Title: Government technology transfer: the effective use of both push and pull marketing strategies

Authors: William S. Piper, Shahdad Naghshpour

Addresses: Assistant Professor of Marketing, The University of Southern Mississippi, 730 East Beach Blvd., Long Beach, Mississippi 39560, USA. ' Associate Professor of MIS, The University of Southern Mississippi, Long Beach, Mississippi 39560, USA

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.

Keywords: technology management; push-pull strategy; government technology transfer; government management practices; marketing; commercialisation; technology diffusion; pull strategy; push strategy.

DOI: 10.1504/IJTM.1996.025482

International Journal of Technology Management, 1996 Vol.12 No.1, pp.85 - 94

Available online: 22 May 2009 *

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