Against the curve

March 2006
Marketing Management;Mar/Apr2006, Vol. 15 Issue 2, p4
This article reports new research on marketing from the Marketing Science Institute. Ashish Sood and Gerard J. Tellis tested theories of technological evaluation by collecting and comparing data on the performance of over 20 technologies in six different markets. They found that the result of their study did not reflect the conventional wisdom on technology development. Instead of smooth progression from beneath an existing technology to surpassing it, they evolve through a series of irregular steps, including periods of no growth at all. The researchers also discovered that new technologies can enter the market above or below existing one.


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