UGB 269: Analyzing Management Strategies for Innovation in Business

This report analyzes management strategies for innovation, focusing on the importance of sustained innovation, transparent directions, open communication, reduced bureaucracy, and recognition and rewards. It details analytical approaches like value chain and supply chain analysis, highlighting steps such as method identification, cost discovery, decision-making, and innovation process implementation. The report evaluates these strategies using BrewDog as a case study, examining their manufacturing and e-commerce models, and applying diffusion innovation theory. It identifies challenges, such as attracting individuals to try new products, and proposes commercially viable solutions, including organizing events for independent craft brewers, providing material support, and offering new beverage options. The report emphasizes the importance of long-term plans and continuous innovation for organizational development and competitive advantage.

Innovation Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
A) Introduction about the theme of management strategies for innovation................................3
Detailed methodology of the analytical approach used to understand managing innovation and
technology...................................................................................................................................4
Evaluation of the management strategies theme and its implications among company.............6
Conclusion and commercially viable solutions...........................................................................7
Theory and practices to implement the management strategies in organisation.........................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The term innovation management include the process of managing and involving the
process of an organisation innovation procedures which start at the initial stage of ideation and
than reach at the final stage of successful implementation. In addition to this innovation
management encompasses the decisions, practices and activities of implementing an innovation
strategy in an organised manner. The main purpose of innovation management is to induce a
sustainable innovation process and culture among the organisation with purpose of implementing
new unique business for attract more number of customers. The selected topic for this report is to
utilise the management strategies for innovation and this is because it helps to understand overall
management perspectives related with business (Ahmed, Najmi and Ikram, 2020). Further, this
report highlights on different factors which demonstrate importance of management strategies
and also detailed methodology of analytical approach. Along with section and details related
with implications of integrate theory of innovation will also included in this report.
MAIN BODY
Introduction about the theme of management strategies for innovation
The term sustained innovation starts from developing of collective sense related with
purpose of unleashing creativity of individual within the organisation and also to teach them how
to identify the unconventional opportunities relates with business. The need for constant
management strategies related with business is crucial and important for business which helps to
learn and adopt new business methods which aids an organisation to become ahead from its
competitors. Moreover, major product and service are required that make better results and it
helps management to keep ahead from its competitors. Innovation strategies perform an
important role for an individual because this helps to collect better results and it also aids to
complete the project by delegating it into different breakthroughs. This also refers to the steady
incremental innovation method adopted by workforce because it helps to recognise and identify
the better opportunities for business (Bouncken and et. al., 2020). Some of the multiple factors
which are important and also utilised by management to induce the appropriate management
strategies are mention as follow:
 TO ESTABLISH TRANSPARENT DIRECTIONS- Change in strategies perform an
important role for the business but this take times. In the present scenario, main vision of

organisation is to create direct results by induce of all those management strategies which
are important for an individual to perform their work within decided time-intervals.
 OPEN COMMUNICATION- With use of open communication factor management of the
respective organisation set or decide different stages of the workplace. This aids
individuals for enhance their overall skills through implement direct interaction channels
that aids workforce to discuss about different skills in order to adopt them with healthy
approach.
 REDUCE BUREAUCRACY- Large organisation face difficulties to adopt the
entrepreneurial factors that are innovative as well as inventive for business (Cooper and
Sommer, 2020). This is because large size organisation engage different departments due
to which it is difficult for management to adopt change in minimum time and to adopt
changes quickly authorities has to decline their bureaucracy.
 TO ENSURE RECOGNITION AND REWARDS- When financial rewards are offered to
the individuals than this is identified management easily induce effective strategies which
are important for management to set the competitive atmosphere. This also results that
the selected organisation enhance their productivity through offering better compensation
factors as they are important to improve the company performance in a collaborative
manner.
All the above factors aids the management of an organisation to perform their work in an
organised manner and this helps to identify the appropriate management strategies which leads to
adopt all factors in the similar manner especially, to maximise the effectiveness and productivity
of organisational operations. Furthermore, one of the major important factors of management
strategy is that this helps to counter the risk in order to use all resources in an effective manner as
this helps for accomplish of signifiant purpose and goal with rational expected time.
Detailed methodology of the analytical approach used to understand managing innovation and
technology
There are different types of analytical approaches exists and they are used for develop the
company process such as to induce new innovative methods and plans. Strategic planning
approach perform an important role for management because this provide effective insights for
induce the differentiation process in business. In the context of company this is understand that
combination of approach is important for an organisation to examine inner workings of the

organisation. Analytical approaches which is used for managing innovation and technology are
mention as follow:
Value chain and supply chain analysis
Value chain analysis is identified as an effective framework which is used for divide the
organisation into primary and secondary activities related with delivering of product or service.
From the perspective of respective organisation, this is understand that the management use
primary activities if they consists and add innovation in manufacturing of products (de Melo and
et. al., 2020). Similarly, secondary activities also perform an important role as they engage the
human resources, information technology and procurement among organisation.
On the other side, supply chain activities relates with the operation management of the
area and the key concept for organisation is to generate products and services which are easy to
deliver to consumers and in-between activities this helps to formulate the supply chain or value
chain. From the perspectives of business organisation and industry it is identified that innovation
process perform an important role as this aids the management to overlook all those areas which
are important to modify and improve. It also refers that connecting, coordinating and
controlling are the most important factors for a business because this helps to utilise all
information in a proper manner. Some steps for induce detailed methodology are mention as
follow:
 Identification of method- This is identify as the first step and it is used by the authorities
for gather all information related with the product or service. One of the most important
factor of this step is to locate all sections as per decided goals and objectives in order to
relate them with decided approach.
 Discovery cost- Cost perform an important role for the business and it is because this
helps to locate and offer the products at the affordable price for sale. It also determines
that by identify of operational cost management is able to calculate the profits by
reducing the overall cost from total sale amount (Ferreira, Coelho and Moutinho, 2021).
 Decision-making- Value chain and supply chain perform an important role for the
business and they are directly relates with the decision-making of an organisation. In
addition to this both perform an important role for an organisation because it is related
with selection of product and service.

 Implement of innovation process- Organisation and customers perform an important
role for complete the transactions and according to the current market scenario, this is
identified that both parties face problems to make transactions due to constant same value
between them so it aids management to identify and implement innovative process.
Evaluation of the management strategies theme and its implications among company
COMPANY- BrewDog is selected as an organisation and this is a well-known global chain
which headquarter is based in Scotland. Brewdog is founded by James Watt and Martin Dickie in
the year 2007 with the mission of manufacturing the great craft beer. Along with this it helps
them to formulate both canned and bottled beers which are offered to customers in different
styles (Henri and Wouters, 2020). In order to manage both management of BrewDog utilise
management strategies because this support them for manufacture beer with no chemicals,
cheap-substitutes and preservatives. It also helps management to deliver better value among the
products and services. Furthermore, each perspective of the company relates with primary aim so
some of the constant business models used by the organisation are mention as below:
 Manufacture- The main aim of BrewDog is to revolutionise beer industry and also to
redefine the major part and industry perspective of British Beer Drinking culture. This
define that process of the manufacturing high-quality beers is engaged among all
organisation which improve the mashing, lautering, final packaging, and other important
steps of manufacturing beer.
 E-commerce- With use of the E-commerce model an organisation sale their products by
the use of digital platform such as placing order through company website, application,
etc. In the context of BrewDog canned beer are sold by management through offer them
through supermarket and also by use of online website.
Evaluation and application of the management strategies in organisation
Diffusion innovation theory perform an important role for the selected business
organisation and this is because it aids management to start their business through crafting small
batches of beer. It is a totally manual process that start from manufacturing of beer and finish
after the marketing of beer. Moreover, to induce innovation in the business management aware
about the benefits of Change and it aids them to attract new customers (Jarmooka and et. al.,
2020). Along with this by analyse of the selected diffusion theory innovative theory it is

identified that to select the early adopters and majority of individuals are attracted by
management through engage of all innovative perspectives in business.
The positive factors related with business define about review and compare of social
factors as well as proofs that are promoted and encourage by the company in order to attract
majority of individuals for try out new innovation in beer. Moreover, management review
different factors and this relates with different parties view which helps for launch new product
in the market (Migdadi, 2020). Thus, with use of the management strategies BrewDog consider
that the beer is introduced by organisation at global level.
On the other side, negative factors related with theoretical perspectives considered
towards the use of theory that is primarily concerned towards the use of all those techniques
which is related with early adopters and innovators. But they are very few in numbers so
marketers requires to pay more attention on formulation of those strategies which are concerned
towards attracting of different segments persons specifically, which have more time and cost to
engage in innovation factors.
Conclusion and commercially viable solutions
For the development of an organisation or business this is important for the management
to enhance their market size, number of products and to approach new target areas. From the
perspective of BrewDog one of the major problem faced by management is less or low number
of individuals who try new beer. From the perspective of UK, crafting beer company this is
understand that the management require new beers, bars and methods of performing business
because this help company to enter into new decade. Further, in order to formulate new methods
the management decided to organise an event in one of their breweries which is situated in
Aberdeenshire and all individuals who work as an independent craft brewer are invited. This
helps them to attend different seminars on the topic of brewing, quality and export. Along with
this the current market scenario define that respective organisation generate long term plans
which are used by the innovators for their products and distribution system (Mohseni Kia Sari
and et. al., 2020). Also, to help the small breweries with their business management provide
material support to the individuals because this provide better source ingredients and brewing
materials to enhance sales.
Moreover, beside brewing beers in just bottled and canned BrewDog also offer the
customers new and attractive beverages such as fruit juice, coffee drinks, etc. and this aids to

enhance overall sales of business and this aids management to obtain competitive-edge in
market. Also, by introduce of beer in different flavours more number of individuals are attracted
that helps to increase their overall sales by identify and offer new products in business.
When the management of an organisation focused towards the organising the event for
independent craft brewers in UK (Pertuz and Pérez, 2021). This is understand that there are
different benefits is obtained by management and it helps to increase knowledge of individuals
on various subjects. Further, opinion leaders perform an important role for increasing or enhance
the knowledge of individuals. In the context of management this is used to distribute the sample
of craft beers because it helps to share experience with other individuals. Innovators and adopters
are also attracted towards the event because it helps to share all information in an easy manner.
To define the framework
Strategy perform an important role for the business and it aids towards implement of all
those sections which is used by the management to complete their work in an organised manner.
The main focus of authorities is to formulate and establish a simple framework which is
introduced and understand by each individual in a simple manner. The current strategy focus
towards implement of all those areas that is used to understand vision statement.
To build the plan
The next step related with business process is to guide individuals about all those factors
which is used to implement the plan. In the present scenario, framework perform an important
role and this is used to create actual strategic plans with use of all organisational factors that
helps to manage work in a proper manner.
Define KPI
Strategy perform an important role but to ensure that strategy is implemented in an
appropriate manner management focus towards the use of KPI (Key performance indicator)
methods and techniques. This is one of the traditional management method which is used for
complete all work with decided method and outcomes. Implementation of strategy keeps all steps
simple but it helps to come up with new methods that leads towards completion of the project in
minimum time-period (Puriwat and Hoonsopon, 2021). Moreover, to overcome from the
problem of less number of innovators this is considered that KPI is an important factor that helps
to visit and include all those areas which helps to implement strategy in a direct manner.
To implement simple strategy report

This is identified as the last step of the process which is focused towards the implement
of business factors that helps to manage the task in a consistent manner. Moreover, progress of
the strategy based on different objectives. In the context of BrewDog implement of innovation is
based on all those factors which helps to accomplish company objectives in minimum time-
period. In addition to this management strategy ensure that simplicity and accountability both are
engaged in company process. It results that this is easy for individuals for ensure that strategy is
implemented for achieve better progress in market.
Theory and practices to implement the management strategies in organisation
Innovation management perform an important role for the business and to implement the
innovation perspectives diffusion theory is implemented by management. One of the major
perspective related with diffusion theory is that it helps to explain and understand that why new
ideas are adopted by consumers (Sun, Liu and Ding, 2020). Along with this new idea is primarily
focused towards the product life-cycle that aids to diffuse the individuals towards the people.
Moreover, innovation is complex to adopt by the individuals and at same time but with adopt of
innovative theory this is easy for management to understand all characteristics which are related
with management strategies. Some of the major steps related with business are mention as
follow:
Innovators- Individual who belong to this category are the first one who identify new
and innovative product which is introduced and launched in market. This kind of individuals are
always interested towards try out new ideas and products. Moreover, they are willing towards
adoption of risk related factors so with little innovation an organisation is able to attract this
individuals. Innovators usually belong to strong financial background so this aids BrewDog for
do more efforts for attract large number of individuals.
Early Adopters- This types of individuals demonstrate the opinion of the leader and they
focus towards the opportunities of change. Moreover, most of them are already aware about their
needs and requirements related with modification so they find it simple to adopt. In the present
scenario, early adopters are the person who are easily convince for adopt change (Xie and et. al.,
2020). Early adopters provide advice and information to other adopters who are searching for
new product and service.
Early majority- Individuals who belong to this category are the leaders which are very
rare but they adopt new ideas early as compare to other average individual. Moreover, this kind

of individual often identify and see the evidence who will work for adoption of change.
Management strategies which is used by marketers for approach this category of individuals
usually, relates with the effectiveness of innovation. Decision time taken by the early majority is
more long as compare to early adopters.
Late majority- person who belong to this category face doubts to adopt the changes and
they will adopt it only when the innovative products has been tried by large number of
individuals. This is because majority of individual will not adopt innovation until they identify
accountable proof for innovation. Further, strategies which work for this is to identify how many
population adopt the change after induce of new amendments.
Laggards- This type of individuals are traditionalist and conservative in nature and also
they are highly doubtful about adoption of change so it generate challenges for marketers to
adopt change (Yan and Zhang, 2021). Strategies such as change in statistics, peer pressure, etc.
generate problems which create complexity for organisation to convince individuals for adopt of
new changes.
In the context of diffusion theory this is understand by management that innovation related with
new product include the awareness, decision-making and adoption of all those factors which
increase the initial use of innovation products at a large level.
CONCLUSION
From the basis of above report this is concluded that innovation management is one of
the most essential factor for the organisation. With understand of the management strategies for
innovation, authorities and top management of business engage innovative factors among all the
departments and workplace. In addition of the innovation management, management strategies
also aids the organisation to achieve competitive-edge in market through approaching individuals
of different segments as innovation is one of the effective approach to reach towards various
geographical areas. In the last, organisation make constant innovation to enhance their products
productivity through engage appropriate approach of value and supply chain in business.

REFERENCES
Books and Journals
Ahmed, W., Najmi, A. and Ikram, M., 2020. Steering firm performance through innovative
capabilities: A contingency approach to innovation management. Technology in
Society, 63, p.101385.
Bouncken, R.B and et. al., 2020. Value-creation-capture-equilibrium in new product
development alliances: a matter of coopetition, expert power, and alliance
importance. Industrial Marketing Management, 90, pp.648-662.
Cooper, R.G. and Sommer, A.F., 2020. New-product portfolio management with agile:
challenges and solutions for manufacturers using agile development methods. Research-
Technology Management, 63(1), pp.29-38.
de Melo, J.C.F and et. al., 2020. From open innovation projects to open innovation project
management capabilities: A process-based approach. International Journal of Project
Management, 38(5), pp.278-290.
Ferreira, J., Coelho, A. and Moutinho, L., 2021. Strategic alliances, exploration and exploitation
and their impact on innovation and new product development: the effect of knowledge
sharing. Management Decision, 59(3), pp.524-567.
Henri, J.F. and Wouters, M., 2020. Interdependence of management control practices for product
innovation: The influence of environmental unpredictability. Accounting, Organizations
and Society, 86, p.101073.
Jarmooka, Q and et. al., 2020. The mapping of information and communication technologies,
and knowledge management processes, with company innovation. Journal of
Knowledge Management.
Migdadi, M.M., 2020. Knowledge management, customer relationship management and
innovation capabilities. Journal of Business & Industrial Marketing.
Mohseni Kia Sari, M and et. al., 2020. An analysis on the new product development processes in
food industry (Study of food companies in Tehran province). Innovation Management
Journal, 9(2), pp.127-150.
Pertuz, V. and Pérez, A., 2021. Innovation management practices: review and guidance for
future research in SMEs. Management Review Quarterly, 71(1), pp.177-213.
Puriwat, W. and Hoonsopon, D., 2021. Cultivating product innovation performance through
creativity: the impact of organizational agility and flexibility under technological
turbulence. Journal of Manufacturing Technology Management.
Sun, Y., Liu, J. and Ding, Y., 2020. Analysis of the relationship between open innovation,
knowledge management capability and dual innovation. Technology Analysis &
Strategic Management, 32(1), pp.15-28.
Xie, L and et. al., 2020. Gender diversity in R&D teams and innovation efficiency: Role of the
innovation context. Research Policy, 49(1), p.103885.
Yan, X. and Zhang, Y., 2021. The effects of green innovation and environmental management on
the environmental performance and value of a firm: an empirical study of energy-
intensive listed companies in China. Environmental Science and Pollution Research,
pp.1-10.