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Leading Corp. Venturing and Innovation

Karl Ulrich

This session focuses on strategies for developing new-category products—products for which the target market, as well as the technology, are not well understood yet (e.g., Red Bull and Starbuck's Frappucino when they were launched). The objective of this session is to introduce participants to challenges that arise when managing radically innovative projects. Typically, such projects do not fit the mold of the existing R&D processes, which may lead to tensions and disappointments, if managed incorrectly. The potential cases discussed in this session include Hewlett Packard Kitty Hawk and Segway, which participants will use to derive lessons learned.

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