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Executive Education: Innovation, Products & Marketing: A Consumer Perspective | Business

May 4, 2017
4:30 PM - 8:30 PM

Sarah Andrews

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Thursday, May 4, 20174:30 PM - 8:30 PMFriday, May 5, 20178:30 AM - 4:30 PM

Join Executive Education at Lehigh University for "Innovation, Products & Marketing: A Consumer Perspective" on March 7-8, 2017.  A 50% discount is available to Lehigh employees. Click here to learn more

All organizations (for profit and non-profit) must successfully design, develop, and market their goods and services to grow and prosper. Every employee of an organization must understand the process of new product development in order to make meaningful contributions to the success of the products and the firm. This program offers a quick overview of all the key decisions that must be made to convert an idea into a commercially available product. A variety of concepts, tools, and decision making strategies used in the innovation process are discussed with real world examples.

For the past few decades, customer satisfaction has been the mantra by which firms have tried to manage the relationship between their products and customers. We will explain the pit-falls of measuring and relying on customer satisfaction alone to improve customer loyalty. Firms that are able to delight their customers by leveraging design are able to develop tremendous long-term competitive advantage. A novel and methodical approach based on “delight by design” decision-making framework would be discussed in detail for superior business performance. The benefits of this approach for product development and marketing strategy would be explained.