FRANCIS, MARK; DORRINGTON, PETER; HINES, PETER - In: International Journal of Innovation Management (ijim) 12 (2008) 02, pp. 195-222
Little has been written about new product and packaging development processes within the fast moving consumer goods (FMCG) industry. While often taking on the status of apocryphical folklore, branded FMCG product development failure rates as high as 90%–95% have appeared in the popular and...