Innovating in Existing Markets: Reviving Mature Products and Services

Innovating in Existing Markets: Reviving Mature Products and Services

Item No. a056g00000URaaCAAT
Course Dates Format Location Duration Time Commitment Price
Jul 19–20, 2022 In Person Cambridge, MA 2 days 8 hours/day $4,300

Tracks

Strategy and Innovation

Certificate Credits

2.0 EEUs

Topics

- Marketing

- Strategy & Innovation

Course Highlights

  • This course is designed to help you innovate around your existing products to make them more compelling, useful, and valuable.
  • You will learn through lectures, case studies, hands-on activities, and conversations with senior practitioners.
  • You will earn a certificate of course completion from the MIT Sloan School of Management.

 

Note: If you register after April 17th, you most likely will not receive a package of materials that will be referenced during the course. This will not impact your learning experience in this program, but you will not have the materials on hand when they are referenced. You will be sent an electronic version of some materials which you can print or download. However there are some hands-on activities with Legos where you will take on an observational role when the time comes. Without the pieces, you will still find value in following along and listening to the challenges and lessons learned from your fellow participants. Faculty will tell you how best to participate during this time.

 

Featured Content

 

Why attend Innovating in Existing Markets?

There is considerable buzz around disruptive, revolutionary innovation. But what do you do when you have an existing product in an existing market that is being challenged? How do you revive those products and restart growth? How do you innovate and improve existing products or services? If all you create is incremental improvements, you’ll quickly become a low-cost and vulnerable commodity provider. But revolutionary, disruptive market innovation is often expensive, difficult, and prone to failure.

This innovation strategies program focuses on a third type of market innovation that is neither incremental nor disruptive. It’s an approach that many successful companies such as USAA, Sherwin-Williams, LEGO, Victoria’s Secret, Novo Nordisk, Gatorade, and Logitech have used in mature markets to revive challenged products and boost growth. This low-risk, high-reward strategy is an approach to innovation that all company leaders should understand so that they can recognize it when their competitors practice it and apply it when it will give them a competitive advantage. The program combines this innovation framework with MIT Sloan’s three perspectives on organizational change to generate implementation plans for the solutions you create.

 

Course Experience

Through lectures, case studies, hands-on activities, and conversations with senior practitioners, you’ll learn a set of tried-and-true tools and techniques for generating creative solutions to organizational challenges.

Delivered over three days, this course includes the opportunity for you to apply new frameworks immediately to your own products or services to generate immediate results for your business.

Learn more about the live online experience

 

Guest Speaker

Robbie Bach, Civic Engineer at MicrosoftRobbie Bach joined Microsoft in 1988 and over the next 22 years worked in various marketing, general management, and business leadership roles. Beginning in 1999, as Chief Xbox Officer, he led the creation and development of the highly successful Xbox video game business. Now in his new role as a Civic Engineer, Robbie believes we all have a responsibility to engage on civic issues and dedicates his time and energy to providing strategies, creative ideas, and consulting to organizations who are driving positive change in our communities. He speaks to corporate, academic, and civic groups across the country and in 2015 completed his first book, Xbox Revisited: A Game Plan for Corporate and Civic Renewal.

 

Applying to the Course

Please note: The application deadline is 10 days prior to course start. We accept enrollments until the offering reaches capacity, at which point we will maintain a waitlist. Many of the courses fill up several weeks in advance, so we advise that you enroll as early as possible to secure your seat.

Register with Peace of Mind 
If you’re ready to participate in an in-person course but are concerned about how COVID may impact your travel plans, we understand. That’s why we’re offering worry-free enrollment. If you end up needing to transfer your enrollment to a future course offering, we will waive the normal fees and issue you a credit that can be used within one year.

You can begin the application process by using the red "Enroll Now" bar at the bottom of the screen.

 

Have Questions?

Contact us if you would like to speak with a program director or visit our Frequently Asked Questions page for answers to common questions about our courses.

Upon successful completion of this course, you will earn a certificate of completion from the MIT Sloan School of Management. This course may also count toward MIT Sloan Executive Certificate requirements.

 

This interactive program will give participants:

  • A set of tried-and-true tools and techniques for mastering new approaches to market innovation.
  • A structured framework for applying those tools and techniques.
  • Recommendations and practices for overcoming resistance to innovation-driven change.

 

Hear from a past participant:

Testimonial from past course participant Dimitrios P.

Sample Schedule—Subject to Change

This program has been developed for:

  • Executives seeking to improve their creative problem-solving skills and deliver value-creating innovation in their organizations
  • CEOs
  • Presidents
  • COOs
  • Executive VPs
  • VPs of marketing and business development
  • Heads of R&D, engineering, manufacturing, and IT
  • Chief technologists
  • Corporate planners and strategists
  • Other senior managers with leadership responsibility

 

Hear from a past participant:

Testimonial from past course participant Cristina V.

Course Dates Format Location Duration Time Commitment Price
Jul 19–20, 2022 In Person Cambridge, MA 2 days 8 hours/day $4,300

Tracks

Strategy and Innovation

Certificate Credits

2.0 EEUs

Topics

- Marketing

- Strategy & Innovation

Enroll Now!

$4,300