Innovate or die! Or die innovating? Innovation from the perspective of Latin American consumers

Maru/Matchbox, a market researcher, launched a study of more than 2,500 consumers in Latin America to uncover what consumers think of brand innovations.

Nowadays, innovation is in everything that surrounds us, and technology is generating a substantial change in how we, as individuals, relate to innovation, as well as how innovation is designed, produced and marketed. We may live in an era of innovation, but does innovation guarantee company growth? Faced with increasing customer expectations and strong competition, many business leaders are feeling the pressure to launch new products and services. Innovation is a key priority for most companies, however, more than 50% of launches do not hit their targets. In this context, it is time for organisations to re-think how the innovation...

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