ZSEM
BUSINESS ACADEMY
PRODUCT DESIGN, INNOVATION AND DEVELOPMENT A Design Thinking Perspective
Belgrade, June 27th 2015
ZSEM
BUSINESS ACADEMY
program overview
The metabolic rate of innovation is driving leading companies to identify market opportunities and innovation market spaces, bring new ideas to the markets faster than ever, prototype solutions, and test and refine them. Today more than ever, competition is about new concepts, better features, better functions, unique users’ experiences, emotional connections, and ultimately a better customer value. Companies are required to be agile, respond to market demands and latent needs, visualize industry structures, and engage in an experimentation journey to identify what works and doesn’t in the marketplace. Leading firms use customer insights to drive growth and identify innovation themes, measure performance and revenue at the segment level, manage a time-risk balanced portfolio, and prioritize resource allocation. Only one of every eleven mature ideas for new products reaches the launch stage and is successfully marketed while three-thousand ideas are needed to obtain a successful product. These figures suggest that there is a high risk in the development of new products and services. Moreover, the growing numbers of firms that compete in the same product category, fast changing market conditions, fast pace technical obsolescence, and shorter product life cycles affect the way in which new products are designed and managed. The success of each product or service depends on factors such as: deep understanding of the consumer needs, close follow up of market trends, application of segmentation strategies, leverage of international opportunities, foster an innovation organizational culture, design of multifunctional teams, management of the creative process, design of superior products, innovation intensity, use of new information technology in the design of new products, timing, speed to the market, and emphasis in the product design and development processes. This seminar provides a framework of analysis for the design and development of new products which includes capturing the voice of the customer and open innovation in the fuzzy front end, concept definition and selection, attribute-based design, emotional design, robust parameterization, and prototyping. Topics include the analysis of the product development and design processes, stage-gate and spiral, product architectures, and development of new products and services in consumer, industrial, and service markets. The seminar emphasizes the different product design methodologies, techniques and tools to improve the process and monitoring of product development activities.
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ZSEM
BUSINESS ACADEMY
benefits to participants
Managers face critical decisions about the nature and direction of their program for new products. This seminar will answer questions such as how do leading companies manage product design in their businesses? How the product design process is structured to improve brand strength and product and services offerings? How do we capture the voice of the customer, identify their needs, and determine their customer requirements as input to the design stage? How do firms develop and use their open innovation capabilities? How to establish a design management process in the firm? Should our new development program be oriented to the market and/or to the technology? Which are the methodologies, tools, and techniques used to optimize the product design process and ensure its effectiveness? Upon completion of the seminar, participants will be able to: • Evaluate the strategic role of innovation, and research and development and their interrelationship in the competitive positioning of the organization and their impact on the new product development efforts. • Manage the design and implementation of a coherent and structure process of new product development within the organization. Discuss the role of design in the implementation of stage-gate and spiral processes as well as in the management and risk critical decisions embedded in each stage. • Discuss how to translate customer requirements and incorporate the voice of the customer (VoC) into product specifications and the different mechanisms to reduce the risk of a new product failure (Kano method). • Profile products and bundles of attributes through the application of conjoint analyses techniques. Gain basic understanding of conjoint, experimental design, and preference methods and their impact on expected market share and penetration. • Design emotions embedded in the product concept and prototype. Discuss methods to assess emotions in products such as Kansei methodology, quantification theory I, Geneva Emotion Wheel (GEW), and PrEmo. • Review the role of product design in the overall product offering. Analyze which aspect of the design creates value and build positioning in the market place. Analyze the different types of prototyping, use of prototyping and its principles. Discuss activities during the planning process for rapid product prototyping.
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ZSEM
BUSINESS ACADEMY
who should attend? • • • • • •
New Product Development Managers Product, Segment, and Brand Managers. Marketing Directors, Marketing Managers. Product/Service Design Managers. Marketing Research Managers. Marketing and Strategy Consultants.
The seminar is also of benefit to those professionals from other functional areas in the organization such as industrial engineers, industrial and engineer designers, manufacturing managers, and general management who would like an overview and understanding of the basic market considerations in designing and reformulating new products.
seminar schedule at a glance:
The seminar is structured as one-day program. The methodology involves lectures and group discussions. Participants benefit from peer discussions and dialogue that allows critical reasoning and exchange of experiences. The learning dynamics includes team exercises and problem-based cases so participants acquired a practical experience with product design methods, analytical tools, and assessment methods. Time
Session
09:00 – 10:30
Product Development Processes and the Role of Design Identifying Customer Needs and Open Innovation
10:30-10:45
Break
10:45 – 12:30
Conjoint Analysis in Product Design
12:30 - 13:30
Lunch
13:30 - 15:00
Emotional Design and Methodology
15:00 - 15:15
Break
15:15 - 16:30
Robust Design and Specifications Prototyping in Product Development
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ZSEM
BUSINESS ACADEMY
program outline:
Product Development Processes and the Role of Design • Idea to Launch Product Innovation Process • Staged Product Development processes: NexGen Stage-Gate • Spiral Product Development processes Identifying Customer Needs and Open Innovation • Voice of the Customer: The User Experience • Open Innovation in the Fuzzy Front End • Key Customer Requirements: The Kano method Conjoint Analysis in Product Design • Product Choice: Decision Rules • Conjoint Analysis: The Basic Logic • Components of a Typical Conjoint Study • Utility Preference Models • Conjoint Analysis Methods and Selection Robust Design and Specifications • Taguchi Methods • Quality Loss Function • Design Parameters: Control and Noise • Cause-Effect Diagram Emotional Design and Methodology • Emotion in product design: what it is and structure • Kansei methodology: Quantification Theory I • Product Personality, Character, and Mood considerations • Software tools to design emotions in products. Geneva Emotion Wheel (GEW) and PrEmo. Prototyping in Product Development • Sketching, Models, and Types of Prototypes • Industrial and Engineering Design Models • Objectives and Classification of Prototyping • Design and Rapid Prototyping
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ZSEM
BUSINESS ACADEMY
seminar leader
Carlos M. Rodriguez Ph.D., College of Business, Delaware State University, USA. Dr. Rodriguez is Associate Professor of Marketing and Director of the Center for the Study of Innovation Management, CSIM, College of Business, Delaware State University, USA. Previously, he held positions as Assistant Professor of Marketing at Clark University, Assistant Professor of Marketing and Director of the Master of Science Program in Marketing, Division of Business and Management at Johns Hopkins University, Professor of Marketing and International Business and Research Director of the International Business and Global Trade Research Institute at Governors State University, Lecturer in Global Marketing and International Business Operations at the Pennsylvania State University, and Assistant Professor in the areas of Marketing, International Business, and Management Science at the School of Business Administration, ESAN, Peru. Professor Rodriguez holds a Doctorate Ph.D. in Marketing and Master of Science, M.Sc. in Marketing and Quantitative Analysis, Pennsylvania State University; Master of Business Administration, MBA, ESAN, Peru; Postgraduate in International Business CICOM/ OEA/FUNDACION GETULIO VARGAS, Brazil; Postgraduate in International Business Management, ESAN/OEA, Postgraduate degree in Marketing and Finance, ESAN; Bachelor in Science, B.Sc.; Industrial Engineering degree, I.E., Universidad Nacional de Ingenieria, UNI, Peru. Dr. Rodriguez has international exposure through executive seminars in United States, Mexico, Peru, Brazil, Guatemala, Croatia, Serbia, Colombia, and Costa Rica, as well as presentations in Belgium, Brazil, Canada, Costa Rica, Croatia, France, Holland, Spain, Mexico, Peru, and USA. He is a permanent lecturer in Product Design and Innovation at IESEG, France; International Marketing in the School of Business Administration and Department of Management and Economic Science at the Universidad of Murcia, Spain; Marketing Decision Models and New Product Development in the School of Business Administration, EGADE, ITESM, Monterrey, Mexico; Research Methodology at the Universidade Federal Do Rio Grande Do Norte, Natal, Brazil; Product Design and Development in Zagreb School of Economics, ZSEM, Croatia. He has professional experience as Brand Manager, Product Manager, and Advertising Director for consumer and industrial products and as a Consultant in Marketing and New Product Development and Strategy.
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ZSEM
BUSINESS ACADEMY
His research interests are in the areas of product design and development, strategic alliances and international joint ventures, internationalization process and market entry strategies, new product development, cross-cultural and strategic marketing management, relationship marketing, market research, and business-to-business operations. Professor Rodriguez has published in the Journal of Business to Business Marketing, Journal of International Marketing, Journal of Electronic Business, International Marketing Review, Management Decision, Journal of Business and Leadership, Journal of Higher Education & Research, and several conference proceedings. He is the Reviews Editor for the International Marketing Review based in the U.K. and member of the Editorial Board for the Journal of Business to Business Marketing (USA), Journal of Business and Leadership (USA), Journal of Management, Economics, and Social Sciences (Lituania), Advances in Business Research (USA), Revista de Administracao Contemporanea (Brazil), Journal of International & Interdisciplinary Business Research (USA), Amity Journal of Marketing (India), Journal of Higher Education & Research (Australia), Decision Sciences Journal of Innovation Education (USA), and Forum Empresarial (Puerto Rico).
registration information
The program fee is 300€ + VAT (20%). The fee includes tuition, instructional materials, literature, certificate and reception. Applications must be received by June 19, 20145 GROUP BOOKING DISCOUNTS: AVAILABLE FOR DELEGATES FROM THE SAME INSTITUTION ON THE SAME PROGRAM!
contact information
Publishing House Mate Belgrade Bulevar Arsenija Čarnojevića 52 Tel. +381 11 26-06-414, +381 11 311-94-23 GSM: +381 65 26-06-414, +381 65 311-94-23 E-mail: office@obrazovanje.biz www.obrazovanje.biz l www.mate-bg.com
location:
Hotel Zlatnik Dobanovačka 95, Zemun
www.obrazovanje.biz | www.mate-bg.com
ZSEM
BUSINESS ACADEMY
PRODUCT DESIGN, INNOVATION AND DEVELOPMENT A Design Thinking Perspective
www.obrazovanje.biz | www.mate-bg.com