Change is the very constant that is ruling the (business) world. The task of Management task is to utilize change in order to prepare and successfully lead the company into the future. A crucial and effective measure in this endeavour is Innovation: creating the new. Companies need to constantly innovate and redefine themselves in todays world in order to keep up. Many innovative efforts, however, turn out as failures since they do not account for the element of change. After conducting large scale market research including numerous consumer surveys, findings are that a new product will most...