Ehrenberg-Bass News

When it came time for Jenni Romaniuk, international director of the Ehrenberg-Bass Institute for Marketing Science, to write a new book, she thought about Adam Grant.

The demise of Innocent’s dairy-free smoothies coincided with a report from the Ehrenberg-Bass Institute which showed just how difficult it is to get a product launch right. Investigating 83,719 new product introductions over an eight-year period, the Institute found that a quarter failed in the first year and 40% were gone inside two years. As Innocent made its plant-based innovation in 2018, a lack of time on shelves does not seem to have been the cause of its failure.

When Jenni Romaniuk from the Ehrenberg Bass Institute now releases a book about how to fine-tune your measurement to match the research from "How Brands Grow", then brand geeks breathe a sigh of relief. Build Better Brands promises just this: A handbook on how to translate the knowledge of Mental and Physical Avaliability into measurement methodology.

For the past few years, at The B2B Institute we’ve been on a mission to prove that the Ehrenberg-Bass laws of growth hold true in B2B, not just B2C. But recently, our colleague at the B2B Institute, Derek Yueh, partnered with PhDs Nicole Hartnett and Carl Driesener from the Ehrenberg-Bass Institute to study three of the biggest categories in B2B: infrastructure-as-a-service (IaaS), business intelligence (BI) and customer relationship management (CRM). So, what did we find?

With so many new product launches failing to exist even just one year later, brands must ensure they have clear strategic intent when bringing new lines to market.