Guest Lecture with Simon-Kucher – Monetizing Innovation

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On November 18th, our Creating Market Offerings course, led by Prof. Jelena Spanjol, welcomed Mr. Dorian Petrich from the renowned consulting firm Simon-Kucher for a special guest lecture.

The lecture, titled “Monetizing Innovation,” delivered valuable insights to students on how to drive profitable innovation by aligning product development with pricing and market strategies. Dorian Petrich shared actionable approaches for identifying customer value, designing effective price models, and ensuring successful market entry. Through real-world examples, the session illustrated how companies can integrate innovation and monetization to maximize business impact.

A highlight of the session was the introduction of the 9-step framework, covering the entire innovation process—from the front-end to the back-end—offering a structured guide for creating value at every stage. Dorian also explored the transformative role of AI in innovation, highlighting how companies can leverage AI to enhance product development and achieve commercial excellence.

Thank you to everyone who joined us for this insightful session.