Back Bay Battery

Topics: Innovation, 1978, 1979 Pages: 16 (3900 words) Published: May 16, 2013

(final version dated September 7; updated September 20)

Course Number:MKTG 5230
Pre-requisite:MKTG 5115
Classroom:Room TBA (Hartford Campus)
Term:Fall 2012
Class Hours:Sep 7 (5:00pm to 8:00pm), Sep 8 (9:00am to 5:00pm)
Sep 14 (5:00pm to 8:00pm), Sep 15 (9:00am to 5:00pm)
Sep 28 (5:00pm to 8:00pm), Sep 29 (9:00am to 5:00pm)
Instructor:Dr. Girish Punj
Professor of Marketing
Office:BUSN 351 (Storrs Campus)
Phone:(860)-486-3835 (Storrs Campus)


The objective of this course is to assist you in developing in-depth knowledge relating to the management of innovation and the formulation of a new product introduction strategy. The materials to be used in this course are designed to provide you with a comprehensive exposure to the making of product development decisions. The primary emphasis in the course will be on understanding theoretical concepts and being able to apply them to a variety of new product introduction scenarios.


The course materials listed below are available for online purchase and electronic delivery from Harvard Business School Publishing for an investment of $64 through the two web links shown below. In an effort to reduce costs, printed versions of the course materials will not be available for sale through the MBA Shop (UConn Coop) on the Hartford Campus.

Articles and Case:

Harvard Business Review Articles (HBR):

Innovation: The Classic Traps
Meeting the Challenge of Disruptive Change
The Innovator’s DNA
Breakthrough Thinking from Inside the Box
Reverse Engineering Google’s Innovation Machine
Connect and Develop: Inside Procter & Gamble’s New Model for Innovation A More Rational Approach to New-Product Development (features Eli Lilly) How Open Innovation Can Help You Cope in Lean Times

Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption Why Sustainability Is Now the Key Driver of Innovation
The Practice of Global Product Development
Tapping the World’s Innovation Hot Spots

Harvard Business School Case (HBS): Healthymagination at GE Healthcare Systems

Register and Purchase the above materials at:

Strategic Innovation Simulation: Back Bay Battery

The simulation may be previewed at:

Register and Purchase the Simulation at:

Readings on Current Topics:

Readings on current topics that relate to the management of innovation and new product development (typically 1-2 pages in length) that have been reported in the business press will be used to supplement the above course materials. The 30+ readings have been collated together and posted as a single PDF file on our HuskyCT course website.

The Harvard Business Review (HBR) articles are intended to provide you with theories, concepts and best practices that relate to innovation and new product development. The Simulation and the Harvard Business School Case (HBS) are intended to provide you an opportunity to apply these theories and concepts. The readings are intended to provide you exposure to current topics relating to innovation and new product development.


The evaluation system is designed to encourage advance reading of all assigned material, regular attendance in class, well prepared presentations and active participation in class discussions.

Two of the assignments are team-based (three students in each team) while the others are individual-based. In-class time will be made available to work on team-based assignments when possible. Timely completion of all course assignments (described in the next section) is...
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