Technology Push & Market Pull

Question 1

What is a technology push? What are the stages of it?

Answer 1

• Invent new technology
• Guess suitable applications (medical, automotive etc)
• Contact people in each industry to explore feasibility
• Evaluate market size and payback for each
• Failures stem from thinking too much about the technology and not the customer

Question 2

What is a market pull? What are the stages of it?

Answer 2

• Identify and verify a market need - market size, demand, ROI
• Find a solution for this need
• Solve design issues
• Work out manufacturing costs and reliability
• Profit by increased sales margin

Question 3

Draw a table to explain technology and market linking

Answer 3

The idea that you need both technology push and market pull relates to technology and market linking

See notion for table

Question 4

Explain and draw Roy Rothwell’s Coupling Model

Answer 4

• With the rapid rate of technology and market change, this linking/ coupling process needs to take place at every stage of the product development process
• You need a technology and market focus throughout the project - idea generation, development, manufacturing, marketing, use

Question 5

What is technical linking?

Answer 5

Linking the market need with developing a new technology

Question 6

What are the prequisites for technical linking?

Answer 6

• Creative insight and talent - making the link between technical problems and scientific knowledge
• Unique expertise - Creating a solution that is feasible and relevant for customers

Question 7

What is the cupcake approach?

Answer 7

• Focus on technical issues and problems
• Essentially means getting products into the market as quickly as possible to establish if there’s a market ne
• Let the market inform next steps - knowing there’s a demand for it - improved technology, new applications
• But shows competitors too - combatted by patents

Question 8

What is the first mover advantage? Give an example

Answer 8

Entering the market first with a product that delights customers can ensure high market sales and sustained brand loyalty as other competitors enter the market - Sony walkman

Question 9

What is catching the wave? Give an example

Answer 9

Catching the wave is different in that a company waits to identify the issues that first mover products have and then solves those problems in their later product release e.g. iPod solved the issues with the first mp3 players and their storage problems