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Finding New Opportunities for Revenue Growth in Adjacent Markets

Location: Your office

Date: Wednesday, August 26, 2009

Time: 1:00pm - 2:30pm ET

Overview

How much innovation do you really need to grow? How far should you go beyond your firm’s core competencies?

While innovation by definition involves ‘new,’ venturing into 100% new territory is high risk. Many companies instead choose to pursue adjacencies, i.e. areas close to what they already do well. Adjacencies make a convincing business case; they offer a readily accessible and profitable source of growth.

However, there are usually a number of adjacent opportunities and some are more likely to succeed than others. The trick is identifying and choosing the right ones.

In a dynamic, interactive 90-minute session, Finding New Opportunities for Revenue Growth in Adjacent Markets, to be held Wednesday, August 26, 2009, Drew Boyd will describe a framework that focuses on the specific issues and questions to ask when tackling adjacencies.

By participating you will receive a 4-quadrant model and implementation examples.

Specifically you will learn:

  • The Big Picture strategy framework as a tool for identifying adjacent markets
  • How Johnson & Johnson and other companies use this model - actual case examples
  • How to leverage core competencies to tap into adjacent markets
  • How to apply a systematic process to get the most out of adjacent opportunities

Overall you will learn to stretch - not leap - beyond your inherent business model to achieve innovation.

This session is ideal for leaders and managers of product development, marketing, strategy and innovation. Teams may listen together for the same low fee ($295) - cost is per phone line, attendance unlimited.

Takeaways:

  1. Access to slides used during the session via webinar technology
  2. Your questions answered directly by an expert during the session
  3. Access to synchronized Windows Media file of slides and audio after the session 

Session Leaders

Drew Boyd
Director Marketing Mastery
Ethicon Endo-Surgery (Johnson & Johnson)

 

Drew Boyd is Director, Marketing Mastery for Johnson & Johnson (Ethicon Endo-Surgery division) in Cincinnati, Ohio, USA. He is head of the company's "marketing university" that is responsible for raising competencies in the areas of strategic marketing, market management, and new product innovation. Of particular focus is teaching employees how to systematically invent new medical products and integrate the inventions into long-range strategic plans.

In his sixteen years with Johnson & Johnson, Drew has served in marketing, mergers and acquisitions, and international development. Before Johnson & Johnson, he was with United Airlines. In ten years with United, Drew served in sales management, market management, market development, and international marketing. Prior to the airline industry, he spent six years as an Air Force officer in nuclear missile operations and testing. Drew received a bachelor of sciences degree in management from the United States Air Force Academy and an MBA from The University of Chicago. He is adjunct faculty at the University of Cincinnati where he teaches "Applied Marketing Innovation." He is a frequent guest lecturer on the topics of persuasion and innovation to both corporate and academic audiences. Drew is one of a select group of "Cialdini Method Certified Trainers."
 

What you will learn

 The Big Picture strategy framework as a tool for identifying adjacent markets
 How Johnson & Johnson and other companies use this model - actual case examples
 How to leverage core competencies to tap into adjacent markets
 How to apply a systematic process to get the most out of adjacent opportunities

Overall you will learn to stretch - not leap - beyond your inherent business model to achieve innovation
 

How to access this session

Already a member?

To purchase access by phone:

Call 1-800-338-2223 or 781-891-8080 (9:00am - 5:30pm EST)

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