Case playback:

　　Before the nineteen seventies metaphase, A beverage has been the United States beverage market overlord, market share had reached 80%. However, in the late 70's, B drink won the young people's trust with good taste and youth, fashion, passion of advertising, market share is steadily rising, launched a strong challenge to the A beverage market leader. In order to find out the real reason of product decline, A drinks conducted an extensive survey of consumers in the main city. Investigation shows that, only A beverage fading is important for more than 90 years the same taste has been unable to meet the changes in consumer taste. In order to cope with the competition, the new formulation of A drinks with more than a year of export are softer, sweeter, and gratifying achievements beyond B beverage and production by traditional formula A beverage made in the market test. In order to keep the A beverage market leading position, A beverage makers face questioning decided to abandon the traditional formula, the transformation of production lines, and replaced by the new formula. In 1985 April, the new beverage taste A officially listed, and rely on the enormous influence of the media to spring into fame. But 3 months after the listing, the new taste A beverage sales are not ideal, but the public outcry has intensified. In 1985 July, A decided to restore the traditional formula of beverage drinks, together with the new formula of the beverage sales. A few years later, the traditional formulation of A drinks continue to occupy a larger market share in the United States the soft drinks market, while the new taste A drinks gradually fade out people's eyes, become "one of the most important 100 years of failure of American business".

　　Intensive case:

　　In today's increasingly competitive market, innovation is no longer a high-tech enterprise patent, enhance the core business ability but all enterprises, obtaining the core means of survival and development. But more than innovation in idea and breakthrough in technology, but also in commercial success. It involves many factors such as resources, capabilities and from the thought conceived to each link of product success, relative opportunities for innovation and value innovation, more problems, difficulty is greater, the risk of failure is very high. In the face of the complex and uncertain process, entrepreneurial success needs not only has have farsightedness leadership, rely more on innovation carefully.

　　Innovation involves a lot of work schedule and resource allocation, and generally exists in the formation of the value of the entire network in enterprise. Although the process of innovation in different enterprises differ in thousands of ways, but mainly involves two aspects to enhance the allocation of resources, capabilities, including seven innovation task organization resources, technology research and development, production, marketing, human resources, financial resources, information resources, etc.. Regardless of the specific entrepreneurial planning how special, these seven tasks will appear repeatedly in the entrepreneurial planning implementation process. According to the differences of various business planning implementation process factors or change, these tasks in one or more often than other tasks more important or more time. When the seven factors of mutual adaptation and matching, implementing the business plan will be relatively smooth, otherwise, it is not possible to succeed.

　　In this case, A drink face strong competition B beverage, looking for a breakthrough from the perspective of product innovation is the inevitable choice. After a careful investigation of the market and the taste test, confident decision-maker Lipaizhongyi launched new products to market. Based on the market demand of new taste A drinks although showed strong competitiveness in product testing process, and achieved great success in the listed earlier, but it emphasizes the tastes of customers satisfaction, while ignoring the market stakeholders discontent and the value of brand products, the hidden trouble for the future products introduction. After the listing of new products, the traditional formula of the beverage production A beverage hasty action and does not coincide with the product positioning marketing strategy, the public opinion and vision draw further apart. In the face of the media and consumer backlash and no improvement in market demand, a costly developed innovative products eventually sadly ended.

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