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Advantages
- Businesses can initially charge higher prices for new products before competitors products come on the market
- Being innovative good for a firm's reputation
- If they have been first in the past - people naturally interested in future products
- Innovations in processes add value to existing products / services
- Businesses with lots of innovative products can take advantage of economies of scope
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Disadvantages
- Very costly and time consuming
- Businesses can run out of money if they invest too much and don't get products to market quickly enough
- End up wasting resources by developing something that doesn't sell
- Businesses not able to produce new product on large scale at low enough cost - no guaranteed return on investment
- Businesses risk ruining reputation if new product is poor quality
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