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Many of the attendees of the 1989 SIGUCCS Conference were challenged with the keynote presentation by Glenn Ricart.1 Technicians, programmers, customer service representatives, and others personalized Glenn's address. I was equally challenged as a marketer.Using Glenn's address and his reference to Joel Barker's text Discovering the Future,2 I want to approach the topic of paradigm bridging in light of concepts of product life cycles as defined in Marketing by Pride and Ferrell.3In today's fast moving technology, the academic computer center has the responsibility to keep pace with the needs of the most sophisticated researchers and at the same time provide students, faculty and staff with the most effective computing power for their needs. Frequently the power computer users are orders of magnitude ahead of the casual computer user.The academic computer center has the responsibility of meeting the advanced needs of the power computer user and bringing to the casual user the most advanced technology. However, often in bringing new technology to the marketplace, the technology itself is ahead of the knowledge and capability of the target market. How then does the computer center work to meet the needs of the customers it serves?

Marketers: leading or following the needs of the customer?