Abstract

The case describes the efforts of iRobot Corp. (iRobot) to develop and market an innovative product – the iRobot Roomba, a floor-cleaning robot. The case begins with the efforts undertaken by the founders of the company to develop robots for use in research, military and commercial environments. Later, the focus shifted to developing a commercial robot that was eventually named the Roomba. The case describes how the company marketed the product, and its decision to release a later version of the Roomba as an open hardware platform for further robotic development. The case also discusses the factors that prevented the Roomba from becoming a mainstream product.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the challenges faced by companies in new product development. Study the marketing strategies that can be adopted by companies when introducing a new product in the market. Appreciate the need for innovation in developing and growing new markets

Keywords

Market entry strategies, Product innovation, New product development, Roomba, iRobot, Robotics, Product design/development, Innovation, Product line extensions