Where Does Your New Technology Fit into the Marketplace?

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.