Description
Learn in a classroom environment with your peers, virtually, with an instructor online.
Course Length: 1 Day
Target Audience: General
Learning Objectives:
- Understanding the phenomenon of market innovation
- Know innovate in response to a need
- Understand the basics to target a market for an innovative product
- Organizing to achieve a breakthrough in a market
Course Content:
o Introduction
- Why good companies stumble
- The challenges of innovation
o Clients and Markets
- What the customer really buys
- The concept of tasks
- Three types of tasks
- The universal needs and the context of use
- The product function: Support the tasks
- The purchasing criteria and their evolution
o Disruptive Innovation or Building
- Differences and features
- Disruptive Innovation
- Myths about disruptive innovation
- Theories Christensen
- Technological challenge or marketing
- The potential for new products
- Priority product attributes for different markets
- Five revealing principles
o Harnessing Markets
- Different starting points of innovation
- Innovation and competition
- Existing vs emerging markets
- Dominant / small market
o Strategic Innovation
- The innovative organization
- The 3 pillars
- Organizational Competence and Innovation
- The innovation strategy
- Leader or follower?
- Target efforts
- Use distinctive competencies / technology
- Sales cannibalization
- Keep his place while taking a new place
- Learning plan vs implementation plan
Note: The course outline may be subject to change.
