ABSTRACT
The promotion and delivery of new products and services is the last mile of innovation when new or updated products created by networks of producers are searching for customers and users. In fact, the concern about product promotion and delivery will have already manifested in much earlier stages of the innovation process. At the start of new product development, estimations about the potential market, market segmentation, customer preferences, consumer behaviour, and other related assumptions heavily influence decisions and choices concerning product values and design. However, the real thing is now, once the new service or product is in hand; when the questions of reaching and persuading customers, companies, consumers, and the public administration to buy are immediate and urgent.
