2.  The continuous innovation of new products is the cornerstone of pharmaceutical industry’s success and longterm viability.

3.  New consumer product  New to the world (fax, DVD, VCR(  New to the country  New to the firm  New category entry  Product line addition )new icecream flavor(  Product improvement (lighter and faster(

4.  New products according to degree of innovation:  Breakthrough products (new to the world(  Pioneering Products (thinner portable computer (  Adaptive products (2 in 1 hair shampoo combination  Imitative products ) me-too product(

6.  Chemical type:

7.  Treatment potential  Priority review drug (P( is a drug that appears to have therapeutic qualities that surpass available therapy.  Standard review drug (S) All nonpriority applications are considered standard applications.

14.  Idea generation  Idea screening  Buisness analysis  Development  commercialization

15.  Is based on the identification of unmet therapeutic needs.  Based on large amounts of epidemiological and therapeutic area market data  Pharmaceutical marketers select a therapeutic area with an  unmet therapeutic need,  a significant potential for sale

16.  Then they construct a product target profile

17.  The process of unmet needs analysis, target profiling, and profile based development is called label-driven development.

27.  Proactive (continuous performance improvement)  Or  Reactive (responsive, defensive, imitative, and not truly pioneering )  Most experts agree that continuous performance improvement is the optimal approach for long term innovation and profitability