Product Strategy Challenges in Medical Technology

PASADENA, Calif.- Steven Casper, associate professor and director of the Master of Bioscience program at Keck Graduate Institute (KGI) will share concepts for dealing with complexity and uncertainty in planning bioengineered products at 10 a.m. PDT, March 25, in a free, online interview. Anyone with a computer and Internet connection can attend and submit questions.

Chris Halliwell, director of the online Technology Marketing Center (TMC), will interview Casper, author of an upcoming book on the history of the California biotechnology industry. Casper will discuss trends in applying market research tools to product strategy development for medical technologies.

"Professor Casper's research on innovation and entrepreneurship in biotechnology brings a new industry perspective to the TMC community. He'll contribute to the ongoing discussion of how to develop successful product and market strategy for technology products," says Halliwell.

The discussion with Casper is one in a series of Executive Interviews conducted by the TMC on the last Tuesday of every other month. The TMC provides audio files, discussion forums, and case studies to high-tech marketing professionals and their colleagues in sales, engineering, and management. The TMC is available online at http://www.technologymarketingcenter.com.

Halliwell is an instructor for Caltech's Industrial Relations Center, which specializes in executive education programs that help technically trained professionals to increase their breadth of responsibilities and impact across their organizations (http://www.irc.caltech.edu). She teaches a course on the strategic marketing of technology products, in which more than 3,500 executives worldwide have participated. She also helps industrial companies design cross-functional processes for product and market strategy development.

KGI Background
Educating the future leaders of the bioscience industry, Keck Graduate Institute (KGI) offers an interdisciplinary graduate education through its Master of Bioscience (MBS) degree program and its Ph.D. program in Applied Life Sciences. Using team-based learning and real-world projects, KGI's innovative curriculum seamlessly combines applied life sciences, bioengineering, bioethics and business management. KGI also has a robust research program concentrating on the translation of basic discoveries in the life sciences into applications that can benefit society. KGI is a member of The Claremont Colleges, located in Claremont, California.

Keck Graduate Institute of Applied Life Sciences is dedicated to education and research aimed at translating into practice, for the benefit of society, the power and potential of the life sciences.