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HOW TO ENSURE YOUR NEXT CHEMICAL INNOVATION WILL BE A COMMERCIAL SUCCESS

October 09, 2019
USA (United States of America)
As McKinsey already demonstrated in a 2013 study, too many chemical innovations end up in commercial failure. Some new expensive products bring limited added value. Some others solve problems that don't exist, or can offer interesting performances but missing basic requirements and so on. In most of the cases, the common failure is the lack of market insights and data. What are the best innovative ideas you should work on? What are the best markets to target and why? What is the best positioning to adopt by market? What are the weaknesses you need to improve in your final product?