I believe that a company’s pricing of a product can greatly determine its success or failure. The first problem we encountered in the previous BPL class, where we ran ‘Globus’ which is a business product simulations, was that although we spent a lot of money on R&D and built the highest quality product in the industry, overpricing resulted in shrinking market share.
In Doppler’s case, I think trade-offs in product design are very important. When you go for the extreme and try to make all aspects of the product the best, it also leads to higher R&D and lead to a vicious circle.
Although the article mentions that company size does not matter, large technology companies often mean higher technological means and more advanced patents. Therefore, I think that the prospects of small companies trying to compete with large companies in mainstream products are not good. Because most of the mainstream technology product markets are already monopolized or oligopolized by large companies, in terms of both technology patents and customer loyalty. In order to avoid failure, it may be possible to start with some innovative products as a breakthrough, which may be easier to get financing and avoid bankruptcy.