Disillusionment from Failure as a Source of Successful Learning

In this article I review the literature on organizational learning from failed product launches. I challenge the view that failure is an inevitable part of the “probe and learn” process as well as the view that companies do not learn anything from such failures. I conclude there is no direct link between learning and commercial failures, and highlight many obstacles that hamper the learning process. Finally, even when learning does occur, it will not always result in improved organizational performance. Copyright © 2011 ASAC. Published by John Wiley & Sons, Ltd.