Executive Education Programs Program Information


STANFORD Graduate School of Business - USA

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  Customer-Focused Innovation

Customer-Focused Innovation

Program Dates: October 26 - 31, 2014
Application Deadline: September 26, 2014
Program Tuition: $14,500 USD
 
Program tuition includes private accommodations, all meals, and course materials.

 
The processes organizations use to pursue innovation can actually erode their capability to innovate. Systems built on stages and reviews simply bureaucratize the process and deflect attention from the user-experience. Then, by limiting responsibility for innovation to a specific department, these organizations actually underutilize the creative capabilities of other employees. Companies must create a culture of innovation that harnesses the creativity of its customers, users, and employees.

Content Overview  
Customer-Focused Innovation takes a hands-on approach to eliminating the red tape that impedes innovation. Participants learn strategic frameworks to better understand customer experiences, develop deeper customer insights, and diffuse customer learning throughout the organization. Additionally, the program provides cutting edge insights on the sources of customer satisfaction and brand personality. Participants discuss strategies for reducing the knowing-doing gap and building a customer-centric culture. Leveraging resources from the Stanford Graduate School of Business and the Hasso Plattner Institute of Design, the program exposes participants to the latest research on customer-focused innovation. The program also features real-world field exercises that involve developing innovations to enhance user experiences in the B2C and B2B domains.    

Key Takeaways
- Strategies to reduce bureaucratic processes and create an ambidextrous culture to support innovation
- Knowledge and skills to observe and understand the needs of users and customers, develop fast experiments and prototypes with users, and develop prediction markets
- Deeper understanding of brand personality and why good brands go bad    
 
Who Should Attend
This program is designed for senior executives across a wide array of industries including medical, pharmaceutical, technology, consumer electronics, financial services, packaged goods and entertainment. Attendees may include those responsible for research and development, product design and development, new business development, marketing, brand management and those charged with planning and implementing innovation programs.
 
“Applying what I have learnt from the Customer-Focused Innovation program at Stanford, we have increased customer satisfaction from 42% to 70% over 3 months.”

Paul Lake
Director, Product Support
Oracle Corporation


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