Business Innovation and Commercialisation: Case of Waitrose & Kroger

This report examines innovation and commercialisation strategies within business organisations, focusing on Waitrose and Kroger as case studies. It details Peter Drucker's seven sources of innovation and analyses different types of innovation, including product, position, process, and paradigm innovation, and their roles in enhancing business efficiency and profitability. The report also explores the development, retention, and protection of intellectual property rights, and discusses business cases for innovation, including risk factors, benefits, and funding access. The analysis includes critical evaluations of successful innovation developments and the creation of commercially-driven business cases.

INNOVATION AND
COMMERCIALISATION

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 describe the ways of different organisation sources and the foster innovation by using the
specific examples........................................................................................................................4
M1 describe the ways in which innovation supports the environment and culture of the
different organisation..................................................................................................................6
TASK 2............................................................................................................................................7
P2 describe the different types of innovation and their roles in the organisation.......................7
M2 Analysis of the successful process of the different innovation methods in context with the
organisation.................................................................................................................................8
D1 critically analysis of the successful innovation development in context with the
organisation.................................................................................................................................8
TASK 3............................................................................................................................................9
P3 detail business case of innovation in context with the organisation for describing the risk
factor, benefits and ways of accessing the funds........................................................................9
M3 evidence based business which emphasises the business value for the potential investment
...................................................................................................................................................11
TASK 4..........................................................................................................................................12
P4. Evaluate the different tools which can be used by the establishment for development,
retention as well protection of intellectual property right.........................................................12
M4. Critically evaluate the different tools which are used by the establishment to develop,
retain or protect the knowledge of intellectual property widely...............................................13
D2. Producing commercial driven business case for bringing innovation which include an
action for developing the methods to protect the business surrounding...................................13
CONCLUSION..............................................................................................................................14
.......................................................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The innovation to the commercialisation is the process which help the possible way of
introduction in the innovation market. The commercialisation is the way which transform the
ideas and the views for increasing the goals of the business. The main aim of the innovation and
the commercialisation is to enhance the competitive advantages which is helpful in the
development of the business. The innovation technique help the business organisation in
improving the products and services by providing the new strategies (Marion and Fixson, 2021).
The commercialisation also play very crucial role in the market because it increase the customer
base by introducing the new products and services in the markets. The report has chosen the
super market company which is Waitrose Limited for understanding the innovation and the
commercialisation process. The company is the retail shop of the grocery which has 300 shops in
the United Kingdom. The headquarter of the company Waitrose Limited is in London the
another retail company which has chosen by the report for understanding the innovation process
is the Kroger. The report has analysed the different way of which support the innovation in the
organisation. The report has also described the different methods which develop the innovation
and the commercialisation process (Kalinga, 2020).
TASK 1
P1 describe the ways of different organisation sources and the foster innovation by using the
specific examples
The different source play significant role in the analysis of the innovation which increase
the competitive advantages in the markets for increasing the leading change process. The chosen
company Waitrose and The Kroger should develop the new ideas which is helpful in the
productivity and the profitability of the business (FACT, 2021). The chosen company has
followed the principle of the Peter Drucker seven sources for implementation of the innovative
ideas in the company. The Peter Drucker's source of innovation are as follows:
Unexpected conditions: This is the stage which focus on the unexpected success and the
failure of organisation by focusing on the new ideas. The source of this innovation focus on good
and the bad consequences of the new ideas. The company Waitrose has decided the create the
innovative ideas which is related to the better service and the products failure. The company has
used the different method for enhancing the quality of the products. The Kroger company focus

on the ideas of innovation to increase the market area for increasing the sales of the new products
(Oyadener and et. al., 2020).
Incongruity: This is situation which describe that the innovations needed when things
are not happening as per the demand. This situation needs the Foster innovation for framing the
corrective actions which is helpful in creating the innovative ideas. This source of innovation
increase analysis power of the Wait rose company to understand the difference between reality
and the expected outcomes of the company. The company has increased the new ideas for
increasing the competitive advantages in the retail industry. This source is also helpful in the
Kroger industry by which the company increase the innovation over the incongruity for
increasing their sustainability in the environment.
Deficiency in the process: The innovation is needed when there is gap in the process and
the process is insufficient to target the demands of the customers. The gap of the organisation
covered by the innovative ideas. The Waitrose company has failed in their production which
increase the development of the Foster new technology. The development of the innovation
techniques when there is lack of sufficient process increase the productivity of the business. The
Kroger company has used this deficiency as the source of innovation in their online business for
increasing the customer base (Raby and Gregson, 2018).
Dynamic change in the structure of the market: The innovation and the
commercialisation process needs the change in the market or industry for increasing the new
market area. The change in market and the industry provides the scope of the innovation. This
source of innovation provides the opportunities to the business in the market development
process. For controlling the price of products and services there is need of the foster development
in the company Waitrose. The change in the market has helped the company Waitrose in
decreasing the competitive market in the industry. The Kroger company has taken this change
principles to increase their opportunity in the market which has decreased due to increase in the
competition level.
Demographic change: The change in demographics leads to the major innovation
process in the business. The Waitrose company faces the more competition in the market and this
decrease the customer base of the company. So the Waitrose develop the innovative ideas as per
the age, income, education and other demographic of the customers. The Kroger has focused on

the innovation in the demographics of the company for understanding the demands of the
customers who are economical backwards.
Perception change: The new ideas has needed by the company or organisation to change
the perception of the customers. The perception change increase the taste and the preferences of
the customers. The company Waitrose has focused the demands of the customer but could not
focus on the preferences of the customer (Stoykov, 2018). The changing preferences and
behaviours of the customers has decreased the profit level of the Kroger. The innovation is
needed to the both the company for overcome the changes in their business.
Change by new knowledge: The new knowledge increase the innovation on the product
development. The knowledge is the best aspects in the change process which increase the
productivity of the business for overcoming the competition in the markets. The Company
Waitrose have lack of technology for the proper operation in the market while the Kroger has
also lack of innovation which create the hindrance in the success. The both organisation has to
focus on the new knowledge for influencing their technology.
M1 describe the ways in which innovation supports the environment and culture of the different
organisation
The Peter Drucker seven sources has describe the ways in which organisation and the
company needs the foster of innovative ideas for development of their business organisation. The
different source of innovation as per the Peter Drucker are unexpected situation, dynamic
markets, demographics change, process deficiency, new knowledge and the change in the
perception. The innovation support the business of the Waitrose and the Kroger by improving the
culture of the business. The innovation also help the company in product development and the
market development which increase the demands of the customers towards their products and
services. The innovation source, demographic change increase the profitability of the business by
enhancing the products and services as per demands of the different groups (Roy, 2018). The
innovation in the change in market's dynamics increase the new market area which creates the
opportunities to the environment of the different business organisation.

TASK 2
P2 describe the different types of innovation and their roles in the organisation
The innovation is the way which increase the productivity and the profitability of the of
the business. The innovation increase the smoothness of the business operation. The different
types of the innovation which is needed for the company Waitrose and the Kroger are described
as below:
Product innovation: This type of innovation develop the quality of the existing products
for increasing the competitive advantages and the profitability of the business. The company
Waitrose has focused on the development of the new products for attracting the customers
towards the new products. The Kroger has also increase the quality of their products for
developing the economy of their business. The product innovation is the risky way but it increase
the sustainability of the business in the marketplace (Geels, 2019).
Position innovation: This process of innovation focus on the position development of
the products and the services. The management focus on the quantity of of sales in the specific
markets. For change in the position of the products, the Waitrose has framed the new ideas
while the Kroger is positioning their products and services by increasing the quality of the
products as well as also by increasing the awareness.
Process innovation: The process innovation is the way of changing the equipments,
technology in the production and the delivery methods. This process play the significant role in
the organisation by developing the products and services as per the demands of the customers.
The company Waitrose has used modern technology in the production methods (Dahesh and et.
al., 2020). The Waitrose also used different software for increasing the business plan in offline
and online modes. The Kroger has used the distribution channel as the process innovation for
increasing their delivery in the different area of market which increase the profitability of the
business.
Paradigm innovation: It is the way of enhancing the thinking ability for overcoming the
problems. This innovation increase the capabilities of the organisation or business to analyse the
different mind set of the competitive markets. The Waitrose has understood the level of
competition and different prospective of the market business by focusing on the paradigm
innovation. The company has opened the shops at the different places for fulfilling the demands
of the customers. The Waitrose has also developed the online marketing for enhancing their

markets. The Company Kroger has developed the distribution channel for enhancing the good
accessibility to the customers. The distribution of channel make the delivery faster and help the
customers in buying of their products and services. This process also help the Kroger company
to increases their efficiency of delivering by saving the time (Abdul Basit and Medase, 2018).
M2 Analysis of the successful process of the different innovation methods in context with the
organisation
The different type of innovation techniques help the organisation in increasing their
efficiency. The management of the Waitrose and the Kroger has used the different methods of
the innovation techniques for increasing their productivity and the profitability. The innovation
technique increase the ability of the Waitrose and the Kroger company to overcome with the
difficult situations and make their existence in the competitive markets. The Waitrose has used
the different new strategies of the innovation in their production and the marketing department
while the Kroger has used the different new strategies in the distribution Channel of their
delivery products (Mariani and Nambisan, 2021). The Waitrose and the Kroger has developed
the 4Ps of the innovation for development of the new products and delivery methods. The 4P of
the innovation increase the outcomes of the business and increase the long term benefits of the
organisation.
D1 critically analysis of the successful innovation development in context with the organisation
The innovation is the most appropriate way which help the every business organisation in
achieving the competitive advantages in the markets. The company Waitrose and the Kroger has
used the Peter Drucker's seven sources of the innovation for identifying the needs and process of
the innovation in the development of the business. The innovation methods provides the strategic
process for targeting the better objectives of the business. The Waitrose and the Kroger has used
the product innovation and the process innovation for development of the innovation techniques
in their organisation. The Kroger has used the paradigm, position and the process innovation
methods for increasing the quality of products as well as enhancing the way of delivery for
increasing the customer base. The development in the innovation methods by Kroger and the
Waitrose organisation help both the company to increase their level in the market. The
innovation technology help the business organisation in developing their business different from
their competitors (Xinyue, 2021). The innovation methods increase the market area through the

position innovation and helpful in expanding the business in the marketplace for increasing the
profits.
TASK 3
P3 detail business case of innovation in context with the organisation for describing the risk
factor, benefits and ways of accessing the funds
The business case is the detailed study of the benefits, cost, disadvantage, risk and other
factor of the business. The business case describe the current situation of the business as well as
also provides the future vision of the business. The management of any organisation takes the
decision of the business and play a very significant role in the business case. The business case
help the managers of the organisation to understand the different aspects of the business for
performing the business operation ion proper way. The business case of the Waitrose company
are given below in table form:
Particulars Description
Name of the company Waitrose
Vision statement The vision of the Waitrose company is to make
the brand value of their products and services
in all over the world. The company wants to
develop their business in grocery item like the
foods, pharmacy and other items. The mangers
of the company has used different strategies for
achieving their vision.
Executive summary This is the business case of the company
Waitrose for analysing the risk benefits of the
organisation. This case includes the different
business goals for accomplishing the vision
and mission of the organisation.
Mission statement The mission of the Waitrose company is to
provide the products and services in the
reliable rates so that it can be available to every

economical groups of the society. The
company has also focused on the waste
management principles for reducing the
elimination of the wastes.
Innovation in the products and the process. The Waitrose has focused on the organic
products for creating the innovation in the
products. The organic products is healthy for
the customer so it increase the customer base.
The Waitrose company has also focused to
develop the voice tracing methods in the
innovation process (Omidi and et. al., 2020).
The voice tracking innovation help the
customers in tacking order by voice setting.
Funding The Waitrose company has used equity capital
and the retained earning for maintaining the
cash flow and the monetary system of the
organisation. The equity capital provides the
funds to the company by selling their
ownership. The equity funding is les risky and
helpful in gaining the competitive advantages
in the market by developing the voice tracking
methods. The another funding of the Waitrose
company is the retained earning which deduct
the expense from the profits and help in the
innovation methods of the company.
Benefits The voice tracking method increase the
benefits of the company by increasing their
market area. The voice tracking methods
increase the sustainability of the company in
the markets.

Risks The risk is the negative aspects of any
organisation which can crates threats to the
organisation. The Waitrose company faces
strategic and the compliance risk in the
innovation of the new ideas and technology in
the company. The strategic risk creates
negative impact on the voice track innovation.
The company has faced high compliance in the
innovation methods of voice tracking. The
management has to enhance the way for
reducing the compliance risk.
Evaluation and monitoring techniques The Waitrose has develop the KPI and the
benchmarking for evaluation and monitoring of
the innovation methods. The KPI is the key
performance indicator which evaluate the
efficiency and the productivity of the
organisation. The bench marking help the
Waitrose company in monitoring their internal
process for identifying the corrective measures.
Recommendation in the products and the process of the innovation including the risk and
the benefits:
The innovation is the process in the business environment which increase the profitability
of the business by increasing the competitive advantages. It increase the profitability of the
organisation as well as increase the brand value of the products and the services. The Waitrose
company has developed the innovation techniques by developing the voice tracking of grocery
which help the company in increasing their market area of the business. The Waitrose and the
Kroger has to developed the risk strategies in order to overcome the problems and the risk of the
organisation (Rudd and Beidas, 2021).

M3 evidence based business which emphasises the business value for the potential investment
The business case is the written proposition which analyse the overall process of the
business in the implementation of the innovation methods in the products and the process
development. The business case focus on the profitability of the organisation. The Company
Waitrose has used the voice tracing innovation methods which is the costly process. The
Company has to develop the appropriate way of funding which help the Waitrose to deal with the
competition in the markets. The company also develop the new products for evaluation the risk.
The innovation increase the sustainability of the business by increasing the ideas in the product
development process. It provides the action of innovation and help the business in finding their
mission and vision. The innovation methods improves the recognition of the brands and values
of the organisation (Lokuge and et. al., 2019). It increase the relationship of the company to
stake holders as well as also enhance the partnership of the business. The business case help the
business by making the decision which is based of the evidence and the transparent. It frame the
business in proper way so that the company properly mange and monitor the policy and strategy
of the innovation.
TASK 4
P4. Evaluate the different tools which can be used by the establishment for development,
retention as well protection of intellectual property right.
The intellectual property right is basically a legal authority right which mainly provided
to a maker for protecting their content or creativity from any kind of duplication. This right
provide a protection to an individual or an organisation by eliminating the duplication from the
competitive market. In order to gain competitive advantages the organisational management built
an innovative ideas. The right are provided by the lawful authorities in order to give them a
safeguards to new creation. In relation to the business, the intellectual property rights may
provide a protection or safeguards to the strategies, branding, marketing as well as to innovative
ideas in order to develop business organisation (Buhl and et. al., 2019). Hence the Kroger
organisation are also use the intellectual property right tools to develop or retain their properties
as well as ideas. This right play a crucial role for increasing sustainability in the competitive
marketplace. There are various tools which are used by the Kroger which are related to the
intellectual property right are mentioned below:Marion, T.J. and Fixson, S.K., 2021. The

transformation of the innovation process: How digital tools are changing work, collaboration,
and organizations in new product development. Journal of Product Innovation Management,
38(1), pp.192-215.
Copyrights- it is one of the kind of intellectual property right and it provide a safeguards
to the organisational plan until they may convert them into the action. This property right are
used to protect the original work such as policies, strategies, decision as well as the ideas to
prevent any kind of duplication within the surroundings. The Kroger organisation is using this
method to protects their ideas or polices from their competitors because of high competition in
the industry. As this method assist the business to take advantages of their new innovative ideas
which is made by the management after doing so much research or development by protecting if
from any kind of stolen (Carvache-Franco and et. al., 2020).
Patents- it is one of the kind of intellectual property right which basically provide the
protection to new inventions or creation of an organisation. Within the relation of establishment,
the patents are the legal right which are allotted by the lawful authorities for any creation or
inventions in the organisational processes. It mainly provides an effective manner for getting
things done by offering technical solutions (Uddin and et. al., 2019). Kroger organisation is
taking advantages of this right by patenting their inventions such as voice tracking strategies of
their grocery products.
Trademarks- it is another kind of intellectual property right which includes signs or
symbols use by the organisation to addition competitive advantages. This methods helps to
protect or identify the products or services of the business. The trademarks also helps the
organisational customer to identified the business through assigned symbols on their products.
Trademarks is also known as service mark. In relation to Kroger organisation, the management
takes the advantages of trademarks by implementing their new products line.
M4. Critically evaluate the different tools which are used by the establishment to develop, retain
or protect the knowledge of intellectual property widely
There are various tools used by the organisation in order to provide the safeguards for
their new creation or inventions. These various intellectual property right which basically govern
to protect the strategies, ideas, product as well as processes of the business. In context of Kroger
organisation, this organisation use tools like patents, trademarks as well as copyrights in order to
retain within the competitive marketplace (Patel and et. al., 2019).

D2. Producing commercial driven business case for bringing innovation which include an action
for developing the methods to protect the business surrounding
The business case play an important role to introduce the innovation into an organisation
such as risk, benefits, funding sources and some other helping factor. It is helpful to make
decision or some strategies formulation in order to introduce an innovative idea which is made
by the management of the business organisation (Indriani, 2018). The management of each
organisation mainly focus on the development of strategies in order to increase the profitability
or productivity within the marketplace.
CONCLUSION
From the above discussed project report, it has been concluded that the innovation or
commercialisation is main element for each business. As it helps the organisation to maintain
their sustainability within the competitive surrounding. The 4Ps sources are used for innovation
which can provide a proper idea for formulating the innovative strategies or policies which helps
the organisation to develop faster. The source of innovation are described by the helps of Peter
Drucker's. The innovation products or ideas can be implemented by patents, copyrights as well as
by trademarks.

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