The area of innovation and new product developmentis both one of the most important and oneof the most uncertain in management decisionmaking. What looked like good ideas on the drawingboard often fail in the marketplace for seeminglyarbitrary reasons, or simply due to bad luck. Manyinnovations fail because the relationship between theinnovation and the consumer is ignored in the questfor stateoftheart technology. While innovation willalways remain a risky undertaking, the applicationof consumer behaviour models, such as thatproposed by E.M. Rogers, can increase theproportion of successful product launches.
Management Decision – Emerald Publishing
Published: Jul 1, 1990