Market-Based Innovation
October 21, 2019, 9:00 – 17:00
October 22, 2019, 9:00 – 17:00
SSE Riga, Strēlnieku 4a
Management guru Peter Drucker wrote that “Innovation is change that creates a new dimension of performance.” Instrumental to Drucker’s conception of innovation is that innovation is not solely about change. Indeed, a company can attempt to change the nature of a product category by launching something creative, something unique, something novel. But innovation, according to Drucker, suggests that any new product which a company offers to the market must also perform better— it must add value in some way. Accordingly, the arbiter of innovation is the market. That is to say, it is the market that decides if a new product is an innovation.
John Branch
John Branch currently teaches a variety of marketing and international business courses at the undergraduate, M.B.A., and executive levels at the Stephen M. Ross School of Business at the University of Michigan (U.S.A.), and serves as Co-Director of the Yaffe Digital Media Initiative.
Prior to joining Michigan Ross, John was on the faculty of the John M. Olin School of Business at Washington University in Saint Louis (U.S.A.) for five years. However, he began his academic career in 1993 as an Assistant Professor of Marketing at the École Supérieure de Commerce de Rennes in France. Since then, he has also served as an adjunct or visiting professor at more than 40 business schools throughout the world, including the Zagreb School of Economics and Management (Croatia), ESAN (Peru), and the Sasin Graduate Institute of Administration (Thailand). He is currently an Associate Fellow at Homerton College, University of Cambridge (England), and was a visiting scholar at Queen Elizabeth House at the University of Oxford (England) and at the J. L. Kellogg Graduate School of Management at Northwestern University (U.S.A.).
John has also conducted management training and consulting in numerous international companies, including Anheuser-Busch, British Telecom, Cargill, Mercedes Benz, Oracle, Coca-Cola, Michelin, Ericsson, and Nestlé.
John is originally from Canada. He holds a Bachelor of Engineering Science degree in electronics from the University of Western Ontario (Canada), a Master of Business Administration from the University of New Brunswick (Canada), a Master of Arts in education from Washington University in Saint Louis (U.S.A.), a Doctor of Philosophy in marketing from the University of Cambridge (England), and Doctor of Education from the University of Michigan (U.S.A.).
Context
The course explores market-based innovation. More specifically, it aims to:
- make the case for innovation,
- describe the two different types of innovation,
- define value,
- articulate innovation in terms of value,
- examine a value-oriented model of market-based innovation,
- create an approach for identifying opportunities for innovation,
- link design and innovation,
- develop a method for customer-centric design, and enumerate the contextual factors that influence innovation
Who should attend
The course is designed for managers who are responsible for such activities as new product development, R&D, innovation, corporate growth, intrapreneurship... but managers in any strategic function who have an interest in innovation would also benefit from the Seminar.
No prior experience is required, although some knowledge of the fundamentals of business would be useful.
Content
Day 1:
- Making the case for innovation
- Consumer-centric innovation
- Innovation opportunities
- Jobs to be done
Day 2:
- Design thinking
- Design thinking (continued)
- The contagion cookbook
- Putting it all together
Upon completion of the course, you will:
- recognise and appreciate the importance, scope, and nature of innovation;
- have simple, concise, and actionable definitions of innovation;
- possess a set of frameworks to guide innovation processes and activities in your company.
In turn, you ought to be able to:
- create and communicate a new strategic emphasis on innovation in your company,
- introduce and institutionalise different frameworks for innovation in your company, lead effective innovation projects in your company.
Participation fee
890 EUR + VAT Early bird fee (if paid by Oct 14, 2019)
990 EUR + VAT Standard fee
If you are unable to attend, you are welcome to send a replacement: however, prior notification is required. The cancellation in writing must be received if the fee is to be refunded. Cancellation within a month of the Programme start date is a subject to a 50% refund only.
By submitting the form (below) you guarantee the payment of participation fee, confirm that the information submitted is correct and the cancellation terms have been noted.
