New Business Development

New Business Development

Your business needs to keep developing to retain or extend competitive advantage. The New Business Development programme offers you an understanding of today’s marketplace in which customers are more aware, active, and value-driven. Your company must rapidly create products and services that inspire, include and reflect your clients’ values which have increased the importance of business development even more.

Execute, deliver and sustain innovation

During the New Business Development programme by RSM Executive Education, you will explore new approaches to business development that are based on solid scientific results, and provide practical guidance at the same time. In eight evening masterclasses, you will learn why and how companies must rapidly create services and products that inspire. You will be able to set out, implement and integrate innovative approaches and directions, and to translate the increasing importance of your clients’ values into new business development. Your new knowledge and perspectives will lead the way to a continuous re-examination of how your organisation can develop and bring new products and services to the market.

Learning objectives

During the programme, you will:

  • learn new approaches to business development based on scientific theories, and how to apply these to practical issues within your organisation
  • discover how to create the right environment to execute, deliver, and sustain innovation to drive business development
  • learn how to set out strategic direction to your business development activities, and to choose your innovation portfolio
  • understand the importance of business model innovation
  • explore how to integrate market learning to support innovation, product development, and new business strategy
  • gain an understanding of the value of embedding the business development function into your organisation.
  • RSM’s New Business Development programme consists out of eight evening sessions that lead you to the ability to integrate innovative activities or products and create a strategic direction for these new business developments. The sessions cover all relevant topics on new business development and are followed by a presentation session, in which participants will defend their project assignments. The programme concludes with a graduation ceremony during which Prof. Henk Volberda will give a closing lecture on the business model innovation scan.

      • This lecture is led by Dr Daan Stam and will focus on:

        • creativity defined
        • methods enhancing creativity
        • value proposition CANVAS development
        • Erasmus Value Proposition Framework.
      • This lecture is led by Dr Murat Tarakci and will focus on:

        • disruptive innovation
        • strategy models in new business development
        • the innovator’s dilemma
        • barriers for disruptive innovation and possible solutions
        • what to include in a business plan.
      • This lecture is led by Prof. Jan van den Ende and will focus on:

        • when and how to involve customers in business development
        • narrowing down the solution space
        • process models for new business development
        • lean innovation.
      • This lecture is led by Dr Daan Stam and will focus on: 

        • best practices in leadership
        • leadership and followership
        • catalyst versus incubator
        • leadership and disruptive innovation
      • This lecture is led by Dr Vareska van de Vrande and will focus on:

        • open innovation, underlying trends and open innovation types
        • the rise of startups
        • corporate venturing
        • towards an integrated growth strategy.
      • This lecture is led by Dr Floortje Blindenbach-Driessen and will focus on:

        • business development process
        • context dependencies relevant for embedding business development
        • traditional and alternative models for business development.
      • This lecture is led by Dr Stefano Tasselli.

      • This lecture is led by Dr Murat Tarakci , and will focus on:

        • assessing value of innovation projects
        • innovations as real options
        • strategic buckets
        • crafting an innovation portfolio.
  • You will benefit from the New Business Development programme at RSM if you are a:

    • business development professional
    • project manager involved in product and business development
    • innovation manager
    • R&D manager or professional
    • strategy consultant
    • strategic marketing professional.
  • My company asked me to define and implementing a suitable innovation strategy. My role as innovation manager had just started and I was looking for a concise but comprehensive educational programme to complement my skills and knowledge on a short-term notice. RSM’s New Business Development programme proved to be a perfect fit. We covered a large variety of subjects on new business development and innovation, on both a process- and organisational level. The masterclasses, preparatory materials, assignments and discussions with fellow students were inspiring and informative, and helped to complete and improve our new business structure and efforts."
    Ad van der Wiel, innovation and marketing manager, VRR

    “The course content was right on the spot in what I needed as input for my job. I needed academic knowledge to support my day-to-day work. The speakers blended theory and practicality into a useful mix. The acquired knowledge really helped in pinpointing upcoming tensions in the changing organisation. It also gave me tools for acting the right way and anticipate the next level of challenges and opportunities coming up. Attending the course was fun, you don’t often meet people with the same type of job.”
    Jan Westra, strategic business developer, Priva

    "My job is all about creating new value propositions. RSM’s New Business Development programme provided me with the framework and all the tools you need to develop new value propositions. We didn’t only learn how to do it, but also why some things just don't work in organisations, and how they could work. Everything was based on actual studies, backed by recognisable examples. The final assignment was a good opportunity to bring this knowledge directly into practice for the project I’m currently working on for ANWB. This was really helpful."
    Dries van den Bos, senior product marketeer, ANWB

    “My job is to scout for new opportunities at the interface of R&D and business, and to create value. Having a solid technology and science background, RSM’s New Business Development programme provided me additional multidisciplinary insights in innovation from a business perspective. Learning theories on strategy, business modelling and market learning, was combined with ample time to apply these in practice. This programme, and the diverse and enthusiastic group, resulted in getting a lot of energy and a business plan that will directly be used in practice.”
    Cecile Veerman, project manager new business creation, DSM

    "RSM’s New Business Development programme is a great and valuable programme for business professionals who are involved in developing new products and services to grow their business. The world is changing so fast that businesses can be disrupted any time, therefore innovation and sparking off new ideas for sustainable business is essential. From this programme I learned how to structure and execute new business development with the use of the latest thinking from RSM and the input of the other participants."
    Johan van Rijn, marketing director, Cognizant

    “RSM’s New Business Development programme caught my attention immediately because of its unique proposition, combining subjects on business strategy and innovation next to new business models. The interaction with my classmates was very enriching and the final assignment gave us a great practical experience.”
    Nestor Coronado Palma, circular economy programme director, Philips

    "This RSM programme offers the latest insights into new business development and provides useful tools for implementation. The programme is inspiring, versatile and the variety of speakers contributed to a view on business development from different angles. Furthermore, RSM has an eye for detail: I experienced great involvement and a high level of interest from all parties involved."
    Carolien Brouwer, product co-ordinator, Royal FloraHolland

  • RSM’s New Business development programme is led by faculty members with impeccable academic credentials and a thorough knowledge of business practice. Selected for their ability and experience in teaching executives, they will draw on their research and knowledge to deliver a unique learning experience. Occasionally we may substitute other faculty members according to the content of the programme and their availability.

    Prof. Jan van den Ende
    Jan van den Ende is professor of management of technology and innovation at RSM. His expertise is in the development process of new products, new services and new business models in firms – a process that is key to every company’s performance. His research focuses on organising the process of creating ideas, selecting projects, developing products and commercialising them. He studied innovation in firms such as ING, ASML, Philips and Unilever, and also in smaller project-based companies and firms in the horticulture sector. Jan teaches methodologies for scenario development, business model innovation, design thinking, strategic assessment, disruptive innovation and lean innovation.

    Prof. Daan Stam
    Daan Stam holds the endowed chair of Leadership for Innovation in the department of technology and operations management at RSM, where he leads the innovation management group. Daan’s research focuses on leading innovation and change, and he is particularly interested in understanding why some people are able to gather strong support for innovation and change while many others struggle to do so. He has searched for answers by studying the behaviours of leaders making plans using a psychological perspective, and found that identity issues are key to solving this mystery. Daan Stam is a member of the Erasmus Centre for Leadership Studies and the Erasmus Centre for Innovation Management.

    Prof. Vareska van de Vrande
    Vareska van de Vrande is professor of collaborative innovation and business venturing, and academic director of the part-time PhD Programme in Management at RSM. Her expertise is in corporate venturing and collaborative innovation, including external technology sourcing, corporate venture capital investments, strategic alliances, and collaborations for corporate start-ups. She teaches strategic management and corporate venturing. Other research interests include corporate entrepreneurship, patents, and venture capital. Vareska is also a visiting professor at the École Polytechnique Fédérale de Lausanne in Switzerland, and a certified LEGO® SERIOUS PLAY® facilitator.

    Dr Murat Tarakci
    Murat Tarakci is an associate professor of innovation management, and academic director of the MSc in Management of Innovation programme at RSM. He specialises in disruptive innovations, strategy implementation, and leadership, combining his business experience from Unilever and academic experience to research what motivates managers’ search for new strategic initiatives, and how managerial power and leadership affect the generation of novel ideas. Now, his research focuses on creating innovative organisations by taking a behavioural approach. His research has been published in leading management journals as well as international media including the Financial Times and Harvard Business Review.

    Dr Floortje Blindenbach-Driessen
    Floortje Blindenbach-Driessen is the founder and CEO of Organizing4Innovation, a consultancy company facilitating professional service organisations in their innovation efforts. Her research concentrates on innovation in professional service companies, in particular on how to best organise innovation processes. Based on scientific knowledge, Floortje developed a unique approach to innovation that focuses on the innovation champion instead of the new product or service under development, suiting the innovation needs of knowledge intensive professional service organisations. She has taught at business schools in the USA, Belgium, Russia, China.

  • Our aim is to deliver programmes face-to-face again from August onwards, taking into account all government regulations. Should regulations change, you can defer your registration free of charge.


    Start in October 2020 > Apply now
    8, 15, 29 October 2020
    5, 12, 19, 26 November 2020
    3, 10 December 2020


    € 5,750 (excl. 21% VAT)including course materials, light dinner and beverages. This fee does not include hotel accommodation.

    10% discount for alumni from Erasmus University Rotterdam and RSM. More information about the discount.

    General terms and conditions

    Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.


    The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam. 

    Hotel accommodation

    We recommend Novotel Rotterdam Brainpark Hotel, adjacent to the university and less than five minutes’ walk from campus. Participants benefit from special rates.

  • Our aim is to deliver programmes face-to-face again from August onwards, taking into account all government regulations. Should regulations change, you can defer your registration free of charge.

    RSM’s New Business Development programme runs in Rotterdam on several dates. Please select the one that suits you best to register.