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Functional products include the staple that people could buy in grocery stores and supermarkets. This kind of products without much changes and variety has stable and predictable demand, relative long life cycle and low profit margins since its stability attract more competition. Comparatively, innovative products have the nature of unpredictability and short life cycle. The companies provide innovative products are forced to continue introducing the newer products to keep the market shares which could increase the products variety, and further increase the unpredictability of the products. Fisher offers a guideline for classifying for each category which is illustrated in Table 1 [1]
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