Companies are turning toward product innovation to achieve revenue growth, but to generate return on an innovation idea, the idea must be fully developed. When the concept has been fully defined, validated, and transformed into a product, it is then ready for commercial launch and execution from a sales, marketing, manufacturing, and logistics perspective.
packaging concerns when the product is already designed. The time to rework the design is no longer available, let alone the expense. Aberdeen research has highlighted the value and trend toward incorporating regulatory requirements and sourcing considerations earlier in the design process. Product innovation typically involves more interaction than execution, with about half of respondents saying that they have much more interaction in design than in manufacturing (Figure 8). Frequently, products are