Beyond revenue generation, there are several important considerations for entrepreneurs and small business owners when developing a new product or service. Learning these essentials of product management will be the focus of a free interactive webinar Wednesday, Nov. 10 at 11 a.m.
Narongsak (Tek) Thongpapanl, Goodman’s Associate Dean of Research and Graduate Programs, and Magnus Hultman, Assistant Professor of Marketing, will share their knowledge during the session as part of the Business Breathers series facilitated by Goodman Group, the Goodman School of Business’ community-focused learning and development services provider.
Aimed at entrepreneurs and small businesses who are ready to take their ideas to the next level, the session will address common questions along with audience questions moderated by Goodman Group Director Abdul Rahimi.
“The very first and foremost importance for any new product or service is, of course, in providing great value to customers and users,” Thongpapanl said. “However, we must not just focus on this first imperative, but rather also explore ways for the new product or service to optimally create value for society and the environment.”
The session titled “Identifying the best light for and revealing your new product through it” will provide an overview of the opportunity identification for new products or services and introduce the significance of the creation and selection of technology-product-market domains to pursue for business start-ups and corporate entrepreneurs.
“Webinar participants will be given a brief overview of the new product development journey – from idea generation to considerations with regards to new product positioning and branding – and hopefully leave with inspiration for how to take their business to the next level,” Hultman said.
Thongpapanl is also a Professor of Marketing and Product Innovation at Goodman. He received his PhD in Management and MBA in Technological Entrepreneurship from the Lally School of Management and Technology at Rensselaer Polytechnic Institute (New York). Over the past two decades, his main research and teaching interests have been in the areas of new product development, technology and innovation management, e-commerce/m-commerce, wine marketing and business management, strategic marketing management in high-tech environments, marketing knowledge creation and management in highly dynamic settings, and the integration of marketing and technology competences.
Hultman began teaching at Goodman this year and is the current Brock IPBS Research Scholar. He has a PhD in Industrial Marketing, from Luleå University of Technology in Sweden. Prior to his current position, Hultman worked as an Associate Professor of Marketing at University of Leeds where he is still affiliated as a Senior Visiting Research Fellow. He is the 2019 recipient of the prestigious S. Tamer Cavusgil Award for the most significant contribution to the advancement of the practice of international marketing management. Hultman’s current research interests revolve around international marketing issues, branding, various aspects of managerial strategic decision-making, marketing in hospitality services, and supply chain management.
Everyone is welcome to attend the Business Breathers webinars. Topics focus on leadership, management and innovation as well as the financial and social impacts of trending topics. Interested participants are asked to register online. A confirmation email will provide a link to access the webinar at the date and time of the event.
Upcoming Business Breathers:
Project success through project management
Ken Klassen and Amy Tomaino, Goodman School of Business
Wednesday, Dec. 8 at 11 a.m.