For companies, innovations are undoubtedly an important driver of success and growth. New products are crucial for growth and prosperity in modern society and are a driving force of the economic system. In contrast, there is an increasingly dynamic market with new players and changing customer behavior. Products are subject to high demands and individual needs. This dynamic change in the environment forces both large and small companies to explore new paths and improve established strategies to strengthen their innovation potential. This study analyzes the recurring challenge of successful innovation in new products for companies. In the context of changing market influences, it has become increasingly difficult for companies to successfully launch new products in the market. Studies indicate that...