Google Glass: Development, Marketing and User Acceptance

Name: Google Glass: Development, Marketing and User Acceptance
SKU: 9B15M096_P

Thompson S.H. Teo; Kian Teck Chua; Zhiyi Yong; Timothy Dao Sheng Lim; Jonathan Jun Jie Boon

Product #:9B15M096_P

Supplier:Ivey/NUS

Discipline:Entrepreneurship, General Management

Setting:United States, 2012-2015

Details:Case (PDF) • 8 pages • 2015-12-21

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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 Objectives

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?

Google Glass: Development, Marketing and User Acceptance

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Learning Objectives