Can Watergen`s `Water from Air` Technology Solve Global Water Scarcity?

Can Watergen`s `Water from Air` Technology Solve Global Water Scarcity?
Case Code: BSTR692
Case Length: 14 Pages
Period: 2009-24
Pub Date: 2025
Teaching Note: Available
 Price: Rs.400
Organization : Watergen Ltd.
Industry : Home Appliances & Consumer Products
Countries : Israel,India,United States
Themes: Business Level Strategies, New Product Development Growth Strategy,Sustainable Innovation
Can Watergen`s `Water from Air` Technology Solve Global Water Scarcity?
Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

The case “Can Watergen’s ‘Water from Air’ Technology Solve Global Water Scarcity?” discusses the capability of Israel-based Watergen Ltd. (Watergen) to address the global water scarcity crisis through its innovative atmospheric water generation (AWG) devices. The case begins by taking a brief look at the motivation that drove the development of Watergen’s AWG devices. Watergen created AWG devices targeted at the commercial, residential, and industrial sectors, apart from providing solutions for water generation during humanitarian crises and natural disasters. Gradually, Watergen became the global leader in the AWG market.

Despite the Watergen brand having a layer of social responsibility due to its offering of sustainable solutions for water scarcity, the company still had a long way to go in gaining wide scale market adoption. The case provides details about the challenges plaguing the company that were proving to be detrimental to its growth, market adoption, and overall success. Michael Mirilashvili (Mirilashvili), President and CEO of Watergen, was faced with the challenge of getting people to move away from traditional water sources and also realizing the value of AWG devices. What can he do?

Issues

The case is structured to achieve the following teaching objectives:

  • Analyze the reasons behind the R&D for new products
  • Investigate how companies can fulfill UN SDG Goals by developing new products
  • Examine the various ways to grow the market for new products with social impact
  • Identify the adoption barriers for new products
  • Outline the various strategies to promote new products that had sustainability at their core

Contents

Keywords

New Product Development; Research & Development; Innovation; Sustainable Products; Diffusion of Innovation; Buyer Decision Process; Promotion of New Products; DVF Framework (Desirability, Viability, Feasibility); Social Responsibility; UN SDG Goals; Value Engineering for Social Impact; Pricing Strategies; Collaborations & Partnerships; Co-Branding,Watergen; Atmospheric Water Generation (AWG); Research and Development; Water Crisis; Usage Occasions; Market Segment; Developing Nations; Social Impact; Promotion Strategies; Entrepreneurship

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