This course will focus on the specific commercial activities required to launch new ventures into industrial markets. Students will gain an understanding of how to size-up industrial markets, apply lean principles to the new customer development process, align early-stage demand generation activities with industrial buyer behavior, and implement best practices to acquire, retain and grow their first industrial customers. This course will make extensive use of cases both historical and ideally from the Living Case Initiative. This course will complement COMM 405.
This course will focus on the specific commercial activities required to launch new ventures into industrial markets. Students will gain an understanding of how to size-up industrial markets, apply lean principles to the new customer development process, align early-stage demand generation activities with industrial buyer behavior, and implement best practices to acquire, retain and grow their first industrial customers. This course will make extensive use of cases both historical and ideally from the Living Case Initiative. This course will complement COMM 405.
