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Digital Marketing and Marketing Analytics

Driving Firm Value: How Innovation, Technology and New Products Affect Firm Strategy

Module Details
Audience: C-suite executives
Duration: 4 hours
Location: Miami Herbert Business School, University of Miami


Few activities undertaken by firms are more challenging than that of monitoring innovation trends, developing, and launching new products and services. The activity is one that is fraught with risk; once a firm decides to embark upon a new-product venture, the outcome could just as easily prove to be the financial demise of the firm as its financial salvation.  Yet, long-term viability is impossible without on-going commitment to active innovation. The purpose of this seminar is to provide an overview of the current state-of-the-art in tools and strategies for reducing risk in innovation and product-development strategies. 

In this seminar you will be learning by doing.  You will be asked to work on in-class exercises and then asked to apply the various concepts and tools to your firm.  You will give a new-product presentation that details the nature of a new product of your choice and why you think it will succeed.

The seminar is taught by faculty experts who have researched the topics and have extensive experience working with firms.

Seminar Details
Session 1 Introduction
Best Laid Plans of Men and Mice: Innovation, Technology, New Products and Strategy
In-class exercise: What type of innovators are you?
Session 2  Show me the money: Does Innovation Pay off? 
In-class exercise - Measuring the effectiveness of your innovation efforts
Session 3 Introducing New Products: A Helping Hand from Marketing
Session 4 Rule by Committee: Organizational Culture and Innovation Effectiveness
Session 5 In-class exercise - Keeping Score: Developing your Innovation Score Card
Session 6 Wrap-up


Robert Plan

Professor Robert Plant is the chair of the business technology department at Miami Herbert Business School and Director of the Intelligent Computer Systems Research Institute. He specializes in technology and strategy issues.  His research has been quoted in the Financial Times, Wall Street Journal, Sloan Management Review and Harvard Business Review.

Joseph Johnson

Joseph Johnson is a faculty member in the marketing department at Miami Herbert Business School.   He has thirty-two years of experience, divided between academia and industry, in computerization and empirical models for manufacturing, supply chain and marketing.   He teaches New Product Development, Brand Management and Marketing Analytics. He has worked on projects with Affinova, Axalta, Cheapoair, Dell, Eli-Lilly, eMpulse, Hindustan Petroleum, NuPhoton, Ocean Reef Club, Proton Data Security, Perry Ellis, Royal Caribbean Ryder, SAS, Tata Steel, UM-Health, Universal Fox Studios and Ventas.


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