NIELSEN INNOVATION INSIGHTS

NIELSEN INNOVATION INSIGHTS

The failure rate of new products has always been high. However, in recent
years, a number of nimble upstarts have emerged as fierce competitors
to well-established category leaders, prompting large manufacturers to adopt more "agile" practices to keep up—despite evidence suggesting that these small players don't actually have a higher rate of survival.

 

In an effort to discover a sustainable, replicable formula for innovation success, Nielsen BASES went back to the drawing board, asking "Why do so many launches fail?" This report presents three common causes of innovation failure, backed by robust data—and they may not be what many innovators would expect.