Marketing and Innovation: Igniting Creativity to Add Value Professor Gita Johar

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1 Marketing and Innovation: Igniting Creativity to Add Value Professor Those working cross functionally, especially in consumer- and marketing driven industries, must foster creativity and embrace consistent innovation to design and position products so they stay ahead of the competition and add value to their organizations. To meet these challenges, Marketing and Innovation shows executives how they can drive innovation by generating creative solutions to the challenges of new product design and positioning.

2 Marketing and Innovation: Session Descriptions DAY 1 Session 1: Imperative for Innovation: Why you need to listen to the Voice of the Customer and the Voice of the Product. Traditional marketing drives customer insight through market research. This program builds on this idea by helping participants to (a) use design thinking to generate customer insight, (b) listen to the voice of the product in innovation, and (c) learn how to screen ideas and drive a culture that innovates and is open to innovation. Workshop 1: Voice of the Customer and Design Thinking Design thinking is an approach to innovation that is human-centered and facilitates rapid innovation by enabling the cultivation and development of ideas into tangible strategies and offerings. Participants will compete to solve a realistic and complex challenge (Design Thinker) while invoking the thought patterns of successful innovators Session 2: Open Innovation Increasingly, firms rely on consumers in the front end of the innovation process. We will discuss the benefits and limitations of this practice, and study some examples of successes and failures. We will make a distinction between involving consumers in idea generation vs. idea evaluation, and between leveraging average consumers vs. lead users. Olivier Toubia Session 3: Blowback or Reverse Innovation Many innovations arise from the constraints of markets and consumers at the base of the pyramid, but they are increasingly being successfully adapted and adopted in developed markets--sometime for different user segments and usages than those for which they were originally conceived. In this session, we will consider challenges of marketing these products and services in the developed world including consumer barriers to new product adoption. Session 4: Jazzing Innovation and Reception and Chris Washburne DAY 2 Session 5: Customer Insights For innovation to succeed in the marketplace, it must rely on deep customer insights and provide different sources of customer value. Using a behavioral economics framework, we examine fundamental, yet hidden aspects of customer behavior and value. We review various scientific findings, and apply them to managerial activities critical to the success of innovations, such as customer choice, segmentation ( versioning ), and customer retention. Ran Kivetz Session 6 : Inside the Box creativity The traditional view of creativity is that it is unstructured and does not follow rules or patterns. That you need to think outside the box to be truly original and innovative. That you should go wild making analogies to things that have nothing to do with our existing products, services, or processes. That straying as far afield as possible will help you come up with a breakthrough idea. Here we will show you a polar opposite approach: more innovation and better and quicker innovation can happen when you work inside your familiar world (yes, inside the box) using the closed world principles. Constraints in the right dosage can set the mind free. We will see how such constraints can be defined. Jacob Goldenberg Session 7: The Voice of the Product Looking inside (rather than outside) the box requires a new toolkit. These tools are based on templates of innovation. Innovators from all corners of the world have used templates in their inventions for thousands of years, most of them without realizing it. Those templates are now coded like DNA into the new products and services you see around you. This DNA was revealed in recent research and you will learn about product templates that are encoded in innovative products around you today. We will cover two subtraction techniques and a division. Workshop 2: Application of the SIT Method Participants will work in small teams using the templates to generate creative ideas for their own projects. The teams will receive support and guidance. The focus will be on Subtraction and Attribute Dependency tools Jacob Goldenberg and DAY 3 Session 8: The UDP Tool and Task Unification Technique

3 Two more techniques will be covered along with hands on exercises. The Task Unification UDP and Division. Short exercises will be used during this session as well. Session 9: Contradictions When we see a contradiction we turn around. We feel that this is a sign that we can t enter. Truth is that most contradictions are spurious. They are artifacts, made out of wrong implicit assumptions and fixedness. We will learn how to identify a contradiction, how to find the weak link and turn the contradiction into a gate to a virgin land pregnant with possibilities. Jacob Goldberg Session 10: Idea Screening and Experimentation As humans, we have a tendency to be more excited and invest more resources in the generation of ideas and opportunities, but under-invest in the evaluation of these ideas and the identification of the most promising ones. Yet, the ability to screen ideas effectively is probably at least as important as the ability to generate ideas. We will develop practical criteria and processes for selecting the most promising innovation opportunities, using expert judgment as well as market experimentation. For more information about the Marketing and Innovation program, please contact: Anthony Madonna Senior Director Learning Solutions am1390@columbia.edu Olivier Toubia Session 11: Support and Lead Innovation What are the barriers to generating and adopting innovations? How can you surmount these barriers and bring about change? This session views innovation through a psychological lens and highlights tools that can be used to persuade and influence others to generate and embrace innovation.

4 Marketing and Innovation: Igniting Creativity to Add Value Faculty Dr. Faculty Director, Marketing and Innovation Program Meyer Feldberg Professor of Business and Senior Vice Dean, Columbia Business School Gita has been on the faculty at Columbia Business School since She served as the school s inaugural Vice Dean for Research from , as Director of the Columbia Business School Behavioral Lab from 2006 to 2011, on the University s Institutional Review Board from 2002 to 2005, and is currently a member and Acting Chair of the University Global Centers Steering Committee (South Asia). She received her PhD from the NYU Stern School of Business and her MBA from the Indian Institute of Management, Calcutta. Gita is an expert on persuasion and selfregulation and has published her research extensively. Gita serves on the editorial boards of several marketing journals and also serves as an Associate Editor at the Journal of Consumer Research. She has previously served as an Associate Editor at the Journal of Marketing Research ( ) and at the International Journal of Research in Marketing ( ). Gita teaches MBA and executive courses on Advertising and Creativity, Marketing Management, Reverse Innovation, and Consulting for Social Enterprise, and PhD courses on Research Methods and Consumer Behavior. Gita has visited and taught at Business Schools in Africa, Asia and Europe. Gita has also taught and mentored women entrepreneurs in Tanzania and Kenya as part of the 10,000 Women program sponsored by Goldman Sachs. In her spare time, Gita enjoys travel, literary fiction, and good conversation. More about Co-Author Inside the Box: A Proven System of Creativity for Breakthrough Results Director, Masters of Science in Marketing Program and Assistant Professor of Marketing and Innovation, University of Cincinnati Drew is an educator and practitioner in the fields of persuasion, innovation and social media. Drew retired from Johnson & Johnson in 2010 after 17 years in marketing, mergers and acquisitions, and international development. He founded and directed J&J's Marketing Mastery Program, an internal marketing university benchmarked by companies such as GE, P&G, Kraft, and Merck. Drew's focus was on raising competencies in the areas of strategic marketing, product innovation and principles of persuasion. Of particular focus was teaching employees how to systematically invent new medical products and integrate the inventions into long-range strategic plans. Drew is an inventor himself, earning his first patent for a device that makes spine surgery easier. Before Johnson & Johnson, Drew spent ten years with United Airlines, gaining managerial and leadership experience in sales, marketing, and strategic planning. Drew was one of the early pioneers of strategic partnerships between carriers that led to the creation of the Star Alliance. Drew served as an officer in the United States Air Force and completed distinguished tours of duty as a crew commander in the Nuclear Missile Force and a war planning officer of the Strategic Air Command. Drew graduated from the United States Air Force Academy with a Bachelors of Science Degree in Management Science and Operations Research. He earned an MBA from the University of Chicago. Dr. Jacob Goldenberg Visiting Professor, Columbia Business School and Professor of Marketing, Hebrew University Jacob s research focuses on creativity, new product development, diffusion of innovation, complexity in

5 market dynamics social networks effects, and social media. He is an Academic Trustee of the Marketing Science Institute. Jacob is the editor-in-chief of the International Journal of Research in Marketing and area editor for Journal of Marketing Research, and serves on the editorial board of Marketing Science. He has published papers in the Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science, Nature Physics, and Science. In addition, he is an author of two books published by Cambridge University Press and a forthcoming book to be published by Chicago Press. His book Inside the Box, on systematic creativity (Simon&Schuster), will be launched in June Jacob s scientific work has been covered extensively in the popular press by publications such as the New York Times, Wall Street Journal, Boston Globe, BBC News, Herald Tribune, The Economist, and Wired magazine. He is a cofounder of SIT, a systematic innovation consulting firm He received his Ph.D. from the Hebrew University of Jerusalem in a joint program of the School of Business Administration and Racach Institute of Physics. More about Jacob Goldenberg Dr. Ran Kivetz Philip H. Geier, Jr., Professor of Marketing Ran has been on the faculty at Columbia Business School since He earned his Ph.D. in business and M.A. in psychology from Stanford University and a B.A. in economics and psychology from Tel Aviv University. Ran has published many articles in leading marketing, psychology, and decision making journals, primarily in the areas of behavioral economics, customer decision-making, marketing management, and the marketing of innovations. Ran has received recognition and awards for his research, including the Association for Consumer Research Ferber Award, the Society of Consumer Psychology Best Competitive Paper Award, the Society for Consumer Psychology Early Contribution Award, and being rated as the third most prolific scholar in the leading marketing journals during Ran s research has been covered by major print and broadcast media. At Columbia Business School, Ran has taught MBA and executive courses on hightechnology marketing and entrepreneurship, the marketing of innovations, marketing strategy and management, nation marketing, as well as Ph.D. courses on behavioral economics and on consumer behavior. Ran s doctoral students are currently on the marketing faculties of leading universities. Ran serves on six editorial boards of marketing, consumer research, and economics journals. He has consulted for both Fortune 500 companies and early stage ventures on marketing and innovation. More about Ran Kivetz Dr. Olivier Toubia Glaubinger Professor of Business Olivier s research focuses on various aspects of innovation (including idea generation, preference measurement, and the diffusion of innovation), social networks and behavioral economics. He teaches a course on Customer-Centric Innovation and the core marketing course, in the MBA and Executive MBA programs. He is an area editor at the International Journal of Research in Marketing and Operations Research, and he is on the editorial boards of Marketing Science and the Journal of Marketing Research. He is the research director of the Center on Global Brand Leadership at Columbia Business School. His research was published in top journals in Marketing (Marketing Science, Journal of Marketing Research), Management (Management Science), Computer Science (IEEE Transactions on Knowledge and Data Engineering), and Sociology (Social Networks). He is the winner of two John Little awards, the Bass award, the Don Lehmann award, and the John Howard award. He received his MS in Operations Research and PhD in Marketing from MIT. More about Olivier Toubia