INNOVATION
MANAGEMENT:
STRATEGY AND
IMPLEMENTATION
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OVERVIEW
Many senior managers want their R&D departments to come up with the
equivalent of an iPad or iPhone. Unfortunately, the reality is very different –
most organisations struggle to develop novel product concepts and of the
thousands of new products launched worldwide each year, product failure is
more common than success.
Your organisation might have a system to evaluate ideas but still struggle with
innovation. Or maybe your selection criteria focus on your short term return-oninvestment and therefore kill anything radical.
If you are facing these issues, then this workshop helps you to manage the
critical factors that maximise your change of success.
Please see website for dates and fees.
DURATION
TO BOOK CONTACT:
3 days, residential
T: +44 (0) 1234 754570
E: som.action@cranfield.ac.uk
Book online at www.cranfield.ac.uk/som/minp
KEY BENEFITS
• Take immediate control of your innovation strategy
• Understand the key issues in managing innovation in manufacturing,
service and not-for-profit organisations
• Be able to change your culture so it encourages creativity and innovation
• Select and apply powerful tools and techniques to boost innovation
performance
• Set a clear direction for creating breakthrough products and services
that bring sustainable competitive advantage
• Assess your current performance levels and know how to create a more
innovative company
• Sharpen your focus on delivering innovative new products and services.
Past delegates:
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Senior Director – Lego Systems
Head of Project Management – Miele
Head of Product Marketing – BSI Group Capability
Team Leader – Airbus
Programme Director – BT Global
Programme Director – Barclaycard
Senior Innovation Manager – Royal National Lifeboat Institution
Director – Saudi Telecom Company
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
ARE YOU AT RISK OF
COMMERCIAL FAILURE?
It is likely that your innovation management process could be made more
effective. To be sure, answer the three questions below. If you answer YES/
YES/YES then you have a serious problem. It is likely that any new products or
services that you launch may result in commercial failure.
1. Is your organisation reliant on individuals and internal
suggestion schemes?
YESNO
2. Does your criteria for selecting projects stifle innovation?
YESNO
3. Do you rely on traditional market research techniques
such as focus groups and surveys as the basis of your
product/service development?
DELEGATE PROFILE
• CEOs and Directors
• Research & Development
Executives
• Innovation Managers
• Product Managers
• Marketing Executives
• Entrepreneurs
Book online at www.cranfield.ac.uk/som/minp
YESNO
THE SOLUTION: LEARN HOW
TO INCREASE SUCCESS
Join us on this programme and we will help you to address the reasons
for product failure and give you the steps to avoid it, through the Cranfield
Pentathlon Framework.
• Discover the correct balance
between exploring and exploiting
innovation
• Perform an innovation audit and
discover your innovation strengths
and weaknesses
• Learn how the Pentathlon
Framework helps to make
your innovation management
systematic and efficient
• Discover why your market
research is failing and what you
should do to boost it
• Learn how tools from psychology
and the social sciences can
help you to create breakthrough
products, services and business
models
• Discover how you can stimulate
and harness creative thinking
• Unleash creativity and prevent
your managers from stifling it
• Learn powerful methods to avoid
stakeholder resistance and deliver
change
• Work on simulations that bring the
innovation process to life
• Apply a simple tool to fuse
long term innovation with your
organisation’s strategic plan
• Learn to build culture, governance
and structure for innovation within
your organisation
• Walk away with a powerful
innovation management action
plan - take a giant step towards
a fully functioning effective
innovation management strategy.
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
APPLY THE PENTATHLON
FRAMEWORK TO
BOOST YOUR INNOVATION
PERFORMANCE
The Pentathlon Framework provides
a structure for managing innovation
within your organisation. It allows
you to recognise your strengths
and weaknesses and when
correctly applied it helps you embed
innovation and create a regular flow
of breakthrough innovations.
The Pentathlon Framework (see
figure 1) helps you structure your
innovation processes along five
interlocking areas none of which you
can afford to neglect.
Innovation strategy
Ideas
Prioritisation
Implementation
Market
People Organisation & Culture
Figure 1 – Structure your innovation processes using the Pentathlon Framework
It will help you focus on:
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Generating ideas that are truly customer-focused
Managing your portfolio so that innovative ideas are not killed
Fast implementation including new product and service development
Choosing the right innovation strategy for your organisation
Creating a culture of innovation
Book online at www.cranfield.ac.uk/som/minp
HAVE YOU LAUNCHED ANY
BREAKTHROUGH
PRODUCTS IN THE PAST 3
YEARS?
Has your organisation launched a
range of truly breakthrough products
or services in the last 2-3 years?
If your answer is no, then it is likely
that your methods rely on asking
customers direct questions on new
product features. This leads only to
incremental improvements for your
product or services and in short is a
fundamental mistake.
To get round this problem, you need
to probe deeper than traditional
market research. We introduce you
to the three main tools of Hidden
Needs Analysis. These are Repertory
Grid Analysis, Ethnography, and Lead
User Groups.
Apply all three tools in combination
and you’ll unlock the door to
breakthrough products and services
that achieve a much higher chance
of success as opposed to ‘me-too’
products which, typically only have a
20% chance of success.
THE PENTATHLON FRAMEWORK
HAS BEEN ADOPTED AS A
TOOL BY WORLD LEADING
ORGANISATIONS SUCH AS
MIELE, BOSCH, VIRGIN MONEY
AND MORE.
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
LOTS OF TOOLS TO TAKE BACK TO
THE OFFICE. THE PRESENTERS WERE
BRILLIANT. THERE WERE DELEGATES
FROM DIFFERENT INDUSTRIES WHICH GAVE ME
COMPLETELY DIFFERENT PERSPECTIVES TO SOLVE MY
INNOVATION CHALLENGES. I WOULD NOT HESITATE TO
RECOMMEND OTHERS TO THIS COURSE.
Alan Gordon
DIRECTOR OF INNOVATIONS AND PRODUCT DEVELOPMENT, STENA LINE
Book online at www.cranfield.ac.uk/som/minp
TIMETABLE
DAY 1
• Introduction / Course Goals /
Expectations / Style
• SESSION 1: The Management of
Innovation
Defining Innovation
Case Study
• SESSION 2: Innovation
Performance
Introducing the Pentathlon
Framework
Innovation Audit
• SESSION 3: Creating a Culture of
Innovation
• SESSION 4: Ideas
Sources of ideas
Techniques for generating and
capturing ideas
Managing the idea generation
process
Open Innovation
Triz.
DAY 3
• SESSION 8: Journey of an Idea
Simulation. A live interactive
hands on session to researching,
creating, developing and
demonstrating a breakthrough
product.
• SESSION 9: Simulation Debrief
Post project reviews
Diffusion of innovation
Best practice
• SESSION 10: Innovation
Strategy: Explore and Exploit
Developing a strategy
Communicating
Road mapping
Timing
• SESSION 11: Road Mapping
• SESSION 12: Overcoming
resistance to innovation
• SESSION 13: Learning Review.
DAY 2
• SESSION 5: Implementation
Managing change
Managing Stakeholders
• SESSION 6: New Service
Development
Best Practice
• SESSION 7: Prioritisation: Explore
and Exploit
Selection techniques
Balance
Link to strategy.
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
PROGRAMME DIRECTOR
PROFESSOR KEITH GOFFIN
BSc MSc PhD
Keith Goffin is Professor of Innovation
and New Product Development at
the Cranfield School of Management.
He worked for fourteen years at
Hewlett Packard, where he worked
on the development of the world’s
best selling heart rate monitor.
At Cranfield, Keith teaches on the
MBA and executive programmes
and regularly acts as a consultant
on innovation management to
organisations such as Agilent
Technologies, BASF, BT, HSBC,
Leyland-Trucks, Rank-Xerox, Sony
and Unilever.
In May 2011, he was selected as
Financial Times Professor of the
Week for his work on hidden needs.
Book online at www.cranfield.ac.uk/som/minp
CRANFIELD MANAGEMENT
DEVELOPMENT CENTRE
Our Open Executive Programmes are
held at the Cranfield Management
Development Centre (CMDC). Full
board accommodation (where
applicable) and all sessions are
usually held at this specifically
designed conference centre which
has an established reputation for
being one of the best centres in the
country.
Located in a rural, tranquil setting on
the Bedfordshire/Buckinghamshire
border, CMDC is conveniently
situated by the M1 motorway, railway
stations and major airports. We even
have an airport on site!
TAKING CARE OF YOUR
EVERY NEED
We understand that development
doesn’t only happen in the lecture
room. That is why the CMDC
provides inviting lounge areas
where you can network with your
colleagues, restaurants that allow
conversation to flow easily as you
enjoy the excellent cuisine, and
fitness facilities, including a swimming
pool, sauna and exercise room, to
relax and invigorate you at the end of
the day.
A HOME FROM HOME
After a hard day’s learning, lie back
and relax in one of the 186 modern
en-suite bedrooms, all of which are
designed to make you feel at home.
The amenities include free Wi-Fi,
freeview television, a great working
area with appropriate light and desk
space and a music centre to help you
unwind.
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
Peterborough
A1(M)
Cambridge
Bedford
Milton
Keynes
Cranfield
Stansted
Luton
M1
M11
M25
London
M4
Heathrow
M20
Gatwick
M23
PLEASE BE AWARE:
The information in this brochure was correct at the time of going to press. However, as part of the on-going
development of our programmes, delegates, leading academics and practitioners continually review the
programmes and their content.
We have made every effort to use accurate descriptions, images, quotations and references but errors and
omissions may occur and are expected. Please check the programme page on the website for the latest
information, fees and offers.
Cranfield School of Management reserves the right to amend the published programmes. For full terms and
conditions please see our website:
www.cranfield.ac.uk/som/executive/tc
CRANFIELD MANAGEMENT DEVELOPMENT LIMITED
Cranfield, Bedford, England, MK43 0AL
T: +44 (0) 1234 751122
F: +44 (0) 1234 751806
www.cranfield.ac.uk/som/executive