Millennium Health Sciences (MHS) Disruptive Innovation Case Study

This case study examines disruptive innovation within Millennium Health Sciences (MHS), a company with two business units: Neutrino (vitamins) and Dermatech (advanced skincare). The analysis explores disruptive innovation from internal, external, marketing, and technology perspectives. The internal perspective focuses on organizational structure and company culture, emphasizing the importance of managerial structure and employee relationships. The external perspective considers the role of financial assistance, government policies, and R&D. The marketing perspective emphasizes marketing mix strategies and the adoption of new techniques like online shopping. The technology perspective highlights the importance of R&D departments and knowledge management. The study concludes that MHS should consider these diverse perspectives when implementing technical skills and knowledge management to achieve innovation and growth.

DISRUPTIVE INNOVATION
STUDENT NAME:
STUDENT ID:
DATE: 6-06-2019

Introduction
Disruptive innovation perspectives are discussed that
help in growth and development of an organization
Internal perspective, external perspective, marketing
perspective and technology perspective are
mentioned in detail
The case study of Millennium Health Science is
presented while considering the disruptive
innovation perspectives
MHS has two business units such as Neutrino and
Dermatech products that consider the advance skin
care products

Internal perspective
The internal structures are the major indicators
that ensure organization’s growth
Internal structure largely help to focus on
innovative capacity
Internal structure includes organization
structure that should be well-framed and
consider the importance of managerial structure
(Cozzolino, Verona & Rothaermel, 2018).
There is significant autonomy that controls the
business unit which should be flexible as per
management system

Internal perspective
Company culture is the next thing to be
considered that provides the major initiative
of growth and innovation
A well managed company culture will
consider innovation in respective to
experience of staff
Better relationships will help to focus on
disruptive innovation
The recommendations for the marketers are,
to focus on organizational objective,
management style, culture and structure

External perspective
The external environment helps in working
on the latest technology and innovation
To expand the expertise and range of
activities it is important to gain financial
assistance that help in innovative results
(Bock, Opsahl, George and Gann, 2012).
Government plays a significant role to
collaborate and consider innovation activitieS

External perspective
R&D reports can be considered to ensure
innovators cost
To increase the innovation a higher extent of
research is required
Policy makers play a crucial role for disruptive
innovation (Choi & Lim, 2017).
Rules and regulations tend to ensure innovative
disruption of the organization
The recommendations for marketers are to focus
on R&D, government policies and consider
supplier relationship

Marketing perspective
Marketing mix strategies such as product,
price, place and promotion are important
Consumer needs are fulfilled with the
marketing perspective as marketer tends to
produce innovative product (Zott, Amit and
Massa, 2011).
These products ensure that customer and
organizational objective is achieved

Marketing perspective
Innovation is a major variant that engages marketers
to present the product with the best price
New products engage into marketing activities
Thereby the mode of distribution creates a positive
impact in marketing activities
Overall the marketing perspective considers, online
shopping, outlets and website purchase are the new
techniques of marketing
The recommendations for marketing perspective is
to concentrate on mode of marketing a product,
engage in online marketing activities

Technology perspective
Organization’s innovation process include
idea generation, implementation of
mechanism, etc.
New product development strategies are
adopted by the organization (Boudreau,
2010).
R&D department is the major important area
that the organization considers

Technology perspective
R&D teams have the capability to ensure
market insights and latest trends (Laursen
and Salter, 2014).
The recommendations for the organization is
to consider disruptive innovation while
engaging in research analysis and knowledge
management strategies

Conclusion
An organization has capacity to innovate,
considering different perspectives that are
mentioned.
Disruptive innovation is possible with
internal, external, technology and marketing
perspectives
The organization should consider these
perspectives while implementing technical
skills and knowledge management.

References
Bock, A. J., Opsahl, T., George, G. and Gann, D. M. (2012). ‘The effects of
culture and structure on strategic flexibility during business model
innovation’. Journal of Management Studies, 49, 279–305.
Boudreau, K. (2010). ‘Open platform strategies and innovation: Granting
access vs. devolving control’. Management Science, 56, 1849–72.
Cozzolino, A., Verona, G., & Rothaermel, F., (2018). Unpacking the disruptive
process: New Technology, Business models, and incumbent adaptation,
Journal of Management studies, 55(7), 1166-1176.
Choi, Y., & Lim, U., (2017). Contextual factor affecting the innovation
performance of manufacturing SME’s in Korea: A structural equation
modeling approach. Sustainability, 9, 1-15.
Laursen, K. and Salter, A. J. (2014). ‘The paradox of openness: Appropriability,
external search and collaboration’. Research Policy, 43, 867–78.

Zott, C., Amit, R. and Massa, L. (2011). ‘The business model: Recent
developments and future research’. Journal of Management, 37, 1019–42.