06220729 - Innovation Management and new product development

This course aims at providing the GMP students the toolbox to launch disruptive yet responsible and sustainable products and services.

Estimation of private study (outside of contact hours): between 10 and 20 hours

DIMENSION OF SOCIAL RESPONSIBILITY

Develop responsible and sustainable innovations

TARGETED KNOWLEDGE AND SKILLS 

Understand the dilemmas with innovation ; master the KSF of introducing new products and services.
Analyze the sources of innovations.
Be able to thoroughly conceive and successfully launch innovations.
Understand how the companies elaborate their offers.
Identify the main phases of the innovation process and the articulation between them. As well as master the methods of market research for each of these phases. 
Develop knowledge and understanding about Open Innovation, Crowdsourcing, Frugal Innovation, etc
Understand and experiment the techniques for launching a new product or service. 
Understand and master the actual Marketing of an innovation. For example, how to forecast the sales of a new product.
Prepare the criteria for a decision regarding the launching tactics. 
Understand the competitive dynamics of innovation. 

COURSE OUTLINE

INTRODUCTION

Part 1: FACING DILEMMAS AND CHALLENGES

1. Dilemmas 
2. Consumers and innovative products

Part 2: DEVELOPING NEW PRODUCTS AND SERVICES

1. Understanding the Innovation Process
2. Application : From the Idea to the Concept
3. Elaborate an Innovative Offer 

Part 3: MARKETING NEW PRODUCTS 

1. Forecasting the Sales of an Innnovative Offer, 
2. Launching the Innovation on the Market 

CONCLUSION: innovation competitive strategies 

RECOMMENDED TEXTS AND PUBLICATIONS

1. Le Nagard-Assayag E., Manceau D., Morin-Delerm S., (2015), Le marketing de l’innovation, Concevoir et lancer de nouveaux produits et services, Dunod, 3e edition.
2. Gay C., Szostak B., (2022), Management de l’innovation, Enjeux, principes et méthodes, Dunod, 2e édition. 
3. Loilier T., Tellier A., (2015), Gestion de l’innovation, 12 études de cas, EMS. 
4. Burger-Helmchen T., Hussler C., Cohendet P., (2023), Les grands auteurs en Management de l’innovation et de la créativité, Tomes 1 et 2, EMS.

TEXTS AND PUBLICATIONS OF IAELYON FACULTY ON THE SUBJECT OF THE COURSE  

1. COLLIN P.M., (2023), Michel Callon et Bruno Latour : La théorie de l’Acteur-Réseau, in Les grands auteurs en management de l’innovation et de la créativité, EMS.
2. COLLIN, P.M., (2006), Bâtir un réseau mondial de services, L’Harmattan. 

Individual grade
Real Case Study, 3h
Written / Spoken

Other grade(s)
Grading during class
Analysis of an innovation and oral presentation to the class, 20 minutes presentation

Weight: 50/50

TEACHING METHODS
Theory and practice: presentation of Concepts, Methods and Techniques, applied during exercises and case studies

NATURE OF MATERIALS
Reference book, powerpoint, case studies

TEACHING INNOVATIONS AND USE OF TECHNOLOGY
Role plays

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS
Fundamentals in Corporate strategy and Marketing

RESOURCES AVAILABLE
Digital University Library (Business Source, Factiva, Xerfi, ..)