Beyond Ideation: Commercializing and Sustaining Product Innovations

The lifeblood of successful companies stems from a sustained stream of commercially viable innovations, both incremental and breakthrough. Customer satisfaction and loyalty result from delivery of novel solutions to new problems, and shareholders demand a constantly refreshed product portfolio promising robust market returns.

In this program, we will examine how firms can successfully navigate critical decisions that face them in the pursuit of successfully commercializing an innovation in the marketplace. Specifically, we will examine how to develop powerful value propositions for innovations, ROI estimates for really new products, market prices for innovations, and communicating innovations. We will also study best practices for re-launching and revitalizing stagnant products in mature markets, and explore skills and structures for managing a portfolio of incremental and breakthrough products.


Learning Outcomes

As a result of attending this program, participants will:

Who Should Attend

Product managers and developers, marketing professionals, and contributors to strategic planning and implementation.