Excellent article published on AdWeek by Javier E. Rodriguez Horta, looking at the impact of tariffs on innovation.
Talking about his time at Newell Brands, Javier says when it came to a new product launch, 'we knew the market. We knew the shelf. And we knew that if we launched those products with the required markup, they wouldn’t move. They’d sit in stores, gathering dust, priced out of their own category.'
It's not just price of existing products that are affected, it is the whole roadmap that has often been planned for 2+ years.
