For every 4 projects that enter development, only 1 makes it to the market
At launch, at least 1 of 3 products fail despite research and planning
An estimated 46% of all resources allocated to product development and commercialization by U.S. firms is spent on products that are cancelled or fail to yield an adequate financial return.
Source : Winning at New Products, p.9
Source: Stevens,
G.A. and Burley, J., “3,000 Raw Ideas
= 1 Commercial Success!”,
(May/June
1997) Research Technology Management, Vol. 40, #3, pp. 16-27.