Implementing and Adopting Innovation: Case Study of Skype Essay

The present assignment focuses on a existent concern state of affairs which involves the execution and acceptance of invention. The instance survey is comprised of four primary parts which explore the procedure of invention development, the boosters of invention, the internal and external reaction within concern resources and the likely strategic deductions and concern theoretical account for farther development which can be proposed. In this regard, the assignment explores Skype as an illustration of concern administration which adopts invention on a uninterrupted footing and the assorted strategic deductions to which this behavior is associated.

Skype is an information communicating engineering ( ICT ) which is one of the most popular merchandises used by different consumer sections in the procedure of pass oning over the Internet. This platform provides users with the chance to pass on and interact via a low cost channel. The company ‘s growing is promoted by the uninterrupted internationalization and globalization of markets. Furthermore, non merely uninterrupted internationalization influences the development of Skype, but Skype itself can be seen as a booster of globalization – remotion of market and state boundaries.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

In this context, Skype has grown through the uninterrupted application of incremental invention. The company has been following advanced applications and aiming different client sections through the merchandises and services provided. However, the present assignment would non merely research these scheme attacks to competitiveness but chiefly focuses on the organizational and structural invention of Skype. The study peculiarly focuses on the acquisition of Skype by E-bay and the administration deduction this has. Pay Pal as another integrative portion of this acquisition is besides presented and discussed.

Invention Features

Innovation direction and development has grown as one of the most popular Fieldss within societal scientific disciplines. It has attracted the involvement of bookmans for many old ages. For illustration, Schumpeter ( 1950 ) who is the innovator within the subject proposes that invention is the development of a fresh solution which alters past perceptual experiences. Schumpeter ( 1950 ) characterised the procedure of invention development with the construct of originative devastation explicating that invention restructures the manner past forms are perceived through the execution of freshness ( Hospers, 2005 ) . However, it is indispensable to be outlined that invention is non merely characterised by its fresh features but by the commercial importance which it has ( Tidd et al. , 2005 ) . In other words, an advanced solution is both new and applicable to the several market.

Apart from the above mentioned features, it is besides of import to be outlined that invention can be recognised in different signifiers and grades. For illustration, invention can be seen chiefly as incremental and extremist ( Afuah, 2003 ) . Incremental invention occurs when small fresh alterations are applied within an administration ( Tidd et al. , 2005 ) . It is frequently that incremental invention is practiced on a uninterrupted footing and therefore is known as a procedure of uninterrupted betterment which has applications in companies as Toyota and their entire quality direction ( TQM ) nucleus strategic values ( Afuah, 2003 ; Bessan and Francis, 1999 ) . Contrary to the incremental invention, the extremist one is characterised with profound alterations within an endeavor ( Francis and Bessant, 2005 ) .

Apart from the grade of innovativeness, it is besides of import to be outlined that concern administrations can work different types of invention. The academic literature chiefly outlines two chief types such as merchandise and procedure invention ( Boer and During, 2001 ; Damapur and Evans, 1984 ) . As it can be logically proposed based on the names, the merchandise invention chiefly concerns the merchandises and the procedure invention is implemented within the concern processes to advance efficiency and effectivity ( DiLiello and Houghton, 2008 ) . However, apart from merchandise and procedure invention, organsiational invention is besides seen as another indispensable type.

In this context, the present analysis is specifically focal points on organizational invention in the instance of E-Bay ‘s acquisition of Skype and how this affected to the common organizational innovativeness. The organsiational innovativeness is ‘mutual ‘ as this acquisition has affected both parties in a alone manner ( Hof, 2005 ) . However, it should be besides underlined that as E-bay has adopted and mostly promoted the payment platform Pay Pal therefore the deductions which Pay Pal has on Skype should be besides considered ( Vitzthum and Konsynski, 2009 ) .

The organizational impact which this acquisition has on Skype is significant. On the one manus, Skype has been holding important popularity in Europe and Asia but lacked high exposure in the big American market. In this regard, as E-bay is one of the taking e-commerce platforms n the US therefore Skype would be able to profit for such co-operation. However, the advanced features of this venture make non come from the increased market exposure but from the integrating of three different concern theoretical accounts: Skype, E-bay and Pay Pal. This can be identified as a clear illustration of Schumpeter ‘s originative devastation, when old and Orthodox forms are substituted by fresh behavior ( Hospers, 2005 ; Schumpeter, 1950 ) .

Furthermore, the features of this organizational invention non merely should be identified within the structural deductions merely but besides in relation to internal concern resources. For illustration, organizational invention promotes the interaction between different groups of employees which as a return increases the originative capableness of the endeavor due to uninterrupted knowledge-sharing and thought coevals ( Tushman and O’Reilly, 1997 ) . This is the ground why, through this acquisition, Skype non merely does derive the chance to acquire popularised within different markets but besides benefit from the exchange of penetration. Human resource direction and in peculiar the collaborative public presentation of employees is indispensable to the publicity of invention ( Dodgson and Rothw, 1994 ) . In other words, organizational invention can advance the development of other types of invention, such as procedure and merchandise invention as portion of the internal collaborative procedures.

Gun triggers and Promoters of the Invention

The triggers and boosters of invention can be divided into internal and external 1s. The internal triggers in the present instance are the desire of E-bay and Skype to turn in greater capablenesss and fight within diverse markets. As it was already outlined Skype had good exposure in Europe and Asia but lacked the same success in United States ( Vitzthum and Konsynski, 2009 ) . On the contrary, Skype as a outstanding e-commerce platform in the US lacked important exposure to European and Asiatic consumers as antonym to the intensive gross coevals in North America ( Amber, 2000 ) . Furthermore, the 3rd ‘element ‘ in this partnership, Pay Pal at the clip of the amalgamation was still in the beginning of its growing and therefore this coaction looked extremely positive to Pay Pal ‘s increased concern capablenesss and market range.

Apart from the internal thrust which is ever a extremely influential booster of invention and concern fight, the external environment can be suggested to be another significant stimulation to this acquisition. For illustration, globalization and the continuously intensified communicating between international clients act upon technological development and therefore information and communicating engineerings as Skype have significant chance to turn. Furthermore, another of import trigger to the administration is the increased market fight. The acceptance of invention is by and large associated to both positive and negative external beginnings. As it is in the present instance, these are the market chances which the acquisition provides and the industrial fight and menaces which may hold negative impact on the public presentation of the administrations.

The internal and external beginnings of invention, nevertheless, should non be perceived as finally separate entities. For illustration, the internal strengths of a concern contribute to the concern ‘ ability to work external chances and overcome external menaces. In this regard, the resource based position ( RBV ) theory can be used as an parallel, proposing that a house ‘s strength derives from its internal kineticss and this promotes concern uninterrupted fight ( Barney, 2001 ) . In the present context, it can be proposed that the current instance of organizational restructuring and invention affects the increased resource capablenesss of the concern and therefore promotes the venture ‘s greater fight.

Chemical reactions to the Adopted Innovation

As Joseph Schumpeter suggests, invention is a phenomenon which causes break and alteration ( Hospers, 2006 ; Schumpeter, 1950 ) . This is the ground why, invention and all procedures related to its acceptance creates certain internal and external reaction. In the present instance, the reactions of E-bay ‘s acquisition of Skype and integrating of Pay Pal can non be assessed wholly from internal position as the writer of the present study can non entree this internal information. However, there are certain results which can be clearly recognised in the academic literature which can be conceptually and theoretically integrated in the current analysis.

One of the primary reactions which can be identified in the internal environment of a company when invention is adopted is the rejection by employees to accept the proposed alteration ( Hiatt and Creasey, 2003 ) . This is particularly common in the instances of organizational restructuring which is resulted by amalgamations and acquisitions ( Fedor and Harold, 2004 ) . Employees perceive this as a hazard to their calling and occupation stableness. However, the present acquisition can non be recognised with any major physical and structural transmutations and therefore it may non hold had such a significant impact over employees.

Another reaction which can be identified with such a horizontal variegation and organizational invention is seen within the external context and in peculiar in clients and rivals ( Cook, 2004 ) . For illustration, clients become interested in the collaborative propositions which the trade names are likely to supply. For illustration, Skype has been continuously introducing and using some incremental inventions and betterments due to the wider market portion the company is exposed to. This is the ground why, Skype has developed assorted picture and communicating application within its platform to suit the demands of multiple client sections. This is true invention, non merely it needs to be fresh but it besides need to hold commercial and market value ( Damanpour, 1991 ) .

Strategic Features

The present instance reveals an advanced organizational state of affairs – the acquisition of E-bay of Skype. This is an attack of horizontal variegation by E-bay which non merely does hold significant impacts on E-bay but on Skype every bit good. This is an illustration of the interconnectivity of invention – it can non be conducted in isolation and it has consequence on multiple concern facets. For illustration, the organizational invention resulted in Skype ‘s bring forthing a uninterrupted incremental invention, developing and presenting new applications to suit the demands of assorted sections. The platform introduced multiple picture streaming which is extremely applicable to ordinary users, households and concern conferencing. This multiple application of invention is precisely the intent and value of the phenomenon.

It is of import to be underlined that invention is a powerful beginning of fight but it needs important internal committedness. This is the ground why, leading can be recognised as indispensable booster of advanced behavior. Leadership is the procedure which motivates and inspires organizational committedness. In the context of incremental invention, employees need to be continuously committed to advance the advanced public presentation of the concern.

Leadership, nevertheless, should non be confused with direction as these are different attacks to people direction, development and co-ordination. Management can be explained as the procedure of put to deathing concern procedures and operations in an efficient mode whereas leading is the attack of making the right things – placing solutions where no construction counsel exists. This is the ground why leading is needed to excite employees ‘ committedness to invention ( Alves et al. , 2007 ) . People direction and squad work are indispensable to innovation development as this procedure stimulate thought coevals and knowledge sharing between different persons which is synthesised in the creative activity of a novel and meaningful solution.

Mentions

Afuah. A. ( 2003 ) Innovation Management. ( 2nd ed. ) Oxford: Oxford University Press.

Alves, J. , Marques, M. , Saur, I. and Marques, P. ( 2007 ) ‘Creativity and Innovation through Multidisciplinary and Multisectoral Cooperation ‘ , Creativity and Innovation Management, Vol. 16, No. 1, pp. 27 – 34.

Anon ( 2008 ) Change direction and employee motive: the equilibrating act [ online ] . Available from: hypertext transfer protocol: //www.articlesbase.com/recruitment-articles/change-management-and-employee-motivation-the-balancing-act-672944.html [ Accessed: 04/05/11 ]

Barney, J. ( 2001 ) ‘Is the Resource-Based Theory a Useful Perspective for Strategic Management Research? .Yes. ‘ , Journal of Management, vol. 17, no. 1, pp. 99 – 120.

Barney, J. , Wright, M. and Ketchen Jr. , D. ( 2001 ) ‘The resource-based position of the house: Ten old ages after 1991. ‘ , Journal of Management, vol. 27, no. 6, pp. 625 – 641.

Bennet, B ( 2009 ) Change direction: Motivation [ online ] . Available from: hypertext transfer protocol: //billbennett.co.nz/2009/09/16/change-management-motivation/ [ Accessed: 04/04/11 ]

Bessant, J. ( 2003 ) High Involvement Innovation. Chichester: John Wiley & A ; Sons.

Bessant, J. and Francis, D. ( 1999 ) ‘Developing strategic uninterrupted betterment capableness ‘ , International Journal of Operations & A ; Production Management. Vol. 19, No. 11, pp. 1106 – 1119.

Boer, H. and During, W.E. ( 2001 ) ‘Innovation. What invention? A comparing between merchandise, procedure and organizational invention ‘ , International Journal of Technology Management, Vol. 22, No. 1/2/3, pp. 83 -107.

Cook, S. ( 2004 ) , Change direction excellence: utilizing the four intelligences for successful organisational, Kogan Page Publishers. Available from: hypertext transfer protocol: //books.google.co.uk/books? id=Y9BcWvY-0SMC & A ; printsec=frontcover & A ; dq=change+management & A ; lr= # v=onepage & A ; q= & A ; f=false [ Accessed: 04/03/11 ] .

Dahlgaard, J. J. , Kristensen, K. and Kanji, K. G. ( 1998 ) Fundamental of Total Quality Management. London: Chapman & A ; Hall.

Damanpour, F. ( 1991 ) ‘Organizational Invention: A Meta-Analysis of Effectss of Determinants and Moderators ‘ , The Academy of Management Journal, Vol. 34, No. 3, pp. 555 – 590.

Damanpour, F. and Gopalakrishnan, S. ( 2001 ) ‘The Dynamicss of the Adoption of Product and Process Innovations in Organizations ‘ , Journal of Management Studies, Vol. 38, No. 1, pp. 45 – 65.

Dewar, D. R. and Dutton, E. J. ( 1986 ) ‘The Adoption of Radical and Incremental Innovations: An Empirical Analysis ‘ , Management Science, Vol. 32, No. 11, pp. 1422 – 1433.

Fedor and Harold ( 2004 ) Effects of Change and Change Management on Employee Responses: An Overview of consequences from multiple surveies [ on-line ] . Available from: hypertext transfer protocol: //www.cpbis.gatech.edu/research/workin g_papers/CPBIS-WP-04-02 % 20Herold_Fedor_Change % 20 Management % 20Fall % 202004.pdf [ Accessed: 04/04/11 ]

Francis, D. and Bessant, J. ( 2005 ) ‘Targeting invention and deductions for development ‘ , Technovation, Vol. 25, No. 3, pp. 171 – 183.

Hiatt, J and Creasey ( 2003 ) Change direction: the people side of alteration, Prosci. Available from: hypertext transfer protocol: //books.google.co.uk/books? Idaho =zQTy8mk8kZYC & A ; printsec=frontcover & A ; dq=change+management # v=onepage & A ; q= & A ; f=false [ Accessed: 04/04/11 ]

Hof, R. ( 2005 ) ‘Why ebay is purchasing Skype, ‘ Businessweek. Retrienved: 10/09, signifier: hypertext transfer protocol: //www.businessweek. com/the_thread/techbeat/archives/2005/09/why_ebay_is_buy.html. [ Accessed: 05/04/11 ] .

Hospers, J. G. ( 2005 ) ‘Joseph Schumpeter and His Bequest in Innovation Studies ‘ , Knowledge, Technology & A ; Policy, Vol. 18, No. 3, pp. 20-37.

Robinson, A. ( 1991 ) Continuous Improvement In Operations. Cambridge: Productivity Press.

Schumpeter, J. ( 1950 ) Capitalism, Socialism and Democracy. ( 3rd ed. ) New York: Harper & A ; Row.

Leede, de J. and Looise, K. J. ( 2005 ) ‘Innovation and HRM: Towards an Integrated Framework ‘ , Creativity and Innovation Management, Vol. 14, No. 2, pp. 108 – 117.

Tidd, J. , Bessant. J. and Pavitt. K. ( 2005 ) Pull offing Innovation. ( 3rd ed. ) Chichester: John Wiley & A ; Sons Ltd.

Tushman, M. L. and O’Reilly, C. ( 1997 ) Wining through Invention: A Practical Guide to Leading Organizational Change and Renewal. Boston: Harvard Business School Press.

Van de Ven, A. H. , Polley. E. D. , Graud. R. and Venkataraman. S. ( 1999 ) The invention journey. New York: Oxford University Press.

Vitzthum, S. and Konsynski, B. ( 2009 ) ‘EBAY ‘s Acquistion of Skype SA: Valuing the Voice of the Buyer, ‘ The Communications of the Association for Information Systems, vol. 24, no. 6, pp. 89 – 104.

Table of Contentss

Mentions 9

Introduction to the Case survey

The present instances study focal points on Apple which is one of the taking and most advanced manufacturers of engineerings and amusement devices. The company is continuously turning in size and is pulling greater market portion. In this regard, the analysis focuses on the peculiar merchandise and service invention which are provided by the administration to prolong uninterrupted fight. It is indispensable to be underlined that merchandise and process invention should non be perceived as separate entities ( Afuah, 2003 ) . It is frequently that concern administration integrate both merchandise and process invention as interrelated elements of a common scheme of industrial fight ( Francis and Bessant, 2005 ) .

It should be besides underlined that frequently, process invention is stimulated as a natural result of merchandise innovativeness, it appears as a logical and complementary derived function. It is besides of import to be mentioned that the present instance survey focuses on another indispensable component of the development and debut of invention, such as concern leading. It specifically focuses on the company ‘s most outstanding decision-maker and leader Steve Jobs, and analyses his attacks to concern direction and invention leading.

Innovation – Types and Features

As already revealed in the old instance survey, invention is a popular phenomenon which pioneer Joseph Schumpeter describes as the procedure of originative devastation. In other words, invention is a fresh solution which has commercialised pertinence and important market value ( Hospers, 2005 ; Freeman and Soete, 1997 ; Kleinknecht and Mohnen, 2002 ) . This definition clearly describes the invention which is produced by Apple, one of the taking technological pioneers. The company utilises a figure of advanced merchandises in its iPhone, iPad and iPod series of amusement merchandises.

The advanced public presentation of the administration can be recognised as extremely typical. The company utilises and merges different types and grades of innovativeness. The academic literature describes chiefly two types of invention such as, merchandise and procedure invention ( Storey, 2000 ) . However, frequently companies can use a mix of the two as it is in the instance of Apple. The company has popular merchandises as iPad, iPod and iPhone which are complemented by the advanced platform iTunes where users can download music and create play lists to play on their iPods. Furthermore, there are 100s if non 1000s of applications which are created by Apple package developers which are downloaded and used on any of the iPad and iPhone devices. This is an illustration of how the company engages clients through a full life rhythm – they are provided with advanced merchandises and service from the save trade name which ensures long-run trueness and re-purchase ( Iacobucci and Calder, 2003 ; Kotler and Keller, 2008 ) .

The advanced direction of merchandises and services at Apple has been led by a direction and leading attack which can be identified with high degree of confidentiality, secretiveness and partial isolation. Contrary to the conceptual apprehension in the academic literature that invention is stimulate through uninterrupted cognition sharing and thought coevals, Steve Jobs promoted an environment of micro-management and high degree of internal control. However, this has led to self-contradictory consequences – Apple is continuously bring forthing market portion, profitableness and above all clients ‘ trueness ( Daft et al. , 2010 ) .

One of the accounts for this result can be related to the resource based position theory. Similarly to the old instance survey on Skype and E-bay, Apple seems to be besides taking advantage of the strength of its internal resources. The resource based position theory suggests that a company ‘s success is derived from the singularity and fight of its internal resources ( Johnson and Scholes, 2008 ) .This attack is closely related and relevant to the leading and direction enterprises practiced by Apple ‘s chief decision-maker Steve Jobs.

Jobs ‘ attacks to people direction can be identified and rigorous but with high degree of equity. However, this leading and direction attack sustains certain hazards as excessively much of micro-management and stringency may diminish employees ‘ creativeness and advanced capablenesss ( Daft et al. , 2010 ; Goleman, 1998 ) . Employees are indispensable beginning to invention development and hence people direction should excite an environment which promotes the look of employees ‘ creativeness and innovativeness, such as: squad work ; knowledge sharing ; initiativeness ; hazard pickings ; company and market broad exposure ( Rogers, 1995 ; Tushman and O’Reilly, 1997 ; Van de Ven et al. , 1999 ) .

Invention Promoters and Obstacles

One of the primary boosters of Apple ‘s advanced capablenesss is the important strength of internal resources and capablenesss. In other words, in order for a company ‘s resources to be considered as contributory to the overall concern fight and innovativeness they need to be rare, alone and valuable non merely to the peculiar administration but to the market topographic point ( Barney, 2001 ) . In this regard, the internal resources which are in ownership of Apple perform in a extremely competitory mode.

In this context, one of the greatest boosters of the company ‘s innovativeness is the leading attack conducted by Jobs which focuses on growing of internal technological capacity and use of internal employees ‘ accomplishments. However, it should be underlined that this type of leading and internal direction can take to certain jobs in the company. On the one manus, the significant committedness practiced by Jobs is a clear index of a strong leading ( Day, 2000 ; Gill, 2006 ) . He is devoted to the well-being of the company and therefore he frequently patterns micro-management.

However, on the other manus, this micro-management attack can ensue in certain troubles and obstructions to the production of invention. This can cut down employees ‘ freedom to be originative and advanced, to take inaugural and hazards in their decision-making which are all of import constituents in the procedure of invention direction and development ( Daft et al. , 2010 ; Slack et al. , 2007 ; Tidd et al. , 2005 ) .

Chemical reactions and Restrictions to Innovation

The reaction to Apple ‘s invention can be divided into internal and external. The internal reaction is related to employees ‘ public presentation to the development and debut of invention. In the present instance, Jobs is one of the primary stakeholders in this procedure of invention development which can be suggested to curtail employees ‘ committedness to the procedure of invention development. As it was already outline, invention development is a procedure which requires a people direction attack which stimulates employees ‘ creativeness and innovativeness ( Alves et al. , 2007 ; Storey, 2000 ) .

Furthermore, particularly in the instance of a cumulative merchandise and procedure invention, employees need to be provided with company-wide exposure ( Leede and Looise, 2005 ) . In the present instance, nevertheless, the trough of the company restricts employees ‘ engagement in multiple procedures. This restricts the ability of employees to acquire inspired by different sections, duties and thoughts. This is basically of import to the procedure of thought coevals and originative devastation, when old forms and believing wonts are substituted by advanced solutions ( Hospers, 2005 ) .

Another indispensable limitation which needs to be clearly outlined is the industrial isolation of Apple as compared to other trade names. In other words, it can be suggested that Apple refrains from join forcesing with other industrial participants. On the one manus, this protection is needed in the film editing border technological industry. On the other, manus, nevertheless, Apple misses out on chances for strategic partnerships, co-operative research and development, and industrial coaction ( Drucker, 1991 ) . These are all indispensable constituents for the uninterrupted and successful acceptance of invention. In other words, in order for a company to be able to bring forth merchandise and procedure invention it needs to hold significant exposure to the industry and market tendencies ( Dodgson and Rothw, 1994 ) .

In this context, as it can be identified from Apple ‘s comparative industrial isolation which is merchandise of Jobs ‘ autarchy direction may ensue in certain long-run hazards and unfavorable internal and external reactions. For illustration, employees motivation may diminish due to the deficiency of duty, ownership and squad work to which they are exposed. This is the ground why, employees may go passively aggressive and therefore discontinue being productive due to undermined professional morale. However, it is besides of import to be outlined that this operational isolation may besides hold impacts on the industrial fight in the sector. Other technological companies may encompass a copy-cat attack and follow Apple ‘s invention, hence Apple will confront increasing fight instead than fruitful industrial partnerships ( Ettlie, 1999 ; Kleinknecht and Mohnen, 2002 ; Kotler and Keller, 2008 ) .

Strategy Development and Leadership

Another of import issue is the strategic development and uninterrupted leading attacks of the company. Apple is one of the taking suppliers of amusement technological devices. The company utilises both merchandise and procedure invention which provides them with the chance to pull greater clients ‘ involvement and stimulate clients ‘ trueness which is indispensable to prolonging uninterrupted gross coevals ( Groucutt et al. , 2004 ; Kotler and Keller, 2008 ) .

Apart from the combination of merchandise and procedure invention, it is interesting to be outlined that Apple besides utilises different grades of innovativeness. The academic literature lineations two primary grades of advanced impact, such as extremist and increment ( Bessant, 2003 ) . In this regard, the extremist invention produced by Apple can be recognised in the extremely advanced devices which it produces.

For illustration, the switch from ‘walkman ‘ and CD participant music devices to Apple ‘s iPod is extremist. In the same sense it is the company ‘s iPhone which is innovator of the ‘smart phones ‘ in the industry. However, this extremist innovativeness is besides accompanied by incremental freshness – Apple produces different ascents on the devices and new theoretical accounts are released each twelvemonth. This type of industrial public presentation has extremely influential selling impact. In other words, clients are continuously engaged with Apple ‘s fresh propositions and therefore their life clip buying is extended ( Hollensen, 2007 ) .

Another indispensable facet of the direction of the company is the leading attack which is applied by Steve Jobs. As it was already identified, the decision-maker focuses on the direction of an autocratic attack of pull offing employees. This causes certain internal secretiveness and concern isolation. Although, secretiveness may be justified as of import and necessary status to last in the hi-tech industry, concern isolation can non be recognised as a positive result particularly in the context of invention direction ( Francis and Bessant, 2005 ) .

Finally, the personal attack to direction and micro-management deployed by Jobs is besides another leading pick which can be criticized. In other words, through his leading attacks, Jobs does non advance and sustains rational capital within the administration. For illustration, if he leaves the company all the thoughts, regulations, procedures and perceptual experiences will go forth with him. The primary subscriber to this unfavorable result will be the decreased battle of employees on a company-wide degree. Apple is presently one of the most advanced companies in the market but the concern innovativeness demands to be continuously sustained and updated in order for the company to be able to adequately function the demands of clients.