Abstract
MECAMOULES who has developed low cost concrete made moulds for plastic injection has transferred this project to the business division in charge with the manufacturing and sales of these products. Unfortunately, due to a bad communication, the business division has targeted the wrong markets and the projects turns to a commercial nightmare.<br /> <br /> Objectifs pédagogiques / Learning objectives <br /> This innovation management case study''s objective is to allow the participants to understand and overcome the difficulties when transferring a project from the R&D laboratory to a business division. It highlights the marketing and management mistakes that can be done when rolling out a new product. <br /> <br /> Sujets / Keywords <br /> Marketing – Segmentation – Industrial markets- R&D - New product - Technology - Mini-case - Initiation case - Innovation Management– Internal Communication - Segmentation.<br /> <br /> Public(s) / Audience(s) <br /> MSc – MBA – Specialised Masters – Executive training <br /> <br /> Secteur d'activité / Branch <br /> Mechanical Industry<br /> <br /> Caractéristiques particulières / Special features <br /> French version (M1422) also available. Support : paper, or digital format (e-mail)<br /> Ref. M1422(GB)