Product and Process Innovation in the Hospitality Industry (Not Offered in 2014)
This course provides a state-of-the-art review of major concepts, tools, and trends in new-product innovation for the hospitality industry. A "new product" is a loosely-used term and can be defined as a new good, service, or a good-service bundle previously not available to the customer. From the perspective of a specific firm, a new product can also be defined as an offering not produced before. This course will discuss why it is necessary for hospitality firms to establish effective product development processes for their long-term survival and growth in a highly competitive marketplace. We will discuss major trends such as continuous and disruptive innovation; customer experiences, customer choice analysis, concurrent engineering, time-based competition, and mass customization. The format of the course involves case studies, readings, class discussions, and a series of hands-on exercises and demonstrations. The class will contain examples from hotels, restaurants, resorts, and a variety of hospitality businesses.
The purpose of this course is to provide the participants with an understanding of the state-of-the-art tools and techniques for effective product and service innovation in a competitive and dynamic marketplace.
Why it is necessary to invest in product and service innovation and development
State-of-the-art techniques for understanding customer choices for new market offerings
Contemporary topics in product development such as Blue Ocean Strategy, radical and disruptive innovation, mass customization, designing for enhanced customer experiences, time-based competition, and concurrent engineering
Tools for effectively developing new products as services such as quality function deployment, reliability analysis, and principles of robust design
* Those who have previously completed "Hospitality Product and Service Innovation" should not enroll in this course due to significant overlap of course material.