Abstract

Technology push is defined as the strategy used when a firm has some technology that has not been “demanded” by the market. The approach is common in some industries, and the author gives such examples as personal computers, digital readout devices and Federal Express. These technologies had to be pushed because market research interviews with potential users would not have been able to make accurate forecasts of the demand these products would enjoy. Too, technologies are sometimes surprises that neither technology nor market could have forecast (e.g., Corning Ware). The two approaches are contrasted as follows:Traditional process: customer‐driven Technology‐driven process1. Identify customer values 1. Identify technology attributes 2. Creatively identify solutions and approaches 2. Creatively identify possible customer applications 3. Do homework 3. Do homework 4. Validate with market research 4. Validate with market research 5. Test 5. Test 6. Launch 6. LaunchResearch has shown that four conditions are necessary for technology push to work. First, there must be some customer need that can be met by the technology in hand. Second, the volume and production economics must be such that a competitive price can be set. Third, the consumers must be able to understand the technology. Fourth, the firm must be able to be patient, and await the acceptance of the technology in the market. In the author's opinion, nearly every failure has resulted from the firm not performing a step properly or not being able to meet the four conditions.