Abstract
Explores the problems of marketing a new material to raise main demand in traditionally stable markets, and examines nine companies in depth in the steel, aluminium and plastics industries. Concerns itself with this critical functional area of the initial market development of new industrial products. Uses only two companies, one in the aluminium and the other in the steel industries, in the study. Concludes that the strong influence of financial considerations in several aspects of market development seem likely to mean only low funds will be needed compared with research and capital investment costs.
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