TY - JOUR

T1 - Management of 'technology push' development projects

AU - Herstatt, Cornelius

AU - Lettl, Christopher

PY - 2004

Y1 - 2004

N2 - Discussion of 'market pull' versus 'technology push' approaches in the field of business innovation research has followed a certain trend. The empirical research undertaken until now has been concerned in particular with the question of how each of these approaches differently influences the subsequent success of the innovation. We do not wish to continue this discussion in our paper, rather we assume that both approaches are justified depending upon the importance of the relevant innovation source, the desired degree of innovation and the respective characteristics of the industry in question. We concern ourselves with the characteristics that result in the 'technology push' for the management of innovation projects and what implications can be derived from practical project management organisation. In doing so, we concentrate upon all market-related activities, in particular the identification and verification of application areas for new technology. After contrasting the various characteristics of the 'technology push' and 'market pull' approaches, the market-related characteristics of 'technology push' projects are outlined. In this context, current instruments and methods of qualitative market research are introduced and their usefulness discussed. In addition, organisational-structural aspects as well as strategic and operative aspects of 'technology push' project management will be highlighted.

AB - Discussion of 'market pull' versus 'technology push' approaches in the field of business innovation research has followed a certain trend. The empirical research undertaken until now has been concerned in particular with the question of how each of these approaches differently influences the subsequent success of the innovation. We do not wish to continue this discussion in our paper, rather we assume that both approaches are justified depending upon the importance of the relevant innovation source, the desired degree of innovation and the respective characteristics of the industry in question. We concern ourselves with the characteristics that result in the 'technology push' for the management of innovation projects and what implications can be derived from practical project management organisation. In doing so, we concentrate upon all market-related activities, in particular the identification and verification of application areas for new technology. After contrasting the various characteristics of the 'technology push' and 'market pull' approaches, the market-related characteristics of 'technology push' projects are outlined. In this context, current instruments and methods of qualitative market research are introduced and their usefulness discussed. In addition, organisational-structural aspects as well as strategic and operative aspects of 'technology push' project management will be highlighted.

KW - Marketing

KW - Project management

KW - Technology push

KW - Management studies

UR - http://www.scopus.com/inward/record.url?scp=1542345694&partnerID=8YFLogxK

U2 - 10.1504/ijtm.2004.003950

DO - 10.1504/ijtm.2004.003950

M3 - Journal articles

AN - SCOPUS:1542345694

VL - 27

SP - 155

EP - 175

JO - International Journal of Technology Management

JF - International Journal of Technology Management

SN - 0267-5730

IS - 2-3

ER -