The primary purpose of this course is to provide students with an in-depth understanding of state-of-the-art practices in new product/service innovation, with an emphasis on the early up-front stages of the innovation process. Topics covered include: design thinking, stage-gate and agile innovation processes, opportunity identification, perceptual mapping, qualitative and quantitative agile design research methods, brainstorming and idea screening, new product concept prototyping, concept optimization and testing, new product forecasting (including innovation diffusion models and simulated test markets), brand extendibility, new product launch plans, and business cases. A series of group projects enables students to apply these tools to a category chosen by each group.

This course covers tech, consumer, and business-to-business products and services (with an emphasis on tech and consumer products/services), including examples from mobile apps, e-commerce, food and beverage, household consumer products, mobile devices, telecom, consumer durables, software, medical products, and financial services.

Business 37000: strict (can be taken concurrently). Cannot be taken if 37201 “Lab in Developing New Products and Services” or 37810 "New Product Development" has already been completed: strict.  Undergrads & Dougan Scholars not allowed: strict.
Graduate Non-Booth students can enroll without instructor consent.

This course includes a text, case studies, and readings from practitioners and academics. I make every effort to invite one or more practicing product developers as guest lecturers. On the group projects, students use online platforms from several leading agile market research vendors. This course emphasizes the practical application of new product innovation theory.

70% of grades are based on three group projects (working with the same team of students on all three projects) that take a new product from opportunity identification through concept development and testing, and final recommendations. 30% of grades are based on individual assignments and class participation. There is significant group work in this class, and peer evaluations impact grades for each group assignment.

Cannot be taken pass/fail. Provisional grades are given subject to timely completion of assignments. No early final grades.