Innovations are always in demand, innovations are absolutely necessary:
But if this is the case, why is it that over ninety percent of all new product developments cannot be successfully placed on the market?
One possible reason for this was provided by 2be’s Managing Director Matthias Brinkmann in his talk, which he gave to around a hundred invited guests at a meet-up at the Wiesbaden headquarters of Seibert/Media GmbH on September 16.
Brinkmann’s hypothesis: The absolute majority of innovative R&D projects are simply not integrated into a corresponding sales and marketing campaign early enough. In this way, valuable time is lost until the start of production to gather knowledge about possible target groups and their specific needs and requirements and – if possible – to incorporate these into the development process.
Brinkmann cited the design of a new type of silencer for hunting rifles as an example of how effectively the early linking of development and sales activities can work. This had already been aggressively promoted as a prototype at industry trade shows and via social media channels. Thus, the product, which was still in the process of being created, already had a name before it even went on sale and, with this reach, was able to benefit from a long-standing resonance in the market.
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