Breakthrough innovation report: Southeast Asia

This article introduces Nielsen's Breakthrough Innovation Report for Southeast Asia, which reviewed more than 2,500 consumer product launches across key Southeast Asia markets in order to identify innovation success.
  • 35 product launches were selected as meeting the requirements of distinctiveness, relevance and endurance.
  • Lessons learnt from the project include that breakthrough innovation is possible in any company, country and category, and that organisations can perform much better when they are focused more on consumer needs rather than on driving production scale.
  • The report found that breakthroughs succeed by changing category dynamics rather than conforming to them....

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