Product innovation Wikipedia

Companies have to allocate resources, such as money, people, and time, to create new products, services, and processes. When companies use a differentiation strategy focusing on one aspect of the product , they create a perceived value among potential customers and consumers. Thus, innovation simplifies customer choices by solving their problems. Introducing new product features is the third type of product innovation. Developers and designers develop new features to improve products and increase their frequency and adoption.

Lastly, think of ways to improve your product offering per yourbuyer personaand target customer needs. There are many market research firms out there; however, most of them do their job manually—that’s costly and slow and it doesn’t always help you understand the market you’re interested in. There are two types of cost challenges that can arise in a company. Beyond technological innovations, Tesla is always the poster child of innovation because of their ambition to become better at everything they do.

Product Innovation in Practice

The OECD also questions whether the growing use of special tax regimes for intellectual property presents value for money. Competitive and transparent grants are better suited to the needs of young firms, can foster co-operation in innovation, and can be directed towards areas with the highest impact. Ray Kroc used this technique to persuade the McDonald brothers, Richard and Maurice, to sell their McDonald’s franchise at the end of the 1940s.

Or the product needs to solve a completely new problem that has arisen. The simplest way to categorize innovation is into two types – incremental and radical. Incremental innovation is an improvement in an existing thing (e.g. product, process or service). Radical innovation is finding an entirely new way of doing something. Since you will never have enough time and resources for all the new product development ideas proposed, you must prioritize new development opportunities to narrow down options.

Most ideas that are thought up are rejected for one reason or another, so don’t be disheartened if your first idea falls flat. Let’s look at some what is product innovation of the reasons why product innovation might be stifled. Every year, tens of thousands of new consumer products are launched in the United States.

Targeted Innovation

All things being equal, buyers will take as much time as necessary before they move loyalties. If your product innovation has made them your loyal customers, then there are very lesser chances that they will shift their loyalties. As every industry is providing customers with so many product options of a single type, it becomes essential for businesses to innovate. Millions and millions of products are rolled out into the market every year in almost all the industries.

Product Innovation meaning

Apart from the fulfilment of real needs, another strategy for successful product innovation is the uniqueness and superiority of your product from your competitors. Product innovation can be classified by degree of technical novelty and by type of novelty in terms of market. Technical product innovations include the use of new materials, the use of new intermediate products, new functional parts, the use of radically new technology and fundamental new functions. Classification by levels of novelty include new only to the firm, new to the industry in the country or to the operating market of the firm, or new to the world.

It also remains committed to world-changing technology, for example, its fast-charging sustainable batteries. At this point, you must look at the legal and financial restrictions of introducing a new product to the market. Consider sales forecasts, product price, profitability estimates, and overall production costs. Product development is where designers and developers build the first test product and test it. This stage includes continuous testing and improvements to develop the final product. Experts term new products as either radical or disruptive because if they achieve a successful adoption rate, they can become game changers and cause a market shift.

Vs. other forms of innovation

Unfortunately, a superior design on paper might not prove to be so high and mighty in the real world, with design flaws and unexpected challenges cropping up. It’s always important to test your product, but you might not like the results. For products to be adopted at a large scale, they have to be straightforward, easy to understand, and easy to use. It’s not to say that you should linger on the strategic phase for too long. If you find yourself stuck in this phase, by the time you are ready to act, it might already be too late.

  • Now since you know what everyone is looking for, develop a concept towards that.
  • The OECD also questions whether the growing use of special tax regimes for intellectual property presents value for money.
  • Introducing new product features is the third type of product innovation.
  • Spend less on research and development and more on marginal improvements to existing products tend to be more successful than those focusing on groundbreaking innovations.
  • Incremental innovation embraces this principle, and companies can use it to retain customers, remain relevant, and balance their innovation portfolios.

Overall, the aim of NPD is to screen out those ideas which aren’t feasible, profitable or attractive to consumers. If at any point the product is found to be lacking, it will need altering or discarding. Another factor that’s related to, but not directly synonymous with cost, is pricing.

The company is a leading global multi-industry engineering provider of technology, product innovation and strategic consulting. Product innovation is defined as the development of new products, changes in the design of established products, or the use of new materials or components in the manufacture of established products. 95 percent of them fail, according to Harvard Business School professor Clayton Christensen.

What are the 7 types of product?

There’s a gap between your product and customer’s expectations; market research will help you minimize that gap. This gap is inversely proportional to your customer’s satisfaction from the product. Product innovation is all about finding a solution to the problems of the majority of people.

Product Innovation meaning

There are new light bulbs that use a minimal amount of electricity and don’t need to be changed for years. Product innovation is important because it can help you create new spaces in a seemingly crowded market. By identifying the gaps and imposing yourself into a new space, you can find an audience and satisfy consumer needs in a way that is new and refreshing. Businesses should focus on solving people’s problems more than just launching a new product every year to get recognition in the market.

They are harder to get right, they present more risks, and the success rate is not very high. The tricky part is not just coming up with ideas for new products, or even taking them to completion. And even if you’re successful, you still need to do all of that with manageable risks while keeping costs under control. Apple is also maintaining its competitive advantage through product innovation. Since the introduction of the smartphone in 2007, Apple has iterated on their innovation and initially gained market share and also took out of business slow to innovate competitors. Therefore, product innovation is not just developing a new product; a business can improve the quality of pre-existing products and call it product innovation.

However, we think it’s important to specifically mention the important role continuous improvement plays in product innovation. Companies that have a great track record of launching successful new products use a systematic way of taking their ideas from concept to a marketable product. Redefining the competition is also about redefining the value of a product.

More Examples

A way to get around these development issues is to be agile, learn from failures and have a fast pace of innovation. It can be used to pursue differentiation, open up new market spaces and create new demand. Product improvement is the process of making significant and meaningful changes to products and this can also be done through new features. On the other hand, highly competitive markets made product innovation more difficult as more than 50% percent of new products fail to reach their targets. However, there are still plenty of compelling arguments in favour of product innovation. A portfolio of good products drives growth and brings more profit, compared to services which can increase revenue but have a lower margin.

Product Meaning in Digital Product Innovation

A business need not roll-out new product every time to resolve people’s problem, they can work on the pre-existing ones and make them better. For example – Intel has been innovating its pre-existing CPU for a decade and resolving the customer’s problem. In simple words, product innovation is bringing innovation in products to solve the problems of the majority of people. Huawei is a Chinese tech company that designs, develops, and sells various telecommunications products, including smart devices and consumer electronics. In 2019, Huawei invested $19 billion into research and development, which paid off immediately since it sold more smartphones than Apple that year. Does your product innovation face legal conflicts or ethnic conflicts with societal values?


Success requires a systematic, proven way of taking ideas from conception to marketable products. If you embrace continuous improvement in your organization, it will only become natural to make better products and win that competitive advantage. As everyone involved in developing products is systematically engaged in doing a better job day after day, their strive for excellence will pay off on the long term.

Performing changes in small steps like these means that you’re unlikely to lose sight of your goal – to improve the existing standard for your product. Every failure is a lesson to learn from, as it gives you information on what features/alterations will be received positively and which won’t. Be aware though that consumer perception can shift over time – what was rejected by one generation may be thoroughly embraced by another. Continuous improvement in this sector aims not to perfect a product, but to keep it up to scratch with current market requirements and/or get an edge on the competition.

Improving on innovations developed by others is usually the most lucrative and successful type of product innovation. This happens because when new products are launched, they are usually not exploited to their full potential. A series of incremental innovations and improvements have to be made to better meet the needs of consumers.

Those are a little less obvious, but they can be just hugely lucrative and successful. In a time when technology and communication channels are so easily accessible at large scale, anyone can make and launch products. The bar has been lowered, but not when it comes to good product development.

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