Will Zune, Wii and PS3 succeed?

People are actively speculating about the possible success and failure of consumer electronics products like Microsoft’s Zune or Nintendo’s Wii. Gloria Barczak, marketing professor at the College of Business Administration at Northeastern University, has been studying the successes and failures of consumer electronics product launches.

“An interesting thing about these products is that Zune is late to market in terms of MP3 players and Wii is not as technologically advanced in terms of graphics, processors, or high-definition video compared to its competitors (PS3 and Xbox). Yet, both products have raised the stakes in their respective markets by providing a unique and worthwhile feature that seems to meet today's consumer lifestyles,” Prof. Barczak states. “For Zune, it's the ability to share your entertainment experiences with others which builds on the trends of blogging, viral marketing, buzz marketing, etc. For Wii, it's the ability to be more involved in the gaming experience which again builds on the trend of consumers interacting with their environment rather than passively watching or listening to things happen. So, both products attempt to achieve two goals simultaneously: to meet our social needs for connection and interaction with others while at the same time, to advance the isolated world of digital technology which can cut us off from these social relationships.”

Below is Prof. Barczak’s bio:

Gloria Barczak, Professor, Marketing Group. Professor Barczak served as assistant professor at Georgia State University prior to joining the CBA faculty in January 1990. She holds a BA from the College of Mt. St. Vincent, an MBA from State University of New York at Albany, and a PhD from Syracuse University. Her research interests include new product development, new product strategy, and managing the innovation process. Professor Barczak is a member of the American Marketing Association, Product Development and Management Association, and the Institute of Electrical and Electronics Engineers. Her research has been published in a number of journals including IEEE Transactions on Engineering Management, Journal of Product Innovation Management, Industrial Marketing Management, and Organizational Dynamics.