Scope & Topics

A Sense of Innovation

Virtually all organisations today view the ability to be creative as a necessary prerequisite for prevailing in the competitive arena over the long to medium term. Consequently, most markets in the industrialised nations of the world are characterised by a strong innovation dynamic, coupled with ever-shorter product lifecycles and a steadily rising number of alternatives within a given product class. Whether or not a new food or drink, a new toiletry or cosmetic, a new laundry detergent or cleansing agent will enjoy success in the marketplace hinges upon both its innovative marketing concept as well as its sensory product profile. However it can be seen that the percentage of unsuccessful products continues to be terribly high throughout the world – the latest empirical studies document that more than half of all innovations are considered to be flops.