Ivey Publishing
Google Glass: Development, Marketing and User Acceptance
Product Number:
9B15M096
Publication Date:
12/21/2015
Revised Date:
12/21/2015
Length:
8 pages (6 pages of text)
Product Type:
Case (Pub Mat)
Source:
Ivey/NUS
This case introduces the key features of Google’s wearable technology product “Glass” and illustrates the tensions that Google faced over the development and marketing of this product. The case goes on to highlight the growing backlash that Google experienced when promoting Glass.
Learning Objective:
The case is appropriate for courses in the fields of entrepreneurship, innovation, marketing, and new-product development. The case focuses on the common perils that new product launches face, providing students with an opportunity to explore the answers to these questions:
  • What factors should firms consider when launching an innovative product to the public?
  • How should firms promote and market innovative products?
  • How should firms deal with controversy and risks surrounding an innovative product?
Issues:
Disciplines:
General Management/Strategy,  Entrepreneurship
Industries:
Information, Media & Telecommunications
Setting:
United States, Large, 2012-2015
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Simplified Chinese (8 pages)
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