Innovation by Design: Creating Customer Solutions

Day 2

Designing and delivering unique and powerful experience is a next-frontier growth strategy, replacing mere product selling. Apple and Kodak transformed hardware products to experiences that meet the needs (often unarticulated) of consumers. Even companies like IBM and UPS have transformed their organizations to provide end-to-end industrial solutions, focusing on customer experiences rather than products. Companies that pursue an experience-oriented strategy deepen relationships with customers, expand control over the value chain and change the value proposition of their products and services. Implementing such a strategy is a daunting challenge because of the dramatic shift required in managerial, technical and organizational thinking. Perpetual innovation requires new organizational forms that are based on different organizing logic with supporting collaborative infrastructure. It also requires changes in culture and attitudes. In this two-day seminar, design method and design attitude will be introduced as a lens to address these challenges. Through case studies, hands-on exercises and interactive discussion, participants will learn key differences between product-oriented logic and experience-oriented logic and how to mobilize internal resources for the shift. They will learn key organizing principles, technological infrastructure and organizational change strategy for success.

Fee: Yes

Contact Information:
James Van Doren
Executive Education
james.vandoren@case.edu
Phone: 216-368-6413
Fax: 216-368-0200

Thursday, Feb. 21, 2008 from 9 a.m. to 4:30 p.m.
Sponsored by: Executive Education

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Weatherhead School of Management at Case Western Reserve University cultivates creativity, innovation, and purpose-driven leadership to design a better world.