EAE7502-B: Global Technology and Innovation Management Report Assignment Help
Question
EAE7502-B: This assignment constitutes a two-part report that is supposed to be submitted by the management studies student at the University of Bradford. The report incorporates an individual summary of the activities conducted in the seminar. Secondly, a 2000-word individual report also needs to be submitted exploring the sustainability challenges faced by a particular firm and the opportunities it presents to move towards sustainability in the present scenario innovatively.
Solution
The solution comprises the above-mentioned two parts- an Individual Summary, and an extensively written Individual Research Report. You can read some parts of the complete report written by our experts below:
PART A – INDIVIDUAL SUMMARY
For the first section of the assessment, our experts have structured the summary of each of the seminars in an organized weekly manner. This allowed for a demonstration of how the seminar activities helped in enhancing the learnings related to global technology and innovation management.
Week 2 (Seminar) What is innovation
In the second week’s seminar, the discussions on innovation and challenges related to communication issues that might arise in a particular organization are summarised and reflected to understand the learnings from this discussion.
In this seminar, we discussed what are innovation and internal communication issues in an organization where people have conflicting preferences. The lecture also focused on why innovation is necessary and how innovation is done. In order to produce uniqueness, it was argued that innovation is a process that combines finances, technology, management, and science. A concept is first developed, and then it is commercialized through production, trade, and consumption (Kogabayev and Maziliauskas 2017). We also learnt that businesses must innovate if they want to sustain their competitive advantage over time (Öberg 2017).
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Week 4 (Seminar) Social Innovation
The seminar activity of week 4 was based on studying the phenomenon of social innovation and how this becomes a crucial step in the success of any organization.
In this seminar, we studied social innovation. We learnt that social innovation is a process of change in which existing resources of an organization are innovatively recombined to accomplish socially acknowledged goals in a novel way (Manzini 2014). As the lecture continued, we realized that organizations need to use their human resources and social environment to remain successful because businesses do not function in a social vacuum and future revenues rely on how the firm influences its social environment
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Week 5 (Seminar) First Mover vs Fast Follower
In the following section, next week’s seminar activity summary is provided which revolves around the strategies of first-mover and fast-followers.
In this seminar, we deliberated on the first-mover and fast-follower strategy. We learnt that the firms can benefit from a first-mover strategy as it creates strong entry-level hurdles for rival businesses and companies can utilize technology to completely change how it now operates and thus deliver improved service at a considerably lower cost. Further, we learnt that there is no first-mover advantage when the abilities and knowledge of the first-mover are easily replicable and customer switching costs are not significant (Sammut-Bonnici et al 2015).
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Week 6 (Seminar) Pros and Cons – Open Innovation
For week 6, a summary of the debate on the strengths and weaknesses of open innovation is remarked on by our experts through the appropriate use of evidence from relevant literature as well.
In this seminar, we studied about pros and cons of open innovation. We learnt that open innovation transfers research-based knowledge to production in order to produce a finished good and hasten the spread of technology. Besides, we came to know that Research and Development (R&D) expenses are reduced in open innovation because research is conducted cooperatively and with the aid of other partners rather than investing time and money to assure only organizational capability (Ullrich and Vladova 2016). However, as the lecture proceeded, we realized that open innovation can also lead to several challenges for firms. We realized that open innovation calls for the supply of a wide range of resources, which entails costs related to their timely procurement, which leads to economic and financial difficulties (Galabova 2022).
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Week 10 (Seminar) Green Innovation Strategy
The last seminar activity of the individual summary is based on the green innovation strategy. You can read a part of the complete summary below:
In this seminar, we understood about Green Innovation Strategy (GIS). We learnt that when compared to alternative practices, GIS results in a reduction of the environmental effect on products (goods and services), processes, marketing strategies, organizational structures, and new or enhanced institutional arrangements. This might take the form of subtle adjustments or drastic alterations that are made throughout the production process or offered as a product to final consumers (Abadzhiev 2022). Additionally, we came to realize that GIS has mitigated the negative environmental effects done by businesses thus making sure that company operations ran smoothly and include environmental responsibility in business strategy (Alnaim et al 2022).
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PART B – INDIVIDUAL REPORT
The second part of this Management assignment consists of a comprehensive report on the sustainability-related challenges and opportunities for Morrisons, a UK-based supermarket chain. This section is further divided into three sections- Background of Morrisons, Sustainability-related challenges faced by Morrisons, and lastly Using the 4Ps framework to explore and identify opportunities for sustainability-led innovation in Morrisons.
Background of Morrisons
This section begins by describing a brief background of the organization to orient the reader to the company’s situation.
Wm Morrison Supermarkets, popularly known as Morrisons, is UK’s fourth-largest supermarket chain. William Morrison established it in 1899, thus the acronym Wm Morrison. The core purpose of the organization is to create and deliver quality food at affordable prices so that people can have a healthy diet (Morrisons 2023). The business is a Yorkshire-based food retailer serving clients throughout the UK with its comprehensive network of 497 conveniently situated supermarkets, along with a number of online home delivery mediums.
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Sustainability-related challenges faced by Morrisons
In this next section, our experts have highlighted the challenges that accompany Morrisons and the aspects that the company needs to consider concerning the regulations related to sustainability.
The UK government established Single Use Carrier Bags Charges in which retailers are charged 5p to 10p per plastic carrier bag (Centre for Public Impact 2016; CMS 2023). Complying with the law Morrisons declared abolished the use of single-use plastic bags in 2017 and adopted paper bags in all supermarket chains and home delivery. (Morrisons 2023). However, the initiative has been criticized. The UK Environment Agency discovered that paper carrier bags have more global warming impact than plastic ones during the course of their manufacturing, usage, and disposal and are only useful if they are reused four or more times, which is not possible as paper bags are less durable (Vaughan 2018).
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Using the 4Ps framework to explore and identify opportunities for sustainability-led innovation in Morrisons
This is the last section of this assignment. Our experts have further divided this section into three parts- Opportunities to cut costs or grow the business, Mapping the opportunities using the 4Ps framework, Highlighting the key ‘do better’ (incremental innovation) and ‘do different’ (radical innovation) options, and Highlighting the potential challenges in implementing the suggested ‘do better’ & ‘do different’ strategies.
Opportunities to cut costs or grow the business
This section presents the opportunities that are evident for Morrisons and how the company can foster these opportunities for successful growth.
Morrisons has set an ambitious goal of achieving net zero carbon emissions from its activities like food sourcing, manufacturing, transportation, and selling, by 2023. (Morrisons 2023). There could be several opportunities for Morrisons to cut costs or grow the business to innovate sustainably and reduce its carbon emissions by using the 4Ps framework.
- Paradigm Innovation
At the paradigm level, Morrisons can incorporate Artificial Intelligence (AI) to reduce its food wastage. Around 14% of the food produced worldwide is wasted between harvest and retail (UN n.d.).
- Product Innovation
At the product level, Morrisons can work with farmers or suppliers who follow green farming strategies like reduced and no-till technologies, combining tillage treatments and the cultivation of catch crops and leguminous plants to sell food products with zero carbon footprint.
- Position Innovation
At position innovation, Morrisons can reposition its paper bag scheme by improving the durability of paper bags. Morrisons can introduce Kraft material in its paper bags. The material is a great option for paper bags made to hold hefty weights.
- Process Innovation
At the process level, Morrisons can use zero-carbon cement and concrete while making its future supermarket stores. Conventional cement manufacturing uses a lot of energy because it involves burning clay and limestone from quarries at high temperatures accounting for 7% of world greenhouse gas emissions annually.
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Highlight the key ‘do better’ (incremental innovation) and ‘do different’ (radical innovation) options
Next, the incremental and radical innovation strategies are proposed based on an understanding of reliable literature sources.
The first incremental innovation option is the use of Kraft material in the paper bags of Morrisons. It is incremental as the innovation suggested is improving the durability of previous paper bags used by Morrisons and contributing to the better reduction of carbon footprint. Kraft can be used to produce paper bags with a high level of mechanical firmness due to its extensive and strong untouched fibers and reducing paper weight while maintaining the same durability. Therefore, can be reused several times which will reduce carbon footprint as well. The key to achieving innovation will be by doing continuous Research and Development (R&D) to identify the problem and invest in the adoption of Kraft-based paper bags (Cuervo-Cazurra 2018). Furthermore, the second incremental innovation option is the adoption of food grown by using green farming techniques.
Highlight potential challenges in implementing the suggested ‘do better’ & ‘do different’ strategies
Lastly, the challenges related to sustainability are highlighted here.
Morrisons might face some difficulties while doing R&D and investing in the adoption of Kraft-based paper bags. Firstly, there could be funding issues like the absence of long-term, consistent funding for Kraft paper bags and technology required for research and development (Inaganti 2010). Financial constraints will also undoubtedly slow down the development of Kraft paper bags. Furthermore, there could be several time constraints related to R&D combined with complex departmental structures which might result in delays as conducting research takes time (Maksimovic 2014).
Furthermore, Morrisons might face several difficulties while implementing the incremental innovation idea of working with suppliers who have been following green farming methods. Firstly, Morrisons may not find appropriate suppliers who have organic food products. Secondly, even if appropriate suppliers are found then there could be an issue of trust. If there is no mutual trust between the two parties, they will not cooperate, which will result in a lower degree of integration.
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