The Importance of Innovation Architecture Business & Marketing Essay

The importance of Innovation Architecture
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Introduction
The business dictionary defines innovation as the process of translating inventions and ideas to goods and services that create value, which customers, in turn, pay for them (The Business Dictionary, n.d). Innovation is an integral element for the success of accompanying in the modern world. The commitment to innovation has made companies like Coca Cola, Google, and Adidas to lead their competitors in market share. The other side of the innovation coin is companies that continue to make losses and fail in their innovation leading to poor performance and eventual shutdown. This work explores innovation architecture in Coca Cola, Adidas, and Google companies, detailing how they have structured their innovative architecture and features that aid the success of their innovation. Additionally, this paper identifies the factors that stifle innovation and suggest culture, processes, and structures that further aid innovation architecture in companies.
Coca Cola Company innovation
Coca Cola Company is the leading beverage company globally due to its innovative architecture. The innovation team has managed to convince the consumers that coca-cola drinks are part of every meal apart from being a readily available refreshment drink. Innovation at Coca Cola maximizes on the consumers and the state of the economy in the world ("The Coca-Cola Company: Refresh the World. Make a Difference,", n.d.). The company has managed to convince consumers that every meal needs a coca-cola soft drink or water. For people who may have diabetes, Coca Cola has a sugar free drink that suits diabetic and other users who do not consume sugar. The company generally has various flavours in its range of products that give consumers a different variety of tastes to choose from.
Most African countries are developing, and Coca Cola Company, through corporate social responsibility, CSR has taken advantage of the situation. The company is giving jobs to five million women in developing countries to empower women. This kind of creativeness sells the brand even more to these regions because they automatically become ambassadors of the company.
Adidas Company innovation
The innovation goal of Adidas is to have a high-performance product that is made sustainably. Adi Dassler, the founder of Adidas, is targeting sportsmen and women, and it has born many fruits to the footwear company. The innovation team is maximizing on the material used in manufacturing the product and how the manufacturing of the product is done. The company has managed to convince athletes that Adidas shoes are the best for races because they are thin, light and have a cloth that drys the sweating feet (Crasto et al., 2020.
Another innovation strategy is in environmental care. Adidas manufactures products that do not pollute the environment, unlike some of its competitors. In transportation and packaging, Adidas uses polybags that are recycled, and the environment remains clean around Adidas. Adidas is also funding some of the sports globally in its CSR programs adding points to its long-term success. Currently, Adidas is a major sponsor in the English premier league, a tournament that excites the whole world.
Google Inc. innovation
Google Inc. has taken over the technology market by storm. It is a hub of a vast market place of several ideas. The innovation architecture of the company emphasizes on the employment of great and competent talents. These talents provide the platform for creativity, innovation, and a good environment to make impacts in the market successfully. Seventy percent of Google's project aims at ads and promotion, while 20 percent deals with the extension on search engines. The remaining 10 percent targets speculative ideas. Google gives its employees up to 20 percent of their working time to think and generate ideas ("Google," n.d.). These ideas are then fed into a decentralized system that decides the ideas to be adopted. The employees then post their ideas on their bulletin board for discussions to determine the viability around the ideas. The next stage is a prototyping, where ideas that pass the discussion stage go. At the prototyping stage, requirements are minimized so that features are generated from feedback from users. The great and highly competitive talents keep Google above other competing companies. Users are assured of getting what they want within the system.
Why Coca Cola, Google, and Adidas companies are successful innovators compared to their competitors
These organizations have the same drive common in terms of innovation. All have taken unprecedented steps in innovation architecture part of their organizations' culture. They know that innovation is significant for the success of any organization and have, therefore, invested heavily in research and development. They have also provided a conducive working environment that promotes innovation.
The innovation architecture culture is deep-rooted in these companies to the extent that success is realized from generation to generation. For example, Coca Cola Company has normalized improving ads that convince consumers differently throughout the time ("The Coca-Cola Company: Refresh the World. Make a Difference,", n.d.).
Originality is key in innovation (Skarzynski & Gibson, 2008). The three companies have normalized originality ...