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DSGN 497 : Corporate Innovation: Design Your Next Competitor

Quarter Offered

Spring : TBD ; Dan Kraemer

Description

Every industry has been disrupted by better experiences, innovative uses of technology, and reimagined business models. Amazon alone has set the bar for tailored retail. Fintechs have created new levels of transparency and empowerment. Even healthcare is being reinvented through telehealth and personalized medicine. 

Much of the disruption we see is driven by new entrants; nimble organizations with a fresh perspective on user experiences and operating models. Today's central challenge is whether incumbents can build the muscle to consistently rethink orthodoxies and deliver innovation - and disrupt themselves before someone else does. This is the focus of this course — corporate innovation, and designing an organization’s next competitor.  

Students will be assigned to groups and select a real organization to represent. Each group will identify growth markets that could leverage their organization’s earned advantages, align leadership on unique insights and opportunities for competitive advantage, design differentiated offerings and business models, and plan new business prototypes to learn, iterate and scale.

In this hands-on course, students will learn the fundamentals of corporate innovation, incorporating best practices of design and business thinking. By the end of the course, students will understand the mindsets, language, frameworks, and sequence of activities to identify desirable growth markets, align teams on unique insights, design differentiated offerings and business models, and prototype new businesses to learn, iterate and scale. Back to top