Driving Innovation: Workshop with Robert C. Wolcott, Executive Director, Kellogg Innovation Network

How can a mature, established organization harness the energy of entrepreneurship? What is marketing's role in driving entrepreneurial activity through the organization? How can customer insights suggest strategic opportunities for innovation and new businesses? Robert Wolcott will lead a one-day workshop and expert panel (including Philip Kotler) for MSI members that draws on his research and experience working with firms on corporate innovation and entrepreneurship. The workshop will explore the following issues:

• How to bring the spirit of entrepreneurship to the organization to actually make innovation happen.
• How to align strategy and innovation.
• How to protect long-terms interests against short-term performance metrics.
• How to generate insights that inform innovation.