Broadly speaking, there are three environmental factors that determine the success of new products or innovative products at the market. These factors include the characteristics of the target market, where the product may be, one suited for the given market or not. The second is the compatibility of the product innovation with the skills and the resources available to the company in question (Bessant & Tidd, 2011). This factor is likely to affect the success of an innovation, in the case that the given company cannot succeed in administering the product and incorporating necessary developments and upgrades. The third factor is the descriptors of the new product presented to the target market.
The main differences in the timing and the positioning of successful and unsuccessful product innovations include that the product innovations are positioned in a way that offers information and products that are not usable; therefore, the market does not exploit the potential of the innovation, which would lead to their success. This shortfall affects the positioning of the product, mainly because the products delivered to the market do not address the information, and the product needs of the consumer. This is one of the main reasons behind the success of a new product or an innovation (Bessant & Tidd, 2011). From the case study, between 70 and 90 percent of new products/ technology is not utilized at product lines or in business spheres, which are the main drivers of the demand of a product. This shows that the incapacity of the product or the innovation, to meet the needs of the market as well as the usage needs of the given product line should be addressed through administering extensive market research and surveys – so as to deliver what is needed.
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