Abstract
The computer industry like many others is characterized by a number of successful and unsuccessful start-ups. Past studies of innovation have presented “market pull” and “technology push” models to describe the development of new products. This paper proposes a synthesized model of concurrent technology and market strategy development. The model is illustrated with a case study of a successful “medium-technology” start-up company. For this firm, market needs drove the development of technology, while the technology enabled the firm to achieve its market strategy.
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