Masterclass and Information Session in Dubai

Featuring EMBA Alumni

07 February 2018 | 6:30 pm – 9:30 pm
Agenda

The Ritz Carlton, Dubai International Financial Centre
Gate Village, DIFC, off Sheikh Zayed Road
PO Box 482032 Dubai
Maps

Innovation – Launching a Really New Product
by Markus Christen, Associate Professor of Marketing, INSEAD

About the event

You are warmly invited to attend our upcoming EMBA Masterclass & Information Session with Alumni to learn more about the INSEAD EMBA Programmes. Following the Masterclass, Daniella Wagner, Assistant Director, EMBA Field Marketing, will provide insights into the curriculum and the admissions process. You will also have the opportunity to have all of your questions answered following the presentation and interact with alumni during a networking reception.

Synopsis

Innovation – Launching a Really New Product

The failure rate of new products has remained frighteningly high over the decades. Some new products deserve to die a quick death. But often even products that objectively create superior value for customers suffer the same outcome. Why? When firms equate innovation with new product and technology development, they fail to understand that innovation means changing customer behaviour. For that reason, the innovation that ends up capturing the world often starts ordinary and the visionary idea ends up as a trivia question. How can this be avoided?

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