Forget the focus groups and Delphi studies : A new tool for predicting market success of innovative products

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – The introduction of innovative products into the marketplace has always been a risky business. Get it right and your product will become as ubiquitous as the cell phone. But get it wrong and your company's profit margin and reputation may both go into terminal decline. So how does a company make the right choices about developing and marketing products that are substantially different from those currently available? Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.