Why Do Most Innovations Fail? - Jagdish Sheth

Even when a new product reaches the market, it often fails — and sometimes the most technically superior innovations fall flat while inferior alternatives succeed. This course draws on decades of research into innovation resistance to explain why markets reject new ideas. Learners will examine six root causes of market failure — three rational (poor performance, lack of relative value, and usage incompatibility) and three emotional (perceived risk, tradition and orthodoxy, and negative image). Through cases including the Iridium satellite phone, Betamax, the Ford Mustang, and Kevlar, learners …