Push and Pull

What is technology push and market pull?

'Technology push' is when the technology has been developed but the need  must be created.

'Market pull' is when a business has a need for a product and technology develops to fill that need.



Sometimes a designer will design a new or improved product just because they believe that the very existence of the product will create market pull. Designs like this may either succeed or fail, depending on consumer demand, how innovative the product is, and the state of the market at the time.

An example of 'Technology push' include the first Sony walkman which was created because the chairman of Sony got sick of travelling with the companies existing portable stereo as it was too heavy. Sony embarked on an aggressive marketing plan by targeting teenagers hoping that the walkman would become associated with youth and leisure activities. Their marketing plan was successful.



Another example of 'Technology push' was the Sinclair C5, which we all know was a failure (you can read more about it in an earlier post).