While product failures are harmful to both consumers and firms, extant research in technology management and innovation does not provide sufficient answers for why they occur. In this research, I investigate what causes firms to experience product failures when they develop new products through the exploitation of their existing stock of technological knowledge. I examine an underexplored condition where a firm’s existing technology has undiscovered flaws to show how these hidden defects affect its new product quality. I find that if a firm develops new products by building on its prior technology with hidden defects, the new products have a high risk of failure. I reason that a firm’s bias toward exploitation leads the firm to fall into a competency trap and to overlook failures in its new product development process. Moreover, I argue that new products which recombine technologies across a firm’s distant technological and/or organizational boundaries are less likely to fall into this persistence of failure. Using a unique dataset on medical device recalls and predicate devices, I provide empirical evidence supporting my arguments.
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