GBUS 8421 - Comparative Studies in New Product Development

This course is intended for students interested in gaining insight into the issues and challenges of managing the development of new products and services in the corporate environment. A key feature of the course is its team-based field study of new product development in one of three industry settings: consumer products, defense/aerospace, or an industry of choice such as software development, medical/pharmaceutical, computers/electronics, or industrial components. Together with the field-study component that engages students in field-based research and discussions with senior industry executives leading new product creation, the course covers new product development practices via lectures, cases, and readings. Industry differences will be examined along dimensions including integration of customer understanding and input into product concept creation, leading innovation, R&D and engineering design practices, product portfolio management, effective use of the supply base, project personnel and leadership selection, performance management and incentives, integration between functional areas and development projects, and managing product roll-out in global markets. The course content will emphasize the management issues and trade-offs that are required to ensure that the product development process and decision-making values support the corporate strategy and functions within the corporation’s constraints on both financial and human resources. The role of managers and leaders in support of product development are explored for those directly and indirectly involved in the new product development process. (Y)

Credits: 1.5