Where innovation processes make a difference in products' short- and long-term market success

Purpose – This paper seeks to investigate with reference to which factors the innovation processes of new and improved products differ and how these factors relate to the products' success on the market, with a specific focus on technology‐ and market‐related factors.Design/methodology approach – Data were collected on 129 products of the Dutch food and beverages (FB whereas in 2005 long‐term market performance was measured.Findings – The results show that there are considerable differences in the innovation processes of new versus improved products and in the role of process‐related aspects in the short‐ and long‐term market success of these products. Interestingly, taking the current emphasis on market orientation in the F&B industry into account, technology‐related aspects are especially crucial for long‐term ma...