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Customer Centric Innovation

Fall 2011 EMBA Course

B7699-035: Customer Centric Innovation

Block Week 2, Block week Sept 12 - 16

Instructor: Olivier Toubia


This course deals with the challenge of bringing to market elegant and efficient solutions to strong customer needs. This challenge is relevant whether you work for a startup or a large company, whether you sell products or services, and whether your customers are individual consumers or companies. We structure our learning around the following basic steps of the innovation process:

1. Opportunity identification / Idea generation
2. Design
3. Testing
4. Launch

We will take on the challenge of trying to develop a new product during the week! You will apply the tools and frameworks covered in the course to progress through the innovation process outlined above. A set of projects will be offered by companies.  Alternatively, you may propose your own project (e.g., startup idea) - please contact the instructor before the end of February if you would like to do so.


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