Learning objectives
The objective of the course is to provide the students with the tools for analysing the evaluation factors of development and the ways of product innovation in commercial companies. In a context in which the strategies for development can always be interpreted in light of phenomena of a competitive nature, product innovation represents an important competitive and differentiating leverage. In particular, commercial companies find themselves operating in an ever more dynamic environmental context, complex and articulated as characterized by changes of a demographic, legislative, social, cultural, economic and technological nature. The course proposes thus to analyse the connections for the development of commercial products, the contents of the innovative processes, and to evaluate the role of evolution of the distributive forms in the creation of value for commercial companies, both in end user and intermediate market comparison. Furthermore, the course proposes to verify the tie between corporate procedures and the contents of a theoretical and conceptual nature through the study of different case histories of both national and international product innovation.
Prerequisites
In order to learn to course content more efficiently, it is advisable to have a basic understanding of marketing problems, of economy and of corporate management.
Course unit content
The contents dealt with in the scope of the course are: <br />
<br />
- The cycle of commercial innovation <br />
- The nature of competitive comparison <br />
- The role of imitation in the innovative processes <br />
- The strategies of market sharing <br />
- The innovation ceiling <br />
- The concept of the commercial product <br />
- The classification of commercial products <br />
- The causes of commercial innovation <br />
- The dimensions of commercial innovation <br />
- The relationship between product and process innovation <br />
- The factors which condition innovation in distribution companies <br />
- The modification of consumer buying behavior <br />
- The levers of commercial innovation <br />
- Successful cases of commercial innovation. <br />
Full programme
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Bibliography
GRANDI S., Retailing competition, EGEA, Milan, 2008
Teaching methods
For attending students, the methods and contents of the exam will be agreed on with the professor during the course. For students not attending, the exam will be written, based on the exam texts.
Assessment methods and criteria
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Other information
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