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Berkhout, G., Hartmann, D., & Trott, P. (2010). Connecting technological capabilities with market needs using a cyclic innovation model. R&d Management, 40(5), 474-490.

Kanter, R. M. (2006). Innovation: the classic traps. Harvard business review, 84(11), 72-83.

Trott, P. (2016). Innovation Management and New Product Development.

Amazon (2019). Retrieved from: https://www.amazon.com/p/feature/tv76jef8gz289rm

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Every organization needs to be stable growth in order to sustain in the market for long time for that it is necessary for the companies to manage a balance between creativity and innovation. Creativity is a fundamental block of innovation though it is complicated to change the mindset of people of the company who are familiar with old pattern or facing difficulty to adapt to new situations. In addition to that new ideas need resources to test its feasibility which can able to generate profit for the company in long run along with minimizing the cost of innovation at early stages in case of failures. On the other side, if company does not take action on new ideas from its people, it discourages them to come up with new ideas. Therefore, strike a balance between keep motivating its employees to come up with new ideas and at the same time if take actions on those ideas or not is a huge dilemma for the company.

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In innovation, it is very crucial to manage uncertainty for the success of innovation due to unexpected circumstances where new ideas failed to work out. However, certain failures can be managed at early stages of innovation cycle as investment is low so the risk. Amazon needs to test its innovation ideas in its early stages such as ideas generation and development areas which can improve the success rate of its innovative products and able to generate profit out of them.

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It is highly possible that not all the innovation goes well and appreciated by the customers though sufficient number of innovative products and incremental though consistent endeavors towards innovation can lead to a company as a leader of the industry such as in the case of Amazon. Kanter, (2006) has suggested that company can ripe the benefits of innovation if they invest most of their resources on successful innovative products and small portion of their investment on early ideas. In case of Amazon which has spent a lot of its investment on plenty of new products which could not live up the expectations of customers and markets. It could be only possible to by investing more on successful innovative products rather investing on plenty of innovative products.

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In rapid changing environment in corporate world, it is important for companies to come up with innovative ideas and implement them successfully in the market in order to remain relevant in the competition and stay longer. In recent, scholars, academics and researchers around the world are taking great interest in innovation as it has been come up as to support corporate in order to expand their customer base and market along with gaining edge over its rivals. However, innovation has been seen in two different ways such as single event or a process in which latter has been widely accepted among scholars fraternity. There are different models have surfaced on innovation though cyclic innovation has stayed relevant till now. Cyclic innovation is a reliable framework because of its endless innovation circle and makes a network process of innovation which has been suggested by Hartmann and Trott (2010).

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Amazon is a household name in the world now, as it is the largest e-commerce website in the world in terms of revenue and market capitalization which stood $882billion worth in March, 2019. Back then it was started a online bookstore in 1994 by Jeff Bezos and since then it has become pioneer in online business by bringing innovative products and services. Now Amazon is able to sell wide variety of products to its customers all over the world along with its home production products such as kindle fire, echo dot, tablet etc. which have been quite popular among new generation these days. All thanks to Amazon’s innovation which has been reflecting in its products and the difference which has been created in users’ lives. In addition to that Amazon is also doing exceptionally well in terms of innovation in its services such as managing warehouse, using drone for future delivery, picking orders by robots etc. Continuous Innovation endeavors making Amazon indispensible for the market in near future.