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Why Do Most Innovations Fail? - Jagdish Sheth

Why Do Most Innovations Fail? - Jagdish Sheth

This course is part of Innovation That Works with Professor Jagdish Sheth Specialization

Instructor: Jagdish Sheth

Included with

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1 module

Gain insight into a topic and learn the fundamentals.

2 hours to complete

Flexible schedule

Learn at your own pace

1 module

Gain insight into a topic and learn the fundamentals.

2 hours to complete

Flexible schedule

Learn at your own pace

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Innovation That Works with Professor Jagdish Sheth Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There is 1 module in this course

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 will discover that most major successes happen by accident, and most failures stem from forces companies can identify and address. The course equips learners with a practical framework for diagnosing whether an innovation needs R&D intervention, marketing intervention, or both.

Module details

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 will discover that most major successes happen by accident, and most failures stem from forces companies can identify and address. The course equips learners with a practical framework for diagnosing whether an innovation needs R&D intervention, marketing intervention, or both.