Formerly known as EG2301 Value Creation in Innovation / Case Studies in Innovation, this revamped course focuses on the viability of innovative product ideas, one of the three domains that make up the desirability-feasibility-viability innovation framework. Through a series of lecture classes, workshops, case studies, industry talks, and a major group project, students will learn several tools that help them to: (a) understand industry value chain and competitive strategies, (b) develop value propositions for their product ideas, (c) explore various business models, and (d) craft effective go-to-market approaches. Students with promising product ideas can pursue them for further development and prototyping in subsequent project courses.

At the end of this course, students should be able to:

• Understand industry value chain and competitive rivalry within the industry.
• Propose new product ideas and develop value propositions for these products ideas.
• Explore viability of a product idea using the business model canvas.
• Understand and devise competitive strategies for a product idea.
• Understand go-to-market approaches and devise initial market launch plan for a product idea.
• Conduct secondary research using relevant literature to support a proposed product idea.

Assessments in this course include individual class participation, personal reflection, a case analysis deck, and a group project in which students are expected to present a product idea that addresses its industry structure, value proposition, business plan, competitive strategy, and go-to-market strategies.

Workload: 4 units (modular credits)