Instructions on how to manage R&D in the MarkStrat simulation (for MBA students). Definitions and examples are provided to explain both the concepts (brand, characteristics, project) and the techniques mobilised by the simulation.

1. Managing R&D in MarkStrat®
simulation
Paris Chrysos
Professor of Innovation
Management
ISC Paris
paris.chrysos@iscparis.com
@paris_chrysos
MBA Programme

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Overview
● Quick answer
● Longer answer
● How it works

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Quick answer
● It takes time
● It takes money

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Longer answer
● It's about creating a new product.
● A product is
– A brand
– A set of characteristics
– An R&D project

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The brand
● Helps people recognize it (it's the name)
● People get to know it through marketing

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The characteristics
● Correspond to
people's specific
needs.
● Different categories
of people, need or
like different things
in the product
(characteristics or
features).
Example
the importance of the characteristic “Battery”
for different categories (savers, shoppers,
explorers, professional, high earners) and the
corresponding brand positioning (“Semantic
Scale”)

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The R&D project
● The enterprise learns how to create a product with the
desired characteristics through an R&D project

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How it works

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How it works
In time
● Round N
– Decision: “Learn how to make a product with these
characteristics” (because I know that's what a
specific market segment wants). Let's name it
“POROVE”..
● Round N+1
– Decision: “Create a new brand, based on the results
of the R&D project” OR “Change the attributes of an
existing brand”.
– Decision: “Tell the people we have it!” (marketing)
● Round N+2
– That's when you get the money...

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Round N:
Order the research

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Decide
R&D

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Start a new R&D project

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Order your characteristics

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And pay for it!

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Round N+1:
Create a new brand

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Go to Brand Portfolio

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Launch a new brand

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Give it a Brand name, a role, and
select your R&D project

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Round N+2:
See what you've done, get the money!

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Want to know more ?
Where to start from
● Nonaka, I., Umemoto, K., & Senoo, D. (1996). From
information processing to knowledge creation: A Paradigm
shift in business management. Technology in Society, 18(2),
203–218.
● Hatchuel, A., Le Masson, P., & Weil, B. (2001). From R&D to
R-I-D: Design strategies and the management of “Innovation
Fields.” In 8th International Product Development
Management Conference.
● Le Masson, P., Weil, B., & Hatchuel, A. (2010). Strategic
Management of Innovation and Design. Cambridge
University Press.
● Maniak, R., & Midler, C. (2014). Multiproject lineage
management: Bridging project management and design-
based innovation strategy. International Journal of Project
Management, 32(7), 1146–1156.

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Thanks for watching !