Execution is also important, and some innovations require a dedicated champion. Although functional foods and nutraceuticals have a lot of growth potential, Ruff believes that there are two major obstacles to their success today. First, it's too hard for the consumer to tell what kind of benefit that they're actually getting. New Product Launch Report , provides a roadmap on how companies can successfully navigate the complex launch process. Don't let the CEO run the product rollout.
Brand managers are critical to launch success.
Consumer-focused spending spells success. Focus on the truly new products. Thursday, August 16, 2001.