How can firms best time the launch of new technologies? In this presentation, Thomas Derek Robinson and Ela Veresiu will discuss how product launch timing is a social game of poise and tact when engaging with external stakeholders. Offering sufficient time signals consideration, respect, and mindfulness. Not offering enough time gets in the way of the public getting to know and feel comfortable around a new technology. The presenters will also share a few technology launch examples for different market timing situations, as well as provide a step-by-step managerial decision tree to create the optimal technological product launch moment.
