THE UNDETECTED CAUSES FOR NEW PRODUCT FAILURE

If marketers generally know why new products fail, after the fact, and can hypothesize why most products fail, before the fact, why then are there so many failures? The author makes the case for fundamental weakness within the new product development process, mostly invisible and certainly unattended, that often preordains failure. The basic theme is summed by this thought, “Instead of researching the reasons a new product failed, we should be examining the system that allowed that to happen!”