SummaryIdeas are part of the grand process of business. Businesses create unique products and services that are then marketed to a customer base. This involves the use of innovation, commercialization and intellectual property rights to both create something unique, have the ability to market, and have the rights to protect it. Without either of these aspects, it can be difficult for a business to generate something worthwhile.
The case study of Apple Inc., and the iPhone is one that provides the tell-tale sign of innovation. People like Steve Jobs work hard to contribute something to their respective industries that is one of a kind, thus making their companies highly successful. To be a pioneer in an industry is to gain a chance to dominate in an emerging or established market. The iPhone represents the epitome of a new product revolutionizing the cell phone and electronics industry.
Without the hard work and dedication to protecting the rights and marketability of the iPhone, it would not be the most popular smartphone in the world. Therefore, it is so important to have a proper balance of commercialization, innovation, and have a firm understanding of property rights. Without any of these, products like the iPhone and Kindle would not be what they are today. This essay will provide insight into the definitions of innovation, commercialization, and intellectual property rights as well as provide a business case study on Apple Inc. and its flagship product, the iPhone and Amazon Inc and its Kindle. Additionally, concepts like the innovation and commercial funnel will be discussed to offer an encapsulation of the various concepts discussed and how to execute them in the real world. The hope is to provide the foundation from which discussion of these key concepts can generate a better understanding of what it takes to be a successful company in a world with constant changes and evolution of products and services.
Background
Define Innovation
Innovation has various meanings. However, a popular concept of innovation is the creation of a new practice, object, or idea. “Rogers (1995) defines an innovation as “an idea, practice, or object that is perceived as new by an individual or other unit of adoption” (Tan and Hunter, 2002, p. 227). Those that innovate provide the public with something perceived as ‘original’, ‘never experienced’. For example, Steve Jobs is a common figure related to innovation. He became an innovator through the introduction of the iPhone. “Steve Jobs was a master of innovation. A survey of his products revealed this deep-seated habit of innovation. Innovation exuded from everything Jobs touched” (Toguchi, 2017, p. 63). The iPhone enabled the reinvention of the cellphone and electronic industry and provided the foundation for what would become the smartphone.
Stamm also provided a key definition of innovation and that is creativity and design (Von Stamm, 2008). In fact, Stamm provided the definition of multiple kinds of innovation. For example, there is architectural innovation or innovation that defines a product or process’ basic configuration, establishing marketing and technical agendas, guiding further development (Von Stamm, 2008). Regular innovation is a kind that involves change, building on established production and technical competence, applied then to existing customers and markets. Thusly, allowing an entrenchment of existing resources and skills.
There is also revolutionary innovation. This sort of innovation renders and disrupts established production and technical competence obsolete, while also applied to existing customers and markets (Von Stamm, 2008). For example, the iPhone made regular phones obsolete. However, the new market became the existing one with the same customers. This according to Stamm is revolutionary innovation because now at the forefront of telephones is the smartphone.
Define Commercialization
Part of innovation is commercialization. Part of implementation is the idea of combining certain aspects: idea selection, development and commercialization (Von Stamm, 2008). While creativity is essential to the process and use of commercialization, the definition itself of the word is complicated. If one examines other interpretations of commercialization it often becomes a debate of what constitutes commercialization. For example, if commercialization includes just sales or various types of revenue like funding and licensing fees, it may alter the meaning of it.
If only certain kinds of sales are included in commercialization with exclusion of sales to say, government agencies, it further changes the meaning of the word. Anything can be added in to be considered as the suitable benchmark for sales. However, for the general purpose of defining the word, sales can be used to define commercialization (Von Stamm, 2008). To put it simply, commercialization is the act of making something sellable.
When Steve Jobs first created the iPhone, he had to implement a design that made it sellable to customers both new and existing. People hailed the iPhone as a marvelous invention because it was so beautiful in its design and interface (Toguchi, 2017). People came to understand that the functionality and the design worked together to make a product that is both appealing and gives steady and reliable performance. Therefore, the product than became able to be sold to millions of customers worldwide (Toguchi, 2017).
When a product is sellable to customers it provides a means of profit for companies. People in these companies work hard to make a product appealing to customers. Whether this is through...
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