Timing is everything: How to launch new technology successfully

With over 30,000 new products launched each year and a 95% failure rate, timing has never been more critical for the success of technological innovation. A new Journal of Marketing study uncovers how managers can strategically time their launches to maximize success by aligning internal coordination with market readiness. 

The study, titled “Timing Legitimacy: Identifying the Optimal Moment to Launch Technology in the Market,” and authored by Thomas Robinson (University of London) and Ela Veresiu (York University), introduces a framework of four timing scenarios—antagonistic, synergistic, flexible, and inflexible—that determine launch outcomes. 

“Our research shows that timing isn’t just about picking a date—it’s a strategic process,” says Robinson. “Successful launches depend on understanding both internal capabilities and the readiness of stakeholders to embrace new technology.” 

Key Findings 

The study identifies four key timing scenarios: 

1. Antagonistic Timing: When firms lack coordination and stakeholders aren’t ready, launches face rejection. The 2013 launch of Google Glass failed due to privacy concerns and cultural resistance, exemplifying this misstep. 

1. Synergistic Timing: When both firms and stakeholders are ready, launches thrive. Ray-Ban Meta Smart Glasses benefited from a market now accustomed to augmented reality, leading to success. 

1. Flexible Timing: When stakeholders are ready but firms aren’t, market demand drives the process, requiring quick adaptation. 

1. Inflexible Timing: When firms are ready but stakeholders aren’t, companies must build trust and align expectations to overcome resistance. 

“Timing is a social game,” explains Veresiu. “It requires tact and foresight to ensure stakeholders feel comfortable and ready to adopt the technology.”

Practical Recommendations for Managers 

• Assess Timing Scenarios: Managers must evaluate whether their launch moment aligns with stakeholder readiness and internal coordination. 

• Build Stakeholder Trust: Firms should invest in education, marketing, and regulatory alignment to create a foundation of trust and familiarity. 

• Adopt a Continuous Approach: Timing is not a one-time decision. Firms must adapt dynamically to evolving market conditions. 

Lessons for Technology Markets 

The study also highlights how failed products can find new life through better timing. For instance, the augmented reality market, which faced rejection during Google Glass’s launch, matured over a decade, creating opportunities for today’s AR devices. 

This research provides a playbook for managers navigating the uncertainties of technology launches. By treating timing as a strategic tool, firms can avoid costly mistakes and seize market opportunities.

Full article and author contact information available at: https://doi.org/10.1177/00222429241280405

About the Journal of Marketing 

The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm

About the American Marketing Association (AMA)

As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good. 

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