Contrary to popular belief, innovations don’t sell themselves. Successful adoption depends on how brands position themselves and how much they listen to their customers.

Innovation matters to the long-term success of firms, and marketing plays a key role in developing and launching innovations. While I have no doubt that managers and executives think carefully about the circumstances in which they propose to launch an innovation, recent marketing research brings to light an extended list of critical factors to consider in formulating long-term strategies, as well as specific tools to reduce the uncertainty inherent in such decisions.