The innovative process is important for companies that want to realize their objective in the competitive and consumer driven market. Hassell (2003) says that the systems used in the innovative process are the most complex both in technical and social terms. Hassell (2003) says that the most commonly used model of the innovation process is the liner model. The four phases include research, development, evaluation or demonstration, and deployment phases.
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The first phase is known as the research phase. Starbuck will embark on researching on the problem and inventing a solution conceptually and not physically. Shapiro (2002) says that the purpose of this step is to learn how to use data more flexibly and it will help the team at Starbuck to create and find new perspectives on everyday facts and figures as far as their products are concerned.
During this phase the team involved in the innovation process will explore relationships and patterns between the existing products in order to open the door to truly revolutionary insights. Schwartz (2006) says that despite how the innovation is started the problem needs a proper description. Starbuck as a company should involve more people in order to come up with detailed and explicit representation of the problem.
The second phase will involve development of a viable prototype of a solution or product protype. During this step Hassell (2003) says that once an invention is found in the first phase through research and brain-storming, it is refined and perfected through the development process. The team at Starbuck will develop a small scale or prototype product that provides a proof of concept that the innovation is technologically sound.
In addition, Shapiro (2002) argues that “during the development phase the company will definitely figure out what is possible and not what would be the right solution” (30). In addition Schwartz (2006) says that during this phase a conceptual model for the implementation is developed which describes its planned solution on a conceptual level. The team at Starbuck will take into consideration the description, the problem and the idea as input.
The third phase of the innovative process is the demonstration phase. Hassell (2003) says that “this phase involves coming up with a full scale prototype to prove not only the innovation’s technical viability but also that it meets the required safety standards, it is appealing to the consumer and can be produced at a reasonable cost” (p. 12).
The company (Starbuck) will use this step to carry out an evaluation through independent evaluation and testing organizations which test the product to certify that it is safe and effective. According to Schwartz (2006) the evaluation phase tests the results produced during the innovation process. During this phase Starbuck will undertake a careful planning of the experimental design and analysis to make sure that there is a representative and valid results for the new product.
The fourth phase of the innovative process entails deployment of the product. Hassell (2003) says that sometimes this phase is known as diffusion, commercialization, or marketing stage. Hassell indicated that during this phase Starbuck will work towards increasing the production or manufacture of the innovation and making it commercially available (2003). It is important to note that the outcome and success of this phase depends heavily on consumer demand, the cost of the product, regulatory acceptance, marketing efforts, and the cost and performance of competing products among other considerations (Hassell, 2003).
Starbuck will in last phase take the newly developed product and will try to market it as profitable as possible or a new process is implemented and integrated into the operational workflow for its improvement and to obtain more cost effective performance (Schwartz, 2006). The company will also explore the technological domain in which it can effectively facilitate new insights and methodologies to be disseminated to the company’s areas of interest as well as the public at large.
In conclusion, the above four phases will help Starbuck to go through the innovative process and come up with the required product. The innovative process will determine how the company edges its competitors in the domain of technological advancement and the development of new products that meet the customer needs. The research phase should involve brainstorming sessions as well as intensive research so as to determine what the market demands. After the development phase Starbuck should then carry out a thorough evaluation and then deployment to ensure that the product meets the required standards and demands of the consumers.
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