Discuss whether firms can manage innovation and the range of mechanisms they can put in place to facilitate innovation and new product development.

Assignment Brief

The coursework for this unit requires students to write an essay. 
This will help students revise and prepare for the end of unit examination. 
The essay should be no more than 1000 words in length. This will help students revise and prepare for the end of unit examination. 

Topic & Question

Bill Gates (2008), the founder of Microsoft said: “We control sales, profits and innovation”. 
Discuss whether firms can manage innovation and the range of mechanisms they can put in place to facilitate innovation and new product development.

• Look for arguments to support both sides
• Can a company keep track of the market or are some too unpredictable?
• Mechanisms to help – e.g. W.L. Gore & Associates’ lattice structure and employees being allowed to pursue their own ideas.
• Make reference to models, e.g. the CIM, Cooper’s Stage-Gate, etc.

Structure 

• Introduction
• Direction: what is the essay about?
• Define key terms
• Main body
• Develop arguments using evidence
• Include examples, references, tables, data, etc.
• Is the point relevant to the title?
• Conclusions
• Summarise key points
• Recommendations for different parties

Sample Answer

Can Firms Manage Innovation and What Mechanisms Help?

Introduction

In 2008, Bill Gates, founder of Microsoft, boldly stated: “We control sales, profits and innovation.” This quote raises a major question in business studies: can companies really manage innovation, or is innovation too unpredictable? Innovation is a key factor in business success. It involves creating new products, improving existing services, or finding better ways of doing things. However, some argue that innovation is difficult to control due to rapid market changes and evolving customer needs.

This essay will explore whether firms can manage innovation effectively, and it will examine mechanisms used to support innovation and new product development. Examples such as W.L. Gore & Associates and models like the Stage-Gate Process and CIM (Continuous Innovation Model) will be used to support the discussion.

Main Body

Can Innovation Be Managed?

Innovation, by its nature, is creative and unpredictable. Companies can plan, but outcomes are not always guaranteed. While firms can try to encourage and support innovation, they cannot fully control it. For example, the technology sector often changes quickly. New trends, like artificial intelligence or virtual reality, can rise suddenly, making existing products outdated.

However, many successful firms have shown that structured approaches can make innovation more manageable. Apple, for instance, uses a combination of customer feedback, strong leadership, and internal research to release products like the iPhone in carefully timed stages. This shows that while perfect control of innovation is not possible, firms can create systems that make innovation more likely to succeed.

Mechanisms to Support Innovation

1. Organisational Culture and Structure

One important mechanism is the culture of the organisation. A company that supports creativity, accepts failure, and gives employees freedom is more likely to produce new ideas. W.L. Gore & Associates, the company behind Gore-Tex, has a unique lattice organisational structure. There are no formal bosses; instead, employees are encouraged to take responsibility and pursue projects they are passionate about. This structure promotes innovation by removing barriers to communication and encouraging collaboration.

2. Time for Innovation

Companies like Google give employees 20% of their time to work on their own projects. This led to products like Gmail and Google News. Allowing employees time for personal innovation can lead to breakthroughs.

3. Stage-Gate Model

The Stage-Gate model, developed by Robert Cooper, is one of the most well-known tools for managing product development. It breaks the innovation process into several stages, such as idea generation, concept development, testing, and commercialisation. At each stage, a “gate” is used to decide whether the project should continue or stop. This helps companies reduce risk and focus on ideas with the best chances of success.

4. Continuous Innovation Model (CIM)

The Continuous Innovation Model (CIM) focuses on ongoing improvement. It encourages businesses to keep adapting and improving their products and processes, based on customer feedback, competitor analysis, and internal learning. CIM helps companies stay relevant in fast-moving markets.

5. Open Innovation

Some companies are turning to open innovation, where they collaborate with external partners, universities, or even customers to generate new ideas. Procter & Gamble’s "Connect + Develop" programme is a famous example. They openly seek ideas from outside the company to create new products. This shows that innovation does not have to come only from within a company.

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