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Reaping the Full Power of

Kano Model for Product Innovation

October 4-5, 2006
Hotel Del Coronado
San Diego, CA

Key Benefits

By participating you will learn:

  • How to tap into unspoken customer needs and priorities

  • How the Kano Method has been applied by successful Japanese companies such as Konica-Minolta, Komatsu, Honda and others. What Western firms can learn from these examples.

  • How to identify the customer exciters that will command a premium price—at the earliest stage of product definition

  • Advanced Kano concepts such as Attractive Quality/Exciters Creation and Product Strategy

  • When and how to use Kano for product and service differentiation – how it compares with traditional approaches such as QFD, AHP, Conjoint, Brainstorming, etc.

  • How to gain buy-in and consensus among senior management, marketing, and engineering

  • How to implement and integrate Kano with other innovation initiatives

  • How to tie the Kano Model to product planning and long-range strategy

  • How to use Kano Model as a strategic weapon against disruptive technologies and global competition

  • How to leverage product and service innovation opportunities across the value chain

Key Deliverables

  • Implementation roadmap to apply Kano Model for sustainable innovation

  • Rare opportunity to learn directly from Dr. Kano and receive individual coaching

  • Exercises provide hands-on application experience

  • Implementation case studies by industry practitioners provide real-world “how-to’s”

  • Wrap-ups and full set of reference materials capture key learnings to share with others upon return to your organization

  • Roundtable session offers practical implementation advice from leading practitioners

  • Opportunity for follow-up Q&A with Dr. Kano and his associate, Dr. Vardan

  • Form new relationships with peers and colleagues from other companies

Special Features

  • Exceptional experience on all dimensions – learning, networking, service, venue

  • Retreat fosters breakthrough thinking

  • Reception and social dinner furthers idea-sharing and interaction with peers from other companies

  • Participants attending with two (or more) others from their company receive discounted rates; total attendance is capped to ensure optimum interaction and individual attention

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Course Info

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