To innovate, or not to innovate, that is the question

Business leaders’ approach to innovation can look worryingly like the triumph of hope over experience. Thousands of new products are launched into Asian markets every year, but hardly any of them (a mere 12 per cent, in fact) actually succeed. In a McKinsey Survey, 84 per cent of senior executives affirmed that launching new products is “very important” to their growth strategy – but are all of them right?


In this whitepaper, Ray Crook - Global Director Product Testing, examines the seven questions would-be product developers must ask themselves to answer the most significant question of all – to innovate or not to innovate?

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Need help with finding your winning concepts? 

Frans van der HorstFrans van der Horst Director Productontwikkeling en innovatie
Director Customer Insights & Innovation
t 06 483 14 070