New Product Development
Code
2348
Credits
3,5
Teacher in charge
Luís Filipe Lages
Teaching language
English
Objectives
In the new product development (NPD) course, students will learn how to use a NPD methodology. Students will put in practice the new product and/or service development process. After identifying unfulfilled market needs, students will develop new products/services to address those needs.
This course will discuss the process of designing new product/services and how to use NPD analytic methods to reduce risks and improve the possibilities of successful market launch.
Prerequisites
N/A
Subject matter
Introduction to NPD and the VCW
Problem definition and decision
Impression session: VCW in real life - examples, applications, etc
Guest speaker(s)
Team creation
Validation with the "clients"
VCW exercise
NPD FAIR
Feedback Session and clarification on doubts
Guest speakers
Final Team Presentations
Make up class
Bibliography
Anderson, C. (2013), How to give a killer presentation, HBR, 91(6), 121-125.
Bowman, C., & Ambrosini, V. (2000). Value Creation Versus Value Capture: Towards a Coherent Definition of Value in Strategy. British Journal of Management, 11(1), 1-15.
Bughin, J. and Copeland, T.E., "The Virtuous Cycle of Shareholder Value Creation", McKinsey Quarterly, No. 2, 1997.
Daniel, L., & Klein, J. (2014). Innovation agendas: the ambiguity of value creation. Prometheus 32(1), 23-47.
Garcia-Castro, R., & Aguilera, R. V. (2015). Incremental Value Creation and Appropriation in a World with Multiple Stakeholders. Strategic Management Journal, 36(1), 137-147.
Jacobides, M. G., Knudsen, T., & Augier, M. (2006). Benefiting from innovation: Value creation, value appropriation and the role of industry architectures. Research Policy, 35(8), 1200-1221.
Payne, A. F., Storbacka, K., & Frow, P. (2007). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
R., Amit, & C. Zott, (2012), Creating value through business model innovation, MIT SMR, 53(3), 41-49
Smith, J. B., & Colgate, M. (2007). Customer Value Creation: A Practical Framework. Journal of Marketing Theory and Practice, 15(1), 7-23.
S. Blank (2013), Why the lean start-up changes everything, HBR, 91(5), 63-72.
Teaching method
There are two classes per week. Each class is of 1h20m. The classes consist of discussions about both the theory and its applications. Please try to understand that at the master s level you are expected to get involved, participate, question and do NPD exercises in the class. In order to provide practical advice and help launch students on a successful NPD path, we will use several case-studies and videos as a support. Some classes will be entirely reserved to the development of the coursework.
Evaluation method
Class participation: 10%v
Individual hand-written summary of the NPD process (maximum 10 pages): 10%
Individual NPD idea (using as a basis the data from library resources, e.g. Passport database ): 10%
Final group presentation: 15%
Final group report (including the feedback from colleagues and NPD fair): 15%
Final exam: 40%
It is required at least a grade of 8/20 in all the previous six components and a minimum of 10/20 overall to pass the course. Adjustments of 2 points in the final grade (in either direction) can be made, based on other information available such as contribution to the group coursework.
The general rules of the University apply in case of academic dishonesty and in any situation not foreseen in the above.