Identify A New Product You Have Seen Introduced Recently

Question

Identify a new product that you have seen introduced recently that totally failed in the market. What could have been done differently in the new product development process to prevent the failure?

Recently, the launch of Google Glass faced significant market failure despite initial high expectations. Launched in 2013, Google Glass was an innovative wearable device designed to augment reality through a heads-up display, offering users instant access to information, navigation, and communication features. However, several factors contributed to its market failure, including privacy concerns, limited functionality, high cost, and social acceptance issues. Consumers expressed discomfort with the device's conspicuous design and perceived invasion of privacy, which deterred widespread adoption (Hoffman, 2014). Additionally, the product was perceived as a solution in search of a problem, with many users questioning the practical utility of such a wearable in daily life.

To prevent such a failure, the development process could have incorporated more comprehensive market research to understand consumer needs, perceptions, and concerns before launch. Engaging potential users early through focus groups and beta testing could have provided valuable insights into usability and social acceptability, enabling better design adjustments. Furthermore, a phased rollout with targeted marketing aimed at early adopters in specific niches might have demonstrated practical utility and eased societal acceptance. Additionally, emphasizing privacy features and creating clear usage guidelines may have alleviated privacy concerns. Overall, a more user-centric approach aligned with market expectations and social sensitivities could have enhanced product acceptance and mitigated the risk of failure (Kotler & Keller, 2016).

References

Hoffman, S. (2014). The pitfalls of Google Glass: Why wearable tech still has a long way to go. The New York Times. https://www.nytimes.com/2014/03/02/technology/the-pitfalls-of-google-glass.html
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Dr. Jack HW Helper · Accepted Answer

Identify a new product that you have seen introduced recently that totally failed in the market. What could have been done differently in the new product development process to prevent the failure?

Recently, the launch of Google Glass faced significant market failure despite initial high expectations. Launched in 2013, Google Glass was an innovative wearable device designed to augment reality through a heads-up display, offering users instant access to information, navigation, and communication features. However, several factors contributed to its market failure, including privacy concerns, limited functionality, high cost, and social acceptance issues. Consumers expressed discomfort with the device's conspicuous design and perceived invasion of privacy, which deterred widespread adoption (Hoffman, 2014). Additionally, the product was perceived as a solution in search of a problem, with many users questioning the practical utility of such a wearable in daily life.

To prevent such a failure, the development process could have incorporated more comprehensive market research to understand consumer needs, perceptions, and concerns before launch. Engaging potential users early through focus groups and beta testing could have provided valuable insights into usability and social acceptability, enabling better design adjustments. Furthermore, a phased rollout with targeted marketing aimed at early adopters in specific niches might have demonstrated practical utility and eased societal acceptance. Additionally, emphasizing privacy features and creating clear usage guidelines may have alleviated privacy concerns. Overall, a more user-centric approach aligned with market expectations and social sensitivities could have enhanced product acceptance and mitigated the risk of failure (Kotler & Keller, 2016).

References

Hoffman, S. (2014). The pitfalls of Google Glass: Why wearable tech still has a long way to go. The New York Times. https://www.nytimes.com/2014/03/02/technology/the-pitfalls-of-google-glass.html
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Identify a new product that you have seen introduced recently that totally failed in the market. What could have been done differently in the new product development process to prevent the failure?

References

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