Bewährte Markenprodukte hatten früher ein langes Leben. Heute, in unserer schnelllebigen Zeit, hat sich da manches geändert. Was gestern noch unter dem Motto «Und läuft und läuft …» angeboten werden konnte, muss heute nicht selten bereits nach kurzer Zeit mit einem neuen Namen versehen werden oder als Produkt den Zusatz XY bekommen, wenn der Hersteller gegenüber der Konkurrenz bestehen will.

Alles, was neu ist, passt in unsere Zeit. Man macht Mode für «Leute von heute», schafft Pflegemittel und technische Geräte für die «Frau von morgen» und erweckt hier und da mit dem Namen «XY-2000» den Eindruck, dass man bereits seiner Zeit – bis ins Jahr 2000 – voraus ist. Zwar ist das Wort Neuheit längst ein alter Hut, wie es einmal ein Werbemanager ausdrückte.

Dessen ungeachtet hat «Neuheit» aber immer noch psychologische Zugkraft. Ganze Industriezweige, Heere von Erfindern, Konstrukteuren und Technikern tun nichts anderes, als nach immer wieder neuen Produkten zu forschen, sie zu entwickeln und dem Neuheiten- hungrigen Publikum vorzustellen.

Man fragt sich unwillkürlich, wie lange das noch gut gehen kann. Denn rein rechnerisch müsste irgendwann einmal ein Sättigungspunkt erreicht sein, wo man nichts Neues mehr erfinden und produzieren kann. Doch dem ist nicht so.

Jährlich werden in aller Welt Zehntausende von Artikeln neu entwickelt oder als Weiterentwicklungen von bereits bestehenden Produkten hergestellt. Nur ein verschwindend kleiner Bruchteil davon wird uns überhaupt bekannt. Einige Artikel kommen nur kurz auf den Markt, andere leben ein bis zwei Jahre, und wieder andere werden dann zu langlebigen Verkaufsrennern. Diese letzteren aufzuspüren, sie unters Volk zu bringen und massenhaft umzusetzen, bringt erst den eigentlichen Gewinn.

Hier allerdings hapert es bei vielen Geschäftsleuten. Wie soll man sich die Anziehungskraft neuer Produkte zunutze machen, wenn man nicht weiß, wer die geeigneten Produkte herstellt und wie man daran kommt? Dabei ist das gar nicht so schwierig, wie es auf den ersten Blick aussieht. Es bedarf dazu nur einiger Gewusst wie- und Gewusst Wo-Informationen, über die wir uns im nachfolgenden eingehend unterhalten wollen. Außerdem soll einmal aufgezeigt werden, wie man sich mit Neuheiten tatsächlich ein «Bombengeschäft» und einen dementsprechenden Umsatz schafft.

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