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Lester Center for Entrepreneurship and Innovation Haas School of Business University of California, Berkeley

10. The Customer Development Model: Customer Creation Part -2 Learning Objectives: (1) Company and Product Launch (2) Company and Product Positioning (3) Demand

Creation Case: Reading:

Erox McGrath & MacMillan – Entrepreneurial Mindset – Chapter 9 pages 197-215 Schuler - Lanchester Background

11. The Customer Development Model: Customer Creation Cases

Learning Objectives: Customer Creation in the real world

Case:

Tivo A & B

Unit 5: Company Building 12. The Customer Development Model: Company Bldg Part -1 Application Exercise Due: Customer Creation Learning Objectives: (1) Building a mainstream customer base by Market Type

Reading:

Case:

Moore – Breaking into the Mainstream Moore - Target Markets Blank – Four Steps to the E.piphany – Chapter 6 Documentum

13. The Customer Development Model: Company Bldg Part -2 Learning Objectives: (1) Culture wars (2) Mission-centric culture (3) Fast-response departments (4) Growing the company

Reading:

Blank – Four Steps to the E.piphany – Chapter 6

Supplemental

Reading:

U.S. Marine Corps – Warfighting Manual – Pages 46-51 (Leadership/Training,) Pages 63-67 (Philosophy of Command), Pages 70-75 (Mission Tactics/Intent/Focus)

Boyd – Patterns of Conflicts – pages 75-80, 128-135 Bhide – Building the Self Sustaining Firm

14. Finals due No In-Class Meeting Team Research Paper Due – 10 pages

Teaching Guide

Instructor Biographies This course is taught by a very experienced sales executive, Steve Blank, who authored the principal text for the course. Steve team teaches this course and another course with partner on the faculty at the Haas School. The two have a very successful cooperative model that has developed this and another new course, both of which have become very popular.

It is recommended that an instructor for this course have a wide variety of experiences in the entrepreneurial domain, particularly in the sales and marketing roles.

Use of Guests The course makes extensive use of guests and cases to amplify the philosophy laid out in the Four Steps book. The guests are drawn from the community and have often worked with the author directly – allowing them to speak directly of their experiences using the concepts presented in the book.

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