Systematic preparation for marketing a new technology

Abstract

Innovations often depend on a new technology. Between the fully developed technology and the beginning of marketing efforts there exists a methodical gap. The utilization of the technology can vary about a lot of business lines, the market is totally unknown. In this case, a systematic methodology is essential to tell engineers and marketing people how to find additional application cases of the new technology in different business lines and prepare marketing activities. The result is a basis for drawing up a market analysis and a specification for a development project. © Springer-Verlag Berlin Heidelberg 2011.