 |
|
|
| |
Description |
|
| |
|
|
|
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. |
|
| |
|
|
| |
|
|
| |
Objective |
|
| |
|
|
|
How do you conceive, develop and launch superior new products? This programme will explore ways by which companies can manage new product development successfully. It is designed to provide you with an understanding of the key concepts and practices in new product development and how to use them in your company. Many of the concepts will be illustrated with evidence from research on companies in China. |
|
| |
|
|
| |
|
|
| |
Participants |
|
| |
|
|
|
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. |
|
| |
|
|
| |
|
|
| |
Benefits |
|
| |
|
|
|
After completing this programme the participants will:
- gain a better understanding of the innovation process from the fuzzy front end 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
|
|
| |
|
|
| |
|
|
| |
Coverage |
|
| |
|
|
|
- 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 US, tools for effective sales force management in new product launch in China
|
|
| |
|
|
| |
|
|
| |
Faculty |
|
| |
|
|
|
Professor Kwaku Atuahene-Gima, Programme Director |
|
| |
|
|
| |
|
|
| |
Venue |
|
| |
|
|
|
The course will be held in CEIBS campus at 699 Hongfeng Road, Pudong, Shanghai. |
|
| |
|
|
| |
|
|
| |
Admissions |
|
| |
|
|
|
Applications are reviewed as they arrive. Completed applications must be received 15 working days before the start of the programme. Any applications received after that date will be considered on a space-available basis. Please address all applications and enquiries to our customer service team in Shanghai, Beijing and Shenzhen.
If a confirmed booking is cancelled within 15 working days before the programme's start, or if the nominee fails to attend the course, we will charge a cancellation fee that amounts to 20 per cent of the tuition fee. If applicants are unable to attend the programme, the transfer to another CEIBS programme can be made only within the same calendar year. When a request for changing candidate(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. |
|
| |
|
|
| |
|
|
| |
* CEIBS reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details. |
|
