The purpose of the course is to develop a deep understanding of strategies and tactics to prepare and launch innovation, as well as to ensure their diffusion. A special focus lies on the understanding of the market potential of innovations in competitive markets. As a basis for this, it is the objective of this course that students build knowledge and competencies on preparing an innovation for market launch. By this means, the course establishes an explicit link between market creation literature and the literature on innovation management with particular emphasis on new market creation and estimation of market potential. The course also enables students to develop skills to prepare the launch of an innovation. Further, the course supports the student in developing skills to manage pre-launch and post launch phase (e.g., adoption process) of an innovation.
ECTS-point10 ECTS