Abstract

CRUZ RINCON, MARTHA LUCIA  and  PUENTE CASTRO, RAQUEL. Is there true innovation in the launching of new products? Relevant factors of success and failure in Colombia. estud.gerenc. [online]. 2012, vol.28, n.spe, pp.263-280. ISSN 0123-5923.

The launching of new products is one of the determining factors of growth and survival of an organization, but the rate of failure is very high. The purpose of this exploratory research work is not only to assess whether executives in Colombia use the best practices for launching new products, but also to review difficulties with implementation and the role of innovation in this process. The findings of interviews conducted among high-level marketing executives at twelve companies reveal that there are serious deficiencies in the knowledge of best practices. They also show that innovation focuses on incremental improvements, but there is a lack of awareness that the learning process can lead to a change in organizational culture and in the participation of all departments in a company.

Keywords : innovation; new product launching; new product failure; best practices for launching new products.

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