Product innovation

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Product innovation is the creation and subsequent introduction of a good or service that is either new, or improved on previous goods or services. This is broader than the normally accepted definition of innovation to include invention of new products which, in this context, are still considered innovative.


Product innovation is defined as:

the development of new products, changes in design of established products, or use of new materials or components in the manufacture of established products[1]

Thus product innovation can be divided into two categories of innovation: radical innovation which aims at developing new product, and incremental innovation which aims at improving existing products.[2]

New products and services are the lifeblood of successful businesses – and yet over 80 percent of new products fail.
Even successful launches do not always result in top-line growth.

New product development[edit]

New product development describes the complete process of bringing a new product or service to market. There are two parallel paths involved in the process: one involves the idea generation, product design and detail engineering; the other involves market research and marketing analysis.

Improvement of existing products[edit]

This includes, but is not limited to, improvements in functional characteristics, technical abilities, or ease of use. Product innovation often takes place when a product's sales are in decline. This is an obvious and commonly used method to extend the life of a product.


  1. ^ Policy Studies Institute, University of Westminster. "Small Firms' Innovation". Retrieved 27 May 2010. 
  2. ^ Wong, S.K.S. (2014), "Impacts of environmental turbulence on entrepreneurial orientation and new product success", European Journal of Innovation Management, Vol. 17 No. 2, pp.229 - 249