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DearExecutives:
Ifaman…make[s]abettermousetrapthanhisneighbor,tho’hebuilthishouseinthewoods,theworldwillmakeabeatenpathtohisdoor.RalphWaldoEmerson
Invention is a necessary first step to innovation, but too often good products fail in the market because managers do not fully understand the difficulty of creating a new market – even with a vastly superior product. New markets do not simply appear and in contrast to what R. W. Emerson’s quote suggests, customers have not been waiting for your new product or service. There exist regularities in the way new markets emerge that every manager needs to understand: New products are risky – not just for companies.
To find out more, INSEAD is pleased to invite you for an evening talk on Creating New Markets presented by Associate Professor Markus Christen, Professor of Marketing at INSEAD.
His research interest focuses on the development of profitable marketing and pricing strategies. One research stream concerns substantive and methodological questions about the cost and profit implications of market entry strategies (innovation vs. imitation). A second area of inquiry examines issues regarding the marketing of information products and their utilization for business decisions, especially concerning information needed in CRM systems. His work has appeared among others in Management Science, Marketing Science, the Journal of Marketing Research, Quantitative Marketing and Economics, the Harvard Business Review and the Financial Times. He is a member of the American Marketing Association and the Institute of Management Science.Professor Christen teaches courses on marketing and pricing strategies in the MBA programme and marketing strategy in various executive seminars in Europe and Asia. He is also the co-director of the service management programme Delivering Outstanding Services and has been involved with companies from various industries, such as IBM, Indian Railways, Van Lanschot, Johnson & Johnson, Novarits, Cisco, J. Walter Thompson and S.C. Johnson. He has also written several widely used case studies.
Professor Christen holds a Ph.D. in Marketing from the Fuqua School of Business at Duke University, an MBA from the University of Oregon in Eugene, and a master degree in mechanical and industrial engineering from the Swiss Federal Institute of Technology in Zurich. Prior to joining INSEAD, he worked in industry for several years, as a production engineer, consultant and marketing manager.
INSEAD invites you to join us for the following evening talk and information session on the Tsinghua-INSEAD Executive MBA. The information of the event is as follows:
| Date: | Thursday, 20 November 2008 |
| Time: | 6.00 pm – Registration & Meet the participants cocktail 7.15 pm – Commencement of Talk |
| Location: | INSEAD 1 Ayer Rajah Avenue Singapore 138676 |
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