Innovation often meant a lot of false starts in the wrong direction — and dreadful price tags.

The only reason Reese's Pieces got the lucrative product placement in the first place was because M&Ms had already refused the filmmakers permission to use its product in the film. This wouldn't ...

Gourville, John. "The Curse of Innovation: A Theory of Why Innovative New Products Fail in the Marketplace." Harvard Business School Working Paper, No. 06-014, September 2005.