• 2010.06.18 - 06.21   [Shanghai]   English with sequential Chinese interpretation

Organisations depend on innovation for their success and survival. In the increasingly competitive and rapidly changing Chinese market environment innovation takes on added importance. Simply put, to enhance the success of your company you must create and deliver customer-relevant new products and services. However, managing innovation and new product development processes is not easy - the real challenge is to understand the key concepts for successful innovation and knowing about best practices and how to integrate them into your organisation to ensure customer-relevant innovations. 

This programme will be useful to senior managers and other personnel in marketing, manufacturing, purchasing, new product development, engineering, R&D who have responsibilities for new product development and marketing. 

After completing this programme the participants will:

• Gain a better understanding of the innovation process from the Fuzzy Front End (FFE) through to market launch
• Learn the best practices of generating ideas, screening, and evaluating new product concepts
• Learn best practices and principles for product teaming
• Experience best of the “voice of the customer” tools
• Learn how successful companies enhance new product successes
• Learn how to manage the sales force for new product marketing

• Importance of new product development - need for innovation, what successful companies do
• Why new products succeed and fail - the case of new products in China
• The product innovation charter - mission, vision, strategy, and goals of new product development, creating and implementing a product innovation charter
• New product development - the Fuzzy Front End (FFE) - e.g., creativity, concept generation, concept evaluation and selection, the development process - stage-gate processes, reducing time to market, and the Muddy Back End (MBE) - the market launch process
• Market orientation and understanding the voice of the customer - the case in China
• Cross-functional relationships - R&D-marketing relationships
• Organising for product development
• Competitive intelligence and benchmarking - best new product development practices and performance implications
• Marketing new product - the role and management of the sales force - adoption of new products by the sales force, comparison of new product selling in China and the U.S., tools for effective sales force management in new product launch in China

Day 1

• morning
  • Innovation and New Product Strategy
    • Understanding innovation and new product development strategies of the firm
    • Importance of new product development - what successful companies do
    • Why new products succeed and fail - the case of new products in China
• afternoon
  • The new product development charter - mission, vision, strategy, and goals of new product development, creating and implementing a new product development charter
  • Market orientation and understanding the voice of the customer

Day 2

• morning
  • New Product Development Process
    • The Fuzzy Front End (FFE) - e.g., creativity, concept generation, concept evaluation and selection
    • The development process - stage-gate processes, reducing time to market, and the Muddy Back End (MBE) - the market launch process
• afternoon
  • Benchmarking - new product development best practices and performance implications

Day 3 

• morning
  • Organising and People Issues in New Product Development
    • Organising for new product development
    • Rewards and recognition
• afternoon
  • Managing the new product team process
  • Cross-functional teams
  • R&D/engineering and marketing relationships

Day 4 

• morning
  • Marketing New Products
    • Market development - branding and packaging decisions, pre-test market analysis, and test marketing
    • Commercialisation and launch - pre-launch planning implementation, launch and post-launch tracking and control
• afternoon
  • Managing the sales force for new products - adoption of new products by the sales force, comparison of new product selling in China and the U.S., tools for effective sales force management in new product launch

• Shanghai (CEIBS Campus, 699 Hongfeng Road, Pudong, Shanghai)

Applicants can apply for the programme in either form:
Online application: Please visit the CEIBS Executive Education website, select the programme you want to take, and click “Apply Now” to apply for the programme; or

Submit application by fax or mail: Please visit the CEIBS Executive Education website, select the programme you want to take, click “Application Form” to download the form, then fill in the form and send it to the CEIBS Customer Service Team by fax or mail. You are also welcome to call the CEIBS Customer Service Team for a printed Application Form.

Applications are requested 20 working days before the programme start date. Applications are reviewed as they arrive and admissions are subject to the final confirmation of CEIBS. Any applications received after that date will be considered on a space-available basis. For more information, please contact our customer service team in Shanghai, Beijing or Shenzhen.

Cancellations or changes of a programme registration may be made without penalty at least 15 working days before the start of the programme. If a confirmed booking is cancelled within 15 working days of the start of the programme, or if the applicant fails to attend the programme, a cancellation fee equaling to 20 percent of the total programme fee will be charged. When a request to substitute participant(s) for the same programme is made less than 15 working days before the start of the programme, the seat(s) will not be guaranteed. If an applicant is unable to attend the programme, the applicant may transfer to a different session of the same programme or another CEIBS Executive Education programme within the same calendar year, but must pay any differences in fees between the two programmes. All changes and cancellations are subject to the final confirmation of CEIBS.

* CEIBS reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details.

Online Application Status and Payment Status, please visit Applicant Service Center.

It is a common understanding in China that "innovation is the ultimate impetus of economic development for a country and a nation as well", yet it needs more to build up an innovative society than concepts and passion. As a highly beneficial program, the Management of Innovation and New Product Development Programme taught us a variety of assessable and exercisable methods, steps and processes.

Lin Huichun
Vice President
Chinasoft International Limited.

The Management of Innovation and New Product Development programme was a very interesting programme. Part of the methods and cases turned out to be a major source of my inspiration. Besides, many of my fellow participants are experts with rich experience in the field of product and market promotion. To be honest, I have benefited quite a lot from sharing their practice, skills and know-how.

Tong Ning
China Development Center Group Manager
Trend Micro

It is a highly applicable programme. Some tools and concepts could be directly applied in real cases. Another benefit of the programme, in addition to broadening our horizon, is that it has brought some changes to our traditional mindset.

Yue Lin
Deputy Director of Marketing Department
Shanghai Jahwa United Co., Ltd.

The Management of Innovation and New Product Development programme's key focus is on a company's management of innovation, creativity, marketing innovation and new product development. Contemporary companies are facing dilemmas in dealing with the creation of new ideas, new product development, and how to implement systematic management practices while undertaking business model innovation and development of value chain. Many new and innovative products with great potential fail, not because of technical problems, but from the lack of talent capable of managing innovation, or they have not utilised a systematic innovation management model. This programme used cases which are very convincing. Through the perspectives of this programme's learning, we are re-evaluating our new productive R&D model. I believe there's a great need to develop more quality innovation management talent in high technology companies.

Fu Jiemin
Vice President
Shanghai Fosun Pharmaceutical (Group) Co., Ltd.

On the whole, the Management of Innovation and New Product Development programme is quite useful to me. The part on product release management is especially relevant and instructive given the new business we are currently engaged in.

Bi Long
SITC Logistics (Yantai) Co., Ltd.

The Management of Innovation and New Product Development programme helped me to broaden my perspectives, acquire tools and ideas relevant to innovation and product development. Moreover, the cases we studied are also very enlightening. Very pragmatic programme, indeed!

Wang Xiaochun
Vice President
Lenovo Group Limited