Strategic Innovation Management and Development in Amazon's Operations

This report examines innovation management and development within a business, focusing on Amazon as a case study. It identifies the need for improved IT implementation in Amazon's marketing operations and proposes hiring IT experts and leveraging advanced computer systems as a solution. The report outlines a detailed implementation plan involving situation analysis, plan implementation, monitoring, controlling, and feedback. An innovation audit methodology is applied to identify potential issues, with recommendations including strategic management, hiring IT professionals, focusing on goals, and business development. The report concludes that innovation is crucial for business development and highlights the importance of strategic planning and innovation audits in managing organizational strategies.

Managing and
developing innovation

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
Identify a specific need/problem that exists within a firm, industry, market or operational
functional area such as Accounting, Marketing, HRM, Operations............................................4
Select a solution and construct a plan for implementation..........................................................4
Applying an innovation audit methodology, you are to identify any potential issues that their
solution may encounter and produce recommendations for overcoming these...........................5
Recommendations............................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The innovation is considered as key approach which helps a business in development of a new
and precise approach to deal with a specific problem (Biazzo, and Filippini, 2021). All major
companies in the international and national marketplace should focus on taking assistance of
innovation in order to deal with tough problem or situation. The innovation is considered as a
key approach which is beneficial in development of a business. In this report example of
Amazon company is taken into consideration which is facing management and coordination
issue between employees. The Amazon is a multinational e-commerce company which was
founded in the year 1994 and is based in United States of America. Amazon performs online
selling of products and services and also provides effective after sales support to different
customers.

MAIN BODY
Identify a specific need/problem that exists within a firm, industry, market or operational
functional area such as Accounting, Marketing, HRM, Operations
In the functioning of a business, it is essential to identify key problems for determining key
solutions related to management (Bican, and Brem, 2020). The Amazon is currently facing issues
related to implementation of information and technology in marketing. In the recent times, it is
major role of a business to focus on adopting digital marketing approach in order to perform
accurate and quick operations. Most of the successful companies in the global and domestic
marketplace are focusing on adopting digital marketing as the major technique to deal with
advertisements and publicity of products and services.
Select a solution and construct a plan for implementation
The solution for the problem that Amazon is currently facing is hiring of IT experts and
professionals. The Amazon should also take support and help of advanced computer systems and
software to perform digital marketing related operations in a precise manner. The
implementation plan is mentioned below:
 Analyse the situation- This is the first stage in development of an implementation plan
for Amazon. Amazon company should analyse whole plan with major focus on key
objectives and goals. The company should organise a meeting in order to analyse whole
dimensions and aspects of digital marketing.
Implementation of plan- This is the secondary stage in the implementation plan which includes
taking necessary actions to deal with the situation. Amazon company will implement this plan in
order to gain competitive advantage at the marketplace in the field of marketing (Choo,
Narayanan, and Sarkar, 2021). It will also help company to achieve sales targets and reach
maximum customers all across the globe.
 Monitoring and supervision- In this stage, it is key role of Amazon to establish
effective monitoring and supervision on whole plan. This is one of the key role of
Amazon to use monitoring tools and techniques which are important for development of
vigilance on key its key steps taken to deal with the problem.
 Controlling- This is the most crucial step in implementation of a plan which includes
controlling key operations. The top level management of Amazon is supposed to control

all major functions which are performed to control different operations. It is one of the
major roles and responsibilities of higher authority of the company to focus on
controlling key operations.
 Feedback and modifications- The final stage in an implementation plan is to take
feedback related to whole plan from stakeholders. The Amazon will take into
consideration feedback from employees and customers about new plan and its results.
This approach will be helpful for company in order to develop essential modifications in
the implementation plan.
Applying an innovation audit methodology, you are to identify any potential issues that their
solution may encounter and produce recommendations for overcoming these.
The innovation audit methodology is considered as a key way to understand the ways in which
an organisation is able to deal and managing innovation. In other words, it is related to
management of an innovation in a defined manner in order to facilitate key functions of the
company (Kelliher, Kearney, and Harrington, 2018). There are five major steps in innovation
audit which are mentioned below in context of problem faced by Amazon:
 Innovation strategy section- The innovation strategy is related to plans and policies
which should be implemented by a business to achieve innovation in key operations.
Innovation strategy audit should be analysed by Amazon in order to perform effective
audit (Winch, 2019). The audit related to innovation strategy should be performed with
help of IT experts in order to achieve key objectives and goals.
 Ideas section- In order to perform audit of innovation, the idea related to innovation
should be also analysed. It is essential for the business to briefly check and analyse idea
behind innovation and its aspects. The innovation auditor must check flexibility of idea
and evaluate whether it is feasible or not.
 Implementation section- In this section, implementation of innovation process should be
analysed in a systematic manner (Kerzner, 2019). The implementation of innovation
should be developed and checked in an effective manner. The auditor must ensure that
implementation of innovative idea is done with proper supervision and control.
 People and organisation section- In this stage, an auditor of innovation must analyse all
the stakeholder’s and their role in innovation. The major stakeholder’s in innovation are
organisation and people who are related to the project. It is key role of an auditor to

analyse duties of all major stakeholders associated with the project. In the digital
marketing plan, marketing management is one of the major stakeholders, so auditor must
evaluate key functions of marketing management of company. The organisation must
also ensure that, key functions related to a business should be analysed in a precise
manner to approach set targets. Marketing management of Amazon should be allocated
roles and duties after conducting successful innovation audit.
 Innovation output section- The output of innovation is related to the key outcomes of
efforts which are made by the organisation to achieve innovation related goals and
objectives. The innovation audit must evaluate key functions and goals related to the
organisation and focus on output of every employee (Möller, and Halinen, 2017). This is
also one of the major duty of innovation auditor to take into consideration key approach
for maintaining records related to output of each and every employee.
Recommendations
In order to implement the innovation based plan to convert all traditional marketing
approaches to digital marketing approaches, it is necessary for Amazon to follow certain
recommendations:
 Strategic management- The strategic management is a major organisational body which
helps in development of a planning framework to develop effectiveness. In order to
develop major plans and policies related to strategic management, it is essential for the
business to focus on key objectives and goals and achieve them with assistance of
strategic management (Murthy, 2017). Strategic management is also supportive in
supporting a company in the time of uncertainty and it is also helpful in eliminating risk
associated with the operations.
 IT professionals- In order to develop focused operations related to digital marketing and
its aspects it is essential for Amazon to take support of IT management (Ottosson, 2019).
The IT professionals should be hired by human resource management in order to perform
major operations related to digital marketing. The IT professionals will be having skills
related to information and communication technology to perform major operations and
functions.
 Focus on goals and objectives- The company must focus on all major objectives and
goals which are formulated at the starting of financial year. It is also one of the major

roles of a business to select target oriented approach in order to deal with key
consequences and issues. In the recent times, it is important for a company to develop
focused approach in dealing with objectives and goals to perform key practices related to
innovation (Podshivalova, and Almrshed, 2021). The main focus of a business should be
on key development based goals in order to facilitate innovation in more advanced
manner. In the era of stiff competition between different companies, it is crucial for a
business to consider target oriented approach in order to achieve key goals and targets in
a set period of time.
 Business development- Development of whole organisation is a major approach which
should be achieved with the help of key strategies and actions. This is one of the major
role of a business to take into consideration key approaches which are related to
innovation development ideas (Saunders, and Radicic, 2022. Business development is a
major aspect and aim of every business, so Amazon should plan accordingly. The
development of business is necessary in order to develop a key approach in increasing
profitability and revenue.

CONCLUSION
From the above stated report it can be concluded that innovation is a key business function
which helps in development of whole business entity. The above stated report concludes role
played by management of a business in adopting the best technique related to innovation in order
to manage functions of the company. This project concludes importance of strategic and
planning framework in order to manage key functions of a related to a business. The above
analysis also concludes the innovation audit methodology in order to develop a major approach
in solving key organisational strategies.

REFERENCES
Books and Journals
Biazzo, S. and Filippini, R., 2021. Managing Product Innovation: A Framework. In Product
Innovation Management (pp. 21-39). Springer, Cham.
Bican, P.M. and Brem, A., 2020. Managing innovation performance: Results from an industry‐
spanning explorative study on R&D key measures. Creativity and Innovation
Management, 29(2), pp.268-291.
Choo, A., Narayanan, S., and Sarkar, S., 2021. Introducing goods innovation, service innovation,
or both? Investigating the tension in managing innovation revenue streams for manufacturing
and service firms. Journal of Operations Management, 67(6), pp.704-728.
Kelliher, F., Kearney, A. and Harrington, D., 2018. Managing innovation in the hospitality micro
firm: A framework for sensing, seizing and reconfiguring dynamic capabilities. Hospitality &
Society, 8(2), pp.159-178.
Kerzner, H., 2019. Innovation project management: Methods, case studies, and tools for
managing innovation projects. John Wiley & Sons.
Möller, K. and Halinen, A., 2017. Managing business and innovation networks—From strategic
nets to business fields and ecosystems. Industrial Marketing Management, 67, pp.5-22.
Murthy, J.J., 2017. Managing Innovation and Developing Intellectual Property Strategies for
Firms. SIES Journal of Management, 13(1).
Ottosson, S., 2019. Developing and managing innovation in a fast changing and complex
world. Springer Books.
Podshivalova, M.V. and Almrshed, S.K.K., 2021. Managing the innovation potential of small
high-tech enterprises. Upravlenets, 12(4), pp.16-27.
Saunders, K. and Radicic, D., 2022. Managing the knowledge for innovation in Eastern
European firms: open or closed innovation? Journal of Science and Technology Policy
Management.
Winch, G., 2019. Managing complex connective processes: Innovation broking. In Building
tomorrow: Innovation in construction and engineering (pp. 81-100). Routledge.