Functioning prototypes or detailed descriptions of the product may be created. These designs are normally a joint responsibility of the organization's development staff and it marketers, who provide feedback on customer reactions to the proposed product design, color and other physical features. Test marketing introduces a new product supported by a complete marketing campaign to a selected city or TV coverage area. During this stage the item is sold in a limited area while the company examines both consumer responses to the new offering and the marketing effort used to support it. The results of test marketing can help managers determine a product's likely performance in a full scale introduction. This step is sometimes skipped because it may reveal product strategies to a competitor. Additionally the expense of doing limited production runs may make test marketing cost prohibitive in some cases.

Implementation

Considerable planning goes into this phase because the firm's distribution, promotion, and pricing strategies must all be geared to support the new offering. The need for a steady stream of new products to offer customers, the chances of product failure, and the potentially high cost of new product development make the innovative process a critical component of a successful organization.
References

"Creativity and innovation." (NDI). Creativity management. Create Project. Retrieved August 9, 2011, from http://www.diegm.uniud.it/create/index.htm

Pick, S. (2009). Four steps to innovation: Lessons learned from the intelligence community. Organization development practitioner. Vol. 41, No. 3, 37-41. Retrieved August 9, 2011, from http://www.sensasolutions.com/downloads/OD%20Practitioner%20Copy-%20Four%20Steps%20to%20Innovation.pdf