Institut für Innovation Management

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Project Course Innovation Management Winter Term 2021/22

Instructor: Prof. Dr. Spanjol

Assistant: Jan-Frederic Kuhlmann
                 Marcelo de la Cruz


What is this course about?

Firms developing new products for the B2B setting are faced with the challenge of buyers and users often not being the same person. Having to take both persons into account during product development and roll-out is met with the additional challenge of individual within-group factors affecting adoption. Furthermore, organizational factors that are even harder to assess and manage are moderating firms’ efforts to get the product "right" for, e.g., one buyer persona. Hence, the overarching question in this course is "What are the success factors of a customer journey (adoption and implementation) for digital B2B products?" In this project course, we want to understand how firms can design products to support their adoption and continuous adoption and how individual user factors affect implementation and adaptation.


The goal of this project course is to understand how continuous digital product adoption in the B2B setting can be achieved as well as what role individual user factors play in implementation and adaptation efforts. This requires a synthesis of existing literature in the domains of digital products and (continuous) B2B product adoption in combination with empirical explorations and validations.

How is the course conducted?

The project course will be conducted in cooperation with HDI. Students will work in teams and interact with our partner. The course will be held in English. The grading consists of a written assignment and a presentation. Details will be communicated during the kick-off.


28.10.2021 – 07.03.2022

For more information, please see LSF.