PRODUCT STRATEGY AND MANAGEMENT – PGP 2020-22 : T 4
Faculty : Ramesh Venkateswaran
el : 9448056680 ; email : rameshv@iimb.ac.in; rameshvenkat20@gmail.com
SCHEDULE OF CLASSES
Session Topic
• Introduction to course
1 • Product Strategy and Product
Management – what is it all about?
• Products and New Products – defining
2 them and implications to product
strategy and management
• Innovation and Product Management
• Innovation outcomes and Product
Strategy
• New product introduction process
3 • Success factors for new products
• Product Life Cycle, Product Strategy,
4 Portfolio Management and Innovation
• Identifying growth opportunities and
strategy options
5 • Product development and strategies –
identifying opportunities for
differentiation
• Value Proposition – Measuring and
6 Managing Value for Competitive
Advantage
• Positioning strategies – implications for
7 life cycle management and product
success
8
• Identifying Market opportunities –
target markets and segmentation
• Factors for new product success –
9 Adoption and Diffusion of new product
IIM/PGP 2020-22 /PSM /T4 1 Ramesh Venkateswaran
Reading
• The Anytime , Anywhere Phone
Company – Kevin Higgins : MM Spring
1999
• The Iridium Story : A Marketing
Disconnect – MM Summer 2000
• Six Myths of Product Development –
Stefan Thomke and Donald Reinertsen
: HBR May 2012
• Pioneering Practices for New Product
development – Mullins et al : MM
Winter 2000.
• Steve Jobs : Ch 25
• Managing your Innovation Portfolio –
Bansi Nagii and Geoff Tuff : HBR May
2012
• Discovering New Points of
Differentiation – Macmillan and
McGrath : HBR July – Aug 1997
• Knowing a Winning Business Idea
when you see one – Chan Kim and
Mauborgne : HBR Sept – Oct 2007
• Steve Jobs : Ch .30
• Steve Jobs : Ch .31
• Finding the Right Job For Your Product
Clayton M. Christensen, Scott D.
Anthony, Gerald Berstell and Denise
Nitterhouse : MIT Sloan review Spring
2007 *
• Eager Sellers Stony Buyers - John T.
Gourville : HBR June 2006
• Technology Readiness Index (TRI) :A
Multiple-Item Scale to Measure
Readiness to Embrace New
Technologies - A. Parasuraman
University of Miami - Journal of

• Adoption and Diffusion of products –
10 implications for new product success
• Linking product features to customer
11 satisfaction – The Kano Model for
identifying opportunities for product
improvements
12 • Linking market to product design and
development – House of Quality and
New Product Development
13 • Concept definition , development and
testing
14 • Pricing and product planning
15 • Branding and product strategy
16 • Branding and Product Strategy
17 • Presentation – Project / Term Paper
• Presentation – Project / Term Paper
18
19 • New product development and launch –
putting it all together
20 • The Last Lecture : issues in Management
: Ethics ; Dilemmas ; Conflicts
Class Book for reference: Steve Jobs – Walter Isaacson
IIM/PGP 2020-22 /PSM /T4 2 Ramesh Venkateswaran
Service Research, Volume 2, No. 4,
May 2000
• Steve Jobs : Ch . 38
• The House of Quality – Hauser and
Clausing : HBR May – Jun ’88
• Steve Jobs : Ch . 12, 26
• From preliminary ideas to
corroborated product definitions-
Managing the front end of new
product development – Henrik Floren;
Johann Frishammar : California
Management Review Vol 54, No 4,
Summer 2012
• Pricing and the psychology of
consumption – John Gourville and
Dilip Soman : HBR September 2002
• Steve Jobs : Ch . 29
• View Film on YouTube
https://www.youtube.com/watch?v=
keCwRdbwNQY&feature=youtu.be
• Term Paper Presentations
• Term Paper Presentations
• Case : The Indian Moped Market –
Market Analysis
 SUGGESTED BOOKS FOR ADDITIONAL READINGS

1. Dealers of Lightning : Xerox Parc and the Dawn of the computer age – Michael A. Hiltzik
2. Power Pricing – Robert J Dolan and Hermann Simon
3. Customers.com – Patricia B Seybold
4. Managing Customer Value – Bradley T Gale
5. The Customer Revolution – Patricia Seybold
6. Driving Customer Equity – Rust, Zeithmal , Lemon : The Free Press
7. The Paradox of Choice – Barry Schwarz
8. Crossing the Chasm - Geoffrey Moore
9. The Innovator’s Dilemma – Clayton M Christensen
10. The One Device – Brian Merchant
11. Shoe Dog – Phil Knight
12. Dealing with Darwin – Geoffrey A Moore
13. Copy Cats – Oded Shenkar
14. The Slow Pace of Fast Change – Bhaskar Chakravorti
15. Dogfight : How Apple and Google went to war and started a revolution – Fred Vogelstein
16. Big Bang Disruption – Larry Downes ; Paul Nunes

IIM/PGP 2020-22 /PSM /T4 3 Ramesh Venkateswaran