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Showing posts from April, 2017

Tips from Top - "Design Thinking: Innovating in emerging markets”. Mr. Ravi Kaushik, Country Business Director, Medtronic

MBA IIT Kanpur organised a guest lecture by Mr. Ravi Kaushik, Country Business Director at Medtronic for a session on ‘Design Thinking: Innovating in emerging markets’.


Mr. Kaushik gave a brief idea about the difference between invention and innovation. Where invention is about creating a new solution to a problem, innovation is trying to solve the problem in a better way, by bringing together existing technology. He cited the example of Uber which is trying to solve the problem of transportation using the internet through a new business model. He talked about the two sides to marketing – downstream and upstream. Downstream marketing is mostly associated with product promotion, public relations, and advertising. Upstream marketing, on the other hand, focuses more on the strategy and analytics behind fulfilling the customers’ needs. According to Mr. Kaushik, due to their analytical ability, more engineers can and should take up roles in upstream marketing.
Elaborating upon the meaning of…