Innovation in Business: Samsung India and Cochlear Australia Report

This report provides a detailed analysis of the innovation management practices of Samsung India and Cochlear Australia. It begins with an overview of Samsung India, exploring its strategic intent, innovation approach, and the technological trajectory it has followed, including potential threats. The report then transitions to Cochlear Australia, examining its strategic intent, innovation approach, and technological trajectory. The analysis includes discussions on how both companies approach innovation, their strategic goals, and the challenges they face in their respective industries. The report concludes with a comparative analysis and recommendations, highlighting key insights into the factors that drive innovation within these organizations. The report uses the models discussed in the first few weeks of the semester as a guideline for discussions to ensure that theory is tied back to what is unfolding in reality.

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Managing Innovation
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Contents
Samsung India............................................................................................................................2
Overview................................................................................................................................2
Strategic Intent........................................................................................................................2
Innovation Approach..............................................................................................................3
Technological trajectory and threats......................................................................................4
Cochlear Australia......................................................................................................................5
Overview................................................................................................................................5
Strategic Intent........................................................................................................................6
Innovation Approach..............................................................................................................6
Technological trajectory and threats......................................................................................7
Conclusion and Recommendation..............................................................................................8

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Samsung India
Overview
Samsung India is a leading electronics company provides electronic and technological
devices like mobile phones, tablets, televisions, home gadgets, and computers; taking the lead
in tech innovation as a trading company founded by Lee Byung-Chul in 1938. According to
the meaning of the Korean word Samsung is three stars which represent something big,
numerous and powerful and is listed on the Korea Exchange stock-exchange. They believe in
discovering the principles behind the vision of the future. They have increasingly globalized
its activities and electronics like mobile phones and semiconductors; in particular, have
become its most important source of income with the highest global brand value. Their vision
of 2020 is to inspire the world and create the future (Pal, 2015). It is the famous brand in the
Indian consumer market having tough competition from local and MNC brands and for
building trust and confidence among Indian consumers, they did active promotions and
advertising where they also launched the series of innovative below-the-line activities, been
the Samsung sponsors in Cricket, Olympics and other Asian Games, branded the product as
superior technology and environment friendly. The making of creative innovation and
continuous challenges, the company offers the best value for money (Narain, 2016). The first
product they introduced was black and white televisions which were exported everywhere but
the manufacturing was done in Korea with 50 per cent shares and they looked at the growth
in technology business and invented branches and various products divisions to be a leader in
the technology services and created Resource and Development to make a wide scope in
technology globally including mobile phones, desktops, LEDs and much more for
development for competitiveness in the vast market.
Strategic Intent
Samsung India tries to implement new management to measure the employees’ ethical
behaviour in terms of qualitative and not quantitative by encouraging them. The ultimate goal
was to achieve quality-of-life improvements by succeeding as a top-tier company in the 21st
century (Momaya, et al., 2017). Samsung’s 2000 objective in the 21st century was to become
the winner in the digital world with the help of employees’ enthusiasm and strategy based on
leading initiatives. After being in a long time of negative innovation to the success, Samsung
had grown stronger than ever by helping with new product development and technology up-
gradation positively. The company expands its global presence in leading influencer and
supporter of the economy and society (Li & Qian, 2018). They aim to grow the business and

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product range for the success in the Indian market positioning it on the technology platform.
The dedication to win at every level of innovative progress to attain the global leadership
through strategy and management by looking at the view of after opportunities of focusing at
shareholders’ wealth and the problem facing today while competing are the strategic intent of
the company. This leads to setting the strategic objectives of making a marginal improvement
to competitors’ technology and business practices; for changing, instead of having a
competitive following, competitors should form competitive innovation (Lee, 2019).
Samsung aims at changing innovative technologies and products delivery continuously
according to the strategic planning to become the global competitor in the market by
allocating resources with progress and investing to R&D for a brand position because of
vision and mission of the company (Patra & Krishna, 2015). The aim of Samsung from the
start was to inspire globally and create a future delivering quality products and services for
developing people lifestyles and keep on improving the value they create with better
innovation. The goal in respect of quality was to earn it and make it attractive to reach to the
customers and to earn the quantitative profits to beat the competitors and list to the top.
Innovation Approach
A proper innovation requires direction, focus and a strategy in management to achieve
valuable outcomes with an end-to-end approach process. Samsung’s incremental approach or
innovation focuses on new concepts and ideas for cost or feature improvements in existing
products or services and creating more technological and innovative products by
technological investment for rapid growth by creating incremental change where company
stays competitive, easily selling of ideas and affordability (Tidd & Bessant, 2018). For
achieving the global competitiveness and innovation, the approaches of Samsung are to build
layers of advantages, to search for loose bricks, changing the terms of commitment and using
collaboration (Momaya, 2016).
To see the continuous growth of competitive advantage, Samsung selects its pricing strategies
carefully and low-quality producer looking at the conditions of the environment for
maintaining the market position like low national income, less purchasing power and more.
Samsung wants to build the brand globally which makes an easy entry in the market
including the importance of economies is what to build layers of advantages.
The searching of loose bricks approach is to exploits the benefits, by defining the low-
guarded place of larger, more powerful competitors and attaining necessary technologies for

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its products as licensing agreements with various rivals and to begin with carefully analysing
the competitors’ conventional insight to search for loose bricks to achieve competitive
innovation. Samsung entering the market with the low-end product and elastic price to grow
with the low-profile image and planned to attack outside the market with technology working
currently (Chakraborty & Bhat, 2019). Samsung not only wanted to be the supplier of the
products but also the leader with power to push-down others in the market of IT and
electronics while putting serious efforts for developing their own design for competing.
Change the view of commitment disagreeing to accept the start runners of industry and
division boundaries for achieving competitive innovation. Samsung enters the large market
for space within the existing company without searching for a new one to their innovative
products even being the best brand globally. They launched innovative products and created a
digital connection by combining core strengths aiming at capturing the economies for
investing within the business coordination.
To know and adjust according to the competitor’s strengths and weaknesses, they need to use
collaboration for achieving it. They entered into the market with little technology and
knowledge and licensing agreements with foreign companies owning patents and
manufacturing rights, inverse-engineered and internalized competitor’s technology and
knowledge (Chingale & Rao, 2015). Investing in companies with high technology in other
countries where Samsung unite with competitors to make an improvement and development
for the rapid progress during the growth period (Singh, 2016).
Technological trajectory and threats
The powers of the company are used to innovate for using solutions to face challenges
(Abhishek & Garg, 2018). Samsung works hard to make the future with innovation in the
local and global market for making the use of technology providing support and for using
digital working to lead in every market. Sometimes the quality of products is not compatible
across countries and there are some environmental influences (Mohanty & Nayak, 2017). The
company firstly focuses on the short-term outcomes rather than long-term for the product
development where the production department is involved in the first stage but not in a new
product which have an impact. They will keep on pushing the boundaries of possibilities,
bringing meaningful innovation to people around the world. Where the global market is
competitive with complexity, Samsung starts to transform with development with new
technology for facing challenges in the future.

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Their mission is to maintain the position of leading company related to technology change
were leading to various categories of products through the investment strategy against the
risk in the market. They explore to innovate for continuous growth with ability and potential
and benefits to reach failure for a great approach where the mistakes help with development.
To transform society, Samsung prepared for technology, human trends for innovation with
real people. The main business having products which are not always related to investment,
forecast for new sectors in the future. The leadership of the company does not aim in the
consumption of the products but making technology a tool to transform Samsung’s invention,
work, and cooperation with employees and partners system. The company contains a risk
which is necessary to beat the competitors with the help of innovation.
Cochlear Australia
Overview
Cochlear is a most innovative public company of medical devices that designs, manufactures
and supplies that Nucleus cochlear implant which can also be known as bionic ears, the
Hybrid electro-acoustic implant and the Baha bone conduction implant which was formed in
1981 and financed by Australian government and played the major role in development and
applications for rapid growth (Aschendorff, et al., 2018). The company generates the majority
of its income from the Medical and Surgical Equipment Manufacturing in Australia industry.
Mr. Dig Howitt is the official President and CEO of the company, and Mr. Rick Holliday-
Smith is the official Non-Executive Chairman. They are the global leaders in implantable
hearing solutions, health technologies and already provided more than 550,000 implantable
devices for helping people of all ages to lead full and active lives and work with 3,500 plus
employees (Souza, et al., 2017). Their mission is to help people hear and be heard and
empower them to connect with others and live life to the fullest, transforming the way of
understanding and treat hearing loss, and bring a range of innovative products for lifetime
hearing outcomes. They also provide product support and upgrades, recovery, and customer
service. They empower people, transform the way they understand and innovating products
for better. The cochlear implant (CI) is a device which is installed through doing surgery for
providing a sound sensation to a person who is not able to hear. It is a normal process instead
done with electric signals which attack the nerve to work and learns to send those signals to
the brain for sound and speech. The outside part is to be around the ear or can be attached to
the clothing like for children with sound processor containing microphones, batteries and

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other things which sends the signal to install it in the skin and the inside part is the actual
installation placed in the cochlea which helps the signals to work with the nerve. There are
fewer risks which include disturbance but is very helpful to the deaf people.
Strategic Intent
Strategic intent is an indication of a company’s ideal state and the external and internal
environment trends or conditions or environmental scan shape’s the firm’s strategic intent
which analysis what firm might choose to do to identify a firm’s strengths, weaknesses,
opportunities, and threats to innovation but the main influence is company’s strengths, core
competencies, capabilities, and feasibility which reflects a company considered character and
a commitment to stretch available resources to reach strategies and objectives (Lavelli, et al.,
2018). Cochlear wants to be a leader in hearing implantation technology and to build links
with clinicians in Southeast Asia. It is a fast moving technology and keeps on changing for
best results which can be accepted globally. Implanting the device is risky and expensive too
because that requires an experienced surgeon. The technology of Cochlear keeps on
improving which improves the overall system for aiming growth and profitability in the
presence of strong competitors (Blakely & Hu, 2019). People want growth and continuous
development and they have very systematic and global approaches around the attraction,
capability development, and retention and performance management. The Cochlear maps and
plans strategies according to the capabilities, and support to strengthen the innovation of each
generation of product, they monitor the quality and reliability of their products and services
and taking the initiative to work methods, systems, processes, and designs to make it perfect
(Holt, et al., 2017). A cochlear implant has worn like hearing aid and it is surgically
implanted but it is not appropriate for all deaf children or will benefit all children or not;
involving a number of hearing tests and ability to make most out of it can make it work for
making a lifetime commitment.
Innovation Approach
Cochlear focuses on incremental approach to compete with the global economy and adopting
market opportunities for building innovation capabilities, development of skills and
knowledge creation to gain productivity continuously and consistently in the future economy
and stability of governing bodies for effective innovation policies, identification of gaps and
economic impact which controls risks, engage shareholders and development of early
responses to challenges and opportunities; economic, social, cultural and environmental
benefits in innovating technologies (Thomas & Gholamshahi, 2018). In Australia, a whole-

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of-government approach to innovation strategy is required for future development, the
standard of living and wealth (Brett, 2016). Innovation beneficial for economic growth
through incremental improvements or changes to existing products and services, the country
steps in and implements policy initiatives with manageable and low-risk and to improve the
productivity of the company effectively and efficiently. Cochlear innovate flexible speech
processing device according to the needs of individuals, implanted receiver-stimulator for
future generations, streamlined fitting software to adjust for maximizing individual outcomes
and implant reliability designing and manufacturing process to make company lead. Cochlear
is the global leader investing in long term market growth opportunity, commitment to product
innovation, gaining foreign aid income flow with strong free cash flow generation. Their
priority is to maintain market leadership, growing the hearing implant market and delivering
constant revenue and growth earnings.
Technological trajectory and threats
Cochlear technology has kept on evolving and used consumer wireless technology which
links their devices to their phones but that time the technology was not ready to do this and
now they are trying to deliver the electric charge much closer to the hearing nerve (Wasan &
Jain, 2017). The challenge for them was the ability to merge various technologies that enable
to implant the device into a human body. They released Forward Focus which helps the client
block out background noise so that they can hear better in that environment and looking
technology to provide connective care (Mauger, et al., 2018). They require implanted battery
in fully internal device for safety which heats up the implant through a charge in the brain at a
temperature within safe limits. Cochlear having a commercial product is now in feasibility
study stage because of technology innovation and future success. Resources and
Development stand to suffer from a global move to more import barrier policies in countries
like Australia; leading in the hearing health field innovation. The threat to Cochlear is the
screening of newborns and life-threatening inborn conditions, and there is the cultural and
illustrative threat to deaf culture. The downfall of the price of Cochlear shares which is the
Australian-based world-beater in cochlear implants, now showing changes in competitive
market threat. Using and producing cochlear implants is complex involving the technology,
processes, and IP successfully which provided large barriers to competition. To produce an
effective product, the company faces difficulty and continuous improvement in technology.
Even patients gave the feedback for improvement in their quality of receiving an implant and
performance of the devices to be perfect and scope for further improvements. Cochlear

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developed technology and knowledge where competitors found it difficult to compete with
and invested heavily in Resources and Development to maintain the position in the market.
This is the main reason behind the ability to encourage a market share but to meet the
challenge it is important to have the relevant technology and knowledge to meet the chance
for long term solutions and stability in a competitive market. Including technology,
manufacturing, marketing, sales, and distribution are the aspects of Cochlear implant
business.
Conclusion and Recommendation
Recently, Samsung is the top 20th company locally and globally and most idolize company
which means that it is in a position that people hopes to change. The company aims to be in
the top five universal brands and top ten in the most idolized companies. Samsung developed
as a strongly competitive electronic company that it is competing with business rivals like
Apple; considering to be highly innovative, Samsung was partially self-dependent on the
previous model of reproduction. The internal and external analysis shows that Samsung has
developed a significant foothold in the pace of technology and continues to reach its
advantage in the area and to find approaches that decrease the dependency on technology. To
be recommended, developing a work examining the same and different products between the
competitor’s and Samsung’s, and determine the key components of products through the
information in the process.
The strategic aim of being a global leader in technology and electronics innovation to
increase growth, Samsung is a Korean company, government planning, and policies in the
economy support the company. At a very stage, they select the product divisions at the
decreasing rate of the Product Life Cycle to make it less threatening for the leaders who
supply technology and manage in gaining trust. Even when the company was behind with
their image after choosing the less-price product groups to build the base in a competitive
market where they can be challenged by other competitors, so they tried to transform to reach
at the level of competitiveness with a bulk of export in the market with the high-end products
supported by R&D flexibility system in manufacturing. After that stage, next was the
challenges faced externally by Asian financial crisis, they made a move to make better
performance and working capability of the human resources by taking help in improvising
employees performance to reform HRM according to the western standards; the rational
move to compete in the global market. Another problem was the management of crisis where

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the stood stronger to face it which leads them to other stage showing the rise in equity value
with implementation of programs and according to the management point-of-view, it was
worthy enough to form strategies because of which from the simple to the complex learning
of technologies they made the process to learn easy and had an advantage but still they
needed improvisation with the issue of corporate governance from which they are able to
maintain the transparency for managing strategies which is important task to do for observing
the competitiveness in innovation and being a global leader in real.
Cochlear is a company providing and manufacturing hearing solutions devices; cochlear
install a device used to provide the sound sensations to the profoundly unhearing which
includes an installable receiver module with a plate formation, a microphone, and a speech
processor. The current market leader is the Nuclear 22 channel cochlear implant where
development of the technology continues to grow. This deafness affects adults and children
approximately in Australia where the implantation is done. They receive benefit with
improved speech perception and being able to hear environmental sounds, and benefits to the
technology pre-literate unhearing children are now gaining with some achieving unoccupied
speech view, considering the preliminary cost-utility of the technology suggests a reasonable
value for money. To be concluded, the cochlear installation not only has a long history but
also has a shining future which keeps on broadening the continuity for utilizing it for the
treatment with a vast range of hearing disability and is a model to guide for uneasy installing
development.
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