From the course: Product Innovation for Product Managers
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Innovation failures in launch and scale
From the course: Product Innovation for Product Managers
Innovation failures in launch and scale
- We're at a point in history, where computer science and technology have enabled the launch of products that previously only existed in the realm of science fiction. It's an exciting time for product innovation and daunting. For example, have you stopped to think about the complexities of trying to launch and scale a viable, safe autonomous vehicle? The technology alone is a monumental feat, but consider the market challenges of public acceptance in bringing automated cars into widespread use. The launch and scale phase is a complex process, that opens the door to full commercialization. It involves implementation of both the marketing launch plan, and the product or operations plan. In this phase, there are the successful products that revolutionize a market, or more commonly, bring profit but can't scale. There are also variations of outright failures categorized as pre-launch kill, post-launch kill, or market failure. A deeper understanding of product innovation failure can help…
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