This course deals with the challenge of bringing to market elegant and efficient solutions to strong customer needs. Students learn and apply (in the context of their projects) state-of-the-art frameworks, concepts and tools that have been recently validated by innovative companies. The projects consist in developing a new product for a client company involved in the course (a high-end cosmetics company). Students may identify and work for an alternative client company if they wish (e.g., their own or someone else’s start-up). The projects as well the whole course are structured around the following basic steps of the innovation process:
1. Opportunity identification
2. Idea generation
Olivier Toubia is the Glaubinger Professor of Business at Columbia Business School. His research focuses on various aspects of innovation (including idea generation, preference measurement, and the diffusion of innovation), social networks and behavioral economics. He teaches a course on Customer-Centric Innovation and the core marketing course, in the MBA and Executive MBA programs. He received his MS in Operations Research and PhD in...