Abstract:
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.). This interpretation does not explain why failures continue in spite of the growing knowledge about factors driving success and failure and following a rigorous product launch process. This paper argues that new products fail because of our irrationality and our inability as individuals and groups to avoid many of the thinking errors that affect decision-making. The paper outlines the errors, cites examples, and provides recommendations for improving the innovation decision-making process.
This could also be of interest:
Research Papers
Operation successful but patient dies
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Michael M. Roe
 
September 1, 1998
Research Papers
Knowing the patient
Catalogue: ESOMAR Global Healthcare 2002
Author: Simon Fitall
 
February 17, 2002
Research Papers
The chronically ill patient
Catalogue: ESOMAR Global Healthcare 2002
Author: Chris Krattiger-Savelkouls
 
February 17, 2002
