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If I were out on the West Coast, I’d be heading to UC Berkeley’s Haas School of Business on November 17 for the first Haas Innovation Conference, which is called “Inside Innovation.” (Coincidentally, the event has the same title as our BusinessWeek supplement IN: Inside Innovation, which has just been published).
The conference is open to anyone, and marks the 50th anniversary of the California Management Review, the journal of the Haas School of Business. The new issue, which was just published — in time for the conference — features a wide variety of articles with practical tips on innovation and how it relates to subjects such as the role of prediction markets in the development of new products. The conference at Berkeley will address many of the same topics and will feature many of the authors, such as Berkeley professor David Aaker. His article “Brand it or Lose It” argues that making branding a priority should be a key tactic for not only launching, but also developing new, potentially game-changing goods and services.
But the journal’s contributors won’t be presenting the papers published in the journal, which could be a little ho-hum; instead, each speaker will lead discussions, which should be much more lively.
The conference is part of a new strategic plan for Haas. The B-school is striving to make an identity for itself as a hotbed for innovation strategy. Yes, there’s the now four-year-old Center for Open Innovation (headed by BusinessWeek.com columnist Henry Chesbrough). And a new Institute for Business Innovation will open at the school in Spring 2008. Stay tuned. And if in Berkeley, check out the conference. Would love to hear from attendees — please post your reports and thoughts.
What comes next? The Bloomberg Businessweek Innovation and Design blog chronicles new tools for creativity and collaboration, innovation case studies in both the corporate and social sectors, and the new ideas that have the power to change the way things have always been done.