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| Author: | LaZerte, J. D. Martin, W Gross, Ph. M. |
| Title: | Market pull/technology push. 3M's Scotchgard brand fabric protector. Procter and Gamble's Crest toothpaste. GE's Ultem resin 3M Procter and Gamble General Electric (GE) |
| Journal: | Research Management
1989 : MAR-APR, VOL. 32:2, p.25-31 |
| Index terms: | NEW PRODUCTS TECHNOLOGICAL CHANGE INNOVATION MARKETING |
| Language: | eng |
| Abstract: | For 3M the push to develop a fabric protector began after an accidentally spilled polymer sample. A soil-resistant treatment for carpets was also developed. This was the technical push. To develop a marketing pull, a few carpet manufacturers had to be convinced. With Procter and Gamble the development of Crest, a toothpaste emerged out of a search for new product opportunities. A research objective was selected and cooperative research was done with the University of Indiana. Crest required professional support to gain the confidence of users. Ultem resin, GE's (General Electric's) innovation began as a technology push which was combined with market pull. |
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