Prof. Gupta, I have to agree with colleagues Autry and Krueger. Mind you, I don't think that you can do all that Norris suggests in one class - it's hard enough in a semester (though I do agree with him there). In any event, you can get them brainstorming about customer segments they could listen to... but again, how much actual listening could they do with those constraints?
So where does this leave you? The core principal I can suggest is build on what students already know. If you can identify in advance a set of students who have started to learn from actual markets, you could give a quick overview of a few main points about business models and have them brainstorm and report back. I'd have to say I'd try to get at least a few sessions. One would be tough.
Alex
Alex Stewart, Ph.D.
Professor of Management
Coleman Foundation Chair in Entrepreneurship
Marquette University
Milwaukee, WI 53201-1881
Office: 414 288-7188
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