Compléter failuresVersion en ligne 8 failures products don´t succeed par Naldy Arteaga 1 research benchmark exceed contribute failures commercially launch success statement preferences development product consumer oblivion We all know the giant and service successes ? such as Apple's iPad , Google , and CNN . Yet the thousands of product every year that slide quietly into cost American businesses billions of dollars . Ideally , a new product or service needs a precise protocol , a that , before product begins , identifies ( 1 ) a well - defined target market ; ( 2 ) specific customers' needs , wants , and ; and ( 3 ) what the product will be and do to satisfy consumers . Research reveals how difficult it is to produce a single successful new product , especially among packaged goods that appear on supermarket shelves one month and are gone forever a few months later . Most American families buy the same 150 items over and over again ? making it difficult to gain buyers for new products . So less than 3 percent of new consumer packaged goods first - year sales of $50 million ? the of a successful CPG . Both marketing and nonmarketing factors to new - product failures . Using the results from several studies on new - product and failure , we can identify critical marketing factors ? which sometimes overlap ? that often separate new - product winners and loser s
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