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Programa

Firm's Innovation Strategies For Internationalization

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CONCEPTOS
CLAVE
1
INTRODUCTION
2
INNOVATION IN SUPPLY BEFORE THE INTERNATIONALISATION PROCESS
Description

One of the keys to successfully internationalizing the company is to design an attractive and innovative offer. Business innovation currently involves creating new spaces in the market through new products, services or business models. 

Creating new demand requires attention to the client/consumer, which is increasingly complex, sophisticated and demanding, and which has a plethora of products and services at its disposal through a multitude of channels, both physical and virtual.

New innovation methodologies such as Design Thinking are based on building a new offer for the company through a deep understanding of the consumer. This implies knowing the real and deep motivations of the customer who is at the center of the problem or need we want to solve. In order to achieve this it is necessary to learn new tools, mainly from the field of social sciences and ethnography, which are not usual in traditional management models of companies.

The aim of this module is to find out what agile innovation methodologies exist today to design an attractive product or service that can be successfully internationalized.

Información

Goals

The participants, when they finish the sessions, will be able to:

  • Know the main tools used today to design an attractive and innovative offer (products, services and businesses) before internationalizing the company.
  • Understand the different areas where the company can innovate with a view to the internationalization of the company.
  • Know the agile innovation methodologies to design an attractive product or service to be internationalized.
  • Knowing the tools to innovate in the internationalization process: detection of opportunities, innovative segmentation of the client, qualitative research techniques.

PROFESORES

MÓDULOS

INTRODUCTION
  • Need for differentiation in order to internationalize the company.

  • Change factors: globalization, technology, complexity of today's client.

INNOVATION IN SUPPLY BEFORE THE INTERNATIONALISATION PROCESS
  • Definition of innovation: types.

  • How to design an attractive and innovative offer (products, services and businesses) in order to internationalize the company.

  • Design Thinking Methodology.

  • Exploration phase: detection of opportunities, innovative segmentation of the client, qualitative research techniques...

  • Ideation phase: SCAMPER technique.

  • Prototyping phase.

  • Final case study: creating an innovative offer for a company that wants to go international.

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PROG-MK-INNOV-ESTRATEG-XXXIII
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