Key topics in MGMT.550

Exam Combination of three types of questions: Explain a concept or tool What makes a good lead user? Explain the Bass diffusion model Explain the relevance of loss aversion and the endowment effect in product adoption What is real options logic? Explain network orchestration in the context of emerging markets. What is the launch cycle concept? When does a resource deliver sustainable competitive advantage? … Overarching (essay) questions Why do we need concept tests, product use tests, and market tests? Should we listen to customers when we want to innovate? How can you cope with technological uncertainty when organizing for innovation? How can firms stimulate creativity? Application questions (a given scenario) Would you enter the market as a pioneer or not? Describe tactical launch decisions How would you try to circumvent motivational and ability problems when forming an alliance? Which market testing method do you recommend?

Class 1 – Intro & Basics Radical products Strategic elements of product development Product Innovation Charter New Products Process New Product Portfolio

Class 2 – Opportunity identification & selection, and creativity Technology and customers as sources of opportunity and constraint Product Innovation Charter Platforms Pioneering Portfolios Organizing for creativity and managing creativity

Class 3 – Concept generation, evaluation, & testing What is a concept Lead User analysis Real options logic in the selection of concepts Evaluation system: all through process People factor Quantify with ATAR Testing Concept testing Full screen

Class 4 – forecasting, protocol, VoC Drivers of adoption Bass diffusion model Product protocol and CBP QFD (HOQ)

Class 5 – Design Understand concepts of design, architecture & platform, prototype LEGO CASE: how to (re-)organize for innovation and reach out in design phase

Class 6 – Product use testing & launch Why product use testing α, β, and γ-testing How to organize a test Strategic launch decisions Platform decisions (demand, permanence, scope) and action decisions (who, why, and how) Tactical launch decisions Launch cycle 4 P’s (contingent on e.g. relative advantage & compatibility)

Class 7 – Market testing & launch management Why market testing? 7 methods of market testing (categorized as pseudo, controlled, and full sale methods). Concept of a “launch management system” WINDOWS 7 CASE on the role of the consumer’s psychological cost of adopting a new product (subjective value, reference points, loss aversion, endowment effect) versus the manufacturer’s curse of knowledge. (Gourville 2006)

Class 8 – alliances, networks, outsourcing Theories of the firm: RBV and TCT Ability and motivation problems in alliances Importance of alliance portfolio perspective in certain markets (and roles of diversity and repeated partnering) Shaping outsourcing agreements to cope with uncertainty (roles of demand, internal, technological, and cultural uncertainty)

Class 9 – Emerging Markets What sets EMs apart? Importance of network orchestration (Radjou and Prabhu 2012) Guest Lecture by Okan Kara (global/open innovation)