Two recent examples demonstrate that technology advances—and malfunctions—can wreak havoc in the public’s perception of a company and, ultimately, on the bottom line.
Apple launched its much-hyped iPad to acclaim from gadget lovers. But questions from business and technology analysts over real-world uses, and quips from late-night comedians about the product name, deflected the spotlight from the actual device.
Meanwhile, Toyota—long recognized for product quality—watched its reputation speed in the wrong direction due to a technology flaw in its accelerator pedals and the subsequent massive product recall.
There is no doubt that developing and launching a new product is a challenge. Over the past 47 years, the R&D 100 awards have recognized the 100 most technologically significant new consumer, industrial, medical, and technical products, including multiple technologies (besides accelerator pedals) from Toyota. Beyond the recognition for the company and developers, the title “R&D 100 winner” indicates to potential buyers that the product is exemplary and defines its place in the market.
We are now accepting entries for the 2010 awards. Here are a few questions to consider before entering:
- Is your product eligible? The product must have been first available for sale or licensing during the calendar year preceding the judging. For this year, products available for sale or licensing in calendar year 2009 are eligible for the 2010 competition.
- Is the product significant? If the product is an improvement on an existing technology, how big is the improvement? If it is truly remarkable, then the product should be entered. If it can be considered incremental, then perhaps further development is necessary. A product that has been entered in a prior year is not a good candidate unless remarkable or truly significant improvements have been made.
- Is the developer submitting the entry? Existing technologies purchased by third parties who then conduct the sales efforts do not qualify unless the original developer is included in the entry.
- Has required regulatory approval been granted? To qualify, products requiring regulatory approval, such as drugs and medical devices, must have completed all trials and received approval for marketing by a governing regulatory authority such as the U.S. Food and Drug Administration or international counterparts.
Ready to enter?
To enter, companies must complete a questionnaire, provide supporting information, register for the awards, and pay an entry fee. Step-by-step instructions, as well as time-proven advice on improving the quality of an entry, are detailed on www.rdmag.com. Select "R&D 100 Awards" from the Awards menu.
The submission deadline is April 16, 2010. Winners will be notified in mid-June. If you have any questions, please contact us at RDeditors@advantagemedia.com or 973-920-7032.
Published in R & D magazine: Vol. 52, No. 1, February, 2010, p.6.
