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MGEM 5103 - Innovative Product Development, Demand Assessment, and Entrepreneurship (3)

Laboratory-proven technologies do not always turn into successful products. Finding market demand-supported applications is the key. Cases on iPod, MySpace, and other similar products/services can provide insights in successes, and cases on Concord supersonic aircraft, Webvan.com, and other similar products/services can provide insights in failures. Various marketing research methodologies (survey, field experimentation, test marketing, secondary data on similar products, etc) are reviewed to help assess potential demand for new technology applications. Also covered in this course are basic principles of entrepreneurship, which help set the tone of the entire program, and set the stage for the three “Session Projects.” Restricted to Graduate level; Global Entrepreneurship & Mgt majors