B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
95%
95% -- new product failure rate for new products globally (2026)
95% of new products fail annually due to poor marketing strategies.
- Attributed to Clayton Christensen
- Specific cause cited as poor marketing strategies
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
95%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Harvard Business School (Clayton Christensen)
Primary
Tier C
https://lutyca.com/digital-marketing/marketing-strategies-for-new-product/ ↗
Source Article
20 Marketing Strategies for a New Product
The success of a new product often hinges on the effectiveness of its marketing. With countless products shouting for attention, a well-tuned marketing campaign is essential for elevating your product above the noise. A staggering 95% of new products fail annually due to poor marketing strategies (A…
Original Research
Harvard Business School (Clayton Christensen)
· Original study ↗
Methodology
Attributed to Harvard Business School professor Clayton Christensen; frequently cited figure with unclear original methodology.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
new products globally: 95% new product failure rate. Source: Harvard Business School (Clayton Christensen) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/new-product-failure-rate-christensen
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<blockquote cite="https://lighthousedata.io/data/new-product-failure-rate-christensen" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>95%</strong> -- new product failure rate for new products globally<br><small>Source: Harvard Business School (Clayton Christensen) (2026) · <a href="https://lighthousedata.io/data/new-product-failure-rate-christensen" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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