Innovation and Commercialisation

Contents
Introduction ..................................................................................................................................... 3
LO1 Explanation the context of Innovation and the distinction between Innovation and Invention
......................................................................................................................................................... 4
P1 Explanation of Innovation and determination of its importance in relation to Invention ......... 4
P2 Explanation of how Delivroo’s culture, vision, leadership and teamwork help to shape
Innovation and commercialization.................................................................................................. 6
LO2 Explanation of different types of Innovation .......................................................................... 7
P3 Explanation the 4Ps of Innovation and the use of innovation funnel to shape innovative ideas7
P4 Explanation of frugal innovation and examples in organizational context of Deliveroo .......... 9
Conclusion .................................................................................................................................... 11
References ..................................................................................................................................... 12
Introduction
Every organization in the world has to deal with the different types of demands and satisfactions
of the customer and on these fulfillments of these, the success of the organization is mainly
depends. This assignment will help to analyze the process of invention, innovation and
commercialization of the products in consequences of Deliveroo, a fast food delivery company.
Invention is the process of bringing a new idea of a distinct product into the market; innovation
is the process of revitalize of the existing product by adding different types of values and
commercialization is the process of bring it to the customer. This task also deals with the
organization culture, teamwork, vision and leadership for inventing and commercializing a
product or services. It will helps to study the 4Ps of innovation, innovation funnel and
commercialization of the product and how much these affect on the process of innovation and
commercialization and also frugal innovation. It also has the importance of knowledge of an
innovator, for retaining, innovating and commercializing a new product. It also discuss the
intellectual property in case of innovation, invention and commercialization and the knowledge
of the innovator and how much these have effect on the process of innovation, invention and
commercialization and in success of the company.
LO1 Explanation the context of Innovation and the distinction between
Innovation and Invention

P1 Explanation of Innovation and determination of its importance in

relation to Invention
Innovation: It is process of bringing a new idea about a product or services into the
organization, which has great impact on the organizational success (Osterwalder and et. al.2014).
There are different drivers that push innovation process, in an organizational context, courage,
intellectuality, thinking and differentiating might be the driving force of innovation process.

Innovation of Delivroo

Figure: Innovation

Source: Radio, Parch and Abuja, (2012).

Invention: It is a process of actualizing a new idea or thinking into action, this is the secondary
step of inventing a new product or services (Ellis, 2010). Innovation deals with bringing a new
idea or a new thinking of existing product and invention is the process of bring it to the market
by shaping and in objectively.
 Innovation of New Product

Figure: Innovation of Delivroo

Source: Drucker, (2014).

Difference between Innovation and Invention: Innovation is the first step to bring about a
product, this deals with the bringing a new idea or distinctive approach to the company. And
invention is deals with the process of how cans a product bring it to the customer actually.

Importance of Innovation in comparison to invention in case of Deliveroo: The ability to

invent new idea or thinking of a new product and the invention is the process of actualizing the
idea into action. Deliveroo is a food based company in UK, when innovate new idea, new
product or new service then it will ultimately get the competitive advantages in the competitive
market and the invention is the process of actualize the competitive advantage into action,
because innovative products are helpful to be success in the competitive market. For example,
apple invent new product in every year by adding new features and distinctive facilities. And for
this apple is the most successful company in present situation. So what are the reason behind be
innovative in the competitive market, innovation has a great impact in each organization, people
always try to get the distinctive product than others and for this innovative companies are
becoming success. In case of Deliveroo, when it tries to find out new product idea or distinctive
items of food a new thinking or value adding services to its service arena then it will ultimately
be success. For this Deliveroo able to add value to it, it has capital amounted to $475m and the
value of the firm amounted to $1b, which is possible by only adding value to the organization
and the ultimate effect on this process is being innovative. And the invention is the final process
of shaping a product. For being a innovative one Deliveroo was able to a success one and unique
to its customer in short time. So innovation has great importance than invention, because if
innovation is not possible then invention never possible, both innovation and invention help in
accordingly to be success and attain competitive advantages in the competitive market (Drucker,
2014).
P2 Explanation of how Delivroo’s culture, vision, leadership and
teamwork help to shape Innovation and commercialization
Crating of the new idea is the main purpose of Innovation, an invention helps to actualize this
innovation and to decode these new thinking. And the main goal of these innovation and
invention is to commercialize the product and services. Commercialize is the process of
aggregate to all the innovation and invention, marketing and communication to the customers.
And other hand it can be said the commercialization is the process of launching a new product
into the market.

For commercializing a product in the market, different factors affect the process of innovation
and commercialization and in terms of Deliveroo it is not different (Osterwalder and Pigneur,
2010). Organizational culture is none of them; it encompasses all the area of future objectives
and goals of an organization. For example Delivroo vision is to provide best food service to the
customer, for this it needs to innovate new idea and thinking about the existing product or new
product and then the question comes to invent the idea and finally commercialize the product in
the market, is the way to enter in the market by launching the new product. So, vision of any
company has great impact on the invention and innovation process. Use of technology and
makes it available to 35 UK cities and other 40 cities of outside may be the vision of Deliveroo,
and this vision terminate and direct the invention and innovation process of that company.

Leadership is the method of organizing a company according to the organizational goals and
objectives and then becoming success and predetermined norms and behavior of that company
(Scott and Davis, 2015). There are different types of leadership’s method, autocratic, democratic,
and participative and laissez-faire, which is the best fitted for Deliveroo, by the quote of founder
of Deliveroo William Shu, autocratic is best for this. Because he said that the organization
leaders are the agile and aggressive to obtain qualities, so using this leadership process Deliveroo
might be successful.

Organization culture is the aggregate values, norms and attitudes of the employees and which are
preserver by the company for many years and the process of how things are doing in the
organization. Culture might be shaped by the countries values and attitudes as well and
sometimes it is seen that, because of cultural differences, one thing is valid for one country and
might be void in other. So cultural differences has impact on the process of innovation and
commercialization of a product and services, for example, Deliveroo is aggressiveand agile to
meet its goals and objectives, so culture can helps to shape the process of innovation and
commercializartion.

Team is a dynamic concept to solve a problem in consequences of the organization and to

complete a specific task according to planning (Wheatley, 2011). For completing every type of
job, Deliveroo has some team who performs the entire required task to innovate and
commercialize the product. If these team acts according to the organizational goals and
objectives by providing new ideas and best services to the customers the Deliveroo can able to
achieve its goals easily and efficient manner. So team work helps to formulate the process of an
organizational innovation and commercialization.

LO2 Explanation of different types of Innovation

P3 Explanation the 4Ps of Innovation and the use of innovation funnel to

shape innovative ideas
Innovation is to deals with the process by which an organization creates new ideas and thinking,
new product and services. The 4Ps of innovation, is the innovation mix which is much used by
the organization, this is developed by John Bessant and Joe Tidd. The 4Ps are:

Paradigm: It is the planned process by which an organization faces the changes of being taken
innovative ideas and thinking and the process of how the organization do all the jobs, in terms of
doing the jobs by facing new challenges and threats (Bryson, 2018). Deliveroo has to plan by
how to do business in a changing situation and condition, for this Deliveroo providing new food
to customer, it has to face fake call and time service.

Product: It is the main item which is offered to the customer, this will be valuable to the
organization, if it able to add value to the organization (Aaker, 2012). In case of Deliveroo, if it
launch a new product and provide best services to the customer then it will be able to add value
to the organization by adding competitive advantages, so the product is the main items of 4Ps, by
which innovation and commercialization is done.

Process: It is the way by which a product is provides to the customer, this is an important issue,
because if the delivery process is long then the possibility of success is reduced and if the
delivery process is short the possibility of success is increased, and for Delivroo process of
delivery of food is the criteria of being success.

Position: Is the goals of the specific innovation and commercialization process, in other words
by which an organization wants to achieve the position, Delivroo wanted to achieve its position
by providing best services to the customer.
 Paradigm

Innovation process

Position Product

Process

Figure: Innovation Process

Source: Author

Innovation funnel of Deliveroo: It is the process of developing and new idea by describing the
steps by which an idea can be best for providing better services to the customer (Krueger and
Casey, 2014). There are different types of idea and thinking and different types of funnel by
which the idea can be driven and processed, and helpful to maximizing the goals and objectives.
First steps of innovation funnel in case of Deliveroo is to collect information, it deals with how
much this idea best fitted for the customer’s needs and demand, then the process comes to screen
the idea among the different ideas, which is best for the idea implementation, then the questions
come to the mind that which are best supportable to the company’s consequences and
opportunities and finally implement the idea to actualize the idea into action.
 Figure: Innovation Funnel

Source: Ellis, (2010).

P4 Explanation of frugal innovation and examples in organizational

context of Deliveroo
Frugal innovation is the process of invent of a product or service idea in the context of scarce
resource of a country (Radjou, Prabhu, and Ahuja, 2012.. It also depends on other factors of a
country likepolitical, environmental and social factors, which are the driving force of a frugal
innovation. These factors are helpful to shape an innovation process. Also it is a process of
producing a product by reducing expenses in a dramatically low level, sometimes it is polarized
and modified ideologically, where research showed that business can gain “win-win” situation
by reducing the poverty from the society and from the company.

It is also provides the importance for the product and services by moving to the lower level to the
buyers and it acts as a process of reducing the cost of the product and complexity of production
and the process by which the product is reached to the customers and it is not good for the
sophisticated buyers because they are not happy in complex process (Keller, Parameswaran and
Jacob, 2011). So in case of Deliveroo, of taking a frugal innovation process it has to consider
these factors importantly and critically. For example, Samsung, renowned brands produce
different smart phone for its customer of India and UK. This a process of frugal innovation
because the customers of these country are different by their preferences, demands and choices
(Radjou, Prabhu and Ahuja, 2012). In the customers of UK are very highly sophisticated and
knowledgeable, so Samsung planned to launch phone in UK, by featuring new and complex
functions and these customers are also willing to expense more than India. In case of India, the
customers are poor than the customers of UK, so in case of India frugal innovation is best for
doing business, by producing products with less complex functions and easily accessible to the
usage rules and guidelines for thy people of India. On the other hand people of India are less
literate and rich to support the cost of the new product, so in case of frugal innovation of
Samsung helps to enter into vast market of India.
Conclusion
This assignment deals with the innovation and commercialization of products and services in
case of Delivroo, a food based company, which has good recognition and goodwill in case of
food supply and providing healthy food to the customer. This task helps to deals with the process
of innovation and invention and difference between them and the commercialization of a new
product. What is the impact of culture, vision, leadership and teamwork; on the innovation and
commercialization process? And also, what are the importances of innovation over invention?
Innovation funnel and 4Ps of innovation, and the frugal innovation of a product; and its strategy
of implementing a frugal innovation are also discussed and by how it helps to meet
organizational goals and objectives.
References

Aaker, D.A. (2012). Building strong brands. Simon and Schuster.

Bryson, J.M. (2018). Strategic planning for public and nonprofit organizations: A guide to
strengthening and sustaining organizational achievement. John Wiley & Sons.

Drucker, P. (2014). Innovation and entrepreneurship. Routledge.

Ellis, T. (2010). The New Pioneers: Sustainable business success through social innovation and
social entrepreneurship. John Wiley & Sons.

Keller, K.L., Parameswaran, M.G. and Jacob, I. (2011). Strategic brand management: Building,
measuring, and managing brand equity. Pearson Education India

Krueger, R.A. and Casey, M.A. (2014). Focus groups: A practical guide for applied research.
Sage publications.

Osterwalder, A. and Pigneur, Y. (2010). Business model generation: a handbook for visionaries,
game changers, and challengers. John Wiley & Sons.

Osterwalder, A., Pigneur, Y., Bernarda, G. and Smith, A. (2014). Value proposition design: How
to create products and services customers want. John Wiley & Sons.

Radjou, N., Prabhu, J. and Ahuja, S. (2012). Jugaad innovation: Think frugal, be flexible,
generate breakthrough growth. John Wiley & Sons.

Radjou, N., Prabhu, J. and Ahuja, S. (2012). Jugaad innovation: Think frugal, be flexible,
generate breakthrough growth. John Wiley & Sons.

Scott, W.R. and Davis, G.F. (2015). Organizations and organizing: Rational, natural and open
systems perspectives. Routledge.

Wheatley, M. (2011). Leadership and the new science: Discovering order in a chaotic world.
ReadHowYouWant. com.