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From Experience: The Invisible Success Factors in Product Innovation

Robert G. Cooper


In this article, Cooper lowers the microscope on the state of product innovation – on the fact that product innovation does not happen as well as it should, and that the critical success factors are indeed noticeably absent from the typical new product project. This article outlines the reasons why so many companies and senior managements have failed to heed the messages, and continue to repeat the same mistakes. And solutions are proposed – no, not another process, and not another market research methodology – but approaches designed to tackle the difficult question of management’s failure to listen, and businesses’ failure to embrace the critical success factors.