9.1.3 Where do you need to optimise and control the acceptance of an innovative product or service

All types of enterprises need to optimise and control the acceptance of innovative products and services. This marketing activity takes place at the beginning when planning a new product or service to determine what the customers really needs and avoids spending resources on products with low demand. It then continues during all innovation processes and during the product life cycle.
A company that needs to commercialize an innovative product or service could be of any size and belong to any sector or country.