Frontiers in Marketing 2019 - Ideator's bias: why people overvalue their own ideas

Our 'Frontiers in Marketing' masterclass series brings you the latest insights from our academic research, paired with real-life examples and experiences by expert professionals. These sessions will not only broaden your knowledge on the latest developments in marketing, they will also serve as an opportunity you to share your experiences and network.

You can look back over an overview of all previous sessions, including the links to the recordings, and look forward to the 2019 series.

Event details

This masterclass takes place on campus at Rotterdam School of Management, Bayle (J) building, Burgemeester Oudlaan 50 and runs according to the following time schedule:

18:00 Registration and buffet dinner

19:00 Masterclass

20:30 Networking drinks

Ideator's bias

Academic speaker:  Christoph Fuchs, Professor at the Technical University of Munich, and Visiting Professor of Marketing at RSM, and Visiting Professor of Marketing at RSM
Practitioner speaker: Dr Maik Schlickel, Vice-president Global Customer and Product Quality Management, Weidmüller Interface GmbH & Co. KG

Grasping the true value of ideas is essential for corporate innovation success. But people often make mistakes when forecasting the value of innovation ideas. While consumers tend to underestimate the value of new product innovation ideas, firm employees tend to overestimate the value of their own ideas. In this session, you will explore these biases with Dr Fuchs, and discuss why and when new product and process ideas are prone to biased evaluations. And you will discover practitioner Dr Maik Schlickel’s perspective on this topic, and discuss how firms go about generating and evaluating the best ideas for product and process innovations.

Register here.