In today’s competitive marketplace, innovation is critical to the long-term survival of a business. Firms use new product and service development decision frameworks, structures, and processes to discover new markets, understand the potential for product innovations, and manage the risk in pursuing these opportunities. This course examines the cycle firms follow when pursuing product and service innovation, from idea generation to commercialization. Students will learn how firms develop and introduce new product and service offerings to the market. They will also evaluate the market potential by using consumer insights gained from market research data. Students will learn about mapping customer perceptions, product positioning and product pricing. The course concludes with students making recommendations on whether to proceed with a new product or service development and introduction.
The syllabus linked here is a sample only and dates and materials listed in it may vary from your actual class. Classes open one week prior to the official start date.
Current & Upcoming Offerings
Fall 2026
Section: 840
Dates: 09/08/2026 - 12/13/2026
Instructor(s):
Books/Materials:
- New Products Management (by Crawford • Published by McGraw-Hill • 12th Edition • ISBN: 978-1260512021)
- See note below for further course material information.
Notes:
If you are unable to obtain the 2021 version of the textbook listed above, the 2025 version is also acceptable. The core content and overall structure are largely consistent, although Chapter 8 has been retitled "Power and Influence in Negotiation." The changes should have no noticeable impact on usage for this course.
The required textbook comes printed from the UW-Eau Claire Bookstore. If you would like a digital copy, we recommend purchasing that from VitalSource.
Required Harvard Business Impact Course Pack - Click here to purchase on HBI website. More details can be found in the class when it opens.
Fall 2026
Section: 841
Dates: 09/08/2026 - 12/13/2026
Instructor(s):
Books/Materials:
- New Products Management (by Crawford • Published by McGraw-Hill • 12th Edition • ISBN: 978-1260512021)
- See note below for further course material information.
Notes:
If you are unable to obtain the 2021 version of the textbook listed above, the 2025 version is also acceptable. The core content and overall structure are largely consistent, although Chapter 8 has been retitled "Power and Influence in Negotiation." The changes should have no noticeable impact on usage for this course.
The required textbook comes printed from the UW-Eau Claire Bookstore. If you would like a digital copy, we recommend purchasing that from VitalSource.
Required Harvard Business Impact Course Pack - A link will be shared closer to the course start date.