Government technology transfer: the effective use of both push and pull marketing strategies
by William S. Piper, Shahdad Naghshpour
International Journal of Technology Management (IJTM), Vol. 12, No. 1, 1996

Abstract: The application of marketing principles to the transfer and commercialization of public funded technology is a vital policy issue in today's internationally competitive marketplace. Government officials have recognized the need for a market focus in technology commercialization; however, a technological push strategy has lead to a product orientation of 'if we build it they will come' philosophy. A market orientation and a reliance on marketing principles and marketing strategies designed to create more of a pull impact from the new technology may provide a better solution to the transfer problem. The article's conclusion maintains that technology solutions developed from government research will be more effective in commercial adoptions and technical applications if a product approach combining technology push and pull strategies is designed. The current practice of technology transfer is examined and suggestions are proposed on how a pull strategy may be integrated to enhance and improve the effectiveness of the federal government's diffusion of technology to the commercial sectors.

Online publication date: Fri, 22-May-2009

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Management (IJTM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com