Executives at the top could push their favorite ideas into production even if market research suggests there's a chance the product won't work. There could be a variety reasons behind this, including a lack of market knowledge, optimism or a personal attachment to the product. This may result in the development of a product that fails to live up to market demands or expectations. Overestimating the size of the market is another frequent cause of product failure. A corporation may overproduce, overspend in marketing, or set the price of the product inaccurately if it thinks there is a greater demand for it than there actually is. Lost revenue and ultimately the failure of the product may result from this