executive education offering turns ideas into action —
approach to innovation helps create, launch and build successful
products and services
seeking to create and market a new product or service or build
cross-functional teams that integrate research, development,
design, marketing and manufacturing, a Kellogg School executive
education offering provides structured insights to synthesize
the tools necessary to make innovation central to any organization.
New Products and Services for Strategic Competitive Advantage,
co-taught by Kellogg School Dean Dipak
C. Jain and Adjunct Associate Professor Thomas
Kuczmarski, was adapted from the established MBA course,
Introduction to New Products and Services. But the
executive offering emphasizes leadership strategies involved
in creating an innovative mindset and incorporates an international
perspective to illustrate key points — especially relevant
given that nearly half the class consists of executives working
outside the United States.
you are thinking of launching a new product or service, what
is the process you need to follow from concept to launch?"
Jain says. "Our students learn how to put together a
marketing plan, assess the marketing opportunity, assess the
potential. We expose them to all the steps that are involved,
with an emphasis on how innovation converts a concept into
a successful actual offering."
encourage fruitful discussion, the standard executive education
privacy rules are in place.
"The doors are closed," says Kuczmarski.
"There's a lot of sharing that goes on. The benefits
are that people see they're not alone, and that managing new
products and services is a big, big challenge."
says he brings the rigor of academic research to the class
while Kuczmarski, senior partner and president of the consultancy
Kuczmarski and Associates, brings the practitioner's framework
for a balanced approach to the subject.
emphasis is on an innovative mindset, sharing best practices
and bringing multiple perspectives," says Jain, a scholar
of marketing and innovation. "What students see is one
topic but viewed by two people, from an academic and non-academic
point of view. In business problems, there is no one right
answer, so we explore multiple dimensions of these challenging
says his 18-year professional relationship and personal friendship
with Jain creates chemistry. "You know somebody that
long, you know what they're going to say before they say it,"
he says. "Dipak brings the academic fortitude, and I
bring the practical business experience from helping companies
develop new products and services."
four-day course is organized in three sections. Students initially
discuss how to create a new product or service and link it
to a core business strategy, while also establishing the necessary
metrics. Next, they explore tools and techniques for the development
process. "You don't start with idea generation,"
Kuczmarski says. "You start with understanding consumer
problems and needs, so that your ideas end up being solutions."
Finally, the class focuses on how to create a culture of innovation
through building cross-functional teams and rewarding performance.
discussion concerns the roles that intellectual property and
supply chain management play in innovation and competitive
advantage, Kuczmarski says. "You can create a great new
product, but if you can't get it into distribution, it's not
going to sell," he says.
course benefits from a range of faculty expertise. Sunil
Chopra, senior associate dean for curriculum and teaching,
addresses supply chains, while James
Conley, clinical professor of technology industry management,
brings product design and intellectual property insights.
They are joined by Lakshman
Krisnamurthi, the A. Montgomery Ward Professor of Marketing,
an expert in marketing strategy.
Dean Jain, "With this faculty team working together we
are providing a portfolio of ideas structured in a way that
gives students tools to turn insights into profitable products
New Products and Services for Strategic Competitive Advantage
will be offered June 24 – 27 and Oct. 14 – 17.
To learn more, call 847.467.7000 or contact ExecEd@kellogg.northwestern.edu.