Anumeha Singh. Measurement of failure/ success 4 main factor domains Hyped up innovations ...
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Transcript of Anumeha Singh. Measurement of failure/ success 4 main factor domains Hyped up innovations ...
Measurement of failure/ success
4 main factor domains
Hyped up innovations
Innovations which failed earlier but were accepted later
(nature of failure under each of the domain is different for different cases)
Technical failure
Social reasons
Marketing failure
Institutional Failure
Presence of Technical Glitch
Technological limitation or support system default : Electric vehicle, Iridium phone
Not well tested before moving into market
Too advance technology to be accepted
Design Defect
- innovation by APPLE(Newton)- Electronic Pricing machine
Inadequate market analysis Poor understanding of competitors strength Inadequate assessment of market potential Failure to perform adequate market research Bad timing of introduction(Launch)
Higher cost than estimated Inadequate marketing effort and efficiency Inadequate sales resource Inaccurate product pricing
Lack of infrastructure
Inadequate capacity in firms for transition
Lock-in into existing trajectory or regime
Inadequate institutional framework: Weak networks and flow of knowledge
Segway
New coke
Iridium Satellite Phone
Amphibious Car
Color Photo Copy Machine
Electronic Pricing machine
Water fuelled cars
A brilliant and novel technological device (rated as breakthrough on the novelty scale).
Its failing was the closed nature of its development.
No prototypes were tested in the marketplace.
Very little market research was done.
Segway was launched into a marketplace that simply didn't need it, or didn't need it at that price.
Innovated by a Japanese company Genepax.
First concept released in Philippines 30 years ago,
not much of its design is so far made public.
Unrealistic claims by the manufacturer.
The conversion to hydrogen from water is very
inefficient and impractical.
Safety issues.
First of its kind implemented in Singapore for congestion management.
Technology loopholes were present.
Causes traffic bottlenecks along smaller roads.
Payment uneasy.
Invented by 3M in 1972. Taken over by Xerox.
Very high expectations.
Inadequate market research
Too advanced for its time.
Expensive as well as impractical.
Major marketing failure.
Step taken to outsell Pepsi sales.
Completely replaced the flagship brand ‘Coke Classic’.
Well researched for customer feedback, still failed.
‘Coke Classic’ relaunched within 3 months of the introduction of ‘New Coke’ due to complete failure.
Unrealistic planning, insufficient management control, bungled marketing and a technological disaster.
Stiff price. Iridium handsets were priced as pounds 1,900 and calls were as much as pounds 5 per minute.
Mounting technical problems and an unrealistic launch timetable led inevitably to poor execution when it came to marketing.
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