps and in product improvement (Kratzer and
et.al., 2017).
Product-The product showed that in what way can business creates its product healthier by
means of revolution techniques. Incremental in creation positively further the efficiency of
the business in modernization standings. The product segment comprises the upgrading
standards of the product or service which the party is contributing. It is the query of concern
that moreover the present product must go for development or completely substituted through
the original one.

Process- Subsequently trade with paradigm and product innovation P’s, dispensation of
product supply, work flow; employing persons are all comprised in this procedure. Process
encompassed all the stages for product modernization. The process enhancement or altering
comprises industrial process of the creation as well as provision, employment novel persons
and trainings. There is also a substantial possibility of identifying healthier and competent
processing methods. For example, a bookselling company in progress to trade their books
concluded connected service rather than bookshops and straight transport the books at clients’
doorstep (Lee 2020).
Position-It is related to the core area of the innovation part, it chooses that in what way
company mounts the product in opposite of the marketplace. All factors like personnel,
community, operators are involved. The innovation in situation does not significantly
stimulus the construction and functionality of the product but it touches the sense of the
creation in the ability to see of its clienteles or the aim market. It essentially re-positions the
awareness of the prevailing goods in opposite of the regulars in a detailed framework. The
position innovation is cast-off by the group to redefine their commercial for the persistence of
acquisition administrative goals. For example, Levi-Strauss jeans remained recognized as the
unchanging of manual workers but future it distinct its position and now considered to be the
best fashion outfit in the world.
Paradigm-Using revolution to progress the behaviours of business practices. Paradigm
launches pardon company must do to style changes or origination in their current products
and services. Innovation in the paradigm of the association is associated to the psychological
model which redefines the method the organization do commercial. The paradigm
modernization if occupied drastically can completely alteration the occupational classical of
the association (Li, P.Y and et.al., 2018).
Innovation funnel
Innovation funnel defines the procedure to progress the goods and progression. As its
designation representing flue designates the entire progression to make and assembly
publicizing wants of the product and services. Funnel of origination act as a processing plant
structure in product revolution and its beginning. Various organizations usage innovative
funnel technique to pledge an novelty process by assembly dissimilar thoughts and ideas of
the sellers and R&D section that originate after the market and clients’ behaviour, then
investigative them and clarifying them in various stage in directive to obtain a flawless

innovative product which will be thriftily viable and suitable for the market. At the
preliminary of the funnel, the thoughts are created by analysing market, consumer
information and other foundations of evidence connected to the chances obtainable for an
original product line. After the gathering of diverse ideas and notions, the funnel then
ongoing to progression them. The handing out is complete through four key stages conferring
to the investigator (Mensah and et.al., 2019).
Assessment Gate: It is built on what type of occasion is appropriate for the business, the
succeeding step is to idea numerous types of products or services that will result in money-
making outcome.
Development Gate: At this phase, the product expansion crew starts to effort on additional
modest thoughts. This stage describes the product plan, its characteristics and its operation.
Test Gate: In this stage, the sophisticated products then accessible to the illustration of target
customers in directive to acquire the responses of afresh established products. The testing
measures can be operator testing, questionnaires and choice modelling.
Launching: In this stage, very limited or even a single creation is carefully chosen by the
organization and direction to be established into market and offered to the customers.
P4 Developments in frugal innovation
Frugal innovation denotes to the decrease of redundant cost and manufacture of
valued belongings in order to attain higher profit. It diminishes the difficulty of innovation.
Frugal innovation benefits the Dyson in many ways, it offers supreme profit from slight
resources to achieve the sustainability and eliminate the voids of the company. Essentially
this frugal innovation works on lowest to uppermost approach in opposing to the top to
bottom approach of typical innovation. This is so because it stretches more consistency of the
products and company achieve higher number of customers form smallest resources. Frugal
innovation is diverse from all other innovation processes. This innovation termed as frugal
because it’s not limited with precise clients or customers but preference up vast range of
operators from bottommost resources. There is misunderstanding about the frugal innovation
is that it is of short quality. In fact, the main objective is to use limited resources and
producing in huge measure of goods by dropping the gratuitous cost of the items, but it does
not mean it produces low quality of goods for operators and its customers. In fact, no
establishment needs to damage its status among its customers (Purkus and et.al., 2018).
Frugal innovation has many terms which portrays its working like opposite innovation, frugal
engineering, cost reduction innovation, resource-constrained innovation. All such distinct its

standards and working. Many of the corporation whether it is resident or MNC’s using the
type of origination top attain the extreme profit for their company. the Dyson use this frugal
innovation to pleased their clienteles. Hence it can be thought that frugal innovation is truly
identical innovative and delicate procedure and it progress supreme profit for the Dyson by
covering huge variety of customers with low cost and minimum resources with virtuous
quality.
P5 Importance of the commercial funnel and the application of new product
development (NPD)
Commercial funnel defines citation additional around the possible clients and then do
the advertising so that business accomplish advanced points of their customary and hold
customers. Commercialization funnel is actual essential in any association particularly if it
come in framework of Dyson. The furthermost of the commercialization funnel is to prime
and principal of the company because commercialization of adapted product and services of
the company charms the consumers further than usual. Alternative designation commercial
funnel is purchase funnel. The commercial funnel determines the expedition of the customer
towards the acquisition of a service or product (Xu and et.al., 2017).
New product Development Process:
New product development method states to the procedure that classifies the essential
approaches that are fundamentals for introduction novel product or service in the market. The
procedure is industrialized to intensification the auctions of the company when it is the
historical of market emergence. The convinced phases of original product development are
given below:
 Idea generation: To generate product conferring to the want and request of the market it
is very important to generate novel resourcefulness and ideas concerning existing product.
The obligation of existing group is intensive in this step. Dyson produces creation based
on the demand of young age group. As a outcome, they essential to emphasis on the up-
to-date peer group and their requirement to go for the manufacture.
 Concept definition- In this product specification is provided to the customers. Dyson use
this step to portray the product related to dryer, vacuum, lights specifications to the
customers. Product difference can be extra in this step also. As a consequence, company
can display themselves why they are diverse from others.

 Market analysing: Previously presenting a product to a market it is important to examine
the market primary. Market condition, market demand must be recognized earlier
initiation a product. Previously beginning a new electronic product Dyson also needs to
investigates the board market on the foundation of the request of the clients. Even value
should be established on the source of consumers satisfaction.
 Product development: Subsequently market analysis it is period for developed and
projecting of the products. Product should be established and intended in certain way to
appeal vast number of the customers.
 Commercialization: Commercializing comprises the demonstration of the product in the
market. Afterward testing, product is established in the marketplace of the forestall
product of the market.
P6 Build an innovation business case for an organisation, including ways to access
funding.
To work effortlessly in to the association, it might conscript about of their supplies that can
brand an advanced business case. Over this way corporations’ presences allow to portion
their presentation and to carry an idea of their upcoming
responsibilities. Dyson is one of the Smart lights and vacuum industrial companies in UK,
and for manufacture an innovative commercial circumstance the party should contain their
product development process, pricing strategy, buyer consciousness program and market
appearance.
 The primary job Dyson essential to do is to progress their product contributions. They
can alter their harvests by addition additional operative structures in its following lots.
 To make enormous income the association ought to establish a rational value to the
targeted clienteles (Zhao and et.al., 2019).
 On advertising operations there are numerous companies hinge on. Not only the
nationwide purchaser as it conscious of its moment to the worldwide purchaser
phantastic on it. In such a way organization bright to make their individual product
image and also to prime the group who works with this association. To get new client
Dyson should portray around operative promotional activities. For corporate growth it is
relaxed to in search of a new saver.

P7 different tools that organisations can use to develop, retain and protect knowledge
and intellectual property
In accordance with the organisation is actually significant to safeguard the ideas and
practices of the business. There are numerous amenities which are in responsibility of
shielding corporation’s confidentiality. These are described below:
Patents: The business uses to safeguard the creation, plan and other intimate belongings of
the corporation.
Trademark: Trademarks are normally cast-off to discriminate the product or services of the
business from the rivalry product.
Copyright: Copyright is also an impeccable tool that helps businesses to protected artistic
the whole thing such as composition, scripts and others.
Before accepting any of these stated service or tools, establishment wants to follow
some lawful requirement and bureaucracies. By preserving these procedures and legal
necessities establishment can usage wanted characteristic, patent and copyright choices for
the business.
Conclusion
The assignment helps in gaining the knowledge of innovation and invention stating
hoe it is important and useful for the organisation in terms to gain profitability and
maximising revenue. It also defines various methods to protect the confidential data of the
Dyson. After identifying the theoretical findings innovation is a imperative factor for the
growth and success of the organisation. From above discussion the challenges can be
balanced with the adequate resources. The new product is developed by the organisation to
have the huge customer base and brand loyalty with high reputation. It states the importance
of the innovation required in the Dyson to have more customer which is involved in the
promotional activity and analyses the market.

References
Books and Journals