Gatopardo - La muchacha que no quería ser cantante Revista Digital Justa Predicting New Product Success: Cutting out the cannibals and zombies David Soulsby What keeps an innovation director awake at night? A quick trawl through a selection of company reports would suggest: How to get more successful innovations to market faster Getting ideas to market faster requires prioritisation of the ‘winners’, so identifying those ideas most likely to succeed early in the innovation process is vital. We recently conducted an analysis of around 3,500 consumer goods launches, which shows just how few of these product innovations really add value when you look at the whole portfolio. Our study covered all new product introductions in the UK from 2007-2011 across four categories: laundry detergent, savoury snacks, soft drinks and skin care. Market research companies claim to be able to predict innovation success, yet these figures show how often manufacturers are missing the mark. The common definition of innovation success in the research industry is survival: is the product still in distribution after two years? How could this happen? Why?
Revista UIC 28 UIC UNIVERSIDAD INTERCONTINENTAL, A.C.Rector | Juan José Corona LópezDirección General Académica | Ramón Enrique Martínez GascaDirección General Administrativa y Financiera | Sergio MárquezRodríguezDirección General de Formación Integral | José Arturo de laTorre GuerreroÁrea de Posgrado, Investigación y Educación Continua | ArturoPerlasca LobatoÁrea de Humanidades, Comunicación y Negocios | MarthaLeonor Anides FonsecaÁrea de la Salud | Gabriela Martínez IturribarríaUIC. Precio por ejemplar: $50 m.n. • Suscripción anual (cuatro núme ros): $200 m.n. (residentes en México) • 40 dólares (extranjero)Indexada en Latindex (Sistema Regional de Información en Línea para Revistas Cientícas de América Latina, el Caribe, España yPortugal), clase (Citas Latinoamericanas en Ciencias Sociales y Humanidades) y ebsco (Elton B. UIC Foro Multidisciplinario de la Universidad Intercontinental •UIC Universidad Intercontinental, A.C. UIC. Editor responsable: Javier Curiel Sánchez • Número de certicado
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