The question of innovation implementation is, in practice, that question: 'How can a business make its ideas come true, when faced with competitors, partners, etc?
For companies wanting to adopt an innovation, a successful change process includes five stages:
· orientation, as the company must select at least one point which calls for a change (is that change necessary?)
· organization, it is about choosing the right partners to operate the change
· mobilization, it is once everyone has agreed about what to do
· implementation, change begins and every interested person in the company is informed
· transition, the innovation introduced in the company is used on a daily basis
· integration, the last questions related to the change are resolved
For an innovative start-up, the first thing to do is to convince one corporation that a specific innovative product is perfect and that it will add value to the already existing structure of the corporation. The start-up must discuss with the innovation manager of the corporation.
There are different ways to approach the concept of innovation. One is Schumpetarian innovation, where it is all about random, entrepreneurship, trial and error (learning from failure), culture and experimentation. Another type, for instance, is called Blue Ocean Strategy and is, on the contrary, about being systematic, having patterns and methodologies, analytical frameworks, and strategic alignment. So each start-up selects a model before acting.
Let us notice that in the field of music, in terms of business, for corporations as well as for start-ups, music piracy is a problem. Of course, a certain number of people download music illegally, and it is because they do not want to pay for it. At first sight, it is as simple as that. However, there are also psychological factors which help to explain that situation.
The first one is trust. In the context of business, trust is about creating and maintaining successful relationships between a business and its consumers. When trust is not established, people do not want to give personal information like credit cards numbers.
The ease of use is another important factor in the success for a product. To create a good impression, a business must give a lot of information. In the music industry, music streaming companies must provide a great user experience. However, the better the user experience, the more people download music illegally.
Social influence is a determinant in terms of attitudes towards music. Teenagers especially conform to the norms of a group. When they belong to groups which see piracy as an acceptable behaviour, they tend to do it themselves.
Finally, the lack of fear of consequences is another factor. Laws can be a strong force in deterring piracy. However, without fear of consequences for illegally downloading music, there is no deterrence, and when piracy increases, legitimate sales decrease.
What is the best attitude to avoid piracy? Maybe it is all about creating consumer engagement. Music streaming companies may initiate campaigns to encourage consumers to download music legally. When they also create a great user experience, it may be a successful strategy. They may also teach people about intellectual property and provide easy options for payment.