For example, as the front line with customers, Sales provides perspective on pricing, timing, packaging, and a number of other areas. All these people are important to successfully execute various elements of the project. At that point, you have expended people resources and money on development and planning. So, it becomes a negative to profitability, not to mention a lost opportunity because those resources could have been working on a higher ROI activity.

the importance of product innovation

Qualitative data includes benefits of the innovation, sources of information or ideas for the innovation, and diffusion or reach of innovation. Product innovation is the creation and subsequent introduction of a good or service that is either new, or an improved version of previous goods or services. This is broader than the normally accepted definition what is product innovation of innovation that includes the invention of new products which, in this context, are still considered innovative. However, as discussed above, sometimes innovating your product or service is not the answer. Instead, maybe you should innovate your distribution strategy, or how you train and manage your employees in order to boost sales and profits.

It includes improved inbound logistics, better media planning, or improved manufacturing process. For example, using instant demand data to plan production run is a process improvement.

Types And Examples Of Innovation

Apparently, these differentiating features were not so attractive for users that they switched to Microsoft. The tool provides the ability to customise the selection of comparator countries and time periods, to draw various types of attractive tables, charts and maps, and to export Kanban (development) the data in a variety of formats. IPP includes a data visualisation tool containing the main available indicators relevant to a country’s innovation performance. Indicators are sourced primarily from the OECD and the World Bank, as well as from other sources of comparable quality.

the importance of product innovation

It takes a value of 1 for innovation with a lower degree of novelty (e.g., product innovation involving changes in design, presentation, or of any component); otherwise its value is 0. External participation is a practice in which firms invest equity in a new or established business in order to gain access to the knowledge of the business or to obtain other synergistic effect. Firms may invest in start-ups and other businesses to keep an eye on potential opportunities . Such equity investments provide opportunities to increase external collaboration further in case their technologies prove to be valuable .

Then user-innovators can work around the strictures of intellectual property law by simply using these freely revealed substitutes . Under this second model, economically important innovations are developed by individual users and also by user firms. Sometimes, user-developed innovations result from a number of users working together collaboratively. There are two other types of product innovation, architectural and disruptive. Architectural innovation refers to the improvement of an existing product or service for an entirely new market. Disruptive innovation refers to the development of new products or services for an existing market. Further, because customers are involved, companies are tackling real, current problems.

Why Product Innovation Is The Key For Every Organization

The first electric vehicles introduced in the car’s market were also innovative, and new batteries with longer ranges that keep coming out are also an example of innovation. It could also be a new feature to an existing product, such as power windows to a car. Feasibility of a business idea with its potential problems and benefits.

In my studiesI found on averagethat almost 90% of businesses think innovation is a priority for their success. The Oslo Manual recommends certain guidelines for measuring innovation through the measurement of aspects in the innovation process and innovation expenditure. Measurement processes consists of collecting and systemizing qualitative and quantitative data regarding different factors of the innovation process, investment and outcome. Popular theories of product innovation – what causes it and how it is achieved – include Outcome-Driven Innovation and “Jobs to be Done” . 40 percent of Fortune 500 companies will be wiped out in the coming decade due to this level of digital disruption.

By targeting Korean manufacturing SMEs, this study attempts to examine how to obtain and utilize external knowledge, necessary for innovation, and affects product innovation in the evolving market. The introduction of innovative products to the market increases the risk that they will be at the expense of existing products. Brand cannibalization can cost margins and reduce the value of the company. However, there are also advocates of “preventive cannibalization”. The decisive factor here is how cannibalization affects total revenues.

  • At the same time, the ongoing shift of product-development activities from producers to users is painful and difficult for many producers.
  • Enhancing and upgrading something that is already on the market means that the new version will be better, faster or cheaper.
  • While virtually everyone business can benefit from innovation, innovation for the sake of innovation is a losing strategy.

The empirical finding that users often freely reveal their innovations has been a major surprise to innovation researchers. Nonetheless, it is now very clear that individual users and user firms—and sometimes producers—often freely reveal detailed information about their innovations. A number of studies have shown that many of the innovations reported by lead users are judged to be commercially attractive and/or have actually been commercialized by producers. Return On Investment refers to the efficiency of your business investment. Having a high ROI means that you are successful in generating high returns.


These strengths make it easier for manufacturing SMEs to achieve product innovation reflecting their customers’ ideas. Toolkits for user innovation custom design involve partitioning product-development and service-development projects into solution-information-intensive subtasks and need-information-intensive subtasks. Need-intensive subtasks are then assigned to users along with a kit of tools that enable them to effectively execute the tasks assigned to them. In the case of physical products, the designs that users create using a toolkit are then transferred to producers for production . Toolkits make innovation cheaper for users and also lead to higher customer value. Thus, Franke and Piller in a study of consumer wrist watches, found the willingness to pay for a self-designed product was 200% of the willingness to pay for the best-selling commercial product of the same technical quality.

Which is about 80% at present, the firm must be in a position to bear the losses. The profitability of a company can be maintained by the induction of new products in the existing product lines. When one product is in the saturation stage, another product must be in the introduction stage of the product life cycle to maintain profitability. New products are essential for the growth of a marketing company.

3 Lessons Learned In Optimizing Medtech Product Innovation – Med Device Online

3 Lessons Learned In Optimizing Medtech Product Innovation.

Posted: Fri, 10 Dec 2021 05:08:42 GMT [source]

The problem was customers had come to rely on the original flavor of Coke. They purchased the product because the formula had remained relatively the same for almost a century. The executives at Coca-Cola underestimated the sentimental attachment their customers had to the soda.

Are Trade Shows Still Worth Attending For Independent Product Developers?

Competition is perhaps the most important reasons for product innovation. Great patience and tolerance are required in the top management of the company. In the case of product failure, R&D people require support and in the case of success stroke and motivation.

By comparison, in product development, a single best solution is developed and implemented as efficiently as possible. I’ll describe two key strategies for success in product innovation. One, determine the relationship between technology development and product development in your company and how they can best work together. And two, follow best practices in matching technology and product development priorities with customer needs.

Technological Failure Of The Innovation

And that’s why we listen to customers and assess competitors before we expend resources. Too many firms start with their own idea and don’t validate it with customers and the marketplace. Then at some point down the road they learn that it’s not as appealing as they initially thought. Whenever I speak about innovation, one of the companies I point to is Apple.

So instead of making assumptions about potential customers and their needs, marketing might help identify entirely new or different customers for innovation teams to consider. The popularity of private label goods and products from companies like Brandless and others that seem to eschew marketing also seems to make the argument for less marketing, rather than more. While incremental innovations continue, the direction of change moves beyond product and process innovation. Firms begin to focus on channel innovation, packaging innovation, commercial innovation and financial innovation.

the importance of product innovation

Such early prototypes are often less expensive than complete systems and can be made more rapidly, decreasing costs and shortening development time. Recently, customers are increasingly demanded as not just simply being as passive adopters but as active participants. Therefore, firms need to fully understand their reflected ideas and evaluations in the product innovation process. Although there have been multiple studies of product innovation to enhance firms’ competitiveness so that they may adapt to the fiercely competitive environment, most of studies are targeted for large scale firms. In many countries worldwide, small and medium enterprises represent a high proportion of the national economy.

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