Technology life cycles in industrial markets

Abstract

While it is generally recognized that the marketing of high-technology products differs significantly from the marketing of "traditional" products, the concept that marketing must evolve as products evolve through a technological life cycle (TLC) has not been fully developed. Industrial sales go through life cycles, and the cycle that best correlates to these sales is the TLC. The TLC differs from the product life cycle in many critical areas. The concept of the TLC is developed here and explored for timing and market opportunities.