Innovation and Disruption
|In an age of disruption, marketers need new knowledge and new models on designing, developing, and bringing new products, services, and experiences to market. In addition, marketers are seeking new approaches to enable them to forecast, identify, and respond to market disruption and next-generation business models.|
Finding Growth in Disruption: Key TakeawaysNov 16, 2015
Key takeaways from MSI's Fall 2015 Board of Trustees Meeting presentations.
Marketing Strategy for the Sharing EconomyNov 11, 2015 Arun Sundararajan, New York University
Arun Sundararajan discusses the technological and societal drivers of today’s sharing economy; capturing value from the new consumption models; pricing and product line opportunities; the shifting role of trust and brand; dealing with consumers who want to initiate offline transactions through an on-demand smartphone interface; the challenges raised when consumption experiences are moderated by one’s peers rather than by a dedicated salesforce; and value re-aggregation from the emerging, decentralized, blockchain-powered marketplaces.
A New Wave of Digital Disruption ModelsNov 09, 2015 Cheryl Han, Co-Founder, Keaton Row
In recent years, in a new wave of digital disruption, businesses are separating consumption activities that traditionally went together: content and advertising…
“I find out what the world needs, then I proceed to invent it”Nov 09, 2015 Sean Burke, Chief Marketing Officer – GE Healthcare, General Electric Company
So said Thomas Edison, the founder of General Electric, and a true disruptor in his time. In its labs and factories and on the ground with customers, GE is inventing the next industrial era to move, power, build and cure the world. GE veteran Sean Burke will discuss how GE Marketing contributes to “finding out what the world needs” and helping GE customers achieve their priority outcomes.
Where Does Innovation Start: With Customers, Users, or Inventors?Apr 21, 2015 Stav Rosenzweig, Gerard J. Tellis, and David Mazursky, 2015, 15-108
Develops a framework with three agents – customer, inventor, and user – and three technologies – novel, imitative, and exaptive – that affect the origin of ideas for innovations; uses data on 180 innovations commercialized between 1900 and 1999.
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