Innovation Strategy Seminar

Dr. Robert G. Cooper
Professor in Industrial Marketing and Technology Management
McMaster University (Canada)
President, Product Development Institute, Inc.
ISBM Distinguished Research Fellow

Developing a Product Innovation & Technology Strategy for Your Business

Key Strategic Issues in Product Innovation

• Does your business have clearly defined product innovation goals or objectives for the next 3-5 years?
• Are you satisfied with your business's new product development results over the last few years? Have your sales, profit and launch goals been met?
• Do you have a systematic way of defining strategic arenas—the markets, product categories, and technologies—where you'll focus your innovation efforts and resources? Are these arenas prioritized? Or do your new product efforts resemble a "scattergun" approach?
• Do you know how you plan to win in each arena? Note that "hope" is not a plan!
• What about resource allocation—are you spending enough? And have you allocated your resources to the right arenas to achieve your goals?
• Is your approach really strategic, longer term and visionary—or does your product innovation strategy boil down to a list of "projects to do this year"?

IF YOUR ANSWERS DISTURB YOU,
THEN THIS SEMINAR IS FOR YOU!

What you will learn

• What a product innovation and technology strategy is, key elements, and the steps to development
• How to set realistic goals for product development
• How to choose and prioritize the right strategic arenas: future markets, technologies, and platforms
• Dealing with disruptive innovations
• Development of winning strategy
• Translating your strategy into roadmaps for research, technology, and new product development
• Using your strategy to help identify opportunities for potential blockbuster products

Who Should Attend

This seminar/workshop is designed for executives and managers responsible for maximizing the returns on their innovation efforts in the fields of Business Strategy, R&D, Technology, Engineering, New Products, and Marketing.

Seminar Content

1. Developing a Product Innovation Strategy for Your Business
• What is a product innovation and technology strategy for the business?
• The impact of such a strategy—results you can expect
• Typical missing elements and weaknesses
• A step-by-step development approach
• The essential elements of this strategy
2. Defining Your Goals & Selecting "Arenas"
• Defining realistic goals for your business's new product effort; and linking them to your growth and overall business goals
• Undertaking a strategic assessment—internal & external
• Ways to identify the most promising markets, products & technologies for your business's future growth
• Selecting target arenas: criteria and tools for assessing the best
• Developing your strategic map
3. Attack Plans, Deployment & Roadmaps
• Deciding your attack plans—how to win
• Entry strategies
• The right level of R&D spending
• Deployment decisions—strategic buckets and resource allocation
• Developing your product and technology roadmap
• Translating your strategy into action—identifying opportunities for major development initiatives
4. Implementation
• Critical issues for introducing a product innovation and technology strategy
• Common pitfalls to avoid
• Final questions and answers

Format

This one-day seminar meets from 8:00 a.m. to 5:00 p.m. It uses a mix of lectures, discussion, team exercises and Q&A sessions.

Materials

Participants will receive all seminar materials including a signed copy of the latest book by the seminar leader: Product Leadership: Pathways to Profitable Innovation , 2nd edition.

Seminar Leader

Dr. Robert G. Cooper is President of the Product Development Institute Inc., Professor of Marketing at the School of Business, McMaster University in Hamilton, Ontario, Canada, and also ISBM Distinguished Research Fellow at Penn State University's Smeal College of Business.

Dr. Cooper is a world expert in the field of new product management. He has been labeled "the quintessential scholar" in the field of new products in the U.S. publication, Journal of Product Innovation Management , and is one of three Crawford Fellows of the Product Development & Management Association (PDMA). Bob is the father and developer of the Stage-Gate ® Process , now widely used by leading firms around the world to drive new products to market. He has helped dozens of leading corporations design and implement his Stage-Gate ® and portfolio management frameworks.

Bob has written six books on new product management, including the popular, Winning at New Products: Accelerating the Process from Idea to Launch , which has become the "bible" for new product development, with over 150,000 copies sold; and the recent Portfolio Management for New Products .

Download/View brochure (.pdf 69Kb) *Acrobat

For more information contact:

Deborah Lupp or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu

To register: Online Registration