Today, innovations and new products are considered as the order winners in the marketplace more than ever. The long-term survival of a company often depends on its innovation abilities. This is so because successful innovation and new product''s introduction can play a vital role in the marketplace for companies. The target of this book after presenting a brief overview of the innovation concept, is to examine the role of technology-push, market-pull and time to market in the approach to successful innovation. In the technology-push, the role of research and development, employees'' creativity and appropriate technology in an innovative organization will be tried to explore. In the market-pull section, customer requirements and competitor''s capabilities are considered as two factors concerning market uncertainty. Another section that this book tries purposely to take into account is time to market in which different strategies such as being a pioneer, a fast follower, and strategy of placing the new product in a monopoly market will be discussed. This book will be concluded with a discussion of, why the new product sometimes fails in the market.