Bringing new high-technology products to market: Six perils awaiting marketers |
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| Affiliation: | 1. Centro de Matemática e Aplicações Fundamentais, Universidade de Lisboa, Portugal;2. Grupo de Física-Matemática, Universidade de Lisboa, Portugal;3. Maria Curie-Skłodowska University, Lublin, Poland;1. World Institute for Development Economics Research, United Nations University, Helsinki, Finland;2. Economic Policy, National Treasury of South Africa, Pretoria, South Africa;3. Energy Research Centre, University of Cape Town, South Africa;4. International Food Policy Research Institute (IFPRI) |
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| 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. |
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| Keywords: | Technology introduction Marketing high-technology products Go-to-market strategy Pokémon Go |
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