New products, whether they take the form of new applications, new innovations, or entirely new goods, are an essential component of business success. "Some entire industries are based on effectiveness in [new product development]," wrote George Gruenwald in New Product Development: Responding to Market Demand. "Everyone in industry knows that new products are essential for viability: If we do not continue to grow, we die. To grow, a company must continue to learn (research) and to make a difference in its industry (pioneer)…. Business, whether itsells waste management or interstellar communications, janitorial services or gene-splicing, lives through new growth—not through clones of the past.