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The Good, The Bad and The Ugly of New Product Innovation How and When To Do It Right

Any marketer who has ever tried to launch a new product or enhance an existing one knows there are many reasons why innovation might not work. 

In a recent teleconference for ARF members, the experts from GfK Strategic Innovation share the Top 10 Reasons behind most innovation failures: 

10.  Don’t understand consumer or marketplace (no/poor research)
  9.  Technical/quality or design problems
  8.  Poor product positioning
  7.  Poor marketing and sales plan
  6.  Poor distribution/retail issues
  5.  Strong competitive response
  4.  Late to the market
  3.  Lack of internal support
  2.  Not new and different enough  

And, the number one reason why many product innovations fail is.....
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