Innovating in Existing Markets: Reviving Mature Products and Services

Innovating in Existing Markets: Reviving Mature Products and Services

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Course Dates Format Duration Time Commitment Price
Dec 6–8, 2021 Live Online 3 days 5 hours/day $4,300

Tracks

Strategy and Innovation

Certificate Credits

2.0 EEUs

Topics

- Marketing

- Strategy & Innovation

There is considerable buzz around disruptive, revolutionary innovation—we’re constantly told we need to do more of it, in every part of our business. 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? This new program is designed to help you innovate around your existing products to make them more compelling, useful, and valuable.

Please note: The application deadline for this market innovations course is 8 business days prior to course start. For the December 2021 session, the application deadline is 10 days prior to course start. 

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 innovation is often expensive, difficult, and prone to failure.

Experience hands-on learning through group activity.

This innovation strategies program focuses on a third type of 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 “Third Way” innovation framework with Sloan’s Three Perspectives on Organizational Change framework to generate implementation plans for the solutions you create.

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. Our digital delivery over 3 days will also include the opportunity for you to apply new frameworks immediately to your own products/services – to generate immediate results for your business.

This program is designed for executives and senior managers with leadership responsibility as well as teams.

Learn more about the live online experience

Guest Speaker

Robbie 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.

This interactive program will give participants:

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

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. This program is applicable to:

  • 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
Course Dates Format Duration Time Commitment Price
Dec 6–8, 2021 Live Online 3 days 5 hours/day $4,300

Tracks

Strategy and Innovation

Certificate Credits

2.0 EEUs

Topics

- Marketing

- Strategy & Innovation

Enroll Now!

$4,300