The Operation Was Successful But The Patient Died
Why research on innovation is successful yet innovations fail
Omar MahmoudProcter & Gamble Europe
Introduction
- 'Everyone complains about his poor memory, nobody about his judgement.'...
The operation was successful but the patient died
Most new products fail. Failure is attributed to the proposition (weak advertising, parity product, high price, etc.) or to the marketing plan (inadequate media, low distribution, etc.).
