New! New! New! Making innovation work
Roderick White
In this introduction to Admap’s report on innovation and creativity, Roderick White looks at why so many new products fail (80% according to most analysts). This is partly through inaccurate descriptions of what are new products, partly through a dependence on ‘push’ marketing, and partly through mass marketing. Perhaps the solution lies in better segmentation and co-creation?
Other articles featured in this Admap September report on innovation and creativity:
| Michael Waite |
|