New Product Development-E-M-

The course consists of seven modules. Each module will consist of a lecture, class discussion and case assignment. For each module, students are expected to read papers in advance.

Module 1: Introduction and Serious Lego Play Session
(January 6, 8.00 am – 11.15 am)

In this first module, the structure and content of the course will be explained. This session will also provide in-depth information on the assignments and grading procedure. During this module, we will also conduct a Serious Lego Play workshop to introduce some core concepts.

Module 2: Organizing NPD at the organizational level
(January 9, 8.00 am – 11.15 am)

In this module, we discuss different structural solutions that companies can use to combine exploitative and explorative innovation.

Reading material:

• Jansen, J.J.P., Van den Bosch, F.A.J., Volberda, H.W. (2006). Exploratory innovation, exploitative innovation, and performance: Effects of organizational antecedents and environmental moderators. Management Science, 52, 1661-1674.
• Gibson, C.B. and Birkinshaw, J. (2004). The Antecedents, Consequences, and Mediating Role of Organizational Ambidexterity. Academy of Management Journal, 47: 209-226

Module 3: New Product Development Processes
(January 17, 8.00 am – 11.15 am)

In this module, we focus on the product development process. Special attention will be paid to the advantages and disadvantages of stage-gate processes. A guest speaker will provide in-depth information on the opportunities and challenges of lean new product development processes.

Reading material:

• Veryzer, R.W. (1998) Discontinuous Innovation and the New Product Development Process. Journal of Product Innovation Management, 15: 204-321
• Sethi, R. & Iqbal, Z. (2008) Stage-Gate Controls, Learning Failure, and Adverse Effect on Novel New Products. Journal of Marketing, 72: 118-134

Module 4: Organizing for NPD at the team level (part 1)
(January 23, 11.30 am – 3.15 pm)

In this module, we shift focus to the team level and discuss the optimal composition of teams to successfully execute NPD activities. We pay special attention to the role of conflict and diversity in teams.

• De Clercq, D., Thongpapanl, N. and Dimov, D. (2009) When good conflict gets better and bad conflict becomes worse: the role of social capital in the conflict–innovation relationship. Journal of the Academy of Marketing Science, 37:283–297.
• De Visser, M.; Faems, D.; Weerd-Nederhof, P.; Visscher, K. (2014) The impact of team cognitive styles on performance of radical and incremental NPD projects. Journal of Product Innovation Management, 1167-1180

Module 5: Organizing for NPD at the team level (part 2) + Organizing for NPD at the inter-organizational level (part 1)
(February 5, 3.30 pm – 6.45 pm)

In the first part of this module, a case assignment on NPD at the team level will be executed. In this module, we subsequently shift focus to the inter-organizational level and identify R&D alliances as an alternative approach to engage in NPD. We focus on the core challenges in successfully governing NPD activities with external partners.

• Gulati, R. & Singh, H. (1998) The Architecture of Cooperation: Managing Coordination Costs and Appropriation Concerns in Strategic Alliances. Administrative Science Quarterly, 43: 781-814.
• Faems, D.; Janssens, M.; Madhok, A. & Van Looy, B. (2008) Toward an integrative perspective on alliance governance: Connecting contract design, contract application, and trust dynamics. Academy of Management Journal, 51: 1053-1078.

Module 6: Organizing for NPD at the inter-organizational level (part 2) + Introduction to Mock exam
(February 6, 8.00 am – 11.15 am)

In this module, we first conduct a case assignment on NPD at the inter-organizational level. In the second part, the Mock exam will be introduced

Module 7: Feedback on mock exam
(February 14 + 17)

This course aims to provide students an in-depth understanding of the theoretical and practical challenges of New Product Development. During the course, the students will receive advanced insights in particular tensions (i.e. exploration versus exploitation; control versus autonomy; functional versus cross-functional; collaboration versus competition) that firms experience when organizing new product development activities. In addition, based on existing academic literature, particular solutions for these challenges will be presented and discussed.

Students will be challenged to critically reflect on high-level academic research on the topic of new product development. In addition, by means of case assignments, they are encouraged to transform and apply these insights into recommendations that are also relevant for practitioners.

Group assignments: Each group will need to conduct 3 case assignments. Additional information on the assignments will be provided during the first module.

Exam: The exam will be an open book exam. A mock exam will be conducted to train for the final exam

Grading: The case assignments will constitute 30% of the final grade. The individual exam will constitute 50% of the final grade. Class participation will be 20% of the final grade.

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