Each of the 12 study groups must come up with their own design. The buyers will be the 40 people that currently are attending the Program for Executive Development (PED) on the school. They will vote for the bag that they like best. Likewise the PEDs will produce a number of bags of which the MBAs will choose a winner.
It is all part of the Innovation stream taught and headed by Professor David Robertson. We have spent the past couple of weeks investigating customer behavior and needs and have used different idea generation techniques to translate the needs into solutions. You don't really have to be that creative to come up with new ideas as long as you have the right tools and processes in place. At the same time, it is actually good fun.
Most groups have covered the glas in the door to the rooms in an attempt to keep designs and prototypes secret, but industrial espionage has still proven difficult to avoid for some. Like any other product bags do not sell without a proper marketing campaign. The opposite is also true: With the proper campaign anything sells! I assume that is why I see so much creative effort being used on the 6 minute sales pitch that each group has available tomorrow.
Sato Konagai has started the construction of the bag with a roll of Tyvek.
As you can tell it is a quite strong material.
Group 3, also known as 'The Roos' are showing off their 'Roo bag' with a group phoon . From the left it is Adrian Smaranda [Romania], Prashant Biwal [India], Rasmus Figenschou [Norway] (with the Roo bag) , Carsten Bremer [Germany], Andres Akamine [Peru].
Group 5, now known as 'Catch me if you can!'. From left it is Valeria Pavlyukovskaya [Russia], Joe Nai [The Netherlands/Hong Kong], Lisa Bridgett [South Africa/UK], Kornelius Thimm [Germany], Stone Gao [China], Nader Ashoor [Saudi Arabia], Stefano Cazzulani [Italy].
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