Essay --

This part discusses the key findings found in the previous chapter and relates in to the literature review section of this research. All of the research objectives were met and research questions had definite conclusive answers. The information gotten from the questionnaires appears in a flow linking all research objectives together and answering all research questions which will be discussed and analysed below one after the other. Objective 1 To understand innovation and how its absence leads to the failure of businesses Innovation is a change in technology, source of organizational renewal & growth and the primary source of competitive advantage (Porter 1990). Question 10 & 11 gives us some understanding of innovation and Question 7 & 8 gives leads on how lack of innovation can lead to business failure. Questions 10 required respondents to say the propose direction they think innovation should be directed to. 17 respondents were of the opinion that innovation should be inspired from employees and those at the bottom of the organisational hierarchy because they are in constant discussion with customers. Those at the bottom like employees at the customer service know a lot more about customer’s needs, wants and complains compared to the knowledge top management has about customers. 3 of the respondents were of the opinion that management has more experience, exposure and business knowledge as compared to lower level employees and so should influence innovation and then get employees execute it. This approach is usually not the best because management are not in direct contact with customers and so influencing innovation will be like dictation what employees should offer customers. 26 respondents said management should influenc... ...they want to innovate because the goods and/or services they want to produce are for the customers. If management innovates without customers consent, they may manufacture something customers don’t want and they product and/or service will not be accepted which will mean wasted resources producing them. Despite the important role customers play in innovation, famous leaders like Steve Jobs of Apple and Henry Ford of Ford don’t see the importance of taking customer’s opinion into consideration when innovating. Question 9 asked whether customers should be taken into consideration when an organisation wants to innovate. 72% of respondents strongly agreed that customers should be considered, 26% agreed, 2% disagreed and no one was neutral or strongly disagreed. This study proves that customers are a vital part of an organisation especially when innovation is concerned.