Presentation by Professor Mark Leenders - RMIT

  • 13 Mar 2014
  • 6:00 PM - 7:30 PM
  • Karstens Conference Centre, 123 Queen Street, Melbourne

Registration


Registration is closed

How to create more value for your customers and better performing new products


Would you like to know how to create more value for your customers and have better performing new products?


If the answer is YES, then join the NCCA for a presentation by Professor Mark Leenders of RMIT on Thursday 13 March.


One of Professor Leenders' research areas is the marketing – R&D interface in new product development and marketing. His research shows how cross functional integration relates to success of companies and how the interface can be optimized through strategic and organizational mechanisms. He has a particular interest in creative industries, life sciences and food industries. A key research question is how organizations handle and organize fundamental trade-offs, for example between artistic and commercial forces, between consumer risk and benefit, or between proactive and reactive competitive strategies. He likes to compare industries that seem quite different at first and help develop new theories and thinking around innovation and marketing success. His past research, for example, has compared search engines with music festivals and Hollywood motion pictures with medicines.


Qualifications

BA (Eindhoven University of Technology); MSc (Eindhoven University of Technology); PhD (Rotterdam School of Management, Erasmus University)


Expertise

  • New product success, innovation and marketing
  • Marketing interfaces (R&D , industrial design, artistic)
  • Health, food and drinks, and entertainment industries
  • The boundaries of commerce, public health, risk assessment and governance (protecting vulnerable groups, sustainable tourism, moral cognition)

Research focus

Society has evolved from a producer and services driven society to one where relationships, well-being, and experiences claim central stage. My research focuses on new product development and market success in this changing arena. I study new products and organizations in industries such as motion pictures, games and music (creative industries) but also food and health. A key question is how organizations handle and organize fundamental trade-offs, for example between artistic and commercial forces, between consumer risk and benefit, or between proactive and reactive competitive strategies. I also like to compare industries that seem quite different at first and help develop new theories and thinking around innovation and marketing success. My past research, for example, has compared search engines with music festivals and Hollywood motion pictures and medicines.







Netherlands Chamber of Commerce Australia (Inc.)
PO Box 6232 St Kilda Road Central
Melbourne VIC 8008

Association number: A0019693Z
ABN: 22 399 727 369

Powered by Wild Apricot Membership Software