Management Practice Insights
DOI: 10.59571/mpi.v3i1.4
Year: 2025, Volume: 3, Issue: 1, Pages: 19-24
Original Article
Received Date:15 November 2024, Accepted Date:01 March 2025, Published Date:31 March 2025
Problem of Practice:
Launching a new product or service is a delicate balancing act. Without a feasible way to gauge when consumers and stakeholders are ready, a new product/service release remains a risky venture. A recent research article by Robinson and Veresiu tackles this challenge by introducing the concept of 'temporal legitimacy' — launching a product when both the company and its customers are ready.1 The framework provided by the article can help businesses decide the best time to release a product, thus increasing the chances of success and reducing the risk of failure. Our essay offers practical insights for product development managers, marketing managers and innovation strategists on how they can time new product and service launches while avoiding the pitfalls of poorly timed innovation.
1 Thomas Derek Robinson and Ela Veresiu, “Timing Legitimacy: Identifying the Optimal Moment to Launch Technology in the Market,” Journal of Marketing, December 5, 2024, https://doi.org/10.1177/00222429241280405.
2 Pavan Kumar Galiveeti, “Why Google Glass Failed? — Importance of Product — Market Fit(PMF),” Bootcamp (blog), June 22, 2023, https://medium.com/design-bootcamp/why-google-glass-failedimportance-of-product-market-fit-pmf-768b02a50ce1.
3 Team Counterpoint, “Ray-Ban Meta Crosses 1-Million Mark; Success Indicates Promising Future for Lightweight AR Glasses,” November 18, 2024, https://www.counterpointresearch.com/insight/post-insightresearch-notes-blogs-rayban-meta-crosses-1million-marksuccess-indicates-promising-future-for-lightweight-ar-glasses.
4 John T. Gourville, “Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption,” Harvard Business Review, accessed March 10, 2025, https://hbr.org/2006/06/eager-sellers-and-stony-buyersunderstanding-the-psychology-of-new-product-adoption.
5 Sneha Mali, “Microsoft Zune: The MP3 Player That Never Stood a Chance,” Cognitive Market Research (blog), July 28, 2018, https://www.cognitivemarketresearch.com/blog/microsoftzune-the-mp3-player-that-never-stood-a-chance
6 Amy Wu, “Tesla's Got the Keys: A History of Its Success,” Investopedia (blog), January 11, 2025, https://www.investopedia.com/articles/personalfinance/061915/story-behind-teslas-success.asp.
7 Juliette Caminade and Jonathan Borck, “The Continued Growth and Resilience of Apple's App Store Ecosystem,” Analysis Group, no. May 2023 (n.d.).
8 Kabir Ahuja et al., “Ordering in: The Rapid Evolution of Food Delivery | McKinsey,” McKinsey & Company, September 22, 2021, https://www.mckinsey.com/industries/technology-media-andtelecommunications/our-insights/ordering-in-the-rapidevolution-of-food-delivery.
9 Traci Ruether, “History of Streaming Media [Infographic],” Wowza (blog), February 21, 2023, https://www.wowza.com/blog/historyof-streaming-media.
10 Energy.gov, “The History of the Electric Car,” Energy.Gov (blog), September 15, 2014, https://www.energy.gov/articles/historyelectric-car.
11 Claudio Giachetti, “Explaining Apple's iPhone Success in the Mobile Phone Industry: The Creation of a New Market Space,” in Smartphone Start-Ups: Navigating the iPhone Revolution, ed. Claudio Giachetti (Cham: Springer International Publishing, 2018), 9–48, https://doi.org/10.1007/978-3-319-67973-0_2.
12 Influencer Editorial Team, “How Ray-Ban and Meta's Smart Glasses Are Changing the Game for Influencers,” October 9, 2023, https://influencermagazine.uk/2023/10/how-ray-ban-andmetas-smart-glasses-are-changing-the-game-for-influencers/.
© 2025 Published by SPJIMR. This is an open-access article under the CC BY license (https://creativecommons.org/licenses/by/4.0/)
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