Product & Innovation Management

Department

Master's Program Industrial Engineering & Management

Course unit code

WIW_MAS_21_3_8

Number of ECTS credits allocated

Name of lecturer(s)

Ing. Mag. Mag. (FH) Granig Martin

Recommended optional program components

none

Recommended or required reading

Chesbrough, H. W. (2006). Open Business Models : How To Thrive In The New Innovation Landscape. Boston, Mass: Harvard Business Review Press.

Christensen, C. M. (2016). The Innovator's Dilemma : When New Technologies Cause Great Firms to Fail (Vol. [Third edition?]). Boston, Massachusetts: Harvard Business Review Press.

Christensen, C. M., Rayner, M.E., McDonald, R. (2015): What is Disruptive Innovation? Harvard Business Review, December 2015 issue, pp.44-53.

Courtney, H., Kirkland, J., & Viguerie, P. (2000). Strategy under Uncertainty, Mc Kinsey Quarterly, 6, 1-6.

Knapp, Jake; Zeratsky, John; Kowitz, Braden, (2016): Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days.

Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing Your Business Model. (cover story). Harvard Business Review, 86(12), 50-59.

Tidd, J., & Bessant, J. (2014). Strategic Innovation Management. Chichester: John Wiley & Sons Ltd.

Steve Blank, & Bob Dorf. (2020). The Startup Owner's Manual : The Step-By-Step Guide for Building a Great Company. Wiley.
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Kim, W.C., Mauborgne, R.A. (2015). Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard Business School Publishing.

Gassmann, O., Frankenberger, K., Csik, M. (2014). The Business Model Navigator. 55 models that will revolutionise your business. Pearson.
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation. John Wiley & Sons, Inc.

Osterwalder, A., & Pigneur, Y., Bernarda, G., Smith, A., Papadakos, T. (2014). Value Proposition Design: how to create products and services that customers want. John Wiley & Sons, Inc.

Porter, M.E. (1996). What is Strategy? Harvard Business Review, 74(6), 61-78.

Porter, M.E. (2014). Wettbewerbsvorteile: Spitzenleistungen erreichen und behaupten. Campus.

Whittington, R., Regner, P., Angwin, D., Johnson, G. (2019). Exploring Strategy (12th ed.). Person.

Level of course unit

Master

Year of study

Fall 2025

Semester when the course unit is delivered

Language of instruction

English

Learning outcomes of the course unit

Witin this module, students will gain knowledge to discuss topics covering the following matters:
- You will be able to confront and critically evaluate different models and perspectives on product- and innovation management
- You can apply these models and views to concrete settings;
- You can describe and analyse the complex structures and processes involved in the management of products and innovation in order to identify key opportunities and problems;
- You understand users and their needs with the help of such tools as e.g., jobs-to-be-done; and can elaborate on how to provide value to users.
- You are able to identify and evaluate innovation sources and new entrepreneurial opportunities;
- You can apply a few practical tools for handling and steering innovation processes.

Course contents

• Definitions and concepts of innovation
• Industry and market dynamics
• Identifying strategic capabilities
• Rationalist vs. incrementalist strategizing
• Different types of innovation strategies
• Content & development of an innovation strategy
• Tools and methodology

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and a strong focus on individual and group work.

Work placement(s)

none

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