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Innovating New Products and Services

Establish a New Development Process

Previously named: Managing New Products and Services for Strategic Competitive Advantage

 Professor Tom KuzmarskiTurn your new products and services into profits. Organizations must be able to fuse business strategy with new product design and development to gain a competitive edge in the marketplace. In this comprehensive program, you will identify new product and service strategies that foster innovation — from the voice of the customer to design, manufacturing, delivery and launch.

This program covers techniques for creating an innovation mind-set, market entry and positioning strategies, segmentation tools and techniques, mass customization, product design and development, building cross-functional teams, and rewarding and motivating team performance.

Product Week
You may combine this program with Pricing for Profitable Decision Making to participate in Product Week. When taken consecutively, these programs are offered together at a discounted price. Combining the programs provides a week long executive level summary of the approach to managing product portfolios taught in the highly acclaimed Kellogg MBA program.

Upcoming Sessions (Fee includes lodging and most meals)
Session Date Cost
October 13-16, 2013 $6,300 Apply
November 2-5, 2014 $6,300 Apply

Program Materials

This seminar targets mid- to senior-level executives who are involved in the development and management of new products. This may include general managers, vice presidents and executives in functional areas such as marketing, brand management, research and development, design, and operations.
In this program, you will learn to:
  1. Identify approaches for establishing an innovation mind-set in your organization
  2. Create a new product/service development process
  3. Develop strategies for marketing new products/services
  4. Analyze the role of product and process design in mass customization
  5. Generate strategies for integrating R & D, design, intellectual property, production and marketing
  6. Explore best practices in product and service industries
Creating an Innovation Mind-Set
  1. Innovation starts at the top
  2. Linking innovation to corporate and long-term strategy
  3. Best practices of successful innovators
  4. Innovation metrics

Conducting a Strategic Audit of New Products
  1. Assessing past performance
  2. Using lessons learned to guide future innovation “readiness”
  3. New products portfolio planning
  4. Best practices from other industries

New Product Marketing Strategies
  1. Market-driven versus market-driving strategies
  2. Speed to market: being first or being best
  3. Strategies for late entry

Strategic Segmentation and Positioning
  1. New product/service positioning strategies
  2. Segmentation tools and techniques
  3. Designing an effective marketing plan

Building Cross-Functional Teams
  1. Teaming techniques, tools and guidelines
  2. Leader and team member characteristics
  3. Examples of strong cross-functional teams

Rewarding Performance and Motivating Teams
  1. Making company innovation a way of life
  2. Criteria for leaders of innovative organizations
  3. Career tracks, motivators and reward systems

Innovation and Intellectual Property
  1. Calibrating innovation with property regimes
  2. Transferring value of property across product life cycle
  3. Articulating and capturing IP value across organization
James Gerard Conley - Academic Director; Clinical Professor of Technology

Thomas D. Kuczmarski - Academic Director; Lecturer of Executive Programs; Academic Director for CRTI Executive Programs

Diane Dahl - Owner and President, Hartell Group Inc.

Lakshman Krishnamurthi - A. Montgomery Ward Professor of Marketing

Mohanbir Sawhney - Robert R. McCormick Tribune Foundation Clinical Professor of Technology; Director of the Center for Research in Technology & Innovation

Jan A. Van Mieghem - Harold L. Stuart Professor of Managerial Economics; Professor of Operations Management

What Past Participants Say

  • "Hard-hitting, relevant information I can immediately put into practice to make my company more competitive."
    - Business Unit Manager, Milwaukee Electric Tool
  • "This program really helped me in building new concepts and knowing how to create a new mindset for the corporation."
    - Material Development Manager, Petroleo Brasileiro S.A.
  • "An excellent executive program for understanding ways to foster, manage, and profit from innovation in today's economy."
    - Program Director, Invensys
  • "The single best thing about this program is that the instructors are also practitioners. They don't just write books and espouse theories, they are out at companies thinking about how to maximize brands."
    - Market Research Manager, UCB Pharma

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