Bringing new high-technology products to market: Six perils awaiting marketers

Anirudh Dhebar

Business Horizons, 2016, vol. 59, issue 6, 713-722

Abstract: In fewer than ten days during the summer of 2016, millions of smartphone users around the world went crazy over Pokémon Go, an augmented reality videogame app. If only all new high-technology products—and their investors—could enjoy such runaway success! Alas, the road to new technologies can be bumpy, and marketers of new high-tech products face numerous obstacles. Six perils await these marketers: significant market uncertainty, significant technological uncertainty, issues of compatibility within a product's complex multi-component system, struggles to orchestrate self-reinforcing network effects, challenges of navigating ecosystem complexities and competition, and inherent risks of making hard choices among multiple product-market options with significant path dependency. This article discusses these dangers and concludes with advice regarding steps marketers can and should take to make the journey to market less perilous.

Keywords: Technology introduction; Marketing high-technology products; Go-to-market strategy; Pokémon Go (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0007681316300830
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:59:y:2016:i:6:p:713-722

DOI: 10.1016/j.bushor.2016.08.006

Access Statistics for this article

Business Horizons is currently edited by C. M. Dalton

More articles in Business Horizons from Elsevier
Bibliographic data for series maintained by Catherine Liu ().