5
Moving Innovation to Market
Will It Fly?
Key Topics Covered in This Chapter
- The idea funnel
- Stage-gate systems—and a caution regarding using them
- Financial issues involving innovation
- Extending innovation through platforms
NOT EVERY IDEA with commercial potential makes the challenging journey from the innovator’s mind to the marketplace. Even after passing the rough-cut business evaluation described in the previous chapter, subsequent development will find many—if not most—innovations to be either technically unfeasible, too costly to execute, or unacceptable to customers. The high mortality rate of ideas along the development path is a fact of life that innovative companies accept. They recognize the importance of culling weak and inappropriate ...
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