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Innovating New Products and Services

Establish a New Development Process

Previously named: Managing New Products and Services for Strategic Competitive Advantage

Professor Tom KuzmarskiLed by an impressive faculty team — innovation experts with broad knowledge and deep experience — this program will help you identify new product and service strategies that give you a competitive edge in the marketplace. You’ll learn new techniques for creating an innovation mindset; market entry and positioning strategies; segmentation tools and techniques; mass customization; product design and development; building cross-functional teams; and rewarding and motivating team performance.

Armed with new tools, you’ll return to your organization ready to move your big ideas forward — from concept to market and beyond.
Upcoming Sessions (Fee includes lodging and most meals)
Session Date Cost
November 2-5, 2014 $6,300 Apply
March 15-18, 2015 $6,300 Apply
September 20-23, 2015 $6,300 Apply

Program Materials

  1. Mid- to senior-level executives who are involved in the development and management of new products
  2. General managers, vice presidents and executives in functional areas such as marketing, sales, business development, consulting, design, operations and research and development
In this program, you will:
  1. Identify approaches for establishing an innovation mindset in your organization
  2. Create a new product/service development process
  3. Develop strategies for marketing new products/services
  4. Analyze the role of product and process design in mass customization
  5. Generate strategies for integrating research and development, design, intellectual property, production and marketing
  6. Explore best practices in product and service industries

Creating an Innovation Mindset

  1. Linking innovation to corporate and long-term strategy
  2. Adopting best practices of innovators
  3. Developing innovation metrics

Conducting a Strategic Audit of New Products

  1. Using lessons learned to guide future innovation readiness
  2. Planning a portfolio of new products
  3. Learning best practices from other industries

New Product Marketing Strategies

  1. Understanding market-driven versus market-driving strategies
  2. Evaluating speed to market — being first versus being best
  3. Developing strategies for late entry

Strategic Segmentation

  1. New product/service positioning strategies
  2. Segmentation tools and techniques
  3. Designing an effective marketing plan

Building Cross-Functional Teams

  1. Teaming techniques, tools and guidelines
  2. Leader and team member characteristics
  3. Examples of strong, cross-functional teams

Motivating Teams

  1. Making innovation a way of life
  2. Leading innovative organizations
  3. Career tracks, motivators and reward systems

Innovation and Intellectual Property

  1. Calibrating innovation with property regimes
  2. Transferring value of property across product lifecycle
  3. Capturing IP value across the organization
James Gerard Conley - Academic Director; Clinical Professor of Technology

Thomas D. Kuczmarski - Academic Director; Adjunct Lecturer of Executive Programs; Academic Director for CRTI Executive Programs

Diane Dahl - Founder and President, The Hartell Group Inc.

Lakshman Krishnamurthi - A. Montgomery Ward Professor of Marketing

Mohanbir Sawhney - McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation

Jan A. Van Mieghem - Harold L. Stuart Professor of Managerial Economics; Professor of Operations Management, Managerial Economics & Decision Sciences

What Past Participants Say

  • "Hard-hitting, relevant information I can immediately put into practice to make my company more competitive."
    - Business Unit Manager, Milwaukee Electric Tool
  • "This program really helped me in building new concepts and knowing how to create a new mindset for the corporation."
    - Material Development Manager, Petroleo Brasileiro S.A.
  • "An excellent executive program for understanding ways to foster, manage, and profit from innovation in today's economy."
    - Program Director, Invensys
  • "The single best thing about this program is that the instructors are also practitioners. They don't just write books and espouse theories, they are out at companies thinking about how to maximize brands."
    - Market Research Manager, UCB Pharma

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