Innovation and Commercialization: Language Connect with Apple & Virgin

This report provides a detailed analysis of innovation and commercialization strategies within the context of Language Connect, a language translation company. It explores the differences between invention and innovation, organizational factors shaping innovation (vision, leadership, culture, teamwork), and different types of innovation, including frugal innovation. The report also examines the commercialization process, including the commercial funnel, New Product Development (NPD), and building an innovation business case, with a focus on accessing funding. Furthermore, it evaluates methods for protecting ideas, including intellectual property development and retention. The report uses case studies and comparisons with Apple and the Virgin Group to illustrate key concepts and strategies, providing insights into how Language Connect can foster a culture of innovation and achieve commercial success. The report also covers different sources of innovation and how Language Connect can develop and embed innovation within its organization, and also how it can measure the success of its innovation initiatives.

INNOVATION AND COMMERCIALISATION
(LANGUAGE CONNECT COMPANY),
WITH REFERENCE TO APPLE INC. AND
THE VIRGIN GROUP
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Table of Contents
Introduction:....................................................................................................................................3
1. Explanation of the context for innovation and determine the difference between invention and
innovation in Language Connect:....................................................................................................4
1.1 Explanation of innovation and determination of its importance to Language Connect in
comparison with invention:.........................................................................................................4
1.2 Explanation of how organizational vision, leadership, culture and teamwork can shape
innovation and commercialization in Language Connect, UK:...................................................5
2. Explaining the different types of innovation:..............................................................................6
2.1 Explaining the 4Ps of innovation and explain the use of the innovation funnel to examine
and shape innovative ideas in Language Connect, UK:..............................................................6
2.2 Explaining developments in frugal innovation and provide examples of how it is used in an
organizational context of Language Connect, UK:.....................................................................8
Meaning of Frugal Innovation:................................................................................................8
Development of frugal innovation in SME:............................................................................8
Case Study related to frugal innovation:.................................................................................8
How Language connect can achieve frugal innovation – few tips:.........................................9
3. Discussing the process required to commercialize innovation in Language Connect, UK:........9
3.1 Explaining the importance of the commercial funnel and the application of New Product
Development (NPD) processing for commercialization of innovation in Language Connect,
UK:..............................................................................................................................................9
Meaning of Commercial Funnel:.............................................................................................9
Importance of Commercial Funnel:.........................................................................................9
New Product Development (NPD):.......................................................................................10
Importance of commercial funnel and NPD:.........................................................................10
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Suggestion for innovation:.....................................................................................................10
Motivation technique used for commercial funnel:...............................................................10
How the commercial innovation is achieved – some excerpts:.............................................11
3.2 Building an Innovation Business Case for Language Connect, UK including ways to
access funding:...........................................................................................................................12
Innovation Business Case – Its meaning:..............................................................................12
Importance of Innovative Business Case:..............................................................................12
Understanding the customer perceptions in SME:................................................................12
Benefits of customer segregation:.........................................................................................12
Technical Innovation – How to achieve it:............................................................................13
Ways to achieve the funding related to innovation:..............................................................13
4. Evaluating the range of methods for protecting ideas and understand their advantages and
disadvantages in Language Connect, UK:.....................................................................................14
4.1Evaluating the different tools that organizations can use to develop, retain and protect
knowledge and intellectual property in Language Connect, UK:..............................................14
Meaning of Intellectual Property:..........................................................................................14
Importance of the intellectual properties in Language Connect:...........................................14
Development of Intellectual Properties in Language Connect:.............................................14
Retaining the intellectual property of Language Connect:....................................................15
Conclusion:....................................................................................................................................16
References......................................................................................................................................17
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Introduction:
Language Connect is a language translation company that facilitates connecting the local people.
The headquarters of the company is located in London. There are many services provided by this
company that includes translation, localization, interpreting, and voice over, transcription SEO
based on various languages (Chesbrough, 2010). Though it is a small scale company, yet it
establishes innovation in various aspects to reach a mark in this age of globalization. Its
competitors are many, and the business is global. Here, in this project, the improvement of this
organization is discussed along with some references of innovation based policy from the Apple
and Virgin Group.
1. Explanation of the context for innovation and
determine the difference between invention and
innovation in Language Connect:
1.1 Explanation of innovation and determination of its importance to
Language Connect in comparison with invention:
The term invention is completely different at it has no direct connection with the word
innovation. This is very true for most of the organizations. Invention actually means the creation
of a newbie product that is unique in the market. The product would have no connection with any
of the products of the competitors. The success of a new product is directly proportional to its
amount of likeness by the customers (Storey & Greene, 2010). The likeness of a particular
product is mainly increased by advertisements of the products either by offline and online means.
The innovation concept differs a little here. It implies the innovation applied to an existing
product to make it appear more attractive.
The innovation in maximum number of services within the Language Connect follows the
category of VRIN to achieve its innovation. According to this concept, an innovation of a
product is achievable if the newbie product becomes valuable, rare, inimitable and non-
sustainable compared to any other available competitors in the market (Rafols, et al., 2012).
Another method of marketing can be applied to create an innovation in a product, and that is,
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following the 4Ps of innovation. It includes the product, process, paradigm and position
pertaining to the product.
A proper example regarding the difference between Apple and Virgin Group can be cited. This
makes us understand the difference between an invention, and the innovation. Apple designed a
completely new operating system that is truly unique. Unlike its only competitor Microsoft, the
Apple based operating system was quite easy to operate, and is the most suitable kind of system
to use for a layman. This is truly an invention, and according to Steve Jobs, Apple always creates
a product that is unique, and has no match in the entire industry (Gassmann, et al., 2010). The
Virgin Group, on the other hand encourages any sort of entrepreneurial idea within the company.
It does pick up young people with new ideas from the community, and the business grows
facilitating the teamwork. So, the process and method of the Virgin Group can be compared with
innovation and not invention.
Language Connect offers various services related to the academics, learning and even translation
of languages. Language learning is the best method to facilitate the growth of any community.
Many people use the google translate app nowadays for a short free services. However, the
google translate app has not reached its blue print stage (Gawer, 2011). The real service can only
be procured from a company like Language Connect. The inclination to learn a new language has
increased drastically among the new generation owing to the outsourcing jobs. Thus, several
innovation strategy can help Language Connect outsmart many other small scale company.
Too much invention related changes are not that required for this company. However, the
company can also focus on developing a complete translation app that is better than Google
translate. If the company can invent this, then it would get a huge popularity in the virtual
market. Innovation is determines effective results for ascertain positive results and performances.
In this way, Virgin group can share their employees ideas and opinion towards the business for
making effective results and performances.
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1.2 Explanation of how organizational vision, leadership, culture and
teamwork can shape innovation and commercialization in
Language Connect, UK:
Language Connect offers realistic services related to language translations on an all-round basis.
The major purpose and the vision of the company is to provide completely unique translation
without much mistakes. Moreover, the translation and any sort of language training services is
facilitated within a very small amount of time (McAdam, et al., 2010). It’s another purpose is to
spread the uniqueness of the company across global horizons. It even dreams of getting a lot
better in the competitive edge among all its competitors. The horizons of the business is
completely at a macro level as it thinks about the language based translation, and its importance
in the global horizon.
The leadership techniques of the organization is quite systematic. The line managers of
Language Connect helps the company employees to understand the mission, vision and
objectives of the company. The employees are trained by the managers in such a way that
everybody moves towards the organizational goal. The work culture is very good where the
individual mistakes of employees are rectified, and the weaknesses of employees are encouraged
to be improved over a stipulated timeframe (Love, et al., 2011). Every employee can visualize
their own improvement by the help of this method. The motivation of employees within the
corporate body is provided by both intrinsic and extrinsic motivation pertaining to the system.
The work culture in the Language Connect is mainly based on the concept of teamwork. The
marketing and the HRM teams are divided inside the organization into specific departments.
Every team has certain amount of objectives, which they are required to fulfil. The team
managers within the different teams increase the competition within the workplace (Osborne &
Brown, 2011). The increase of teamwork is sometimes done by increasing the communication
among group members, and also through group discussion. Every employee is given a voice
within the organization that inculcates the company with some provisions of new ideas. This also
grows some kind of team spirit within the company.
The innovation of Virgin Group can be compared in this regard where they encourage every
innovative idea inside the organization. Every new idea is valued, and such new ideas are often
generated within the Virgin Group went as far as campaigning new entrepreneurial ideas from
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the group community (Davenport, 2013). The business ideas are encouraged within the
community even from members who are not a part of the organization. This sort of campaign
sometimes can earn a lot for any small scale organization. Language Connect can use some kind
of entrepreneurial campaign within the community as well regarding the effectiveness of
learning new language, and foster better methods.
Innovation is also a part and parcel of Language Connect as it is completely connected to the
optimization industry. The optimization is a main part of content development these days. The
content development in any field is related to the language, and good content parameter.
Moreover, if the company develops translation app any particular day, then that is also related to
optimization.
With the help of vision, Virgin group can make their strategy in which they will easily
develop ideas for enhance their profitability at workplace. Leadership assess to give proper
guidance to each candidate to handle business queries and requirement of each customer at
workplace. In this way, the company has use same culture for all employees so that they can
attract various people easily. Hence, targets and profits can be achieve through working in a
team. It will also assist to make results at high position to maintains profitability and results in
systematic way.
M1 Different Sources of Innovation, and how Language Connect can foster and develop an
environment and culture of innovation:
Various sources of innovation within the present organization are as follows:-
Unexpected changes – There are multifarious changes within the perceptions of customers that
are somewhat difficult to predict. Often the consumers take unexpected decisions regarding the
market. A business always should be ready to face the failure or be ready for different kinds of
surprises.
Process Needs – Development of the processes can generate a lot of needs along with the
creation of new opportunities. The organizations have the capacity to give it a thought in a better
way. Abstract thinking often results in innovation like the Apple iPhone of Steve Jobs.
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Market and Industry Changes – Some wonderful opportunities comes along the way of an
organizational growth. An organization needs to function in a certain way for developing the
growth of the customers’ demands. Innovation is the only tool for catering to these growth
oriented needs.
Growth opportunities outside the company are as follows:-
Changes in perception – Understanding the perceptions of customers are important for the
development of business related to products and services. The innovation of product is directly
linked with the perception of customers.
Demographic changes – Alterations related to the demographic market is related to the age,
distribution, location and education for bringing newbie opportunities for business.
Updated Knowledge – The business owners must be very aware of the changes in the latest
technologies that enables the development of certain innovation.
D1 How innovation is developed, embedded and measured for the context of Language
Connect:
Employees of a particular organization need to understand the adequate knowledge that is
required for the success of a company. These people should also be interested in participating in
the process. Several features of innovation related to the psychological and physical barriers in
innovation is also addressed. Nevertheless, improvement is not completely possible if the
employees are reluctant to disclose the barriers. The scorecard based strategy for employees is
applied time and again to understand the specific barriers related to the context. A comparative
study related to the past and present performance of innovation, effective and efficient
innovation capacity and the discussion about the future related to the expected potential for
innovation standards are also conducted for measuring everything in an effective manner.
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2. Explaining the different types of innovation:
2.1 Explaining the 4Ps of innovation and explain the use of the
innovation funnel to examine and shape innovative ideas in
Language Connect, UK:
The prime technique to achieve innovation in Language Connect is to facilitate communication
within the workplace. All the proper steps to facilitate innovation might drastically fail if a
proper communication between various departments inside the workplace are at stake (Chiaroni,
et al., 2011). If the main objective of innovation is communication, then it can be observed that
the innovation funnel is the best method to achieve the same, and mostly all the organizations
follow this method. The innovation funnel talks about the different ideas in the very beginning.
The investigation should be properly done keeping in mind the diverse perceptions of the
customers about a particular job.
The investigation of ideas consist of the first parameter of the innovation funnel. This
investigation identifies the customers’ perceptions. These perceptions, once identified, forms a
big idea within the management, and it gives rise to the formation of final services and products.
This sort of investigation is mainly done by the marketing group within the organization (Teece,
2010). Post that, the development of the services in the Language Connect is done by utilizing
the management system. The 4Ps of innovation are also kept in mind while formulating any
system related to innovation, which indicates the product, process, position and the paradigm.
The product in Language Connect consist of translation, and content related services related to
optimization.
The Language Connect has also started providing newbie services related to the field of SEO to
enhance its market value. The position of those services are completely at par with understanding
its position in the online industry, which is connected with the perception of many industries
connected with SEO (Battisti & Stoneman, 2010). The proper behavioral technique while doing
the customer service is also another important point for achieving the innovation in this industry.
The innovation process for the services offered by Language Connect is equally important. It is
also working hard to develop a translation app that would function better than google translate.
The SEO requirements of different customers can be further improved with the present services
if an online survey is conducted on the perceptions of the customers. Such a survey can be
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exclusively performed by the marketing department. After that, the system of the organization’s
HRM department can be done in order to give some kind of innovation (Liao & Wu, 2010). If
the data management of the organization becomes a very big issue, then some innovative system
can be fixed in the marketing department that can give rise to the ease of performing SEO related
translation works. The technical innovation can truly give rise to the betterment of the company.
There are two cases that can be analyzed in order to give some idea regarding innovation. The
case study of Apple and the Virgin Group. Apple performed the ultimate market innovation by
bringing forth the software, which is completely unique. This can be considered more of an
invention than an innovation (Sosna, et al., 2010). However, the Virgin Group makes an
innovative idea campaign among normal public to gain more business ideas. These campaigning
can bring forth several newbie ideas. As Language Connect mainly deals with translation work
related to the optimization of websites,
In respect to conduct effective results and performances, innovation consist 4 ps within
the business organization. It includes product, process, position and paradigm. Products are
considered element which satisfy customer demand to fulfill in systematic way. In addition to
this, process is including results and performances which make profitability in to convert raw
material in results and performances. In position element, the company determining their
performances with innovative element to manage the business results and performances. At last,
paradigm element included which consider effective results within the enterprise through
changes in something.
2.2 Explaining developments in frugal innovation and provide
examples of how it is used in an organizational context of
Language Connect, UK:
Meaning of Frugal Innovation:
Frugal innovation is a commonplace idea or strategy for many organizations located in European
nations. While selling any type of services in the Asian countries or the third world nations, the
services are purposely made of an inferior quality to maintain the competitive pricing in those
nations. If it is not done, then the public in those nations might not afford the services. The frugal
innovation of the translation services in Language Connect might be based on supplying the
translated matter with some less flowery language that is predominant in the UK (Wilton, 2011).
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This will save the time for preparing those translated contents as well as the contents would even
be easier for the people to understand when English is not their native language.
Development of frugal innovation in SME:
People from the first world countries are more prone to take financial risks with any sort of
services as long as the face value of the service is attractive. This is completely related to the
GDP of a particular nation (Naidoo, 2010). However, the same isn’t true for the third world
countries where they look for the security of the service before paying a certain amount of
money. The SEO services in the third world countries are deliberately cheap, and not as far as
the standards given in the first world nations. Moreover, the services are given in haste, which is
done mainly by maintaining the customers’ demands.
Case Study related to frugal innovation:
This instance can be discussed once again thinking it in terms of the Apple and Virgin Group.
The Apple products that are supplied mostly in the Asian countries are of a low quality mainly
because the public of this country cannot purchase such a high value product (Cooke & Saini,
2010). If the same quality had been maintained, then the business would not have been able to
sustain itself. The Virgin Group used the balance on the incoming call based marketing
innovation on all its products in the western countries. However, the same kind of strategy was
not used in the Asian nations because the entire cell phone market is occupied by cheap calling
rate based marketing strategy.
M2 Analyze and apply the innovation funnel in the context of Language Connect:
Every organization needs to select the main concept from a pool of ideas to develop something
that caters to the needs and requirements of the customers to facilitate a complete delivery for
services. Employees would certainly come up with various ideas related to a lot of projects that
can be chosen as a design or can even be launched. The Language Connect Company is also a
good source of knowledge for developing the services and processes that are directly linked up
with the model. Other than using some limited resources, the organizational objectives must be
improved for meeting the objectives for carrying out future assignments. After the approval of
every sort of project, the company would certainly deliver the services adjacent with the
objectives.
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M3 Evaluate the role of frugal innovation in the context of Language Connect:
The services of Language Connect are mainly related to optimization. The translation work
throughout the world is necessary for making every business global on earth. Even google tried
to achieve some skills by setting the translator app as a guideline for non-English websites on the
internet (Johnston & Marshall, 2016). Naturally, the image of a particular website is a lot
dependent on the kind of translation services provided by the Language Connect. The translation
services provided in the Asian nations are made in haste, and often done in lucid English so that
the people can understand it. Moreover, the literal translations are also avoided to make the
meaning more distinct.
D1 Innovation is developed, embedded and measured for Language Connect:
For improving the quality of service, and supplying the products to the customers at affordable
prices, Language Connect has adopted methods of frugal innovation. The company has adopted
the funnel mechanism for obtaining the innovation that can create a pool of ideas so that the
customers’ needs can be addressed efficiently. The service that an organization operates with
consists of the alignment of the same with company objectives. A scorecard system based on
strategy can be applied by the company and the process can again be revaluated.
3. Discussing the process required to commercialize
innovation in Language Connect, UK:
3.1 Explaining the importance of the commercial funnel and the
application of New Product Development (NPD) processing for
commercialization of innovation in Language Connect, UK:
Meaning of Commercial Funnel:
Commercial Funnel consists of the steps that are required for the development of a product, and
creating the market awareness of the product as well. The commercial funnel speaks of the four
distinct steps called the product interest, the product awareness, the product attraction and the
product innovation. Language connect plans to follow all these parameters for its business.
Importance of Commercial Funnel:
The commercial funnel is grossly important for the development and innovation of a product.
Almost every company uses this particular tool to commercialize the brand, and create awareness
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