Introduction

In the digital market setting, most of the business undertakings adopt unique business strategic models in order to have an edge in the dynamic and uncertain business environment. The business research has been designed to assess how the innovation in the business offerings of Microsoft helps the concern to positively affect the customer perception of the brand. In order to get a better idea on the topic, a holistic research process has been designed that involves the primary data as well as the secondary data.

Statement of Problem 

The fundamental intention of the business research project is to assess the vitality of innovation by the Microsoft business undertaking while producing their offerings in form of product and services in the dynamic market setting. In the technologically advanced times, innovation is considered to be a “necessity” and not a “luxury” that can help concerns to have a sustainable existence in the evolving macro context. This assessment would help to understand the relationship between innovative offerings and the customer perception of the Microsoft brand.

Aims and Objective 

The primary aim of the business research is to understand how the “innovative business offerings” can positively affect the customer perception of the “Microsoft brand”. In order to assess the business research topic, a number of core variables would be analyzed in the process including the focus on innovation, brand image and the perception of the customers. Such an approach would make sure to understand how Microsoft designs its strategic model to focus on innovative offerings for the target audience (Foroudi et al., 2016).

Methodology 

The business research methodology would involve the primary data along with the secondary data so that a complete picture could be drawn by conducting the study. In order to collect the first-hand data, the online questionnaire would be distributed in the Microsoft organization for the purpose of understanding its perception of innovation (Macdonald, Kleinaltenkamp & Wilson, 2016). This cost-effective technique would make sure that the needed data could be collected in a simple and convenient manner within a short span of time. The systematic sampling technique would be used to select the data for the assessment. This approach would ensure that the data would be free from any form of bias or manipulation. 

Secondary Data 

The secondary data would also play a vital role in the business research because it would provide the framework for the business research project. The former research studies and articles would be used to understand how various business undertakings try to strengthen their innovation model to innovate their business offerings for the target audience. This data set would be used while conducting the business research to get an idea about brands and their outlook on innovation and customers (Sekaran & Bougie, 2016).

According to the article “Put Your Customers at the Heart of Your Innovation to Drive Brand Loyalty” by Michele Hackshall, the innovation acts as the backbone of technology-based business undertakings (Digitalist Magazine, 2018). The customer-centric transformation is needed so that business undertakings can have a sustainable existence by positively influencing the customer perception of the brand. Similar studies have been used to strengthen the business research model. 

Conclusion 

The business research study on the innovative business offerings and their impact on the customer perception towards the brand would help firms to understand the significance of innovation. Both the first-hand data and the secondary data would be used in the process to make sure that a complete picture could be drawn how innovation can give a competitive edge to firms. The business research would ultimately throw light on the innovative approach that the Microsoft business undertaking adopts while designing its offerings to positively affect the customer perception of the brand.

References

Digitalist Magazine. (2018). Put Your Customers At The Heart Of Your Innovation To Drive Brand Loyalty. Retrieved 27 March 2018, from http://www.digitalistmag.com/customer-experience/2017/03/15/put-customers-at-heart-of-innovation-to-drive-brand-loyalty-04962323

Foroudi, P., Jin, Z., Gupta, S., Melewar, T. C., & Foroudi, M. M. (2016). Influence of innovation capability and customer experience on reputation and loyalty. Journal of Business Research, 69(11), 4882-4889.

Macdonald, E. K., Kleinaltenkamp, M., & Wilson, H. N. (2016). How business customers judge solutions: Solution quality and value in use. Journal of Marketing, 80(3), 96-120.

Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. John Wiley & Sons.