Innovation Equity

The value of transforming technology into marketable products and services.

MSC 808 - Market Creation, Growth and Domination
Learn to create markets. Every traditional marketing textbook states that consumer needs are not created; rather firms uncover needs and then satisfy them. If this were true, there would be no PC, no Internet, no PDA, no cell phone, and no automobile. This course is designed to foster “outside-the box” thinking and thereby create innovative approaches to spawning markets, growing them, and establishing leadership positions. Students will learn techniques of creating new markets by exploiting such phenomena as lead users, network externalities, and establishing the industry dominant design; growing the market along the trajectories specified from technology mapping while avoiding such pitfalls as technology absorption; and ultimately dominating the market through bandwagon effects theories, organizational ecology, and military strategy.

MSC 810 - Technology and Product Innovation
Learn to develop and launch new products. Over 80 percent of new consumer packaged goods fail, reports the American Marketing Association. The challenge of most companies today is not how to uncover more product ideas, but how to uncover ones that lead to profitable new products that support a firm’s growth strategy and objectives. Growth strategies demand executives who can integrate the processes of ideation, concept development, market testing and forecasting of new products, portfolio management, and cross-functional team management. You will apply your knowledge to solve problems in cases from leading innovative companies, and learn how to develop innovative, low cost, and fast-to-market products. You will take away such new product development tools as empathic analysis, lead user analysis, voice-of-the-customer analysis, and conjoint analysis.