Business Review


Consumer goods companies launch new products in order to create diversification in their product portfolios and successfully compete in the market. However, based on in-depth literature review, it has been identified that only a few of these new products are successful. For the purpose of this research article, detailed interviews have been conducted with corporate managers of consumer goods companies in Pakistan and the Middle East. This article, hence investigates the key reasons for new product failure, the level of impact of these reasons & the measures that should be taken in order to avoid new product failure. The findings and recommendations can serve as a useful guideline for decision makers of this field and also provide further opportunities for research in this area.


New products, Launch, Failure, Reasons, Consumer goods, Marketing



Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

March 02, 2021



Publication Stage



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