New Product Development
Module 1: Introduction and Serious Lego Play Session
(January 7, 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 15, 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 22, 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:
- Sethi, R. & Iqbal, Z. (2008) Stage-Gate Controls, Learning Failure, and Adverse Effect on Novel New Products. Journal of Marketing, 72: 118-134
- Bianchi, M., Marzi, G., Guerini, M. (in press) Agile, Stage-Gate and their combination: Exploring how they relate to performance in software development. Journal of Business Research https://www.sciencedirect.com/science/article/pii/S0148296318302273?via%3Dihub
Module 4: Organizing for NPD at the inter-organizational level
February 1, 11.30 am – 3.15 pm)
In this module, we 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.
Reading material:
- 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 5: Organizing for NPD at the ecosystem level
(February 4, 8.00 am – 11.15 am)
In this module, we discuss the novel trend of ecosystem innovation. We delve deeper into the risks of engaging in ecosystem innovation and discuss the managerial challenges of becoming an ecosystem innovation.
Reading material:
- Faems, D.; Broekhuizen, T (Working Paper) Ecosystem as Culture: Do firms need an ecosystem-centered mindset to benefit from diverse collaboration portfolios?
- Adner, R. (2006) Match Your Innovation Strategy to Your Innovation Ecosystem. Harvard Business Review.
Module 6: Organizing NPD at the team level + Mock Exam
(February 19, 11:30 am – 15:15 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.
Reading material:
- 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
Date | Time |
---|---|
Thursday, 07.01.2021 | 08:00 - 11:15 |
Friday, 15.01.2021 | 08:00 - 11:15 |
Friday, 22.01.2021 | 08:00 - 11:15 |
Monday, 01.02.2021 | 11:30 - 15:15 |
Thursday, 04.02.2021 | 08:00 - 11:15 |
Friday, 19.02.2021 | 11:30 - 15:15 |
Monday, 01.03.2021 | 09:00 - 11:00 |
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.
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 40% of the final grade. The individual exam will constitute 50% of the final grade. Class participation will be 10% of the final grade.