The development and commercialisation of new products and services is a core business function for most organisations. The purpose of this course is to develop a solid understanding of new product and service development from a strategic marketing and management perspective. The topics cover a) the strategic basis for product development including sources and types of innovation, market entry timing, product market structure and competition, disruptive and entrepreneurial innovation, and the development of new services and service bundles; b) marketing research techniques for new product development including user and lead user analysis, conjoint analysis, and pre-market forecasting; and c) the management of the new product development process including collaboration and networks as well as strategies for launching and marketing new products and services.
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