Innovation and Commercialisation: Tools for Intellectual Property

This report provides a comprehensive analysis of innovation and commercialisation within a business context, focusing on retail organisations like Morrison and Sainsbury. It discusses how firms source and foster innovation, examines different types of innovation (product, position, paradigm, and process), and presents a detailed business case for introducing innovation, including risk assessment, benefits, and funding methods. Furthermore, it evaluates tools for developing, retaining, and protecting intellectual property rights, offering a commercial-driven perspective with an action plan for safeguarding the business environment. Desklib offers a wealth of similar documents and study tools for students.

Innovation and
Commercialisation

Table of Content.
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK1.............................................................................................................................................1
P1.Discuss the manner in which the different firm sources or foster the innovation by using
particular examples......................................................................................................................1
M1. Examine the various ways in which the innovation is sourced or supported within
different organisation. Their culture and the environment..........................................................3
TASK2.............................................................................................................................................4
P2. Critically examine the difference between various types of innovation and their process
implementation within an organisation........................................................................................4
M2. Examine different kinds of innovation which are applicable in different organisation
settings.........................................................................................................................................5
D1. Critically examine the successfully developed or enclosed innovation within the various
business contexts..........................................................................................................................5
TASK3.............................................................................................................................................6
P3. produce the detailed business case for bringing innovation in organisation which includes
risk, benefits and the methods to access funding.........................................................................6
M3. Produce the evidence based on business case examination for introducing innovation
which provides the business values for potential investment......................................................9
TASK4...........................................................................................................................................10
P4. Evaluate the different tools which can be used by the organisation for development,
retention as well as protection on intellectual property rights...................................................10
M4. Critically evaluate the different tools which can be used by an organisation to develop,
retain or protect the knowledge of intellectual property broadly...............................................11
D2. Producing the commercial driven business case for introducing innovation such as action
plan for developing the methods to protect the business environment......................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The innovation is a procedure in which the new feature or some specifications are added
within the existing products as well as in the services. As this procedure is developed by the
organisation when they identified the needs and requirements of customers. While the invention
is the process which refers to developing the new products or services as fully new. It leads to
increase the popularity of brand within the marketplace at higher rate. The commercialization is
a process of various steps and it is used for enhancing the availability organisation goods within
the marketplace. The main motive for using innovation process is to build a strong network with
all the customer segment. The chosen organisation are Morrison or Sainsbury for better
understanding which have impact of innovation. Both the chosen organisation are retail-based
organisation. The management of both the organisations are providing the services or products to
the users in online manner. The project report may discussed critically on the success or failure
of innovation in every online grocery retailers, the detailed discussion on the various types or
processes of selected organisation.
MAIN BODY
TASK1
P1.Discuss the manner in which the different firm sources or foster the innovation by using
particular examples
In context to Morrison, the management of this organisation are used various types of
methods for fostering or sourcing the organisation within their business functions such as
 Developing innovative culture- within the process of innovation, the individuals are
required to put their full efforts at the time of receiving the encouragement from the
others. When an individuals receive an effective encouragement they boost confidence as
well as the thinking levels are also increased in broad manner. In relation to Morrison, the
management team must have to sustain the positive or flexible work culture at the
workplace between the employee's as it leads to enhance their performance at the
maximum level for a long period of time (Jimenez-Jimenez, Martínez-Costa and
Rodriguez., 2018).
 Leading from front- when the organisation used different leadership trait by the CEO the
innovation process is begin from the start. With the aspect of different kind of individuals

passion or interest the innovation process is highly important. When an individuals is
highly passionate than the innovation of products are easily produced with the best
quality as per the need or requirements of the customers. Within the relation of Morrison,
due to highly passionate on innovation process or concept they access the sustainability
in terms of vision, mission as well as objectives in the marketplace for long period of
time.
But as per the Sainsbury organisation, this organisation is also the type of online retail business.
It also provide a high quality services or goods to the customers for a broad range. The
organisational authority is mainly focus on the sourcing or fostering the innovation in the
organisation functions.
 Reward and recognition- it is the most important or effective source for enhancing the
thinking or creativity activities of the worker in broad range. Here the desires or the need
of each employee's are different which are required to be identified by the organisation. It
assist the organisation to provide the recognition to each workers for their opinions or
suggestion. In relation to Sainsbury, the management team must have to provide some
attractive rewards or some other benefits to their employee's. As it lead the organisational
employee's to sustain their confidence level in their job for long period of time (Rondi,
De Massis and Kotlar., 2019).
 Taking ownership of consumer problem- the organisational authority is highly
concentrate on the serving high quality goods or services to their users for long period of
time. In order to provide the best quality goods to the users or customers, it is important
for the management team of the organisation that they always have to motivate their
employee's as per their work performance. As receiving motivation on the regular basis
can assist the employee's to solve the challenging task easily.
Different sources of innovation
some of the different sources of innovation are discussed below:
 Change in perception- The dynamic type of opinions is mainly focus on different things
at the time of innovation of any products. According to this point the perception of the
people are changing on the regular basis during the time of purchasing various types of
products or services. This process is important for the organisation in order to evaluate
the test or preferences of the customers so they enhance the sales effectively.

 Demographic- it is related to the population, pay scale, human resource as well as the age
ranges. As these things are changed on regular basis within the larger organisation. It is
important to unified the various demographic data with the division as it is the strong
techniques which is precise in order to fulfil the needs of developing market (Rigtering,
Weitzel and Muehlfeld., 2019).
Foster innovation
it is the procedure which is mainly used by the organisation for generating the new ideas
or generating the advanced technology in the organisation. By using the new ideas resources of
the organisation, the firm can be beneficial to optimise the success rate.
Developing innovation, vision and leadership, entrepreneurial teams innovation networks.
Innovation development play an important role for enhancing the popularity of the firm
services or goods of the company in the marketplace at higher rate.
Vision of Morrison is to be build a difference in individuals lives through food which is the basic
for celebration and bonding. But the vision of Sainsbury is to enhance the innovation by using
some technology along with other elements.
The leadership is refers to the ability of group of individuals which can able to guide or
influences their followers. But the entrepreneurial teams or innovation network are refers to
those group of people who can be able to use different kinds of unique ideas within the business
activities (Khin and Ho., 2018).
M1. Examine the various ways in which the innovation is sourced or supported within different
organisation. Their culture and the environment
The Peter Drucker discuss the seven sources of innovation which are discussed as
unexpected situations, incongruity, process deficiency, dynamic market, demographic changes,
change in perception as well as new knowledge in business environment. The mentioned sources
have the ability to arise the needs for fostering the innovative ideas into the business
organisation. The management of Morrison and the Sainsbury is securing the steps for starting
the innovation in the business which can assist them to secure the organisational success. This
process can also helps to improve the business culture or the environment by enhancing the
productivity or the profitability of the organisation within the competitive market (Moh’d
Anwer., 2018).

TASK2
P2. Critically examine the difference between various types of innovation and their process
implementation within an organisation
Innovation is the directing factors which can provide a smooth flow to the business
operations in order to achieve the organisational objectives within the competitive market. It is
basically divided into different types in order to get proper implementation techniques in
business. The categorization may includes 4Ps which is opted by different organisation in order
to get benefits of competitive advantages. The innovation types in relation to Morrison or
Sainsbury are discussed below:
 Product innovation- this types of innovation is refers to the development of new products
from the existing product in order to gain additional profitability and competitive
advantages within the market. In relation to Morrison, the management team is
concentrating on the product development as they have to deliver the new products
within the marketplace. This techniques is also applied by the Sainsbury to develop their
business organisation in different economy. As product innovation is the complex process
but it helps the organisation to sustain their business organisation on competitive edge.
 Position innovation- this type of innovation activities is related to the position of product
or services is one of the main concern of management. This process can influences the
number of sales for specific products within the existing market. Morison is framing
some strategies in order to position their products or services by innovative ideas. While
the Sainsbury organisation is concentrate on positioning their products by using different
methods such as increasing awareness or product quality (Müller and Voigt., 2018).
 Paradigm innovation- the shifting of thinking abilities or perception of different minds
which is exist within the competitive market. The Morison organisation is concentrating
on availability of products or services timely to the customers. As per this perception, the
organisation is continuously opening the shops or stores at various places. In relation to
Sainsbury, the management team is opting the different channels and influencing their
delivery system in order to make the products which are accessible for customers. It helps
consumer to save their time or assist to purchase their products easily.
 Process innovation- this includes framing of new ideas for producing process or
delivering process within the organisation in order to improve the productivity which is

known as process innovation. In context to Morison, the organisation is structuring some
strategies to use the modern technology. The organisation require the process innovation
in their business plan to enhance the productivity in the organisation. Sainsbury
organisation also trying to opt the advanced distribution channels for delivering their
products. This process enhances the profitability in the business organisation (Williams
and Beidas., 2019).
M2. Examine different kinds of innovation which are applicable in different organisation
settings.
Various organisation involves innovation which categories into different category which
are processed successfully. The management of Morison or Sainsbury are using different kind of
innovation in order to gain competitive advantages within the industry. These organisation are
implementing these innovation by implementing the strategies or policies which could enhance
the business position or profitability within the market. The Morison organisation processed 4Ps
of innovation by introducing the new products or delivery the methods in their organisation.
Sainsbury may also enhance their productivity through various innovative techniques as these
techniques are adopted by the management for effective or efficient outcomes (Yadav and et.al.,
2020).
D2. Critically examine the successfully developed or enclosed innovation within the various
business contexts.
As each organisation are required the embedded innovation to be introduced in the
business for obtaining the competitive advantages. The Peter Drucker's seven sources of
innovation are used by various organisation for analysing the sources of innovation. The sources
can be helpful to framed the particular business strategies for achievement of organisational
objectives. The innovation process are categories into different category. In order to understand
the innovation process clearly the business organisation used 4Ps of innovation in their
organisation to achieve success. The mentioned 4Ps may includes paradigm innovation, product
innovation, process innovation as well as position innovation. All the innovation process are
used to evaluate the processing manners of innovation in the organisation. The analysis of
organisational types may provide the competitive benefits to the business by making them
different from their competitors. The sources may contributes in successful development or
enhance profitability of the business by its expansion or growth (Baldassarre and et.al., 2019).

TASK3
P3. produce the detailed business case for bringing innovation in organisation which includes
risk, benefits and the methods to access funding
The business case is a verbal or written proposition which helps the organisation to
achieve the justification for influencing the decision maker or persuade all the employee's to
proceeds the various action for achieving business objectives. The management of the
organisation have to take decision in order to perform the business operations. The business case
can provide the benefits to the decision makers by taking actions. The business case for Morison
is mentioned below:
Particulars Description
Company Name Morison
Executive Summary The business case is framed for analysing the
risk, benefits or funding methods for Morison.
It cover the statements which is made to
achieve the business objectives in context to
vision or mission.
Vision statement The Morison organisation made their vision to
become an organisational leader for
distributing food, pharmacy or other related
products within the market. The management
of the organisation frame the strategies for
merchandising their products.
Mission statement 1. The mission of Morison is that their
business may fulfil the society hunger.
They have a set of mission to
influences their distribution process for
waste elimination by 2025.
Innovative product or process The Morison organisation planning a voice
tracking for their grocery products to bring

within the marketplace. From this innovation,
the organisation will able to helps their
customer to track their order only through
voice setting (Chandra and Kumar., 2018).
Risks When an organisation create a threat for
operation for future with uncertain conditions
is refer to risk. Some of the risk which the
organisation face by the voice tracking of
grocery products are discussed below:
 Strategic risk- the strategic risk can
made a huge impact on the innovation
of the voice tracking of grocery
products. The management of business
have to take a needed action for
eliminating strategic risk from their
business organisation.
 Compliance risk- the organisation has
to follow a high compliance during the
innovation of new strategies like voice
tracking. The management requires to
introduced some concern strategies in
order to reduce the compliance risk.
Benefits Introducing voice tracking in the grocery
products can assist the Morison to capture the
new market in various industry. As Morison
organisation have a good reputation within the
marketplace, due to this there products are able
to sustain for a long term under the new market
in the economies.
Funding One of the most important component for each

business organisation. It can helps the
organisation to maintain a cash flow or
monetary instruments. Morison organisation
collect there funds through various sources
which are mentioned below:
 Equity Capital- Morison securing their
funds to operate within the market by
the public by selling them their
ownership. This process is less risky as
well as low cost source fund which
provide the benefit in order to gain the
competitive advantages from their
innovation like voice tracking of
grocery.
 Retained earnings- after deducting the
expenses from the profit then Morison
use their retained earning. They used
their retained earning to influence voice
tracking grocery.
Evaluation and monitoring Morison organisation management use this
method for evaluation and monitor their
business case such as
 KPI- this is stand for key performance
indicators. It main objectives is to
evaluate the efficiency or productivity
of the business organisation. In order to
analyse the corrective measure the
Morison use this methods (Curtis and
Mont., 2020).
 Benchmark- it is the process for
identification of internal business

merits which can helps in enhancing
productivity. In order to evaluate or
monitor the internal opportunities for
organisation benefits the Morison
manager use this method (Bobba and
et.al., 2018).
Recommended innovative product or services for grocery retailer including their risk or benefits
in context to innovation
introducing innovation within the business environment can assist a regular competitive
advantages in the marketplace. It includes various things such as implementation of new
innovative ideas in order to improve the organisation profitability in the competitive
environment. Morison organisation innovate voice tracking process for their grocery products.
This process can increase the profitability within the marketplace of business. The management
team also have to cover various risk which can be faced by the organisation. Morison can take
benefits or attract more customer through gemstones within the retail industry.
Suggestion of funding channels
introduction or implementation of any ideas may require funds in order to operate within
the marketplace. Therefore, the organisation has to manage their funds by various funding
channels. Hence, Morison use their retained funding as well as equity capital for introducing
their innovative voice tracking of their grocery products. As these are the easiest source to
arrange the funds for the business operation within the organisation. There are also other
channels which may influences the business funding such as bank loans, debt capital and many
other sources (Kuckertz and et.al., 2020).
M3. Produce the evidence based on business case examination for introducing innovation which
provides the business values for potential investment
Business case is a frame of oral or written proposition which is used to apply the proper
analysis for implementation of a new products or services which can able to enhance the
profitability of the organisation. Morison organisation can use some proper channels to rise their
funds for innovating the voice tracking of grocery products. As the proper channels can helps the
organisation to rise their fund with low cost. Morison organisation also introduced the new

products through using business case which helps to evaluate the risk or benefits of the concern
channels as well as the process to implement the innovation (Fuertes and et.al., 2020).
TASK4
P4. Evaluate the different tools which can be used by the organisation for development, retention
as well as protection on intellectual property rights.
The intellectual property rights are the legal authority and these authority are provided to
the maker for protecting their content or creativity from the duplication. These legal authority
provide a protection to an individuals or organisation by eliminating their duplication from the
competitive market. The management of the businesses built some innovative ideas in order to
gain some competitive advantages. It also provide the benefit to not even copied a tools. The
intellectual property right within the organisation plays a very crucial role in order to enhancing
sustainability within the competitive market. The different tools used by the Morison is context
of intellectual property right are discussed below:
 Copyrights- it is one of the kind of intellectual property right which may provide the
safeguards to the organisational plans until they convert it into some action. It is a lawful
authority of an owner of the particular intellectual property. It main objectives is to
provides a protection of original work such as policies, strategies, decision as well as the
ideas to prevent it from any duplication work within the environment. Therefore, the
Morison organisation use this method to protect their ideas or policies from their
competitors because of high competition in the industry (Verma and Gustafsson., 2020).
 Patents- it is also one kind of intellectual property right which provide protection to the
new inventions or creations of an individuals or an organisation. In relation to business,
the patenting are the legal safety which are provided by lawful authorities for creation or
conception of the organisational processes. It mainly provide an efficient manner to get
the things done by offering some technical solutions under various circumstances. The
Morison, taking advantages of this intellectual property right by patenting their new
inventions or creation such as strategies for voice tracking of grocery products.
 Trademarks- it is also one kind of intellectual property right which includes use of sign or
symbols by the business organisation which gain competitive advantages. It assist the
organisation to protect or identify the products or services of business. The trademarks