to do incubation correctly, failure must be tolerated,but at the same time learning from the failure so that the firm continues to move toward a successful launch According to marissa meyer,formerly with google and now president and CEO of yahoo!,google's failure rate of innovative products is over 60 percent,but this is the cost of doing cutting-edge technology 25 it should be noted that incubation is not the same as business development (finding new customers or managing acquisition) business development is often done over a one-to two-year time horizon and may be completely done by marketing or management personnel due to its focus on business model development for a radical innovation (in an uncertain environment),the time horizon for incubation can be three to five years, and typically technical development, as well as customer and market interaction is involved