Strategy & Innovation Challenge - The clash between failure & innovation

Fear of failure is a serious obstacle when it comes to innovation. Multinationals, SME’s and entrepreneurs, everyone has experience with trying our best but not succeeding. But failure does not only have negative consequences**. We can learn from our mistakes, and invite you to come and do the same.

Keynote: "Success or Failure" based on the famous case "The New Coke Drama – A bold move or a costly mistake?*"

Join us for a unique keynote by Dr. André de Barros Teixeira, who has spent 23 years with Coca-Cola in five continents, in senior positions in R&D, Operations and General Management, including President of Coca Cola Russia and Ukraine.

You’ve probably already heard of ‘new Coke’, possibly the most well-known business fiasco of the eighties. Yes, it happened almost 40 years ago, but it still keeps important lessons for today's innovators.

Debate: "Strategic learning Dream or Imperative?'

Our very own innovation experts Prof. Dr. Robin De Cock and Dr. Geert Scheipers will then spark an engaging debate on how failure can become a stepping stone to success by framing this 'new Coke' case in today's context by discussing statements such as;

"In my organization what we do is defined by tacit routines and that prevents us from improving or effectively achieving a competitive advantage".

'In my organization strategy is how we make sense of things afterwards, whilst it does not proactively guide decision making"

*Case: "The New Coke Drama – A bold move or a costly mistake?"

What happens when a global giant like Coca-Cola decides to tinker with its most iconic product? In a battle against Pepsi, Coke's daring reformulation of its beloved soft drink sparked one of the biggest consumer backlashes in history. Discover for yourself how the company turned a potential disaster into opportunity during an exclusive keynote by Dr. J. André de Barros Teixeira's.

**Side note: Whereas failure is not something we aim at, it is something that always looms over our heads as a possibility. In this discussion we're not aiming to romanticize failure, but rather exploring "what if" scenarios to better prepare for unexpected outcomes.

Speakers

• Dr. J. André de Barros Teixeira, Visiting Professor, Innovation, and Humanistic Management, Antwerp Management School.

• Prof. Robin De Cock, Robin De Cock, Associate professor of entrepreneurship at Antwerp Management School
• Prof. Geert Scheipers, Professor of Strategic Management at Antwerp Management School

Agenda

6:00 - 6:45 PM: Reception with a sandwich dinner

7:00 - 7:45 PM: Keynote "Success or Failure" based on the famous case "The New Coke Drama – A bold move or a costly mistake?" by Dr. J. André de Barros Teixeira

7:45 - 8:15 PM: Debate "How to align tolerance for failure in a P&L environment?" by professor Robin De Cock

8:30 - 9:00 PM: Debate "Strategic learning Dream or Imperative? by professor Geert Scheipers

9:00 - 10:00 PM: Network reception

Practical info

Date: Monday 02 December, 2024
Timing: 6pm - 10pm
Location: Antwerp Management School, Boogkeers 5, 2000 Antwerp
Fee: € 55 (excl. vat) - AMS alumni: € 35 (excl. vat)
Language: English

Who should join? You! This event is open to AMS alumni, current students, C-level Executives & Managers, CEOs, Innovation Managers, Individual Leaders and anyone interested in the topic being discussed. We welcome people from all sectors, interests and backgrounds. These diverse perspectives will enrich the experience for all participants.

Questions? Ina Averhals, Business Lead Manager

t +32 3 265 10 91, e Ina.averhals@ams.ac.be