Managing Strategic Innovation

Managing Strategic Innovation
School: Cranfield School of Management
Dates: May 28 2021
Duration: 3 Days
Category: Innovation
Type: Online

Discuss admission with Mexeen consultant

Book an appointment call

Download Brochure


Program Introduction

There is no more business as usual. Everything has changed, is changing, and will continue to change.

At Cranfield our approach to innovation includes the creation of growth strategies, designing new products or services and looking into new business models that have the potential to change the game and generate significant new value. Our innovation programme provides dynamic and experiential learning to enable executives to acquire and apply the knowledge, skills, understanding and behaviours required to promote innovation in their organisations.

This 3-day intervention allows participants to take a road less travelled, by challenging executives to look beyond the established business boundaries and facilitate an open minded, creative exploration of new opportunities. This interaction offers an environment to allow participants of the programme to breathe fresh air and explore realities outside the realm of mundane, incremental product extension exercises.

At the heart of this programme are approaches that facilitate creativity and brainstorming new ideas. These incorporate principles of design thinking and promote a design thinking mindset, which is in contrast to an analytical mindset. The difference between the two is that the former supports intuitive reasoning, while the latter follows the linear principles of traditional data driven planning and attempts to extrapolate the past in its effort to predict the future.

Learning objectives

• Articulate the key ideas and mindset that underpin the management of innovation of products, services and business models,

• Identify innovation opportunities and create compelling value propositions,

• Test critical assumptions and assess the desirability, viability and feasibility of new concepts,

• Drive innovation by accelerating decision making cycles,

• Feel more comfortable leading innovation even if you’re not the subject matter expert.

During times of disruption, organisations need a clear strategy to be successful and innovation will always be a critical component in the delivery of a sustainable strategy. This 3-day intervention is concerned with the critical role of innovation in achieving strategic objectives at your organisation. During the programme we will address the development of new products and services that deliver value to customers at a lower cost, as well as the creation of new processes and business models that allow the organisation to sustain performance through technological evolutions and ever-changing environmental conditions.

Who this program is meant for

• Executives wanting to create innovative organisations,

• Strategists looking for the next big opportunity,

• Organisations wanting to turnaround their business models,

• Business leaders who are stuck and do not know where to start,

• Anyone wanting to learn about innovation design thinking.

Program Structure


  • What is innovation?
  • The innovation mindset
  • Four innovation starters


  • Opportunity generation and selection
  • Reframing
  • Idea generation and selection


  • Critical assumptions & testing
  • Experimentation & prototyping

The CED/Mexeen Partnership

Cranfield Executive Development (CED) and Mexeen are working in partnership to provide cutting-edge executive education to professionals in the Middle East. Using the Mexeen platform, delegates in the region can access a tailored selection of Cranfield’s world class teaching and manage their development journeys with confidence and clarity. Our partnership aims to provide leading professionals with innovative and agile executive education at the right time and in the best format.

United Kingdom, Cranfield

About the presenters

Dr Imran Zawwar is the Regional Director Middle East for Cranfield Executive Development programmes and he is also a member of faculty within the Strategy Department at Cranfield School of Management. He has led several executive development engagements and contributes to business strategy, strategy in the digital context and innovation as part of his teaching, research and consulting.

Dr Yolande Herbath is an Executive Client Director at Cranfield Executive Development. Before joining Cranfield, Yolande previously held positions as the Business Innovation Director for a UK government funded organisation and Director of Strategy for a research and development organisation. She has many years’ experience of working in the Gulf region.

Partner Benefits

Cranfield Benefits Through Mexeen

  • Receive updates on school events and invitations to on-campus events
  • Receive a professional CV writing service
  • Privileged access to series of webinars conducted by world top professors
  • Join a community of executives with local context in your market
  • 20% discount (tuition fee only) for Cranfield School of Management alumni.