Excitement drives successful innovation in Asian markets!
Gilbert Lee, Rosalynn Tang and Jeremy LauResearch International, China
Luc RensResearch International, Netherlands
INTRODUCTION
The road to innovation is littered with failures and avoiding becoming just another statistic is the aim of most innovators. It is often to research that innovators turn to reduce the risks associated with launching a new product or service. In reality, picking obvious winners isn't hard – our databases are full of them. Unfortunately, throwing away more genuinely innovative ideas is easy too! Research, in its drive to minimise risk, often fails...