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Marketing & Sales  >  Managing New Products and Services

Managing New Products and Services for Strategic Competitive Advantage

Related Programs
  Pricing Strategies & Tactics
  Business Marketing Strategy
  Kellogg on Consumer Marketing Strategy
 

Upcoming Sessions
Evanston Campus
  October 19-22, 2008
$ 5,500
  June 7-10, 2009
$ 5,800
  October 25-28, 2009
$ 5,800
Miami Campus
  February 15-18, 2009
$ 5,800
  August 23-26, 2009
$ 5,800
 
Key Benefits
During this program, you will learn to:
Identify approaches for establishing an innovation mind-set in your organization
Create a new product/service development process
Develop strategies for marketing new products/services
Analyze the role of product and process design in mass customization
Generate strategies for integrating R & D, design, intellectual property, production and marketing  
Explore best practices in product and service industries
 

"This program provided me with a clear perspective on product development and brand impact. I will return to my company with a new perspective and product strategy."

Department Manager, Pre-Owned Marketing, Mercedes-Benz U.S.A.
Co-Academic Director Dipak Jain
© Nathan Mandell
Co-Academic Director; Dean of the Kellogg School of Management Dipak C. Jain
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Program Content
 

Creating an Innovation Mind-Set
  • Innovation starts at the top
  • Linking innovation to corporate and long-term strategy
  • Best practices of successful innovators
  • Innovation metrics
 

Conducting a Strategic Audit of New Products
  • Assessing past performance
  • Using lessons learned to guide future innovation “readiness”
  • New products portfolio planning
  • Best practices from other industries
 

New Product Marketing Strategies
  • Market-driven versus market-driving strategies
  • Speed to market: Being first or being best
  • Strategies for late entry
 

Strategic Segmentation and Positioning
  • New product/service positioning strategies
  • Segmentation tools and techniques
  • Designing an effective marketing plan
 

Building Cross-Functional Teams
  • Teaming techniques, tools, and guidelines
  • Leader and team member characteristics
  • Examples of strong cross-functional teams
 

Rewarding Performance and Motivating Teams
  • Making company innovation a “way of life”
  • Criteria for leaders of innovative organizations
  • Career tracks, motivators, and reward systems
 

Innovation and Intellectual Property

  • Calibrating innovation with property regimes
  • Transferring value of property across product life cycle
  • Articulating and capturing IP value across organization
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