The innovation advantage: How advantage is built EP:1/3

Watch podcast on You Tube: https://youtu.be/hn0rCMYo5YE 48% of launches reduce category spending. That’s not a typo. Nearly half of innovation doesn’t expand the category, it redistributes spend. In Episode 1 of our podcast series focused on Innovation: The innovation advantage: How advantage is built. We look at what happens after launch as most innovation looks good at launch. But what matters is what happens when:•       The spotlight moves on•       The promotion ends•       The numbers normalise We unpack why behavioural direction, repeat, repertoire role, occasion expansion, is the real measure of advantage. Find out more: Creating the innovation advantage - Worldpanel by NumeratorRead more: https://worldpanelbynumerator.com/insights/innovation-advantage-fmcg-category-growth Hosted on Acast. See acast.com/privacy for more information.