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Guest Lecture with Simon-Kucher – Monetizing Innovation

On November 23, 2023, as part of our Managing the Front End of Innovation course, Mr. Dorian Petrich, Senior Manager at Simon-Kucher, provided deep insights into how companies should decide which new product ideas to commercialize.


He emphasized how important it is to consider what customers really want when making this decision. In this context, Dorian also showed us examples of how ignoring customers in the process leads to product flops. The guest lecture provided our students with practical insights to reinforce the theoretical foundations of the course and concluded with a lively discussion.

Simon-Kucher is a fast-growing global consultancy focusing on unlocking better growth that drives measurable revenue and profit for their clients.