INTERNATIONAL MARKETING AND NEW PRODUCT DEVELOPMENT - MOD.2

Innovation allows firms to growth but it is also a challenge. To be successful firms need to innovate and do it better than competitors. In this scenario, the course aims at debating the topic of innovation from a strategic and competitive dynamics standpoint.

The course aims at developing the knowledge and understanding of the main innovation theories as well as the knowledge of how firms develop new products.
The course aims at improving students' ability to analyze the role of innovation with respect to competitive dynamics. Furthermore, during the course students will deepen the management of innovation mainly from an organizational standpoint.
Finally students will learn how to analyze and distinguish different typologies of innovations.

Specific prerequisites are not requested.

The course focuses on the following topics:
- the sources of innovation;
- the models of innovation;
- the role of standards and that of standard design;
- the timing of entry;
- the innovative collaboration;
- the organization of innovation processes;
- the formulation of a marketing strategy for innovation.

Gestione dell'innovazione, Di: Melissa A. Schilling e Francesco Izzo, McGraw-Hill, chapters 1, 2, 3, 4, 5, 8, 10, 11, 12.
The course slides.

Written exam. The written exam focuses on the development of an international marketing plan and on closed questions. Closed questions are on the topics of innovation and new product development and are aimed at evaluating students' knowledge of theories studied in class.
Students can integrate the final evaluation by participating to in class team assignments on the topics of innovation and new product development.
Further information and examples of previous exams will be available on the Moodle platform.

Frontal lectures and case studies.
Specific materials will be available on the Moodle platform.

Italian

Accessibility, Disability and Inclusion
Accommodation and support services for students with disabilities and students with specific learning impairments

Ca’ Foscari abides by Italian Law (Law 17/1999; Law 170/2010) regarding support
services and accommodation available to students with disabilities. This includes students with
mobility, visual, hearing and other disabilities (Law 17/1999), and specific learning impairments (Law 170/2010). If you have a disability or impairment that requires accommodations (i.e., alternate testing, readers, note takers or interpreters) please contact the Disability and Accessibility Offices in Student Services: disabilita@unive.it.

written

This subject deals with topics related to the macro-area "Climate change and energy" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development