The course aims at providing the models and methods for managing innovation. The course focuses first on Innovation (and specifically technological innovation) as a source of competitive advantage, therefore aims at providing capabilities for developing innovation strategies. Next, it focuses on product and service innovation and illustrates models and methods for managing the product-service development process. The methodology is based on lecturing, teamwork and case studies.
Students will develop a project work in order to recognize weak signals and to manage creativity during the concept generation of new services.
Students will develop some specific capabilities and experiences:
– Analysis of technological context and of socio-cultural context, in order to develop original innovation strategies
– Analysis of internal endowment of resources, creative capabilities, competences, in order to develop original collaborative strategy
– Innovating business models
– Managing design-driven innovation
– Developing design capabilities and decision-making capabilities about problem setting and problem solving
– Developing team work capabilities in order to integrate creativity, technology competences and marketing competences
– Discussing case studies about success and failures in managing innovation projects
The course will be developed through theoretical sessions, case discussion sessions, seminars from managers and experts, workshop and practical laboratory sessions, and homework.
The main subjects covered by the course are the following:
Part 1 – Innovation Strategies: Design Driven Model, Technology-Push Model, DemandPull Model; Innovation Strategy Schools, Innovating Business Models; Dominant Design; Collaborative Innovation.
Part 2 – Innovation Processes: Design Driven Process and the Interpreters; Organizing New Product Development; Development of New Retail Services; Design Definition Models.
Part 3 – New Service Concept Development: Concept Statement; R&D, Ideas and New Concepts; User Needs Analysis; Lead User Analysis.
Part 4 – Project Work: Designing New Services in Retail Context
Detailed Program of Part 1 “Innovation Strategies”
1.1. - From R&D to Innovation: definitions of Invention, Innovation, Technology
1.2. - Innovation Management: Innovation Strategy and Innovation Process
1.3. – Design Driven Innovation Framework
1.4. - Innovation Models: Technology Push, Demand Pull, Design Driven
1.5. - Four Schools/Orientation for Innovation Strategies: Planning School, Learning
School, Visionary School, Competence School
1.6. – Innovating Business Models
1.7. – Collaborative Innovation Strategies
Readings Part 1:
Roberto Verganti, Design Driven Innovation – Changing the Rules of Competition by Radically Innovating what Things Mean. Boston, MA: Harvard Business Press, 2009: Chapters 1, 2, 3, 4
Roberto Verganti, (2006) “Innovating Through Design”, Harvard Business Review, Vol. 84, No. 12, pp. 114-122.
Gary P. Pisano and Roberto Verganti, “Which Kind of Collaboration is Right for You?”, Harvard Business Review, Volume 86, Number 12, 78-86, December 2008.
Emilio Bellini, Which Strategic Orientation Matters When Developing New Products? A Review of Four Strategy Schools, at 2010 AOM Academy of Management Annual Meeting
– Montreal August 6-10 2010.
Tushman, M.L. and Anderson, P., (1986) “Technological discontinuities and organizational environment”, Administrative Science Quarterly, Vol. 31, No. 3, pp. 439-
Osterwalder, A and Y Pigneur (2009). Business Model Generation. Handbook for Visionaries, Game Changers, and Challengers. Hoboken, NJ: John Wiley and Sons,
chapters 1, 2.
Madonna and Lady Gaga, Big Mac, Mercedes A-Class, Sony Walkman, Apple
iPod/iPhone/iPad, Artemide Metamorfosi, Nintendo Wii, Ikea, Starbucks
Readings Part 2:
Roberto Verganti, Design Driven Innovation – Changing the Rules of Competition by Radically Innovating what Things Mean. Boston, MA: Harvard Business Press, 2009: Chapters 6, 7.
Crawford, C.M. and Di Benedetto, C.A., (2011) New Products Management, 10th ed., McGraw-Hill, New York, NY. ; Chapters 1, 2, 3
Yazdani, B. and Holmes, C. (1999). Four models of design definition: sequential, design centered, concurrent and dynamic. Journal of Engineering Design 10/1: 25-37.
R. Verganti, “Planned Flexibility: Linking Anticipation and Reaction in Product Development Projects”, Journal of Product Innovation Management, Vol. 16, No. 4, 363-
Bellini E., Dell’Era C., “How Can Product Semantics Be Embedded in Product Technologies? The Case of The Italian Wine Industry”, International Journal of Innovation
Management (IJIM), n. 3, 2009.
Swatch, Apple iPod/iPhone/iPad, Artemide Metamorfosi, Nintendo Wii, Starbucks, Whole
Food, Fiat Group Automobiles
Detailed Program of Part 3 – New Service Concept Development
3.1. – The Interpreters and the evolution of cultural models for Service Innovation
3.2. – Managing Creativity: From Idea to Concept
3.3. – User Needs Analysis
3.4. - Lead User Analysis
3.5. – Concept Statement
3.6. – The Customer Journey in Service Innovation
3.7. – Methods for Visualization of New Services
Readings Part 3:
Roberto Verganti, Design Driven Innovation – Changing the Rules of Competition by Radically Innovating what Things Mean. Boston, MA: Harvard Business Press, 2009: Chapters 8, 9, 10
Sawhney, M., S. Balasubramanian and V. V. Krishnan., (2004), “Creating growth with services”, MIT Sloan Management Review, 2004, Winter.
Von Hippel, E. (1986), "Lead Users: A Source of Novel Product Concepts", Management Science 32(7): 791–806
Bellini E., “Which Collaboration Strategy for Networked Enterprise in Wine Industry? Technological and Organizational Challenges” in Methodologies and Technologies for Networked Enterprises (Edited by G. Anastasi, E. Bellini, E. Di Nitto, C.Ghezzi, L. Tanca, E. Zimeo), Springer, New York, 2012.
Bellini E., Cicenia C., “New Service Development in Automotive Retailing: an Empirical Research on Fiat Group Automobiles Dealer Network”, Atti della XXIII Riunione Scientifica AiIG 2012 (Associazione Italiana di Ingegneria Gestionale), Matera, Ottobre 2012.
3M, Nespresso, Amerigan Girls, Eataly, Fiat Group Automobiles
Detailed Program of Part 4 – Project Work: Designing New Services in Retail Context.
4.1. – Seminars on Innovation in Retail Services: Technology Push, Demand Pull, Design Driven Cases
4.2. – Seminars on Innovation in Retail Network Development
4.3. – Laboratories and Reviews of Project Work deliverables
Other Information For Class-based Students (Group Project Work)
-Basic knowledge on strategy, finance, organization design
-Reading Cases before Lectures [when mandatory]
-Readings Chapters and Papers before or after Lecture
- Case discussion
- Project Work with reviews
• Teamworks and Reviews
• Laboratories, Seminars and Workshop
The didactic material is composed by:
- slides from lectures
- case studies
- project work documents (brief, templates, review, etc.)