This course incorporates both strategic and tactical dimensions of new product and service development. It demonstrates a variety of concepts and modes of thinking about innovation and product development. In more concrete terms, it will provide students with a workable knowledge of a best practice approach to product creation from concept selection through to post-launch monitoring, exposure to a similar approach used by service companies. More generally, it will demonstrate how well service companies perform in new service development compared to manufacturing firms, and highlight the organisation and management practices that are most likely to result in successful new product development.