Innovation and Commercialisation: Jenrick Recruitment Analysis Report

This report examines the concepts of innovation and commercialization within the context of Jenrick Recruitment, a UK-based recruitment company. It defines the difference between invention and innovation, and analyzes how organizational vision, leadership, culture, and teamwork shape innovation and commercialization. The report explores different sources of innovation, and how the chosen organization can foster and develop an environment and culture of innovation. It delves into how innovation is developed, embedded, and measured, and discusses the 4Ps of innovation (Product, Process, Position, Paradigm), and the application of the innovation funnel. Furthermore, the report examines frugal innovation, its application, and analyzes the process of commercializing innovation, including the importance of the commercial funnel and New Product Development (NPD). It also includes innovation business cases for maximizing operational efficiency and securing adequate funding, as well as methods for protecting ideas and intellectual property, and evaluates the tools used to develop, retain, and protect knowledge. The report concludes with a critical evaluation of the nature of innovation, the challenges faced in developing successful innovations, and the context in which it is developed.

INNOVATION AND
COMMERCIALISATION

TABLE OF CONTENTS
1 background...................................................................................................................................4
P1) Context for innovation and determine the difference between invention and innovation....4
P2) Organisational vision, leadership, culture and teamwork can shape innovation and
commercialization.......................................................................................................................5
M1) Different sources of innovation, and how chosen organisation can foster and develop an
environment and culture of innovation.......................................................................................7
D1) How innovation is developed, embedded and measured for the chosen organisational
context.........................................................................................................................................8
P3) 4Ps of innovation and the use of the innovation funnel to examine and shape innovative
ideas to employees......................................................................................................................9
P4) How frugal innovation can be developed? Provide examples of how it is used in any of
the two organisational mentioned in the case study..................................................................11
M2) Analyse and apply the innovation funnel in an organisational context.............................13
M3) Evaluate the role of frugal innovation in an organisational context..................................13
D1) Innovation is developed, embedded and measured for the chosen organisational context14
2 TASK 3......................................................................................................................................14
Discuss the process required to commercialise innovation.......................................................14
P5) Explain the importance of the commercial funnel and the application of New Product
Development (NPD) processing for commercialization to employees.....................................16
M4) Innovation Business Case to maximize operational efficiency ........................................17
P6) Innovation business case for adequate funding..................................................................18
TASK 4........................................................................................................................................18
P7) Evaluate the range of methods for protecting ideas and understand their advantages and
disadvantages............................................................................................................................18

Evaluate the different tools that the chosen organisation can use to develop, retain and protect
knowledge and intellectual property.........................................................................................18
D2) Critically evaluate the nature of innovation and the context in which it is developed, how
organisation can overcome challenges to develop successful innovations...............................19
REFERENCE...............................................................................................................................20

1background
The Jenrick Recruitment group was established in the 1967. Simon Holdings Plc is the
parent company of Jenrick that has offices across the UK. The company provides placements in
various popular companies in local, national and internal companies. The company has achieved
the Times Top 100 Companies to Work For and Best Companies Award. 100% this recruitment
company’s clients have recommended them to best pool of talents (Jenrick).
P1) Context for innovation and determine the difference between invention and innovation
Innovation is considered as new idea and technique for applying better solutions and
conducting market research properly. It is related to applying unique techniques and different
ideas for better performance of organization. In this regard, research conducts related to proper
market recognition. However, global and innovations with advanced technology. However, new
and creative ideas are generated for enhancing market position as well wide range of products
are presented for effective business and marketing strategies. In accordance to this, techniques
are applied for adopting changes and determining facts of investigated things. Therefore, analyst
uses ideas and techniques for further implementation and increasing quality services of any
entity. In this regard, searched and investigated things are found out for innovative expansion
and enhancing different services regarding featured products and adding new qualities in
products. Thus, innovation in any technology is interlinked with adding unique features in
sustained goods and services to attract customers at high level.
Innovations are quite different with inventions because of searching variation. In this
regard, invention is obtained at first time while innovation is related to determining quality
features and adding new qualities in investigated products. For example; in case of Apple, Steve
Jobs creates innovations for Ipods. As per this innovation, different quality features are added to
the new equipment for increasing efficiency of organization.
Invention is to create any product or service for the first time which may be the strategy
to attract new customers or retaining existing customers. Innovation on the other hand, can be
referred to something when the service to product or enhanced or make considerable changes to
the existing service or product or procedure(Gokhberg & Meissner, 2013). Innovation takes

place to improvised an object, service or process that has already been invented(Rice, 2013). It
has been noted in the given case study of Apple Inc. that the former CEO, Steve Jobs has one of
the most well-known personalities in innovating devises. Steve Job has grabbed millions of
eyeballs of customers because of his best-known example of innovation Apple iPod. 1.4 million
of Apple iPods have been sold across the globe since its innovation in the month of July and
August in the same year(Jun & Sung Park, 2013). This device had been claimed as the No.1 in
terms of its unit share as well as revenue share. Apart from its attractive look, music loading
capacity, easily availability and portable feature of the devise, Apple iPod has been one of the
most innovative devices that has combination a wide range of aspects such as sleek design, easy
to use attributes and implementation of advantaged technology.
Thus, here it must be stated that Apple has not invented any new technology but this
device’s delivery, discovery and easy to use ecosystem have made this one of its kind. Apple has
been ranked top because of its innovative products and new business models that collectively
develops aninnovative strategy. Steve Jobs has encouraged its staffs to come with innovative
ideas by thinking in a different manner. Experiencing extensive competition in the market, this
company has been concentrating on customer market by starting its business in technology(Amit
& Zott, 2010). The company gradually has adopted diversified strategy and developed a wide
range of software, hardware, tablets, laptops, televisions, music players and mobile phones.
P2) Organisational vision, leadership, culture and teamwork can shape innovation and
commercialization
Organisational vision
Organizational vision of Virgin group is to make every one better off by delivering good
value to the customers, treating staffs well, making effective contribution to society and
developing positive relationship with organizational partners and deliver sustainable profits to
the stakeholders. Based on organizational vision, objectives can be developed so that tasks can
be designed achieve those as well.
Leadership

Leadership ability develops employee performance ability of employee and manage them
so that the can accomplish their task aligned with organizational objectives. Effective leadership
style enable an organization motivating its staffs and thus contribute to organizational
performance and productivity.
Thus, leadership is an approach for initiating and building team by which contribution of
each and every individual can be obtained effectively. In this process, leader of the team uses
different theories to manage team. Including this, evaluation of each group member is
recognized as per which several ideas are generated for expansion of firm. Moreover, various
skills of workers are improved such as communication, problem solving and staff performance.
It is interrelated with innovation ideas and adopting changes. Including this, several techniques
are applied for innovations that impacts on productivity and profitability of entity. Under this
system, leader encourages team members for getting adjusted towards changes occur at
workplace. Therefore, selecting innovative and best appropriate option for increasing
efficiencies efficiently.
Team work
Working in team enables the organization in gaining organizational objectives in
efficient manner. Staffs commitment and active participation in the production and decision-
making process enables organisation in achieving success(Enz & Harrison, 2010). Employees
can present their innovative ideas in the business operation, and their participation has been
enabling the company to achieve success. The senior's members of different departments
develop organisationalobjectives, and the tasks are designed aligned with those
objectives(Mobbs, 2010).
Culture
The organisation further promoted formal and corporate working environment that again
has apositive impact on employee’s performance and attitude. As the employees are committed
to their work as well as anorganisation they are self-motivated and work to provide their level
best outcome which again has aconsiderable impact on organisational productivity.
Commercialization and innovation

Thus, from the given case study of Virgin Group,innovation and commercialization are
positively influenced by leadership styles of managers, organisational culture and team working
aspects. Since the staffs are committed to their allocated task, they always strive to perform in
better which again contributed to commercialization and innovation.
M1) Different sources of innovation, and how chosen organisation can foster and develop an
environment and culture of innovation
Source of innovation within the organisation are as follows -
Unexpected changes - There may have adramatic change in the market where people
take decisions that usually are unexpected. Businesses must remain ready of their product’s or
service’s unexpected use that is referred to failure or surprised(Horibe, 2016).
Process needs - Improvement of process or product can bring into new opportunities.
Thusorganisations can think better than anyone else. Incongruities are about thinking differently
that can be cited from the inventions of Steve Jobs for his iPhone.
Market and industry changes – A wide range of opportunities comes to the way when
an organisation grows. The organisation needs to develop its way of performing business that it
used to adopt in traditional business so that growing demand of customers can be met.
Innovators will not miss out these growth opportunities whereas themajority of the businesses
will not be able to realise those.
Growth opportunities outside the company are as follows-
Changes in perception –By understanding the perception of customers will enable the
businesses in developing various services and products. Thus, innovation is mainly dependent
upon customer’s perception(Yam, Lo, Tang, & Lau, 2011).
Demographic changes – Changes in the demographic background such as age
distribution, education, and location will bring with new business opportunities.
Updated knowledge - Business owners must beaware of the recent technology which
enables them in developing innovation(Bindroo, Mariadoss, & Pillai, 2012).

Organisations of current times would be able to develop culture and environment of
innovation by remaining focused on the above-mentioned areas.
D1) How innovation is developed, embedded and measured for the chosen organisational
context
Employees within an organisation need to provide adequate knowledge about the
significance of innovation in organisational success. They also are required to encourage
participating in the process. A wide range of barriers to innovation is psychological innovation,
procedural and physical innovation that has also been addressed(Leiponen & Helfat, 2010).
However, addressing barriers to innovation is not possible in cases where employees are
reluctant to disclose their barriers to innovation. The strategy based scorecard system has been
implemented to monitor the innovation followed by its implementation. The comparative study
of past and present innovation performance, efficient and effective innovation capacity and
future and expected potential of innovation have been conducted so that innovation can be
measured effectively.
Task 2
Different types of innovation to employees of your chosen organisation
Different types of innovation within the organisation are as follows –
Organisational innovation – The way the organisation manages and engages its employees is
improved which has been found in Virgin Group.
Service innovation – To meet increasing needs of organisational customers, better and new
service are developed. Service innovation of Amazon that has brought retail industry online
while Uber and Zipcar in the transportation industry.
Product innovation – Organizations develops innovative products for its customers which can be
noted from the innovation of Apple Inc such as iPad, iPod, iPhone, etc.(Heracleous &
Papachroni, 2012).

Brand and communication innovation – Adopting various communication mediums in
representing anorganisation in better manner and branding (Keeley, Walters, Pikkel, & Quinn,
2013)
Business model innovation –To create, gain and add value to the organisational performance
business model is innovated
Process innovation –Organisations implemented better manner of performing their activities s
that time and money can be saved
P3) 4Ps of innovation and the use of the innovation funnel to examine and shape innovative
ideas to employees
Product, process, Position and Paradigm are the 4Ps innovation.
People:- It includes team, network, leadership and entrepreneurship. Under this system,
organization focuses on employee’s performance and makes strategies for improving their
working efficiencies.
Process:- It is related to present a systematic process for effective marketing strategy. It
involves different factors for example; culture, systems as information and communication
technology (ICT) and other practices for implementing services at high level.
Product:- In this process, focus on product and its related determinants are concentrated
for increasing service qualities of goods and services provided by entity. Therefore, for using
different techniques and enhancing quality features in product of the organization is created
through this processes.

 Change in the product’s shape, size, colour, packaging and delivery method is included
in product innovation. Apple iPod is a product innovation that has been developed by
former CEO of Apple inc Steve Jobs so that middle class customers can be reached.
 Position depends upon customers’ perception of product and not on the quality of the
product. Perceived quality is different from actual quality and the company’s position
depends upon products perceived perception. It is the psychological category while
promotion is just a process within an organization that influences innovation. Through
position in this global market, organization can make profitable since it is not about how
good the product is but it all about customers perceive about them.
 Process innovation is adopted so that organisational processes can be enhanced to make
it quicker, cheaper and more efficient. Organisations apply new ideas to their existing
processes so that profitability can be increased. An example can be cited from Virgin
group as the employees are involved in their decision-making procedure(Abdel-Razek &
Alsanad, 2013).
 Paradigm is all about the change that may include within an organisation.iPad, iPod,
iPhone of Apple Inc can be cited as anexample. The organization is known for its
innovative products with the adoption of advanced technology in their products.
The model of innovation funnel is being implemented in various organisations so that they can
manage thenew process or product development.
Figure Innovation Funnel

Source: (Grönlund, Sjödin, & Frishammar, 2010)
In this funnel mechanism employees needs to have acontinuous flow of innovative ideas so that
they enable the organisation to sustain. The needs to have apool of ideas so that innovation
funnel can efficiently be managed(Grönlund, Sjödin, & Frishammar, 2010). Developing service
of a company depends on its ideas, collected from competitors, research studies, existing
partners and institutes. The organisation also needs to have anadequate understanding of actual
abilities and efficiencies to actualise the ideas(Acklin, 2010).
P4) How frugal innovation can be developed? Provide examples of how it is used in any of the
two organisational mentioned in the case study.
Frugal innovation is the procedure of minimising the cost of production and complexity
of the product usage. Thus by eliminating non essential aspects from the product companies
conduct frugal innovation so that those can be sold in the developing countries.

Through frugal innovation, the organisation generates more business and social value
whereas diminishing the use of resource that is scarce(Zeschky, Widenmayer, & Gassmann,
2011).
With the adoption of frugal innovation, the Jenrick Recruitment group would be able to
meet customers demand in more efficient manner. Apple used to target high-class customers in
developing products and services earlier. With the launch of Apple iPod, the company has been
able to grab the interest of loving music customers from middle social, economic classes. Apple
iPod has been launched to meet the needs of middle-class people, and the device has been able
to meet needs at affordable prices. This innovation has not only enabled the company in gaining
value and profits bit also has achieved brand loyal customers lead through their customer
satisfaction. Upon understanding the needs of customers, Apple has launched iPod that not only
can download and store a large number of music collections but also has embedded style and
technology.
Reverse and sustainable concepts are determined for marketing innovations. In this
regard, cost and natural resources are concentrated. Therefore, manager of organization
recognizes all reverse and forecasts for implementing planning procedure as well effective
decision-making is obtained for proper marketing essentials. However, through this approach,
various tools are uses for creating flexibility and increasing marketing strategy of entity through
innovative ideas.
Frugal innovation can only be developed when customers’ needs are efficiently met, and
the products must also be flexible in nature. The Jenrick Recruitment group has been working
with a wide range of clients across the globe and has been providing placement to potential