This case can be used in undergraduate- and graduate-level courses on strategy, technology management, general management, sustainability, entrepreneurship, new product development, or information systems. The case uses the story of the Concorde to teach Everett Rogers's diffusion of innovations (DOI) theory, inviting students to reapply this theory in 2020. This case highlights the complexities of the DOI in a market, presenting an opportunity to learn the theory by focusing on why an iconic innovation failed despite its technological superiority. After working through the case and assignment questions, students will be able to do the following:Describe and analyze characteristics of a technological innovation. Explain the emotional appeal of an innovation, in addition to its functional benefits. Differentiate types of innovation adopters. Assess the environmental conditions in which a technological breakthrough is introduced, and describe its impact through a sustainability lens. Evaluate the potential of an innovation to become mainstream.

technology; innovation; diffusion; commercialization; sustainability

Undergraduate/MBA

Transportation and Warehousing