MIT Sloan Executive Education

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Time is running out: Free access to faculty research in MIT Sloan Management Review

MIT Sloan Executive Education has partnered with MIT Sloan Management Review (SMR) to grant our community free access to articles authored by our faculty. We invite you to take advantage of this unique opportunity and learn more about the cutting-edge research of MIT Sloan Executive Education faculty. Interested in some of our new short courses? Get to know the faculty teaching them through their articles and research. Available only for a limited time, you can access more than 35 articles by visiting our website through June 30, 2014.

Some of the links to faculty-authored SMR content you’ll find on our website include:

Articles by Douglas Ready, Senior Lecturer in Organization Effectiveness. He teaches in the new program, Building Game-Changing Organizations: Aligning Purpose, Performance, and People.

Articles by John Sterman, Professor of System Dynamics and Engineering Systems and Director of the MIT System Dynamics Group. He teaches in the new course Strategies for Sustainable Business, among many others.

Articles by Catherine Tucker, the Mark Hyman Jr. Career Development Professor and Associate Professor of Marketing at MIT Sloan. She teaches in several Executive Education programs, include the new course, Platform Strategy: Building and Thriving in a Vibrant Ecosystem.

Visit our website now to view the full list of articles, available only through June 30, 2014.

Launching a successful start-up #3: The beachhead market

This is the third and final post in a series on launching a successful startup. Read the first and second posts here.

In his book, Disciplined Entrepreneurship: 24 Steps to a Successful Startup, Bill Aulet, Managing Director of the Martin Trust Center for MIT Entrepreneurship, stresses the importance of searching for the holy grail of specificity: market opportunities where the target customer will meet, buy, and adopt your product or service. In the first post in this series on successful start-ups, we stressed the importance of the discovery stage—time spent brainstorming about product and service ideas, defining potential customers, and identifying industry matches. In the second post in this series we focused on finding the start-up sweet spot where your product or service meets not only a potential customer, but a targeted end user—the customer who will buy your product or service and become a loyal brand ambassador, persuading others to buy it, as well.

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