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.

Time Program: Monday November 24
  Registration, welcome at the Conference Hotel Willibrordhaeghe Deurne
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
10.00-10.15 Introduction Business Case by Ronald Wolf
10.30-11.00 Break
11.00-12.30 Open Innovation & the Business Model
Reading: Chapter 4 from Open Innovation
H. Chesbrough
12.30-14.00 Lunch
14.00-15.30 Developing Innovative Ideas in your Business Model
Case: HP: The Flight of the Kittyhawk
Case: Eli Lilly: Innovation in Diabetes Care
H. Chesbrough
15.30-16.00 Break
16.00-17.15 Innovating Beyond the Business Model
Case: Cisco, Managing the integration of external technology
H. Chesbrough
17.15-17.30 Break
17.30-18.30 Defining your business opportunity
R. Wolf
18.30-20.00 Guest speaker
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.

Time Program: Tuesday November 25
  Conference Hotel Willibrordhaeghe Deurne
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
10.30-11.00 Break
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
12.30-14.00 Lunch
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
15.30-16.00 Break
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
18.00-19.30 Sitting dinner
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".

Time Program: Wednesday November 26
  Conference Hotel Willibrordhaeghe Deurne
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
10.30-11.00 Break
11.00-12.30 Communicate your Value Proposition to Prospective Customers
by Kenneth Morse
12.30-14.00 Lunch
14.00-15.30 Global sales strategy
Case: Spotfire - How a Swedish Software Company built their Global Sales Strategy: Lessons learned
by Kenneth Morse
15.30-16.00 Break
16.00-17.30 Elevator Pitch and practice
by Kenneth Morse
17.30-18.15 Leave to High Tech Campus
18.15-19.30 Reception and Live Graded Networking Exercise with Top Sales Executives and Potential "Customers"
20.00-22.00 Walking dinner and possibility for a networking event for the Participants, selected Start-up companies and Venture Capital Funds.
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.

Time Program: Thursday November 27
  Conference Hotel Willibrordhaeghe Deurne
09.00-10.30 Creating a Sales and Customer Focused Culture in Your Company and
with your Customers

K. Morse
10.30-11.00 Break
11.00-12.30 Managing a Global Sales Organization: Making a Successful Close
K. Morse
12.30-14.00 Lunch
14.00-15.30 Guest speaker
15.30-16.00 Break
16.00-18.00 Case preparations
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.

Time Program: Friday November 28
09.00-11.45 Check out hotel and Case preparations
11.45-12.45 Lunch at the High Tech Campus (The Lounge)
13.00-16.00 Team presentations and feedback
16.00- ... Drinks + speech organizers

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