This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Prerequisites

Ideal prerequisite to efficiently follow the present course is basic knowledge about the functioning of organisations and innovation management (e.g., concepts of invention and innovation, innovation models, the "innovation funnel", technological change, forms of innovation, innovative processes and operations management).

Learning outcomes

At the end of the course, the student should be able to :
- Understand the main criticalities, limits and opportunities in the market adoption of new products and services;
- Explore the main theories of technological change;
- Learn and analyse the main processes, strategies and approaches for the development of new products and services;
- Collaborate with other students in order to develop a NPD project;
- Use and apply the basic tools and techniques for New Product Development.

Course description

The course of “New Product Development and Diffusion” aims to equip students with an understanding of the main issues in adoption, and diffusion of innovation, an awareness of the key steps in new products and services development, and an appreciation of the relevant skills and resources to manage effectively these processes at both strategic and operational levels. The course provides evidences of different approaches based on real-world examples and experiences of leading international innovative firms. Lectures will include presentation of case-studies. Course notes will be prepared in PPT format and distributed to students. Students will be expected also to develop collaboratively classroom projects and/or exercises, engage in debates and other exchanges related to the topics of each lecture. The main topics discussed during the course are Economics and Market Adoption, Product & Brand Strategy, New Product Development (NPD), Packaging and Product Development, Managing the NPD Process.

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation
• Project work

Assessment

The instructor expects students to actively participate and behave responsibly in the course sessions.
The student is assessed on the course based on four components: class participation (10%), in-class daily MCQs (20%), written final exam (30%), and group project (40%).

Recommended reading

• Birkinshaw, J., Hamel, G., & Mol, M. J. (2008). Management innovation. Academy of management Review, 33(4), 825-845. -

• Abernathy, W. J., & Clark, K. B. (1985). Innovation: Mapping the winds of creative destruction. Research policy, 14(1), 3-22. -

• Henderson, R. M., & Clark, K. B. (1990). Architectural innovation: The reconfiguration of existing product technologies and the failure of established firms. Administrative science quarterly, 9-30. -

Internet resources

• IESEG Online