1. Key topics in MGMT.550

2. 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?

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

4. 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

5. 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

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

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

8. 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)

9. 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)

10. 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)

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