Technological Evolution of Companies: Innovation, Diffusion Models

This report analyzes the technological evolution of companies, focusing on Amazon and Regeneron Pharmaceuticals, through the lens of innovation and diffusion models. It examines how these companies have implemented technological changes to enhance productivity, customer loyalty, and market sustainability. The analysis incorporates insights from Kaplan, Palmer, and Mazzucato, highlighting the importance of strategic innovation, resourcefulness, and understanding market demands. The report also discusses the linear model of invention, innovation, and diffusion, and how the selected companies have applied this model to drive growth and expansion, while also addressing the competencies and risk assessments faced by companies undergoing technological transformation.

Running head: TECHNOLOGICAL EVOLUTION OF COMPANIES
TECHNOLOGICAL EVOLUTION OF COMPANIES
Name of the student
Name of the university
Author note

1TECHNOLOGICAL EVOLUTION OF COMPANIES
Table of Contents
1. Introduction..................................................................................................................................2
2. Task 1...........................................................................................................................................2
3. Task 2...........................................................................................................................................6
4. Conclusion...................................................................................................................................8
References......................................................................................................................................10

2TECHNOLOGICAL EVOLUTION OF COMPANIES
1. Introduction
The change that is being undertaken by the organizations is based on the advancement of
the technology that is affecting the market structure. On the other hand, the change in the
requirements of the customers has also affected the transition that is undertaken by the
organization. The innovations that are undertaken by the organization are based on the
company’s objective of enhancing the productivity and the sustenance of the same in the
markets.
The discussion includes two specific parts where on the first two companies are
introduced which are undertaking change in the technology. The second part of the discussion is
aimed at evaluating the chief works of Kaplan, Palmer and Mazzucato for enhancing the
understanding of the change that is undertaken by the organizations.
2. Task 1
The changes that are being undertaken by the organizations are based on the
technological advancements in the market and the company’s objective of making its progress
and maintaining its sustenance in the markets accordingly (Hervás-Oliver and Peris-Ortiz 2014).
The company that is considered for the understanding of the different aspects of the change in
this discussion is Amazon. The company is considered as the most innovative company that has
consistently brought in changes based on the change in the demand of the customers. The
changes that are being implemented by the organization are based on the various aspects of
understanding the requirements of the customers. The chief initiatives that are undertaken by the

3TECHNOLOGICAL EVOLUTION OF COMPANIES
company are the Prime, which is the company’s $99/ year membership program. It has helped
the company in retaining the loyalty of the customers of the organization.
On the other hand, the company has enumerated steps in acquiring the brick and mortar
stores in the physical world. It has helped the organization in maintaining a stable earning
through the proper functioning of the retail market. The company has also taken steps for
improving the productivity through the inclusion of high-tech robots along with the human work
force. It has helped the organization in bringing forth improvements in the efficiency of its
functioning and the quality of the services that are rendered by the organization.
According to Jeff Bezos, the CEO of the organization, innovation that is being
undertaken by the organization is something that was never thought by the other companies and
their competitors. This mindset of the organization has helped in scaling up its situation in the
markets. According to a report, some 40 to 50 million US users are using the Prime services that
are provided by the organization that is estimated to spend some $2,500 annually on Prime. It has
helped in retaining the loyalty of the customers. On the other hand, the inclusion of the high-tech
robots has helped in enhancing the efficiency of the different functions undertaken by the
organization in the market. It has also helped the organization in maintaining the quality standard
of the goods and the services provided by the organization.
The introduction of Amazon Go in the year 2017 has helped the company in reaching out
to the majority of the customers. It acts magically when a shopper swipes a code through a
device and chooses a product, which is automatically paid through the shopper’s existing
account. It has helped in the proper understanding of the concept of the change that is being
undertaken by the organization (Radu 2012).

4TECHNOLOGICAL EVOLUTION OF COMPANIES
Regeneron Pharmaceutical has taken steps in order to bring in changes in the systems and
the undertakings in order to make its progress in the highly competitive market of biotechnology
industry (Dawson and Andriopoulos 2014). The company has taken steps for innovating
processes for making their own way into the genetic engineering. The proper understanding of
the needs of the customers through a thorough research on the market capabilities and the
demand has helped the organization in understanding the improvements (Hasan and Ui 2016).
The company has taken steps to introduce Eylea (aflibercept) Injection which has helped the
organization in bringing forth innovation in the biotechnology industry. The company has also
gained the approval of the FDA for introducing its new medicine Praluent (alirocumab) Injection
that is aimed at helping patients to treat cholesterol (Narula 2014). It has helped in the
progression of the company in the market and its wide acceptance in the pharmaceutical
industry. Schleifer believed that the involvement of the qualified workforce and the mission of
the organization of improving the lives of the people through the reasonable application of
science have helped the organization in its growth.
The changes that are being undertaken by the companies are based on the requirements of
the same in order to make its progress and thereby ensure the sustainability of the same in the
markets (Ljung and Bengtson 2012). The changes in the technology and the innovation that is
being undertaken by the organizations are specifically dependent on the factors of the research
that is undertaken by the organization. After the completion of the research and the changes are
noticed, the companies take steps for understanding the change and thereby undertake processes
for inventing new ideas for the change (Brown and Osborne 2012). It helps the organizations in
taking the new step of bringing in the change, which is innovation. The innovation helps the
organization in developing the ideas that were formulated in the invention stage. It helps in the

5TECHNOLOGICAL EVOLUTION OF COMPANIES
proper development of the ideas and thereby helps the organizations in undertaking steps for
undertaking the processes undertaken by them in a completely new manner (Bon and Mustafa
2013). The diffusion stage includes the marketing of the new product or the services that is
prepared by the organization. It helps in the distribution of the product and its placement in the
market, which helps in maintaining the availability of the product in the market (Doroshenko,
Somina and Leonova 2016).
Figure 1: Linear model of invention, innovation and diffusion
(Source: Goetsch and Davis 2014)
The concerned companies have taken steps in order to follow the linear model for
undertaking the various technological innovations that boosted the growth and expansion of the
organizations. The research that is being undertaken by Amazon has helped the organization in
understanding the diverse needs of the customers (Keupp, Palmié and Gassmann 2012). On
the other hand, Regeneron Pharmaceutical has taken the research as a tool for understanding the
healthcare need of the people. The research has helped the company in inventing and innovating
the new drugs in the market. Amazon has simply taken steps for enhancing the customer
experience through the utilization of the new technologies based on the requirements of the
customers (Johnson, House and London 2013).

6TECHNOLOGICAL EVOLUTION OF COMPANIES
3. Task 2
The tendency of the organizations to grow economically is vividly expressed in terms of
financialization and globalization. The international markets are affected by the turns that are
being undertaken by the organizations based on the innovations and the change in the market.
The demand of the consumers has helped the organizations in bringing forth the change in the
structure and the functioning of the same in the international markets. The major aspects of the
change that is being undertaken by the organizations are based on the customer debt that the
organization faces. According to Mazzucato (2014), the organizations balance the
financialization and the consumer debt through the change and the innovation that is planned by
the same. The organization therefore takes the initiative of undertaking the change that helps in
sustaining their venture in the market and thereby make its progress. “A mission-oriented
approach to building the entrepreneurial state” by Mazzucato helps in the better understanding
of the organizational need to bring in innovation and change in the systems for maintaining the
sustenance in the markets. The report helps in considering the decision making of the
organizations, which is required for undertaking the change. The change that is being considered
by the companies is based on the resourcefulness and the requirements of the customers. The
change that is being undertaken helps in determining the balance in the debts and the
financialization that has affected the markets (Mazzucato 2015).
On the other hand, “A Framework for Strategic Innovation” by Palmer and Kaplan
(2007) has helped in the proper understanding of the different competencies and the
resourcefulness of the organizations that are to be considered while undertaking the change. The
major aspects of the change that is being undertaken by the organizations are based on their
requirement of sustaining in the markets. The industrial foresight helps in determining the proper

7TECHNOLOGICAL EVOLUTION OF COMPANIES
management of the innovation that is being planned in order to determine the applicability of the
change in the market structure. On the other hand, the innovation that is required by the
organization should be backed by the resourcefulness of the organization. It helps in determining
the various aspects that the company might face while undertaking the change (Nayebi and Ruhe
2014).
The definite action for the change that is being planned by the organization helps in
determining the expansion and sustenance of the same in the competitive market situation. The
chief competencies that are being faced by the organization is based on the enumeration of the
risk and the proper management of the same (Palmer and Kaplan 2007). Sustainable innovation
that is considered by the organizations helps ion determining the competitiveness of the same
and the proper allocation and distribution of the functions in the organization. Palmer and Kaplan
stated in the article that the proper utilization of the resources and the management of the same
based on aligning the resources helps the organization in bringing forth the change in the
organization (Mazzucato 2015).
Mazzucato, Palmer and Kaplan prescribed the the theories of innovation and change that
were evident by the changes that were facilitated by the cases discussed in the first section of the
analysis. Amazon has taken the technological advancements in order to cope up with the trends
in the market. On the other hand, the Regeneron has taken steps to keep up their innovation in
their industry in order to make the organization and the services sustainable in the market. The
technological advancements and the understanding of the demands of the customers have helped
the organizations in undertaking the change in the systems and the functioning. It has helped in
improving the structure and the situation of the companies in the markets.

8TECHNOLOGICAL EVOLUTION OF COMPANIES
The competencies that are being faced by the companies while undertaking the change in
the structure is also being discussed in the reports by the authors. It has helped in the proper
understanding of the competencies that might be faced by the companies in the market. The
assessment of risk is again an important part of the change management that is being undertaken
by the organizations (Palmer and Kaplan 2007). It helps the companies in avoiding the situations
and thereby prioritizes the actions based on the requirements of the clients and the customers.
Profitability is the major concern for the companies and so in order to maintain the profitability
of the same, the companies have taken steps in order to bring in changes based on meeting the
demands of the customers. The innovation that is being undertaken by Amazon and Regeneron is
facilitated by the proper adherence to the requirements of the clients based on the change in the
taste and the trends of the market (Pavie and Egal 2014).
4. Conclusion
Therefore, from the above analysis it can be stated that organizations are required to take
steps for maintaining the sustenance of the organization through innovations. Change that is
being taken by the organizations is based on the understanding of the demand and the
determination of the trends that are affecting the markets of the company. The evolution of the
market trends has made it mandatory for the organizations to undertake the change in order to
sustain themselves. On the other hand, the technological advancements and the expectations of
the buyers have helped in the proper understanding of the rationale behind the change that is
being undertaken by the organizations. The first part of the assessment is based on the
understanding of the change that is undertaken by the companies Amazon and Regeneron. The
technological advancement and the market trends depending on the demands of the customers is

9TECHNOLOGICAL EVOLUTION OF COMPANIES
to be assessed by the organizations in order to determine the level and the intensity of the change
that is required to be undertaken by the organization.

10TECHNOLOGICAL EVOLUTION OF COMPANIES
References
Bon, A.T. and Mustafa, E.M., 2013. Impact of total quality management on innovation in service
organizations: Literature review and new conceptual framework. Procedia Engineering, 53,
pp.516-529.
Brown, K. and Osborne, S.P., 2012. Managing change and innovation in public service
organizations. Routledge.
Dawson, P. and Andriopoulos, C., 2014. Managing change, creativity and innovation. Sage.
Doroshenko, Y.A., Somina, I.V. and Leonova, O.V., 2016. OPTIMIZATION OF THE
ORGANIZATIONAL STRUCTURE OF THE MANAGMENT OF INNOVATION AND
INVESTMENT ACTIVITIES OF SMALL BUSINESSES. Journal of Fundamental and Applied
Sciences, 8(3S), pp.1944-1957.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Hasan, M. and Ui, H., 2016. Entrepreneurship and Innovation in E-Business. Advances in Social
Sciences Research Journal, 3(1).
Hervás-Oliver, J.L. and Peris-Ortiz, M. eds., 2014. Management Innovation: Antecedents,
Complementarities and Performance Consequences. Springer Science & Business Media.
Johnson, M.C., House, E. and London, S., 2013. The Effect of Initial Public Offerings on Firm
Innovation. Innovation, 14.

11TECHNOLOGICAL EVOLUTION OF COMPANIES
Keupp, M.M., Palmié, M. and Gassmann, O., 2012. The strategic management of innovation: A
systematic review and paths for future research. International Journal of Management
Reviews, 14(4), pp.367-390.v
Ljung, A. and Bengtson, A., 2012. Innovation through business and NGO co-operation: The case
of digital inclusion in the Amazon. In Business, Society and Politics (pp. 281-301). Emerald
Group Publishing Limited.
Mazzucato, M., 2015. A mission-oriented approach to building the entrepreneurial state.
Narula, R., 2014. Globalization and technology: Interdependence, innovation systems and
industrial policy. John Wiley & Sons.
Nayebi, M. and Ruhe, G., 2014, June. An open innovation approach in support of product release
decisions. In Proceedings of the 7th International Workshop on Cooperative and Human Aspects
of Software Engineering (pp. 64-71). ACM.
Palmer, D. and Kaplan, S., 2007. A framework for strategic innovation: Blending strategy and
creative exploration to discover business oportunities.
Pavie, X. and Egal, J., 2014. Innovation and responsibility: a managerial approach to the
integration of responsibility in a disruptive innovation model. In Responsible Innovation 1 (pp.
53-66). Springer, Dordrecht.
Radu, L.D., 2012. Technological Innovation Management and its Role in Performance of
Organizations. Acta Universitatis Danubius. Œconomica, 8(5).