Warc Briefing: NPD Innovation

This briefing offers an overview of the history, theories and key trends related to innovation in New Product Development.

Warc Briefing: NPD Innovation

Definition:New Product Development (NPD) is the process of bringing a product or service to market. Innovation is an entrepreneurial change which has the potential to create value.

Quick facts

  • 70% of new products faili.
  • Top performing products are 15 times more likely to still be successful at the end of a three year period than low-performing onesii.
  • Swiffer, one of P&G's most successful recent launches, was co-created with the Japanese group, Unicharmiii.

History and future outlook

New product development is an essential function for brands in a consumer...

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