Course 2013-2014 a.y.

20167 - PRODUCT INNOVATION AND MARKET CREATION


MM

Department of Management and Technology


For the instruction language of the course see class group/s below
Go to class group/s: 8 - 9 - 10
MM (5 credits - II sem. - OB  |  SECS-P/08)
Course Director:
SALVATORE VICARI

Classi: 8 (II sem.) - 9 (II sem.)
Docenti responsabili delle classi:
Classe 8: SALVATORE VICARI, Classe 9: 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
  • S. Vicari, P. Cillo, d. Raccagni, Product innovation. Dall’idea al lancio del nuovo prodotto, 2013
  • 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 

Materiale Obbligatorio 
  • S. VICARI, P. CILLO, Raccagni D., Product innovation. Dall’idea al lancio del nuovo prodotto, 2013
  • Casi e materiale didattico distribuiti attraverso Course Reserve e il sito Egea collegato al libro
  • Eventuali Testimonianze

Letture consigliate  

  • M. CRAWFORD, A. DI BENEDETTO, New Products Management, McGraw-Hill, edizione 9th
  • Tollin, Karin, Mindsets in Marketing for Product Innovation: An Explorative Analysis of Chief, 2008.
  • Marketing Executives’ Ideas and Beliefs about How to Increase Their Firms’ Innovation Capability
     
Exam textbooks & Online Articles (check availability at the Library)
Modificato il 10/07/2013 11:37

Classes: 10 (II sem.)
Instructors:
Class 10: BORIS DURISIN


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

  • Defining innovation strategies;
  • New product development as a proactive process.

II Part - Opportunities identification and concept generation; concept evaluation and testing

  • 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

  • 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.
Exam textbooks & Online Articles (check availability at the Library)
Last change 10/07/2013 11:58