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Program
Monday November 24: Open Innovation and the Business Model (Henry Chesbrough and guest speaker from the venturing community)
In this first day, we will examine the strengths and weaknesses of
corporate innovation as it is practiced in advanced economies around
the world. The traditional model is based upon a logic of internal
vertical integration. As we shall discuss, the surrounding
innovation environment no longer supports this internal logic,
because the knowledge landscape has become too diverse and
distributed for any one company to monopolize useful ideas in a
given technology area. We will then present a new and different
model of corporate innovation, called Open Innovation, and show how
this model fits better with this more diverse and distributed
environment.
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Registration, welcome at the Conference Hotel Willibrordhaeghe Deurne |
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09.00-10.30 |
The changing context of industrial innovation: Lessons from
Xerox's experience with its Palo Alto Research Center
Reading: Chapter 1 from Open Innovation
Case: Inxight: Incubating a Xerox technology project
H. Chesbrough |
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10.00-10.15 |
Introduction Business Case by
Ronald Wolf |
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10.30-11.00 |
Break |
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11.00-12.30 |
Open Innovation & the Business Model
Reading: Chapter 4 from Open Innovation
H. Chesbrough |
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12.30-14.00 |
Lunch |
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14.00-15.00 |
Bell Mason method and implementation
Ronald Wolf |
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15.00-15.15 |
Break |
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15.15-17.15 |
Developing Innovative Ideas in your Business Model
Case: HP: The Flight of the Kittyhawk
Case: Eli Lilly: Innovation in Diabetes Care
H. Chesbrough |
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17.15-17.30 |
Break |
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17.30-18.30 |
Innovating Beyong the Business Model
Case: Cisco, Managing the integration of external technology
H. Chesbrough |
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18.30-20.00 |
Guest speaker Graham Cross, Unilever
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20.00-22.00 |
Networking dinner |
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Tuesday November 25: Opening Up your Business Model for Innovation
(Henry Chesbrough)
Day two focuses on methods to guide knowledge into and out of
corporate environments. To develop a sustainable Open Innovation
environment, it is necessary to create new business opportunities
from new technology which in essence can be the result of any form
of knowledge generating form of cooperation. In this context the
role of start-up companies and venture capital providers will be
discussed.
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Conference Hotel Willibrordhaeghe Deurne |
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09.00-10.30 |
Moving Innovation from Outside into the Business
Case: Procter and Gamble: Nabil Sakkab, RTM 2002 (article)
Case: InnoCentive (Henry Chesbrough) (from Open Business Models, chapter 6)
H. Chesbrough |
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10.30-11.00 |
Break |
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11.00-12.30 |
The Venture capital Model - a benchmark for corporate innovation
Reading: Chapter 3: The financing solution: Venture capital:, in Gompers and Lerner, The Money of Innovation, Harvard Business School Press, 2001
H. Chesbrough |
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12.30-14.00 |
Lunch |
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14.00-15.30 |
Finding Value Through other business models (inside-out)
Article: Kim and Maubourne, Blue Ocean Strategy, Harvard Business Review, Oct. 2004
Article: Organizational DNA for Strategic Innovation, Govindarajan and Trimble, California Management Review, Spring 2005
H. Chesbrough |
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15.30-16.00 |
Break |
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16.00-17.30 |
Corporate Venturing: Opportunities and Issues
Case: Intel Capital, Corporate Venture Capital as a learning mechanism
Reading: H. Chesbrough, Making Sense of Corporate Venture Capital, Harvard Business Review, 2001
H. Chesbrough |
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18.00-19.30 |
Sitting dinner |
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19.30-21.30 |
Introduction Elevator Pitch and practice
K. Morse |
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Wednesday November 26: Creating new ventures (Kenneth Morse)
This day is devoted to the elementary aspects of starting a
venturing activity. The focus will be on defining the business model
and how to involve potential customers to sharpen the case. At the
end of the day the course attendants will have the opportunity to
test their business proposition in a Networking Exercise with Top
Sales Executives and Potential "Customers".
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Conference Hotel Willibrordhaeghe Deurne |
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09.00-10.30 |
Welcome by Kenneth Morse
Framework and Definition of High Tech Sales, Sales
Management and Building Predictable Strategic Customer
Relationships
Case Example: Quantifying the Customer Value Proposition
K. Morse |
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10.30-11.00 |
Break |
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11.00-12.30 |
Communicate your Value Proposition to Prospective Customers
by Kenneth Morse |
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12.30-14.00 |
Lunch |
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14.00-15.30 |
Global sales strategy
Case: Spotfire - How a Swedish Software Company
built their Global Sales Strategy: Lessons learned
by Kenneth Morse |
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15.30-16.00 |
Break |
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16.00-17.30 |
Elevator Pitch and practice
by Kenneth Morse |
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17.30-18.15 |
Leave to High Tech Campus |
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18.15-19.30 |
Reception and Live Graded Networking Exercise with Top Sales
Executives and Potential "Customers" |
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20.00-22.00 |
Walking dinner and possibility for a networking event for the
Participants, selected Start-up companies and Venture
Capital Funds. |
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22.00 |
Leave to Willibrordhaeghe |
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Thursday November 27 : Generating sales (Kenneth Morse)
Day four is devoted to sales in a series of lectures covering a
wide variety of important aspects ranging from how to build a sales
oriented venture activity to 'how to close the deal'. In the
afternoon, there will be a panel discussion with three experts on
venturing, each representing a different perspective.
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Conference Hotel Willibrordhaeghe Deurne |
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09.00-10.30 |
Creating a Sales and Customer Focused Culture in Your Company
and
with your Customers
K. Morse |
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10.30-11.00 |
Break |
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11.00-12.30 |
Managing a Global Sales Organization: Making a Successful
Close
K. Morse |
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12.30-14.00 |
Lunch |
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14.00-15.30 |
Guest speaker |
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15.30-16.00 |
Break |
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16.00-18.00 |
Case preparations |
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20.00-22.00 |
Social Event |
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Friday November 28: Discussion of the business cases
In the morning, participants will have time to prepare their case
presentations. In the afternoon, all business cases will be
discussed in several groups consisting of your fellow students but
also invited guests with expertise in the relevant areas knowing
when but also when not to finance your venture plans.
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09.00-11.45 |
Check out hotel and Case preparations |
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11.45-12.45 |
Lunch at the High Tech Campus (The Lounge) |
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13.00-16.00 |
Team presentations and feedback |
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16.00- ... |
Drinks + speech organizers |
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