Thursday October 1: Open Innovation and the Business Model (Henry Chesbrough and guest speaker from the venturing community)

    In this first day, we will examine the strengths and weaknesses of corporate innovation as it is practiced in advanced economies around the world. The traditional model is based upon a logic of internal vertical integration. As we shall discuss, the surrounding innovation environment no longer supports this internal logic, because the knowledge landscape has become too diverse and distributed for any one company to monopolize useful ideas in a given technology area. We will then present a new and different model of corporate innovation, called Open Innovation, and show how this model fits better with this more diverse and distributed environment.

    Time Program: Thursday October 1
    Registration, welcome at the Conference Hotel Willibrordhaeghe Deurne
    09.00-10.30 The changing context of industrial innovation: Lessons from Xerox's experience with its Palo Alto Research Center
    Reading: Chapter 1 from Open Innovation
    Case: Inxight: Incubating a Xerox technology project
    H. Chesbrough
    10.15-10.30 Introduction Business Case by Ronald Wolf
    10.30-11.00 Break
    11.00-12.30 Open Innovation & the Business Model
    Reading: Chapter 4 from Open Innovation
    H. Chesbrough
    12.30-14.00 Lunch
    14.00-15.00 Bell Mason method and implementation
    R. Wolf
    15.00-15.15 Break
    15.15-17.15 Developing Innovative Ideas in your Business Model
    Case: HP: The Flight of the Kittyhawk
    Case: Eli Lilly: Innovation in Diabetes Care
    H. Chesbrough
    17.15-17.30 Break
    17.30-18.30 Innovating Beyong the Business Model
    Case: Cisco, Managing the integration of external technology
    H. Chesbrough
    18.30-20.00 Guest speaker
    20.00-22.00 Networking dinner


    Friday October 2: Opening Up your Business Model for Innovation (Henry Chesbrough)

    Day two focuses on methods to guide knowledge into and out of corporate environments. To develop a sustainable Open Innovation environment, it is necessary to create new business opportunities from new technology which in essence can be the result of any form of knowledge generating form of cooperation. In this context the role of start-up companies and venture capital providers will be discussed.

    Time Program: Friday October 2
    Conference Hotel Willibrordhaeghe Deurne
    09.00-10.30 Moving Innovation from Outside into the Business
    Case: Procter and Gamble: Nabil Sakkab, RTM 2002 (article)
    Case: InnoCentive (Henry Chesbrough) (from Open Business Models, chapter 6)
    H. Chesbrough
    10.30-11.00 Break
    11.00-12.30 The Venture capital Model - a benchmark for corporate innovation
    Reading: Chapter 3: The financing solution: Venture capital:, in Gompers and Lerner, The Money of Innovation, Harvard Business School Press, 2001
    H. Chesbrough
    12.30-14.00 Lunch

    Finding Value Through other business models (inside-out)
    Article: Use Open Innovation to Cope in a Downturn, Harvard Business Review, June 2009
    Article: Kim and Maubourne, Blue Ocean Strategy, Harvard Business Review, Oct. 2004
    Article: Organizational DNA for Strategic Innovation, Govindarajan and Trimble, California Management Review, Spring 2005
    H. Chesbrough

    15.30-16.00 Break
    16.00-17.30 Corporate Venturing: Opportunities and Issues
    Case: Intel Capital, Corporate Venture Capital as a learning mechanism Reading: H. Chesbrough, Making Sense of Corporate Venture Capital, Harvard Business Review, 2001
    H. Chesbrough


    Monday October 5:

    This day is devoted to Innovation, selling and the business plan. The focus will be on defining the business model and how to involve potential customers to sharpen the case. At the end of the day the course attendants will have the opportunity to test their business proposition in a Networking Exercise with Top Sales Executives and Potential "Customers".

    Time Program: Monday October 5
    Conference Hotel Willibrordhaeghe Deurne
    09.00-10.30 The challenges of selling new technologies
    M. Dissel
    10.30-11.00 Break
    11.00-12.15 What before how in business planning
    L. Tockenbürger and M. Dissel
    12.15-13.15 Lunch
    13.15-14.30 Sales Process for innovations
    L. Tockenbürger and M. Dissel
    14.30-14.45 Break
    14.45-16.15 Case study: Step 1 Identify potential

    The pitch and the plan
    M. Dissel and L. Tockenbürger

    17.30-18.15 Leave to High Tech Campus Eindhoven
    18.15-19.30 Reception and Live Graded Networking Exercise with Top Sales Executives and Potential "Customers"
    20.00-22.00 Walking dinner and possiblity for a networking event for the Participants, selected Start-up companies and Venture Capital Funds
    22.00 Leave to Willibrordhaeghe


    Tuesday October 6:

    Day four is devoted to communicate a convincing business case

    Time Program: Tuesday October 6
    Conference Hotel Willibrordhaeghe Deurne

    Structuring the concepts and business plan
    L. Tockenbürger and M. Dissel

    10.30-11.00 Break
    11.00-12.30 Case Study: Step 2 Developing solutions
    12.30-14.00 Lunch
    14.00-15.45 Communicating the opportunity
    L. Tockenbürger and M. Dissel
    15.45-16.00 Break
    16.00-17.30 Case Study: Step 3 Presenting the opportunity
    17.30-18.00 Wrap up
    M. Dissel and L. Tockenbürger
    18.00-20.00 Case preparations
    20.00-22.00 Social Event


    Wednesday October 7: Discussion of the business cases

    In the morning, participants will have time to prepare their case presentations. In the afternoon, all business cases will be discussed in several groups consisting of your fellow students but also invited guests with expertise in the relevant areas knowing when but also when not to finance your venture plans.

    Time Program: Friday October 7
    09.00-11.45 Check out hotel and Case preparations
    11.45-12.45 Lunch at the High Tech Campus (The Lounge)
    13.00-16.00 Team presentations and feedback
    16.00- ... Drinks + speech organizers