(or Ideation (creative process)) →Concept screening→ Concept testing → Business analysis → Product development → Market testing → Commercialization and may include a Soft launch The NPD process can be applied to: Products: New product development; Design Services: Service innovation; Service design Environmental goods or services: Eco-innovation; Ecodesign; Lean product development A recent trend in NPD is the use of participatory design, also known as co-design or co-operative design, which involves stakeholders such as employees or consumers in the design process. Sources of new product ideas include: Research and development; Consumers or Users; distributors, suppliers or crowdsourcing. Types of innovation Blue Ocean Strategy Disruptive innovation NPD represents a high risk activity. It requires substantial investment and a list of product failures suggests that the probability of failure is relatively high. New product adoption and diffusion In order to develop a superior understanding of how new products are adopted by the market place and the factors that influence adoption rates, marketers often turn to a number of models or theories of the adoption/diffusion process: Bass diffusion model Diffusion (article) Diffusion of innovations (article) Early adopter Hype cycle Technology acceptance model (article) Technology adoption life cycle (article) Technology life cycle Quality function deployment Crossing the Chasm (Book title) Legal protection of new products and brands New product development, including the design of product features, manufacturing processes, packaging design etc. involves creative work and therefore constitutes intellectual property. A number of different legal avenues are available to protect different types of intellectual property. Certification mark Copyright List of Copyright Acts Logo Patent Service mark Service mark symbol Trademark Sound trademark Trade secret Brand management Branding (Promotional) Branding Aspirational brand Celebrity branding Co-branding Employer branding Green brands Internet branding Ingredient branding Lifestyle brand Nation branding Symbol-intensive brand White-label product Brand architecture Brand asset management Brand alliances Brand ambassador Brand aversion Brand awareness Brand community Brand equity Brand experience Brand extension (also known as brand stretching) Brand implementation Brand language Brand loyalty Brand naming Brand orientation Brand preference Brand relationship Brand strength analysis Brand tribalism Challenger brand Brand switching Corporate identity Corporate branding Cult brand Generic brand Hallmarks Silver hallmarks List of fictional brands List of renamed brands Product proliferation Marque Rebranding Self-brand Visual brand language Branding strategies Private brand (also known as Private labels or Store brand Private Label Strategy Brand licensing Corporate branding Family branding Fighter brand (also known as a fighting brand)