"better products to consumers. The management of consumers depends on thesupportive aspects varying from the environment, industry types to the type ofinnovation taking place. For instance, the consumers would not be highly involved incase of radical innovation as consumers’ lacks foresight and thus they lacks theknowledge of what they want in future. On the other hand, competitive displacementinvolves the consumers at a higher rate as to identify the problems and the needs ofthe consumers for the existing products. Internet is found to complement the varioussuccess factors in a positive way. As per various researches firms are payingsignificant consideration to Internet in order to augment the effectiveness andcompetence of the overall process. Despite of the modern tools and innovative ideas, firms are found to be lagging indelivering a successful product. The reason behind it is the lack of understanding ofthe consumers` preferences and the ambiguity amongst the various firms about theopportunity identification. The companies pay more attention in the products orservices instead of consumers’ environment. The problem identification should becarefully dealt along with better coordination activities amongst the variousdepartments of a firm. The main reasons for the product failure varies from a poor orfaulty idea, poor timing, lack of consumer involvement, inappropriate researchtechniques, selection of environment etc. However, the research conducted isincapable or insufficient to elaborate the main reasons for the product failure andwhat consumers require. There is ambiguity in concluding whether the firms aresuccessful by involving consumers on one hand while they are lagging behind theircompetitors despite of carrying out each step with proper concern. 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