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College of Business

 

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OREGON STATE UNIVERSITY

 

BA 458: INNOVATION AND NEW PRODUCT DEVELOPMENT

 

PREREQ: BA 390

 

 

Cory Taylor Cromer, PhD                                           Office Hrs:

Bexell Hall, 407                                                          Monday: 3:30-5 pm

Phone: 737-4297                                                         Wednesday: 3:30-5pm

cory.cromer@bus.oregonstate.edu                             (and by appointment)

 

 

Mandatory Readings:

The Art of Innovation, by Tom Kelley; ISBN 0385499841

           

Course Packet: New Product Development, BA 468; ISBN 0390941077

 

 

 

Course Context:

 

This course is intended for students who want to know what is going on at the leading edges of innovation and new product development in both theory and practice.  Innovation and new products have always been an interest to both academic and practitioners.  Furthermore, organized, college level instruction on the subject of new products development and management traces back to the 1950’s.  Currently there are over 300 colleges and universities with courses on the subject of new product development and innovation.  The job title of new product director or manager has emerged as one of the most visible positions within the marketing driven enterprises of both Fortune 500 firms and start-ups.

 

Innovation can take many forms: radical & incremental, product & process, architectural & combinatorial, new product & new service.  Although this course focuses on new product innovation and NPD (new product development) management, the theory, skills, and applications can be applied to all preceding innovation types mentioned.  This course approaches innovation and NPD from four initial macro levels of analysis: opportunity identification and selection, concept generation, product evaluation and testing, final product development planning. At each level of analysis, particular attention is given to the conditions under which innovation processes succeed and fail. The weekly readings consist of a mixture of book chapters, journal articles, and cases.

 

This class is designed for a high level of interaction during class and group interaction away from class. Every class and assignment is designed to give students both the theory of the concepts being discussed, but also how this material translates to real world situations.  Heavy emphasis is placed on providing students with skills and knowledge they can immediately apply to professional positions in the business community.

 

Learning Outcomes:

           

  • Identify your own unique abilities to create a new product.
  • Combine a set of tools and methods for a new product.
  • Coordinate multiple interdisciplinary tasks in order to achieve a common objective.
  • Blend the role of multiple firm functions in creating a new product: marketing, finance, management, engineering, production.
  • Apply team building skills for development of a new product.

 

 

Course Credits:  The class will meet 4 hours per week in lecture, typically with two two-hour class periods.  This may vary depending on the availability of classrooms and compliance with zone scheduling guidelines.

 

Class Schedule

 

Tues, 1/6         Course Introduction-Overview & Expectations

 

Thurs, 1/8       Innovation and the New Products Process

                        Read Chapter 1 & 2 in Course Packet                       

 

Tues, 1/13       Opportunity Identification and Selection

                        Read Chapter 3 in Course Packet

 

Thurs, 1/15     Innovation Begins With an Eye

                        Read Chapter 3 in AOI

                       

Tues, 1/20       Concept Generation: Preparation and Alternatives

                        Read Chapter 4 in Course Packet

                        Form Final Project Teams

 

Thurs, 1/22     The Perfect Brainstorm

                        Read Chapter 4 in AOI

                        Assignment Due: New Product and Marketplace Analysis

 

 Tues, 1/27      Problem-Based Ideation: Finding and Solving Customer Needs

                        Chapter 5 in Course Packet

                       

Thurs, 1/29     NO CLASS; ATTEND TOBIAS LECTURE

                       

 

Tues, 2/3         Analytic Attribute Approaches & Perceptual Mapping

                        Trade-Off Analysis and Qualitative Techniques

                        Read Chapter 6 & 7 in Course Packet

                       

 

Thurs, 2/5       A Cool Company Needs Hot Groups

                        Read Chapter 5 AOI

 

Tues, 2/10       Concept Evaluation System

                        Read Chapter 8 in Course Packet

                       

 

Thurs, 2/12     Prototyping is the Shorthand of Innovation

                        Read Chapter 6 in AOI

                        Assignment Due: Product Attribute Evaluation and Extensions

 

Tues, 2/17       Prototyping (continued)

                        Read Chapter 8 Course Packet; Chapter 11 AOI

 

Thurs, 2/19     Barrier Jumping

                        Read Chapter 9 in AOI

 

Tues, 2/24       Concept Testing

                        Read Chapter 9 in Course Packet

 

Thurs, 2/26     Live for the Future & Coloring Outside the Lines

                        Read Chapters 12 & 14 in AOI

 

Tues, 3/3         Final Group Presentations

 

Thurs, 3/5       Final Group Presentations

 

Important Dates

 

Thursday, 3/12 Final Projects Due

 

Thursday, 3/12 Final Case Study Due

 

 

 

 

 

 

 

 

 

Notes and summary of grading:

 

1.  Late assignments and exams.  Unless you have an acceptable reason and give advance notice, I will deduct up to 25% of the available points for late submissions and give no points once an assignment/exam is returned to the rest of the class.

2.  Typing and writing.  Assignments must be typed.  Well-written English and good spelling are expected; I will deduct 10% of the available points for five or more spelling and/or grammar errors on any assignment.  Staple together the pages that you have written.  Also, put your section number and class-group number on all group assignments and evaluations.

3.  Students with disabilities.  Accommodations are collaborative efforts between students, faculty and Services for Students with Disabilities (SSD). Students with accommodations approved through SSD are responsible for contacting the faculty member in charge of the course prior to or during the first week of the term to discuss accommodations. Students who believe they are eligible for accommodations but who have not yet obtained approval through SSD should contact SSD immediately at 737-4098.  

4.  Academic dishonesty.  Any case of academic dishonesty will result in a grade of F for the course.  This action is allowed by Academic Regulations and Procedures as described in the Schedule of Classes.  I expect you to know and understand these policies and regu­lations.  If there is any doubt about their meaning and interpreta­tion, ask for an explanation.  This link leads to more information about the university’s policies on academic dishonesty.

 

 

ACTIVITIES

PERCENTAGES

Class Participation

20%

Product Attribute Evaluation and Extension Exercise

10%

New Product and Marketplace Exercise

10%

Team Project

30%

Final Case Study

20%

Chapter Discussion for Art of Innovation

10%

 

 

  1. Group Participation.  You must come to class.  You will be part of a devel­oping group throughout the term; your group’s success depends upon your attendance.  There is a penalty for missing class group activities.  Two absences during group activities are allowed, but I will deduct points from your total points for each absence beyond two.  Showing up after a group activity has begun will count as an absence, as will leaving early.  Most class sessions will involve group work.

 

  1. The absence allowance should give you enough flexibility to deal with unex­pected Illness or emergency.  In no case, however, will there be an exception to the policy.  If you are likely to have some regularly scheduled event during class sessions, you should take this course during a different quarter.

 

  1. Class Participation.  I expect all class members to contribute to class discussions.  This should be based on prior reading, lectures and class exercises.  This requirement applies to the large class sessions as well as class group work. If you don’t feel comfortable getting involved in large group discussions, see me privately about strategies for increasing your involvement. 

 

  1. Group Projects.  The class will be divided into groups that maintain the same members throughout the term.  By maintain­ing intact groups, the groups become a focal point for learning and skill development.  There will be two group projects and a group feedback report assigned.  You will have to evaluate your peers’ contribution to each project.

 

 

THIS SYLLABUS IS SUBJECT TO CHANGE AT ANY TIME