MKTG6073

This class will focus on contemporary markets where the products and services are built on a significant base of intellectual property. Using cases and readings, we will examine major issues such as a) diffusion of multiple generations (e.g., iPhone 7 8, 10. etc.), b) backwards and forward compatibility choices (e.g., Windows XP, 7 and 10), c) revenue model decisions (e.g., license a drug patent versus launching the realized drug) and d) user-centered design (e.g., Nest versus Honeywell thermostats).

prereq: MBA 6211 (or MBA 6210 pre-F22) or equiv; MBA student or dept consent

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