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BUS131D_Lecture13_Handout

BUS131D_Lecture13_Handout - Product New Product Development...

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Product: New Product Development and New Service Innovation Dr. Michael Merz College of Business San Jose State University
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Dr. Michael Merz College of Business, San Jose State University 2 Today’s Agenda Six Approaches to Pursue Value Innovation Four Actions Framework New Instant Companies
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Dr. Michael Merz College of Business, San Jose State University 3 How to Pursue Value Innovation? Markets are overcrowded and demand-starved. Profitable growth only sustainable with (re)creating markets. Creating new market space is critical for new ventures. It allows new ventures to become big. Kim and Mauborgne (1999), Creating New Market Space, Harvard Business Review
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Dr. Michael Merz College of Business, San Jose State University The Six Approaches to Value Innovation 1. Looking Across Substitute Industries 2. Looking Across Strategic Groups Within Industries 3. Looking Across the Chain of Buyers 4. Looking Across Complementary Product/Service Offerings 5. Looking Across Functional/Emotional Appeal to Buyers 6. Looking Across Time 4 Kim and Mauborgne (1999), Creating New Market Space, Harvard Business Review
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Dr. Michael Merz
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