Product Innovation: More Than Just Making a New Product*

Successful product innovation requires more than the management of technology; it also must address users’ problems and needs, how the product will be used, and for what purpose. Regarded in this way, a product innovative process is essentially a creative learning process. Based on in‐depth analysis of nine cases, we identify and discuss two learning themes: anchoring and intragroup coherence. The former concerns the what of a comprehensive product package, and the latter concerns the how of building a product team. Several principles supporting successful innovation have been identified.