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Where Does Your New Technology Fit into the Marketplace?
Author(s) -
Lynn Frank,
Heintz Susan
Publication year - 1992
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.910019
Subject(s) - business , industrial organization , computer science
Many companies are prepared to make considerable investments in developing technologies to support sustainable competitive advantages. Yet translating technological capability into business opportunities remains a difficult problem. Frank Lynn and Susan Heintz report their experiences with a three‐level technology screening process, starting with a needs screen, moving to an economics screen and ending with a time screen. The screening process is designed to emphasize the importance of identifying realistic market opportunities and it also helps to define a product rollout timetable.