Abstract
OVERVIEW:It is generally assumed that a radically new technology replaces a current technology because of its superior performance in an existing application. However, the authors' research shows that this is not generally true; customers familiar with the existing technology may find completely new, unexpected applications. For the three technologies studied, although 68 to 97 percent of total sales, were mostly to existing customers, they were for completely new applications. This brings a new perspective to marketing strategies for new technologies. While some new technologies can readily enter existing markets and applications, others cannot and may need to develop completely new applications. After developing a beachhead with these new applications, the new technologies can then move into conventional applications much more smoothly.
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