Lecture focuses on understanding the possibilities to use market knowledge to a firm’s advantage, rather than blinding the company actions. While companies sometimes claim that “their product was before its time”, the truth is that their market strategies were faulty, given product-market characteristics. Therefore, lecture discusses different strategies a firm can/should implement given the current/desired product-market fit. Strategies range from understanding consumers and their needs to purposeful management of consumers’ decision-making processes to create preferable market conditions for a firm’s products.
Advanced Program in Business is “incredibly impressive and unique world-wide in the ability to bring the top people in the world from the top management schools.” (prof. Rajesh Chandy, LBS).
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