June 24, 2010
Chicago Booth London Campus
25 Basinghall St
London EC2V 5HA
20.30 Networking Reception
"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.