Abstract:

Often enough companies are focusing on launching tactical, uninspired, no-risk and no-reward new products and line-extensions instead of thinking ahead to generate breakthrough big initiatives that can deliver unprecedented successes. When companies have shifted their approach and attitude, incredible things have happened. Inspired by success stories, this presentation investigates the key underlying factors for innovation success, and aims at answering the following questions: -Is there one model for successful innovation? -What have we learned about consumer adoption processes based on investigating in-market success stories? -Does breakthrough innovation require a different approach? -Is there a pattern in activation strategies that all successful launches must follow?