Learning objectives
The goal of the course is to provide students with the tools of analysis for assessing the development factors and innovation methods of the products of commercial businesses. In a context in which the development strategies of businesses can be increasingly interpreted in the light of competitive phenomena, product innovation represents an essential competition and differentiation lever. In particular, commercial businesses find themselves operating in an increasingly dynamic, complex and well-organized environmental context characterized by changes of a demographic, legislative, social, cultural, economic and technological nature. Therefore, the intention of the course is to analyse the constraints to the development of commercial products, the content of innovative processes and to exploit the role of the evolution of distributive procedures in the creation of value for commercial businesses towards the end consumer and on the intermediate market. The intention of the course is also to verify the links between accepted corporate practice and subject matter of a theoretical and conceptual nature through the study of various national and international case histories of product innovation.
Prerequisites
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Course unit content
<br />The course programme includes in-depth study of the following main themes: <br />
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* the commercial innovation cycle <br />
* the nature of competitive comparison <br />
* the role of imitation in innovative processes <br />
* market sharing strategies <br />
* barriers to innovation <br />
* the concept of the commercial product <br />
* criteria for classification of commercial products <br />
* the causes of commercial innovation <br />
* the dimensions of commercial innovation <br />
* relationships between product innovations and process innovations <br />
* factors for development of points of sale <br />
* changes in the purchasing behaviour of consumers <br />
* the case of the discount store <br />
* the case of the hypermarket
Full programme
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Bibliography
Examination text <br />
GRANDI S., Marketing dell'innovazione commerciale, EGEA, Milano, 2004 <br />
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Readings for further study (optional) <br />
CASTALDO S., Retailing & Innovazione, EGEA, Milano, 2001 <br />
SHETH J., L'innovazione come strategia di marketing, Tecniche nuove, Milano, 1992 <br />
VALDANI E., Competition based view, ETAS LIBRI, 2003
Teaching methods
The course is based on the realization of both classroom lectures and interactive lectures through the analysis and study of numerous business cases. <br />
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During the course, various important managers and entrepreneurs from industrial and commercial businesses will be involved as lecturers <br />
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The examination will be a written one.
Assessment methods and criteria
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Other information
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