4. Classic Root Causes of Innovation Failures—Things We All Know but Sometimes Forget

Innovation failures happen when management neglects to follow a number of well-known innovation rules. This chapter reviews some of these rules and it identifies frequently found—root causes behind their non-observance. We will first focus on the non-respect of a critical strategy rule—the imperative need to anticipate and react to external changes—and a basic execution rule—the necessity to build integrated innovation process roadmaps. Failures also come from not abiding by the rules that determine technology leadership, product leadership and access to market, three combined conditions for innovation success. In most cases, the root causes are managerial. They often point to a disconnected approach between the technical and business sides of the organization resulting from a deficient innovation governance.