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SEMINARS - Programme

Marketing of Innovation & Effectual Entrepreneurship in Health Sciences

at Hotel Domus Nova Bethlem, Rome, Italy


Objective: Understanding ISMA360®, the methodology for designing the strategy for an innovation

At the end of this first day of the Master Class, you will:

  • Understand what ISMA360 method allows as compared to the traditional approaches of  the innovation,
  • Discover the six pillars of the innovator and be able to build a project on these pillars,
  • Identify the different categories of protagonists to better detect them and anticipate their foreseeable reactions.

The day includes team works and practical applications of the presented concepts.

9.00 - 11.00 Pillar 1: innovation

  • Share a common vocabulary and understanding of the key points about innovation
  • Understand how ISMA360is  positioned as compared to other methodologies
  • Learn how to characterize an invention
  • Understand the importance of setting a domain in order to start innovating

11.00 – 13.00 Pillar 2 and 3: 13 strategic variables sequenced according to the effectual logic

  • Understand the innovation as a complex system
  • Be aware of the correlations among all systemic variables
  • Understand the specific logics of the seasoned entrepreneur
  • Understand all consequences of such a logic

14.00 – 16.00 Pillar 4 and 5: The problem of designing an innovative offer and the legitimacy required to innovate

  • Learn how to create a blue ocean strategy
  • Learn how to find claimants within an existing value network
  • Understand the importance of the concept of legitimacy versus the efficiency one
  • Be aware of what is possible or impossible to achieve at a given time
  • Understand consequences of pillars 4 and 5

16.00 – 18.00 Pillar 6: Choose a deployment scenario at t time

  • Learn to think according to the affordable loss principle
  • Learn how to avoid prediction and prefer to control the future
  • Understand categories of protagonists. Get benefits from those who have positive impacts and avoid the others.


Objective: Practicing ISMA360®

At the end of this second day of the Masterclass, you will:

  • Work on specific innovative business cases with a big potential
  • Obtain responses to your most urgent questions
  • Get benefits from coaching and relevant advices.

The full day program includes team works and putting all concepts discovered on day 1 into practice.

8.45 – 11.00 Case of invention

  • Work on the invention part of the method: design of the relevant variables, then discussion among teams

11.00 – 13.00 Case of innovation

  • Work on the innovation part of the method: design of the relevant variables, then discussion among teams

14.00 – 15.30 Protagonists of the innovation

  • Identification of the protagonists: determine key actors, then discussion among teams. work on the risk level measurement

15.30 - 17.00 Presentation of all innovative cases

  • Formal presentations of the business cases, Go or No Go with remaining questions to be solved.