Products, services and market growth

Topics in this module

1. 01

   Innovation and the Ansoff growth matrix

   Compare innovation types, the Ansoff growth strategies and alternatives to expansion, using customer needs, capabilities and financial evidence.

   10 sections · 12 min read

   2 videos2 PDFs6 images

   See the topics covered

   1. Innovation: from an idea to an implemented change
   2. Doblin's Ten Types of Innovation
   3. Align innovation with organisational and customer needs
   4. The eight essentials of innovation
   5. Growth, consolidation and divestment
   6. The Ansoff growth matrix
   7. Apply the four directions carefully
   8. Related and unrelated diversification
   9. Financial capacity and a staged commitment
   10. Sources and further reading
2. 02

   New product and service development

   Develop products and services around user needs, test investment decisions with evidence, and connect customer experience with delivery and whole-life costs.

   11 sections · 12 min read

   2 videos2 PDFs6 images

   See the topics covered

   1. Customer needs and the development brief
   2. Research questions, prototypes and evidence
   3. New product development and commercialisation
   4. Stage-Gate decisions and development partners
   5. Kano model: fulfilment and customer satisfaction
   6. Goods, services and their design implications
   7. Service encounters, systems and social context
   8. Customer journeys and service blueprints
   9. Servitisation and productising services
   10. Design beyond launch
   11. Sources and further reading
3. 03

   Design thinking, blue ocean and technology

   Use design thinking, value innovation and technology analysis to develop offers that customers value and the organisation can deliver profitably.

   10 sections · 13 min read

   2 videos2 PDFs6 images

   See the topics covered

   1. Human-centred design thinking
   2. Divergence, convergence and iterative testing
   3. Blue ocean strategy and value innovation
   4. Strategy canvas and the value curve
   5. Buyer utility across the whole experience
   6. Four actions and the ERRC grid
   7. Commercial sequence: utility, price, cost and adoption
   8. Information technology, experimentation and niche demand
   9. Standards, compatibility and network effects
   10. Sources and further reading
4. 04

   Market development and entry modes

   Assess market opportunities, compare entry modes and test whether the proposed route fits customer needs, organisational capabilities and investment limits.

   13 sections · 13 min read

   2 videos2 PDFs6 images

   See the topics covered

   1. Market development starts with a specific customer
   2. Objectives determine which locations are attractive
   3. Screen the country, the market and the organisation's fit
   4. Research progressively and keep assumptions visible
   5. Estimate accessible demand and the funding requirement
   6. Timing, scale and learning
   7. Exporting: direct and indirect routes
   8. Licensing and franchising
   9. Strategic alliances, joint ventures and contracts
   10. Organic development, greenfield investment and acquisition
   11. Acquisition direction and the value test
   12. Choose the route that makes the strategy workable
   13. Sources and further reading
5. 05

   Accounting issues in international expansion

   Understand currency exposure, reporting, systems, conduct, tax and transfer-pricing issues when a business enters or invests in another country.

   10 sections · 10 min read

   1 video1 PDF3 images

   See the topics covered

   1. Build finance capability into the expansion decision
   2. Three forms of currency exposure
   3. Functional currency, presentation currency and risk management
   4. The arrangement determines the reporting analysis
   5. Local reporting and group reporting must connect
   6. Systems compatibility and data integrity
   7. Business conduct and governance across borders
   8. Tax complexity affects profit, price and cash
   9. Transfer pricing follows economic substance
   10. Sources and further reading
6. 06

   Intellectual property and innovation leadership

   Compare intellectual property choices and learn how leaders, innovation teams and finance professionals turn promising ideas into sustainable value.

   10 sections · 12 min read

   1 video1 PDF3 images

   See the topics covered

   1. Intellectual property: identify what needs protection
   2. Ownership, confidentiality and timing
   3. Trade secrets and freedom to operate
   4. Commercialising and maintaining IP
   5. Open innovation, open source and selective sharing
   6. Leadership capabilities for repeated innovation
   7. Six paradoxes of leading innovation
   8. Innovation team roles: the ten faces
   9. The CPA's contribution to innovation decisions
   10. Sources and further reading
7. 

   Module 4 — Quizzes

   Choose a practice quiz to review your understanding, then explore explanations and your results.

   Practice quiz · Review your understanding