June 24, 2010


Chicago Booth London Campus
Woolgate Exchange
25 Basinghall St
London EC2V 5HA


19.00 Registration
19.30 Program
20.30 Networking Reception




Register Online

"Ready! Fire! Aim!": Concept Verification and Commercializing Innovation

Scott F. Meadow, Clinical Professor of Entrepreneurship, Chicago Booth


Professor Meadow will use the Sports Authority case to demonstrate how consumer research can be used to validate business concepts and elements of the unit model and roll out scheme. He will discuss how to use research to verify analogs and the unit model; determine the market for a new venture through research; and concept verification and development.