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Schedule & Sessions

PDMA Virtual Mini Conference and
JPIM Virtual Research Forum

September 17–19, 2020


* All times U.S. Eastern Time

1:00 PM – 1:15 PM

1:15 PM – 2:00 PM

Why AI Needs Product Sense
Amin Bashi

Session Description

Business Leaders who consistently build great products over time are said to have great “product sense.” Product sense is simply the ability to consistently build for value. More than ever, Artificial Intelligence needs product sense. AI won’t figure out what problems to solve. If as business leaders we aren’t aligned with a human need, we’re just going to build a very powerful system/business to address a very small—or perhaps nonexistent—problem. We have a tremendous opportunity to shape a more humanist and inclusive world in concert with AI, and it starts by remembering our roots: finding and addressing real human needs, upholding human values, and designing for augmentation, not automation.

2:00 PM – 2:10 PM

E-Solar Refrigerator – Global Student Innovation Challenge Finalist
Sayon Mazumder, Arnab Mohanta, Kartik Rohilla (Team from IIM Ahmedabad, India)

Session Description

Student finalists will present an original concept for a product, service, software, or a combination of the three, detailing the unique value proposition, evidence of demand, and mockup or embodiment of the concept.

2:10 PM – 2:55 PM

Creative Lessons From a Pandemic
Drew Boyd

Session Description

Shocks to the system yield new insights we would not have seen otherwise, for better or worse. Pandemics, for example, lead to new creative ideas that will likely change how we do things. The COVID 19 coronavirus pandemic is well on its way to teaching us a lot.

Join us for this interactive webinar on how to harness creative lessons from the pandemic to better lead an organization. Your host, Drew Boyd, will lead participants in an interactive creativity exercise to simulate a pandemic scenario. He’ll then share practical tips and insights on creative thinking for leaders both during and after the pandemic.

2:55 PM – 3:10 PM


3:10 PM – 3:20 PM

STORKSIE: Clean Infant Formula – Global Student Innovation Challenge Finalist
Cecilie Bernstorff, Alexsandra Sukhova, Vanessa Thybussek, Luying Zhou (Team from University of Bonn, Germany)

Session Description

Student finalists will present an original concept for a product, service, software, or a combination of the three, detailing the unique value proposition, evidence of demand, and mockup or embodiment of the concept.

3:20 PM – 4:05 PM

How To Create and Evaluate Brand Names Like a Pro
Alexandra Watkins

Session Description

Learn a surefire strategy and best practices for creating memorable product names that get noticed and get sales. In this entertaining and enlightening taste of our 2021 conference, you’ll learn the SMILE & SCRATCH Test, a proven 12-point name evaluation filter based on Alexandra’s philosophy, “A name should make you smile, instead of scratch your head.” You’ll discover the secret to super sticky product names and learn how to avoid making mistakes that will turn customers away.

4:05 PM – 4:15 PM

Bra Redesign – Global Student Innovation Challenge Finalist
Cheyenne Lam, Pragya Maheshwari (Team from University of Illinois at Urbana-Champaign, United States)

Session Description

Student finalists will present an original concept for a product, service, software, or a combination of the three, detailing the unique value proposition, evidence of demand, and mockup or embodiment of the concept.

4:15 PM – 4:45 PM

Panel: Innovating in a Virtual Universe
Kip Creel, Ruth Barry, and Kristyn Corrigan
Moderator: Dr. Brad Shuck

Panel Description

In many areas, our world has been changed forever due to the events of 2020. Relative to virtual innovation, it may be more accurate to say that the events of 2020 accelerated the adoption curve. Innovation has been moving towards virtual tools for years. One example would be the use of your smart phone and other IOT connected smart devices for the collection of user data, preferences, and collaboration. There are many challenges and advantages to innovation in a virtual universe. Understanding how a virtual universe impacts your team and the innovation process, from front end needs gathering, through ideation to prototyping and evaluation and into market launch is critical to your success. Join our panel of experts as they discuss tools, methods and other key aspects, along with potential pitfalls, around innovating in a virtual universe.

4:45 PM – 5:00 PM

Closing Remarks and GSIC Award Winner Announcements

5:00 PM – 6:00 PM

Happy Hour with the PDMA Chair
Hosted by: Ernie Harris, PDMA Chair

Event Description

Settle in and get comfy for a drink and a bit of banter as our Happy Hour caps off the PDMA 2020 Virtual Mini Conference. As a preview to our 2021 Conference held next November in Baltimore, Ernie Harris, PDMA President and resident funny man, will host what is sure to be an unforgettable Baltimore themed hour. We will toast our 2020 OCI Award Winners, mix up the perfect Black-Eyed Susan, and chat about the big wide world of innovation.

Get your bar or desk drawer ready for Happy Hour! (Shh, we won’t tell!)

The Black-eyed Susan is the official drink of the Preakness, the second jewel of the Triple Crown. We’re going to prepare this refreshing cocktail that flows freely each May throughout Maryland. There are many variations for this classic beverage but Baltimore native and PDMA President Ernie Harris is going to share his favorite version with us. If you’d like to mix along with Ernie to make your own Black-Eyed Susan, you can prepare in advance by collecting the following ingredients:

  • 2 ounces pineapple juice
  • 1 ounce rye whiskey
  • 1 ounce white rum
  • 1 ounce orange juice
  • 1/2 ounce freshly squeezed lemon juice
  • 1/2 ounce simple syrup
  • 1 teaspoon orange liqueur
  • 1/2 ounce black rum, to float

* All times U.S. Eastern Time

12:00 PM – 12:15 PM

12:15 PM – 1:00 PM

Open Innovation During and After the Pandemic
Henry Chesbrough

Session Description

In this address, Professor Chesbrough will discuss the role that open innovation can play in adapting to the pandemic, and in recovering from it. At the same time, he will explore how the pandemic is changing innovation, and how to build resiliency to respond to that.

1:00 PM – 1:10 PM


1:10 PM – 2:10 PM

Competitive Papers: Responsible, Ethical, and Social Innovation
Moderator: Victor Chernetsky

Green Acquisitions: Are They Just Low-hanging Green Fruits?
Authors: Yuyan Wei and Devashish Pujari
Presenter: Yuyan Wei

Conceptualizing ‘Responsible Co-Development’: Learning to Innovate More Responsibly Through Involving Customers in Innovation?
Authors: Lisa Welzenbach and Jelena Spanjol
Presenter: Lisa Welzenbach

The Green Diet: Corporate Impact Venturing and its Effect on Corporate Environmental Performance
Author: David Eckardt
Presenter: David Eckardt

Is Innovative Greener? The Impact of Innovation on Carbon Performance
Author: Andreas Wagner and David Bendig
Presenter: Andreas Wagner

2:10 PM – 2:25 PM

Discussion and Break

2:25 PM – 3:25 PM

Competitive Papers: New Product, Service, and Process Design
Moderator: Janell Townsend

Relationship Development in New Product Development Teams: The Interpersonal Effects of Excitement and Frustration on Coworker Exchange Quality
Authors: Ann-Carolin Ritter, Theresa Treffers, and Charlotta Sirén
Presenter: Ann-Carolin Ritter

Innovating more responsibly through involving customers in new product and service development? A grounded theory study.
Authors: Lisa Welzenbach and Jelena Spanjol
Presenter: Lisa Welzenbach

Spontaneous Innovation in Time of Crisis
Authors: Lykke Margot Ricard and Mette Præst Knudsen
Presenter: Lykke Margot Ricard

Unpacking the interplay between process improvement approaches and product innovation
Authors: Rima Al Hasan and Pietro Micheli
Presenter: Rima Al Hasan

3:25 PM – 3:40 PM

Discussion and Break

3:40 PM – 4:40 PM

Meet the Editor Shark Tank
Charles Noble, Journal of Product Information Management (JPIM) Co-Editor
Jelena Spanjol, Journal of Product Information Management (JPIM) Co-Editor
Rebecca Slotegraaf, Journal of Marketing, Area Editor,
Gurneeta Vasudeva Singh, Academy of Management Journal

Moderator: Ahmet H. Kirca

4:40 PM – 4:50 PM

Closing Remarks

* All times U.S. Eastern Time

9:00 AM – 9:15 AM

Welcome Back

9:15 AM – 10:45 AM

PDMA Dissertation Proposal Competition
Moderators: Anna Cui and Gary Frankwick

10:45 AM – 11:00 AM

Discussion and Break

11:00 AM – 12:00 PM

Competitive Papers: AI, Big data, Eco-Systems, and Global Markets
Moderator: Tereza Dean

Conceptualizing an Agile Team Mindset: Paradoxes and Mindsets in Times of Transition
Authors: Anastasia Grass, Julia Backmann, and Martin Hoegl
Presenter: Anastasia Grass

An Open Innovation Capability Maturity Model and Inside-In Innovation
Authors: Kristina Kebure and Max von Zedtwitz
Presenter: Kristina Kebure

Loci of Digital Innovation and Their Legitimacy in Organizations: A Conceptual Analysis
Authors: Corinna Bertling, Stefan Razinskas, and Martin Hoegl
Presenter: Corinna Bertling

Use Big Data to Leverage Customer Need Diversity for Radical Innovation
Authors: Tereza Dean, Haisu Zhang, and Yazhen Xiao
Presenter: Haisu Zhang

12:00 PM – 12:15 PM

Discussion and Break

12:15 PM – 1:15 PM

Future of Design, Development, and Innovation (DDI) During Turbulent Times
Rudy Sharan, Gerry Tellis, Kristyn Corrigan, and Daniel Malmer
Moderator: Minu Kumar

Panel Description

The panel will address the question of what might lie ahead in the future for PDDI activities during and after the pandemic (in the short term and long term), in a climate of racial/civil unrest, and where rapidly changing technology is often playing a critical role in solving some of these problems but is also, in some cases, exacerbating them.

1:15 PM – 1:30 PM

Special Issue: Digital Manufacturing & Innovation Management
Mike Stanko and Aric Rindfleisch

Session Description

Michael Stanko and Aric Rindfleisch, Guest Editors of the upcoming JPIM Special Issue (The Impact of Digital Manufacturing on Innovation Management) will discuss research directions related to 3D Printing and other forms of digital manufacturing. With a focus on managerially relevant research in this domain - across methodologies - Mike and Aric will discuss possibilities in this area, for the Special Issue and beyond. For more information on the special issue, see the call for papers.

1:30 PM – 2:00 PM

Closing Remarks and Award Winner Announcements

Practitioner Conference: 3.75 PDHs toward NPDP recertification
Research Forum: 7.5 PDHs toward NPDP recertification

1000 Westgate Drive, Suite 252
St. Paul, Minnesota 55114 USA
tel: 1-651-290-6280
fax: 1-651-290-2266

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