How to reduce the risk of product innovation failure? From upstream to consumers in ornamental horticulture

The innovation strategy of players in the ornamental sector is mainly based on the "technology push" model: i.e., innovations are developed by R&D, with marketing coming in at the end of the process. Despite its advantages, this model would benefit from integrating consumer behavior ("market pull" strategy). Innovations produced in this way would respond to market demand, ensuring commercial outlets. What are the keys to consumer adoption of innovative products? What are the brakes and levers on innovation development for each link in the horticultural value chain? We will present the main results of the DEXINNOV project (co-funded by CASDAR and VALHOR).