Innovation as a strategy of a product launching (example of washing powder "Perła")

Abstract

The paper analyses innovation as a strategy of launching a new product. It covers the characteristics of the household products sector in Poland. Main features of a new product and ways of its introduction on the market are presented basing on the example of the product called "Perła". The final conclusion says that innovation concerning a new product remains a crucial element of competition and contributes to a better economic efficiency of a company.