(458c) Facing the Top Five Innovation Barriers for Consumer Products: Systems and Strategies

In our experience with consumer product innovation, several common innovation fatigue factors repeatedly pose special challenges that can interfere with innovation success, especially in large companies. We explore these challenges and offer solutions that can strengthen culture, identify and eliminate bad behaviors that defeat innovation, and strengthen judgment in pursuing cost-effective innovation. Principles that must be understood by managers as well as researchers and product developers will be reviewed, with case studies drawn from global corporations as well as start-ups.