Professor Lydia J Price Innovation & New Product Development Kwaku Atuahene-Gima-若有英国essay代写需求请联系我们 Professor of Marketing & Innovation Management Director Center for Marketing & Innovation Chair, Department of Marketing China Europe International Business School (CEIBS), Shanghai Professor Lydia J Price Can you envisage a situation in which your company may not exist in 20 years time? Professor Lydia J Price Theory of Evolution It is not the strongest species that survives, nor the most intelligent, but the most responsive to change. Charles Darwin Theory of Business Revolution It is not the strongest companies that survives, nor companies run by the most intelligent managers, but the most proactive to tomorrow’s conditions KwakuAtuahene-Gima Why? Professor Lydia J Price “There is only one valid definition of business purpose: to create a [satisfied] customer …It is the customer who determines what the business is …Because it is its purpose to create a [satisfied] customer, any business enterprise has two –and only these two –basic functions: marketing and innovation” Professor Lydia J Price “We define innovation broadly. Customers increasingly think in terms of total brand experiences, not just functional product benefits. To meettheir expectations –to deliver delightful experiences –we draw on innovation from every available source: concept innovation, design innovation, communication innovation, go-to-market innovation, supply chain innovation…and cost innovation” Alan Lafley, Chairman & CEO P&G Professor Lydia J Price Lessons: “A product offering is not a whole product” “Product advantage does not mean competitive advantage” Kwaku Atuahene-GimaProfessor Lydia J Price Some common mistakes in the process of developing innovation •Confusing product/service features with value •Non-existent or unimportant customer problem •Confusing innovative technology with customer value •Confusing yourself & experts with the customer •Confusing the building the right product with building product right •Development process –