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Understanding the »Market-Pull«: Accelerating the Exploitation of Manufacturing Technologies

: Schuh, Günther; Kreutzer, Ramon; Graw, Myron

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International Journal of Emerging Engineering Research and Technology 4 (2016), No.9, pp.37-42
ISSN: 2349-4395 (Print)
ISSN: 2349-4409
Journal Article, Electronic Publication
Fraunhofer IPT ()
technology push; market pull; technology leveraging; diversification; technology exploitation; new business opportunities

The identification and assessment of potential technology exploitation opportunities presents companies with several problems. From a practical point of view, there is an almost unmanageable large amount of potential sales markets and market segments, in which for instance a given manufacturing technology could be exploited. Yet, the "market pull" remains unclear: the characteristics of the market segments (its dynamic, lifecycle, High-Tech/ Low-Tech, etc.) do not provide companies with direct information on whether the manufacturing technology at hand is able to meet the requirements of these markets at all. From a scientific point of view, no link between market characteristics ("market pull") and technological performance parameters of manufacturing technologies ("technology push") has been established yet. This paper proposes an approach of such an assignment of technical performance parameters to market characteristics, that would allow an automated pre-selection of potential sales markets, reduction of the search scope and thus a significant acceleration of the exploitation process.