20167 - PRODUCT INNOVATION AND MARKET CREATION / PRODUCT INNOVATION AND MARKET CREATION
MM
Dipartimento di Management e Tecnologia / Department of Management and Technology
Per la lingua del corso verificare le informazioni sulle classi/
For the instruction language of the course see class group/s below
Docente responsabile dell'insegnamento/Course Director:
SALVATORE VICARI
SALVATORE VICARI
Classe/i impartita/e in lingua italiana
Obiettivi formativi del corso
Nonostante l'innovazione giochi un ruolo di primo piano per la conquista e il sostenimento del vantaggio competitivo, poche aziende hanno sviluppato in maniera adeguata la loro capacità di identificare, creare e sfruttare delle opportunità per innovare in maniera sistematica.
Perché alcune aziende sono sistematicamente più innovative di altre? Che tipo di capacità devono essere possedute? Queste problematiche vengono affrontate in questo corso.
Il corso fornisce un framework integrato e un insieme di strumenti idonei a configurare e gestire in maniera efficace le strategie, i processi, e le strutture organizzative necessarie ad innovare. In particolare il corso sviluppa tanto la struttura concettuale necessaria alla comprensione della natura e delle caratteristiche di differenti tipologie di innovazione, quanto gli strumenti pratici necessari a costruire e gestire il processo di innovazione all'interno di un'organizzazione.
Programma sintetico del corso
- L’innovazione
- Il ruolo strategico dell’innovazione
- Il processo innovativo
- Creatività e fonti delle idee di prodotto: la closed innovation
- Le fonti delle idee di prodotto: l’ Open Innovation
- La necessità dell’errore
- Il processo di selezione delle nuove idee di prodotto
- Il design del nuovo prodotto
- Il product test
- Il Market Test
- L’ingresso nel mercato: il lancio del prodotto
Descrizione dettagliata delle modalità d'esame
For Not attending students
Individual written exam.For Attending students
Final evaluation is based on a participation, case solutions and discussion, and an individual written exam.
Testi d'esame
For Non Attending students
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S. Vicari, P. Cillo, d. Raccagni, Product innovation. Dall’idea al lancio del nuovo prodotto, 2013
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M. Crawford, A. Di Benedetto, New Products Management, McGraw-Hill, edizione 9th, capp. 1,2,3,6,11,13,16,17,19
For Attending students
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S. VICARI, P. CILLO, Raccagni D., Product innovation. Dall’idea al lancio del nuovo prodotto, 2013
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Casi e materiale didattico distribuiti attraverso Course Reserve e il sito Egea collegato al libro
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Eventuali Testimonianze
Letture consigliate
- M. CRAWFORD, A. DI BENEDETTO, New Products Management, McGraw-Hill, edizione 9th
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Tollin, Karin, Mindsets in Marketing for Product Innovation: An Explorative Analysis of Chief, 2008.
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Marketing Executives’ Ideas and Beliefs about How to Increase Their Firms’ Innovation Capability
Modificato il 10/07/2013 11:37
Class group/s taught in English
Course Objectives
Despite the relevance innovation has for organizational market success, few companies have mastered their ability to identify, create and exploit opportunities for innovation on a systematic basis. Why are some organizations routinely more innovative than others? What capabilities must be developed? These issues are explored in this course.
The course provides a set of integrated frameworks and tools to effectively design and manage the strategies, processes, and organizational structures required for innovation. It provides the conceptual tools to understand the nature and characteristics of different types of innovation, as well as practical insights on how to design and manage a new product development process.
Course Content Summary
I Part - Strategy for market creation innovation, basics of new product innovation process
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Defining innovation strategies;
- New product development as a proactive process.
II Part - Opportunities identification and concept generation; concept evaluation and testing
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Market analysis and identification of innovation opportunities;
- Idea generation: concept and tools
- Perceptual mapping and key benefits identification;
- Methods and tools for eliciting consumer needs;
- Concept evaluation.
III Part - New Product Design and Test
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New product design: concept and techniques;
- Product and market testing.
IV Part - Process Implementation
Organizing for new product development.
Detailed Description of Assessment Methods
For non attending students
Individual written exam.
For Attending students
Final evaluation is based on a participation, case solutions and discussion, and an individual written exam.Textbooks
Attending students
Required material:- M. CRAWFORD & A. DI BENEDETTO, New Products Management. McGraw-Hill, International Edition, most current edition
- Material handout
- Cases
- Articles
- Personal class notes
- Personal case preparation material
Note: It is assumed that students are familiar with the content of:
- J. TIDD, J. BESSANT, and K. PAVITT, Managing Innovation: Integrating Technological, Market, and Organizational Change. Chichester: Wiley & Sons, 2009, 4th ed.
Course Material: Non attending students
- M. CRAWFORD & A. DI BENEDETTO, New Products Management. McGraw-Hill, International Edition, most current edition (all chapters).
- C. TERWIESCH & K. ULRICH Innovation Tournaments: Creating and Selecting Exceptional Opportunities. Boston, MA: Harvard Business School Press, 2009 (all chapters).
Note: It is assumed that students are familiar with the content of:
- J. TIDD, J. BESSANT, K. PAVITT, Managing Innovation: Integrating Technological, Market, and Organizational Change, Chichester, Wiley & Sons, 2005, 4th ed.
Last change 10/07/2013 11:58