Programme title TNA67 Pearson BTEC HND in Business (RQF)

Unit number and title Unit 8 Innovation and Commercialisation

Unit Type Optional
Unit Level and
Credit Value Level 5 15 Credit
Dr Svitlana Shevelova, Cheryl Osborne-Gibbons,
Assessor (s)
Muhammad tariq, Christopher Ngwasiri
Issue Date 11 October 2021
Final
assignment 10-15 January 2022
submission
deadline

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Executive Summary
Innovation can be determined through developing new approaches regarding an
existing product or service. Commercialisation is an imperative way to identify ways
by which innovation can be implemented. This present business report has been
aimed at underpinning the concept of innovation and commercialisation through
deriving different approaches. There has been involvement of 4p’s of innovation,
frugal innovation, use of innovation and commercial funnel for creating success in an
organisational context. Additionally, there has been the inclusion of introducing a
business case for innovation. The report has further emerged in the intellectual
property rights to protect business information.

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 Table of Contents
Introduction...................................................................................................................4
LO1...............................................................................................................................4
LO2...............................................................................................................................6
LO3...............................................................................................................................8
LO4.............................................................................................................................11
Conclusion..................................................................................................................12

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Introduction
Innovation is the process to implement new idealisation regarding an existing
product for bringing success. Commercialisation is significant for determining the
processes by which the products or services or an organisation will be introduced or
launched in a particular target market. The present report will be focused in
specifying the concept of innovation and invention. Additionally, there will be the
inclusion of vision, leadership, culture and teamwork relevant to innovation and
commercialisation. Innovation funnel, 4P’s of innovation and frugal innovation will be
included within the business report for better comprehension. Additionally, there will
be the involvement of new product development by summarising a business case
alongside contextualising intellectual property rights.
Pret a Manger, a well-known retailer for manufacturing ready-to-eat sandwiches,
salads and drinks will be undertaken within the report. It has opened it first shop in
1986 and its mission is to be simple (Pret, 2021). The company is based in UK and
it has 390 shops around the UK, US, France and China (Crunchbase, 2021).

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LO1
Explain innovation and determine its importance to organisations in
comparison with invention
Innovation is the process of determining some creative ideas within an organisational
context and implementing that for obtaining success. The process that can transform
information into economic growth and social well-being can be referred as innovation
(Ortiz-Villajos & Sotoca, 2018). Idealisation regarding new products or services by
encompassing technological, financial, organisational and commercial activities can
be acted as innovation in business. For better comprehension of the concept of
innovation, the following table is responsible for giving the comparison between
invention and innovation.
Key Factors Invention Innovation
Definition The main emphasis is This is significant for
particular for launching generating new ideas
new products or services regarding new products or
in the market as per services.
customer choice.
Importance Invention is advantageous Innovation is important for
for organisations to gain organisations to retain the
more customers and existing customer base,
increase the productivity which is effective for
alongside profitability. For avoiding loss(Ortiz-Villajos
Pret a Manger, invention & Sotoca, 2018). For the
of new product is chosen organisation,
significant for reaching innovation can be effective
wide range of customers. for retaining the customer
base.
Main aim The invention is particular New availability of
for implementing current services within an existing
market trends that can product or service can
attract many customers, strengthen the customer
which entails successful base.
profitability.
Examples Augmented reality is an Representation of organic
invention coffee is an innovation for
the company.
Table 1: Difference between Innovation and Invention
(Source: Developed by Learner)
From the above table, this can be stated that innovation is getting the importance in
organisations over retaining the customer base and increasing the profitability.
Invention is important for organisations to engage more customers and represent
effective branding in a particular target for achieving success. Additionally,
innovation and invention are significant for getting successful competitive advantage
that can strengthen the customer engagements regarding a business context.

Explain how organisational vision, leadership, culture and teamwork can

shape innovation and commercialisation
Organisational culture is imperative for identifying values, norms, set of beliefs and
the character of the organisation. Moreover, leadership, culture, vision, teamwork are

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some effective perspectives that can be significant for successful innovation and
commercialisation.
Vision: Organisational vision is effective for determining the strategic plans and
objectives that can bring success within the business. There is the significance of
key performance indicators relevant to organisational goals based on organisational
visions. In the case of vision, there is the involvement of new idea generation for
creating change that can be effective for achieving success. Pret a Manger's vision
is to deliver fresh-made foods and good organic coffee (Pret.co.uk, 2021). For
shaping innovation and commercialisation, organisational vision is taking positive
responsibility through generating idea regarding the vision of the company. For
instance, making wide range of flavoured coffee is an innovation through considering
the vision of the company.
Leadership: According to Odetunde & Ufodiama (2017), organisational culture is the
combination of team working abilities and leadership activities based on
organisational strategies. In this regard, leadership has been an important
consideration. According to the chosen organisation, among different leadership
styles, the transformational leadership style can be applied by the management, as it
can deal with change in individuals and social systems. Therefore, in the case of the
innovation, this leadership can be effective relevant to new ideal implementations
and successful innovation.
Culture: The culture of an organisation is dependent upon several aspects such as
stakeholders, organisational structure and business models. Innovative ideas can be
implemented through assessing the business models and choices of customers
(stakeholders). Pret a Manger can implement innovation by launching an android
application as it is easier to get orders and make payments.
Teamwork: As opined by Hashmi et al. (2018), proper team-working is depending
upon effective leadership styles. An innovative idea is implemented through
implementing necessary approaches regarding the business processes. Pret a
Manger can implement some effective team working models for enforcing business
processes. Additionally, there is the feasibility of commercialising the innovative
products or services through successful teamwork. Meeting the demands can be an
attractive approach through effective teamwork within an organisation, which is
significant for successful commercialisation.

Analyse different sources of innovation, and how organisations can foster and
develop an environment and culture of innovation
Different sources of innovation are effective for implementing new ideas relevant to
different business processes that can positively influence an organisation to achieve
success (Spiridonova & Trofimova, 2018). Process need, new knowledge and
demographics are some examples of sources of innovation. Process innovation is
having a positive impact for developing the existing packaging or including new
logos, which can engage more customers. Demographic can be positively
influencing an organisation by introducing a new range of products or services as per
the income conditions or age groups. On the contrary, new knowledge can
negatively influence an organisation as wrong information can be there from the
market by which ineffective product or service can be delivered to the market.
According to Pret a Manger, while the company tries to develop an android
application to deliver food and drinks, this is an example of process innovation, as
the company is choosing new delivery method. New knowledge can be significant for
the company while it is trying to introduce new products in the market rather than

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delivering exsisiting products. On the other hand, the chosen company whenever is
trying to introduce new flavours of coffee in the market that can be a demographic
source of innovation.

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LO2
Explain the 4Ps of innovation and explain the use of the innovation funnel to
examine and shape innovative ideas.
Implementing new ideas within the business can be advantageous for organisations
through implementing the 4P’s of innovation.

Figure 1: 4P's of innovation

(Source: Ideasspread, 2021)
Product Innovation: This is significant for introducing new ideas regarding a
product or service concerned to a particular business (Najafi-Tavani et al., 2018).
Coffee is an old product since so many years. Pret a Manger has introduced organic
coffee in their services, which can be effective to identify product innovation
(Pret.co.uk, 2021).
Process Innovation: The business processes by which an organisation is delivering
the services or products can be determined as process innovation. According to
Möldner et al. (2020), process innovation is significant to enforce productivity and
meet customer demands. For instance, choosing online delivery by an android
application can be an example of process innovation for the chosen organisation.
Position Innovation: This innovation is referred to create re-positioning of an
existing product or service to gain effective branding. As per Pret a Manger, while
they are introducing a product with new logo rather than the previous one or the
packaging of the product contains some changes that can attract more consumers,
this can be considered as position innovation (Akgun et al., 2017).
Paradigm Innovation: This innovation is significant for using some mental model
that can bring success to an organisation. The innovation is effective to existing
service or products by introducing new implementations. For the Pret a Manger, this
innovation can be significant through introducing a wide range of flavoured coffee at
lower rates.
Innovation funnel refers to some effective processes that can create successful
innovation within an organisation. The first step within the funnel is particular for
identifying the new innovative idea that can be implemented in the market. At this
stage, the feasibility of taking information from market, existing partners and
research about current trends is present. After that screening can be the next step
where goals of the innovation and the idealisation are checked while they are related
or not. After that, the resources can be used for promising attractive opportunities

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regarding the present target market. Lastly, the innovative idea can be launched
through the demands and choices of customers.
For the chosen organisation, in the case of a new idea, there is the effectiveness of
developing an android application. Next, there is the necessity of taking information
about the market needs. Then screening necessitates generating some steps by
which android application will be introduced in the market. Finally, the required
resources will be gathered for the successful commercialisation of the android
application that can reach wide range of customers.

Figure 2: Innovation Funnel

(Source: IFM. 2021)
Explain developments in frugal innovation and provide examples of how it is
used in an organisational context.
Frugal innovation can be determined as gaining more with consuming less that can
bring financial stability to a business. According to frugal innovation, there is the
need of identifying idea by doing research about frugal innovation. After that, there is
the necessity of deducing the issues by determining competitive market services and
effective business models. Furthermore, there is the need of arranging some
descriptions relevant to abstractions to transferable patterns by a catalogue. Lastly,
frugal innovation necessitates the analysis of ideas, issue areas and patterns.
Successful frugal innovation within the company can engage different minds of
customers. There is the chance of having more consumers within a business, as it
can deal with low-costing.
For example, Unilever has reduced prices in the products and launched some new
items that cost low. The "Foundation mix" approach is significant in this regard, that
has helped the company to reach a wide range of customers for making success.
They have decided to develop household care products in low rates, which is an
example of frugal innovation (Unilever, 2015). They have applied this approach for
being successful and gaining more customers so that the competitive advantage for
the company may increase. Other examples of frugal innovations are Unilever's
OMO washing-powder sachets and M-Pesa currency system in Kenya (Nevejan,
2016).
Similarly, Pret a Manger can come up with frugal innovation by sourcing materials
from sustainable mode and introducing low-sugar products at lower cost.
Analyse and apply the innovation funnel in an organisational context.
For the chosen company, there is the effectiveness of innovation funnel while trying
to launch some innovations. Innovation funnel is positively influencing business
organisations, as the steps are significant for implementing new ideas within the

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target market. Generating idea based on the market research or information is
helpful for organisations to launch innovative products or services successfully.
Moreover, the innovation funnel can be advantageous for identifying the customer
needs and commercialisation processes that can help the company for the
opportune correct approach to innovate the product or service.
For example, the chosen company is trying to launch an android application that can
deliver the products made by the company rather than its presence in physical
stores. This is the first stage, which is generating idea for implementing innovation.
Next, there is the need of taking some information from the market while there is any
need of presenting the android application or not. Presently, online delivery is much
more popular rather than physical availability of food items.
Evaluate the role of frugal innovation in an organisational context.
Frugal innovation is having positive influence over organisations as it deals with low
costing with extra facilities. There is possibility of being attracted by the customers by
having low cost and numerous facilities by a company (Shibin et al., 2018). Mainly,
frugal innovation is dealing with customer’s choices at lower rates by which customer
engagements can be increased.
For instance, while the chosen company is trying to implement innovation by
launching android application, they can provide attractive offers such as buy 2 get 1
free or some wide range of flavoured coffee at a lower rate, which is attractive
towards customer’s buying behaviour. Moreover, more than one items at a lower
cost concerning to the total amount can be an example of frugal innovation.

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LO3
Explain the importance of the commercial funnel and the application of new
product development (NPD) processing for the commercialisation of
innovation
The commercial funnel is an important consideration while commercialisation or new
product development is undertaken. There is the presence of exploration of
assessment, concepts and ideation that are effective for successful product launch
concerned to an organisation. Concept and ideation for the Pret is to launch an
android application, which is an easier method of getting orders and deliver items.
Development of principles, propositions and prototypes are there while evaluating
the commercial funnel (Kim & Kim, 2018). The principle of the idea for Pret is
significant for reaching more customers with an easier method of providing delivery
and taking orders. This is important for the company to generate some idea about
further offers. Proposition for the idea is similar for hiring some technical knowledge
people to develop the application. Based on the propositions, the company
necessitates some strategic approaches. There is the presence of standardisation of
products or services, which is advantageous for companies to be successful while
dealing with commercialisation of innovation. In case of scale-up the idea relevant to
standardisation, there can be advantage of representing new offers regarding
products of Pret.
New product development (NPD) is an important concern while innovation is
considered. There is the involvement of operating philosophy, organisational
structure, experience effect and management style while deriving the success
factors of new product development (Amaya et al., 2019). Whenever new product
development is undertaken, there is the significance of idea generation, screening,
concept development and testing, business analysis, test marketing, market strategy
development and commercialisation. Moreover, new product development is helpful
for organisations to defeat the rivals, maintain competitive advantage, fill the
business gaps in the market, replace declining products and take advantage of new
technologies that can create or bring success for a business. On the other hand,
NPD planning is responsible for identifying the best products that are the best fit with
the corporate strategy that can bring success within an organisation.
For instance, Pret a Manger can implement new innovations by launching new
products with successful commercialisation. Launching the android application can
be effective for the company which an innovation. An effective competitive
advantage for the company can be there while they can think for offering a wide
range of flavoured coffee for their target customers. Additionally, there can be some
advantageous aspects over using commercial funnel, as there is the presence of
standardisation of products or services.

Build an innovation business case for an organisation, including ways to

access funding
Innovation business case for Pret a Manger
Details of the product or service: Presently, the company is trying to develop an
android application by which they can deliver their products such as coffee and
sandwiches in the UK. Moreover, the application will be ready to visualise nearest
Pret’s store and customers can pick orders. However, online delivery will be there as
per customer choice by making extra payment than the total cost of Pret’s products.
Assessment of the market opportunity: Modern youths are much more active
through the involvement of digitisation in different services (Ajidahun, 2017). Making

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the application is an attractive approach for getting involvements of youths. The
application is providing online payments, which is advantageous for making
contactless payments and it saves times. The market opportunity is high in this
regard for the company by launching the android application.
Identification of target customers: As the company is making android applications
there is the feasibility of getting engagements of different age groups rather than the
only involvement of youths. However, modern youths and teenagers are active
enough to access digital innovations for meeting their needs. In this manner,
teenagers and mid-aged people can be the target customers while launching the
mobile application by Pret a Manger.
Barriers to entry and competitor analysis: Other companies such as Starbucks
and Costa Coffee in the UK market who are having mobile applications and delivery
options. Therefore, the company may face high competition in the UK market. The
entry mode barriers can be significant by the availability of the same products such
as coffee and sandwiches at a lower rate while introduced by other companies.
Experience, expertise and commitment of the management team: Experienced
management team will be formed who are technically strong as android application
needs further development as per necessity. Expertise management can be
significant for strong recruitment by which effective technicians can be hired who are
expert in developing android application. For providing success of launching this
application the management has committed to refund policies while any uncooked
food is delivered or there is any bad smell within the ordered items. Review and
feedbacks are there within the application, which can be expertise for the company
to provide better service availability.
Strategy for distribution, pricing and sales: Affordable pricing strategy will be
provided to all the products as they are launching an innovation and trying to get the
engagements of more consumers. The distribution strategy by the company will be
direct sales, as no third party engagements will be there. By Pret, value base selling
will be provided, as the company will provide needful products by the customers with
reasonable rates.
Identification and planning for key risks: Other competitors in the market has
introduced offers by which customer engagements for Pret can be at downfall.
Moreover, the competitors can low-down the prices of their products to get customer
engagements. In this regard, Pret can provide combo offers at a reasonable rate.
Additionally, the company can reduce the total amount of billing of more than one
item to get customer attraction.
Cash flow calculation
Operating activities (£)
Cash received from customers 12000
cash paid to suppliers -700
Employee salary -400
Other operating expenses paid -500
Net cash from operating expenses 10400
Investing activities
Purchase of equipment -300
Cash used in investing activities -300

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Financing activities
Payment of long term debt -300
Interest paid -200
Net cash from Financing activities -500
Net increase in cash and cash equivalent 9600
Cash in the beginning of the year 3400
Cash in the end of the year 13000
Table 2: cashflow
Financial and other resources:
Resources Budget(£)
Software engineers 3,000
Domain 2,500
Database 1,200
Networking facility 2,300
Market research 800
Others 9,800
Table 3: Resources

Build a detailed innovation business case which includes how to measure its
overall effectiveness using appropriate techniques available to test, iterate and
improve.
Techniques to test, improve and iterate the innovation are as follows.
Benchmarking: This process is effective for making comparison of one business’s
processes and performances with others for being the best providers (Maloney,
2017). It supports planning, selection and delivery that can develop the products
effectively. For the chosen company, there can be effective planning significant to
visualise nearest stores and stocks of foods in their android application. Moreover,
providing best offers such as combo meals at reasonable rates and representing
lower billing amount in orders of more than one product can be effective while the
company is trying to launch new android application. In this manner, the company
can get an idea for consumer preferences for using the application. As the
application supports review facility, this is effective for further improvements of the
application such as improving the materials of sandwiches.
Product and technology road mapping: Product and technology roadmap is
effective to represent technological implementations relevant for product availability
for an organisation. For the chosen organisation, implementing Artificial Intelligence
can automatically show the nearest store by Pret a Manger and suggest foods of
customer’s choices regarding previous orders. By this, an attractive featuring of the
present innovation can be represented to the customers for gaining attractions. In
this regard, productivity can be increased through customer engagements, which is a
cross-functional approach. This is advantageous for satisfying product and
technology road mapping.
Market research: Market research is significant for idealising the consumer
preferences regarding the services of a brand or business (Nazarko, 2020).
According to the Pret, through proper market research, they can identify the latest
trends and launch some attractive items that can be represented in the mobile
application to engage more consumers. Additionally, some extra features can be

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included in the application such as schedule delivery, which can be effective to get
food products later (on the scheduled time).

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LO4
Evaluate the different tools that organisations can use to develop, retain and
protect knowledge and intellectual property.
The concept of intellectual property is particular for providing rights to owners for
exploiting their intellectual creations. Some important tools to protect intellectual
property right are described as following:
Trademarks: Trademark can be referred as a distinctive sign, which is identifying
specific goods or services manufactured by an individual or an organisation. Specific
characteristics and quality are the parts of trademarks, which is helpful for
consumers for determining a product or service that can be advantageous for the
company (Bei, 2019). Trademarks can be renewed indefinitely with the exchange of
money. The system regarding trademark is advantageous for facilitating the
international trade. Words, letters and numerals can be used in trademarks
alongside symbols, signs and holograms. The downsides of trademarks are
significant for compromised quality, liability disputes and poor sales.
Industrial Design: The ornamental or aesthetic aspects of an article can be
considered as the industrial design that can be with three-dimensional features
(Lievesley et al., 2017). This is imperative for representing patterns or colour with
non-functional attributes. Any technical features are not protected by the design
registration and the patent can protect these features. In case of adding some
commercial values, industrial design is important, which is also increasing the
marketability. Creativity and promoting aspirations can be witnessed in the industrial
design that providing to compete with others. Moreover, commercial activity and
exporting national products can be possible through an effective industrial design.
Honest trade practices and promotion of fair competition can be there with attractive
industrial design. In this manner, companies are trying to protect knowledge and
intellectual property, which is the positive impact of using industrial design. However,
industrial design is not capable to cover technical considerations or technical
functions that are used by an organisation. Moreover, there is a limited time of 5
years for creating the validity of an industrial design. Other parties can use this after
full renewal which is 25 years.
Patents: This is particular for granting a right to invention regarding a product or
process, which can provide ways to do something newly. A patent is giving the
authority to their owners to protect relevant to inventions (Argente et al., 2020).
There is certain time limits for patents after that the validity of the patent has not
been granted. The foremost aim of the patent is accurate for protecting an invention,
which is not made for commercial use or distribution. The patent owners are having
the authority to decide about the usage of patents. In the case of inventions, practical
usage and novelty are needed while patent is considered. Scientific theories,
commercial methods, mathematical methods and natural substances can be under
patents. According to this context, owners are keeping the knowledge closed for
retaining intellectual property. The disadvantages are significant to cost expensive
for maintenance, application process is lengthy and invention can be disclosed
publicly.
For the Pret, it can use trademark for protecting the intellectual property rights. By
attractive symbol and signs, there is the possibility of identifying the brand and
specific good or services can be determined. By using trademark, these perspectives
can be unique in the target market.
Present supported evidence-based evaluation of these different tools in the
context of the wider business environment. entrepreneurs

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In case of specifying the trademark, there is the relevance of Microsoft, which is
using trademarks in their services. Microsoft office is software represented by
Microsoft that is used in computer systems for making collaboration between users
and machine. Without an express licence, there is no chance of using their apps,
product icons and services by others (Microsoft, 2021). The company is using
trademark (Microsoft®, Windows NT®) to protect their business ideas for
implementing successful innovation.

There is the effectiveness of using industrial design for protecting intellectual

property. Audi, a renowned automotive company is using industrial design by
representing an attractive logo in their products. The logo is attractive and has an
international presence through branding for using this in their products.
International Business Machines (IBM) has maintained its patent leadership through
artificial intelligence, hybrid technologies and cyber-security (Bajpai, 2021). The
strategic investments and representing advanced technologies are the part of IBM
that supports number of patents for providing the services to others.

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Conclusion
From the above discussion, this can be concluded that there is the top-most
significance of applying or implementing innovation, as it helps to engage more
consumers. There are different sources of innovation that can be selected by
companies for creating success. Additionally, there is the significance of 4p’s of
innovation that is helpful for companies to get the idea or innovation and opportune
effective competitive advantage. Frugal innovation is a way by which effective
customer engagements can be there that entails enforced brand positions.
Commercial funnel is responsive for successful commercialisation of a product or
service. Introducing new products in the market is advantageous for a company to
achieve successful business position. Moreover, protecting intellectual property is an
imperative perspective that can be maintained through different tools to keep
company's activities safe. In case of innovations, maintaining intellectual property
rights for protecting is an advantageous concern for different companies.

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