Researcher Workshops: Marketing and Innovation Failures
Turn setbacks into insight, stronger decisions and better innovation
Failure is a common part of developing new ideas, products and services. For researchers, understanding why innovations fail can help you test assumptions, respond to change and make better decisions about how your research creates value.
This interactive workshop explores real examples of marketing and innovation failure, including what can happen when organisations misunderstand customer needs, position an offer poorly, mistime a launch, overlook competitors or lack the support needed to deliver successfully.
Through case studies, discussion and practical reflection, you will identify the warning signs of failure and consider how lessons can be used to strengthen future ideas. You will also explore a seven-stage approach to anticipating, recognising, responding to and learning from failure.
In this workshop, you will:
Examine real examples of marketing and innovation failure and the lessons they offer
Explore common causes of failure, including customer, market, timing, technical and organisational factors
Identify why strong research or technology alone may not lead to successful innovation
Recognise early warning signs and consider how to respond before problems grow
Reflect on setbacks to generate useful insights and improve future decisions
Apply learning from failure to your own research, ideas or innovation projects
Facilitators
Dr Laura Etchells, Enterprise Business Development Manager, MEC
Materials Provided
Presentation slides will be made available after the workshop.
Find out more about MEC's full offering for researchers by exploring our Researcher Pathway.
**Please sign up to this event by following the link to the Training Catalogue **
Open to UoM PGRs and Staff only.